What Pineapple Financial Planning does

Pineapple Financial Planning Limited is a UK-based, face-to-face financial advisory firm registered in England and Wales, headquartered in York. Founded by Alexander Stephenson in 2021 (following predecessor activity under a different name), the firm operates as an Appointed Representative of St. James's Place Wealth Management plc, advising solely on the SJP group's wealth management products and services. It serves individuals, families, business owners, City professionals, sports professionals, retirees, and high net worth private clients across England, with specialist advice pages for each segment.

The firm's product surface spans investment planning (ISAs, Junior ISAs, Unit Trusts, Investment Bonds, discretionary and stockbroking services, offshore investments, and SJP's Polaris/InRetirement/Growth portfolio solutions), retirement planning including SIPPs, protection planning (life, critical illness, income protection, estate planning), corporate services (auto-enrolment, shareholder planning, exit strategy), mortgages and specialist banking, and intergenerational wealth management. There is no proprietary technology platform; the firm relies on SJP's product infrastructure, a suite of online financial calculators, and standard CRM-led client engagement.

Revenue is generated through banded initial advice charges (3% on the first £250,000, 2% on the next £250,000, 1% above £500,000), an ongoing advice charge of 0.80% on account value (with tiered reductions for larger portfolios), and ongoing product and fund charges on SJP products (e.g. 0.27%–0.35% product charge plus 0.09%–0.69% fund charges). The go-to-market is sales-led and relationship-led, with client acquisition primarily through referrals, the website, social channels (LinkedIn, Facebook, Instagram), and the credibility of the SJP Partnership brand.

Name

Pineapple Financial Planning

Legal name

Pineapple Financial Planning Limited

Website

https://pineapplefp.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Pineapple Financial Planning is a York-based, face-to-face financial advisory firm serving individuals, business owners, City and sports professionals, retirees, and HNW clients across England. It operates as an Appointed Representative of St. James's Place Wealth Management, earning fees from advice and SJP product distribution.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), All Other Financial Investment Activities (52399)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Retirement Income Planning & Decumulation Advisory (FSAEABAD), Business Owner & Executive Financial Planning (FSAEAAAO), Estate Planning & Trust Structuring Advisory (FSAEAKAC)

Keywords

• Financial planning services
• Wealth management advice
• Retirement planning
• Investment advisory
• Pension planning

Headquarters

HQ city

York

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advisory Fees: Charges separate Advice, Product and Fund fees. Initial advice charge applied in bands (3% on first £250,000, 2% on next £250,000, 1% over £500,000). Ongoing advice charge of 0.80% based on account value, with tiered reductions for larger investments.
2. St. James's Place Wealth Management Products: As an Appointed Representative of St. James's Place, the firm earns revenue from recommending and administering St. James's Place wealth management products including ISAs, pensions, investment bonds, unit trusts, and other investment solutions. Product charges and fund management charges apply to these products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pineapple Financial Planning is a UK-based financial advisory firm that provides face-to-face, personalised financial planning advice to individuals and businesses across England, covering investment planning, retirement planning, protection planning, mortgages and specialist banking, corporate services, and intergenerational wealth management. Operating as an Appointed Representative of St. James's Place Wealth Management plc, the firm recommends and administers St. James's Place wealth management products (ISAs, pensions, investment bonds, unit trusts, discretionary portfolios) and charges separate advice, product and fund fees.

Product overview

Pineapple Financial Planning is a financial advisory firm and Appointed Representative of St. James's Place Wealth Management, offering a comprehensive suite of wealth management products and services. The core offering centers on financial planning across the following interconnected areas: Investment Planning (ISAs, Unit Trusts, Investment Bonds, Discretionary/Stockbroking Services, Offshore Investments, and managed Investment Solutions including Polaris and InRetirement portfolios); Retirement Planning (including SIPPs and comprehensive pension advisory); Protection Planning (life insurance, critical illness, income protection, and estate planning); Corporate Services (employee benefits, corporate pensions, auto-enrolment, and exit strategy); Mortgages and Banking; and Intergenerational Wealth Management. The firm also provides access to specialist services including Will writing, tax and legal advice, and a suite of online financial calculators. All investment products are backed by St. James's Place's curated fund range managed by carefully selected external investment managers.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Savings Accounts (ISAs) Tax-efficient savings and investment accounts offered through St. James's Place, providing freedom from income tax and capital gains tax on returns, with a £20,000 annual allowance for the 2026/27 tax year. Targeted at individual investors seeking to build capital within a tax-efficient wrapper.
• Junior ISA A flexible, tax-efficient investment plan for children that cannot be accessed until the holder turns 18, designed to build capital for education or future milestones. Aimed at parents and family members saving on behalf of minors.
• Unit Trusts Professionally managed portfolios of financial assets including stocks, property and bonds, wrapped in a tax-efficient ISA structure to provide medium to long-term capital growth and income. Subject to a 0.27% product charge. Targeted at individual investors seeking diversified managed exposure.
• Investment Bonds Medium to long-term investment products providing access to a wide range of asset classes with flexibility to switch funds and take regular tax-efficient income. Subject to a 0.35% product charge. Designed for individual investors seeking diversified, tax-efficient, flexible investment exposure.
• Discretionary and Stockbroking Services Bespoke portfolio management delivered through St. James's Place Investment Management Limited, providing dedicated Investment Specialists to create and manage portfolios. Includes Responsible Investing Bespoke Portfolio Service, Capital Gains Tax service, and AIM Inheritance Tax Portfolio Service. Aimed at investors seeking managed, bespoke solutions including ethical/responsible investing and IHT-mitigated portfolios.
• Offshore Investments International investment solutions for investors wanting to invest regularly or as lump sums, offering access to wider asset classes and currencies, with potential benefits for expatriates and those expecting lower tax rates. Targeted at UK expats and internationally mobile clients.
• Investment Solutions (Polaris, Polaris Multi-Index, InRetirement, Growth Portfolios) A range of managed investment solutions including Polaris (actively managed funds for long-term growth), Polaris Multi-Index (index tracking with active allocation), InRetirement (income-focused fund-of-funds), and Growth Portfolios (five distinct portfolios for capital growth). Targeted at individual investors across accumulation and decumulation life stages.
• Self-Invested Pension Plans (SIPPs) Pension plans offering wider investment opportunities than traditional pensions, including equities, Unit Trusts, gilts and commercial property, with tax-efficient growth free from UK Income Tax and Capital Gains Taxes. Subject to a 0.35% product charge. Aimed at individual investors wanting flexibility and breadth in pension investing.
• Retirement Planning Services Comprehensive retirement planning advisory covering pension maximisation, retirement planning, nearing-retirement guidance, flexi-access drawdown, annuities, and planning for employed, self-employed and employer scenarios. Targeted at individuals approaching or in retirement.
• Corporate Services Business-focused financial planning including pension reform/auto-enrolment, corporate planning, shareholders' arrangements, employee benefits, corporate pensions, tax mitigation, and exit strategy planning. Targeted at business owners, company directors and employers.
• Mortgages and Specialist Banking Mortgage advisory for first-time buyers, employed and self-employed borrowers, buy-to-let, remortgaging, and commercial mortgages; also includes cash management and short-term lending facilities (via Metro Bank). Targeted at personal and business borrowers.
• Intergenerational Wealth Management Family-focused wealth planning including protection for the whole family, property ladder assistance, children's investments, wealth futureproofing, and business succession planning. Targeted at families and business owners planning across generations.
• Protection Planning Insurance and protection solutions including Term Assurance, Whole of Life, Critical Illness cover, Income Protection, Family Income Protection, Private Medical Insurance, Wills, Powers of Attorney, Estate Administration and Long Term Care planning. Targeted at individuals and families seeking to protect income, family and estate.

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• St. James's Place Wealth Management plccoreChannel Partner/ Reseller/ DistributorPineapple Financial Planning is an Appointed Representative of and represents only St. James's Place Wealth Management plc for the purpose of advising solely on the Group's wealth management products and services. The firm operates as part of the St. James's Place Partnership, one of the largest groups of accredited and Chartered advisers in the UK. SJP provides the products, investment management, and operational support while the firm provides personalised financial advice.
• Kings Court TrustminorImplementation/ SI/ Consulting PartnerSelected by St. James's Place for their commitment to client care and market-leading estate administration services. Provides estate administration services to alleviate the administrative burden on loved ones.
• Clarke WilmottminorImplementation/ SI/ Consulting PartnerSelected by St. James's Place alongside Kings Court Trust and Pavilion Row for estate administration services, chosen for commitment to client care and market-leading services.
• Pavilion RowminorImplementation/ SI/ Consulting PartnerSelected by St. James's Place alongside Kings Court Trust and Clarke Wilmott for estate administration services, chosen for commitment to client care and market-leading services.
• Genus Trust CompanyminorImplementation/ SI/ Consulting PartnerJersey-based trust company specialising in providing professional trustee services. Regulated by the Jersey Financial Services Commission. Provides trustees who represent the interests of beneficiaries and ensure due regard is given to clients' wishes.
• Western Provident AssociationminorChannel Partner/ Reseller/ DistributorIn conjunction with Western Provident Association, St. James's Place offers the Family Healthcare Plan - a generation-spanning health protection plan for extended family members.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Quilter: Major UK wealth management group offering adviser-led financial planning through its Quilter Financial Adviser network. Compares to Pineapple as a national IFA-like platform with multiple specialist segments and recurring fee-based revenue.
• St. James's Place Wealth Management: The parent wealth management group whose products Pineapple exclusively distributes. SJP operates a £220bn+ AUM partnership model with thousands of appointed representatives, providing the platform, products, and investment infrastructure Pineapple leverages.
• Rathbones: UK-listed wealth manager offering investment management and financial planning services to HNW individuals, charities, and intermediaries. Comparable in target market and holistic financial planning orientation.
• Hargreaves Lansdown: UK's largest retail investment platform with discretionary and advisory services. Comparable as a UK retail wealth management brand, though more platform-direct than face-to-face advisory.
• RBC Wealth Management (UK): UK wealth management arm (formerly Brewin Dolphin) serving private clients with discretionary investment management and financial planning. Comparable in serving HNW retail clients with adviser-led comprehensive wealth services.
• Schroders Personal Wealth: UK joint venture between Schroders and Lloyds Banking Group providing financial planning and investment services. Comparable in targeting UK retail/HNW clients with recurring advice-led revenue model.
• Charles Stanley: UK wealth manager providing investment management, financial planning, and advisory services to private clients and intermediaries. Comparable in serving HNW private clients with a regional office model.
• Evelyn Partners: UK wealth management and professional services firm providing financial planning, investment management, and tax advice to HNW individuals and families. Comparable in serving HNW and business owner segments with comprehensive financial planning.

Emerging players

• True Potential: UK technology-led wealth management platform partnering with financial advisers to deliver hybrid (digital + human) advice. Comparable as an alternative distribution model combining technology with adviser relationships.
• Moneyfarm: UK digital wealth manager offering robo-advisory and advised investment services. Represents the digital/hybrid competitive threat to traditional advisory firms like Pineapple, particularly for younger and mass-affluent clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/financialadvice
• Instagraminstagram.com/pineapplefp
• LinkedInlinkedin.com/company/pineapple-financial-planning

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pineapple Financial Planning