121 Financial Planning Ltd

What 121 Financial Planning Ltd does

121 Financial Planning Ltd (legal entity 121 FS Limited, trading as 121 Financial Services) is a privately held, FCA-authorised independent financial advisory firm headquartered in Eastbourne, United Kingdom. The firm advises individual and business clients throughout Sussex on pensions, investments, mortgages, life assurance, general insurance, inheritance tax planning, and employee benefits. Operating under FCA register number 656882 and registered in England & Wales under company number 8957123, it maintains its principal office at 25 Hyde Gardens, Eastbourne, with a registered office at 5 Cornfield Terrace.

The firm's core offering centres on Pension Advice & Planning and Investment Planning, supplemented by add-on modules covering Inheritance Tax Planning, Protection Services, Mortgage Advice, and Employee Benefits. It does not operate a proprietary technology platform, mobile application, or AI-driven tooling; service delivery is conducted through personal consultations supported by phone (01323 734530) and email ([email protected]). The firm is independent of any product provider and positions its whole-of-market access as the basis for unbiased product selection and long-term client relationships.

The revenue model is professional services-based, generating income through fees and commissions on financial advisory services, with publicly undisclosed pricing determined per engagement. Go-to-market is sales-led and relationship-driven, relying on direct enquiries, referrals, and word-of-mouth within Sussex rather than digital marketing, paid acquisition, or content channels. Ownership appears to be founder/management-owned with no institutional investors, external funding rounds, or parent company disclosed in the source data.

Name

121 Financial Planning Ltd

Legal name

121 FS Limited

Website

https://121fs.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

121 Financial Planning Ltd (trading as 121 Financial Services) is an FCA-authorised independent financial advisory firm in Eastbourne, UK, providing pension, investment, mortgage, insurance, and inheritance tax advice to individual and business clients across Sussex.

Ownership category

akta.pro rank

Product category

Independent Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Loan Brokers (6163), Life Insurance (6311)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

Keywords

• Independent financial advice
• Pension planning
• Investment advisory
• Mortgage brokering
• Life assurance

Headquarters

HQ city

Eastbourne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Financial Advisory Services: Revenue generated through fees and commissions from providing financial advisory services including pension planning, investment advice, mortgage brokering, life assurance, and general insurance. The company is independent, accessing the whole marketplace to find best value products for clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

121 Financial Planning Ltd (trading as 121 Financial Services) is an FCA-authorised independent financial advisory firm providing personalised advice on pensions, investments, mortgages, life assurance, and general insurance. The firm operates as 121 FS Limited and delivers services through face-to-face, phone, and email consultations from its Eastbourne office to clients across Sussex.

Product overview

121 Financial Services operates as an independent financial advisory firm offering a unified service model built around two core offerings: Pension Advice & Planning and Investment Planning. These core services are supplemented by specialist modules including Inheritance Tax Planning, Protection Services (life assurance and general insurance), Mortgage Advice, and Employee Benefits. The firm positions its independence as enabling access to the 'whole marketplace' of financial products, with an emphasis on long-term client relationships over transactional advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Pension Advice & Planning Comprehensive pension planning services helping clients safeguard their retirement, from reviewing existing pension arrangements to creating future strategies tailored to individual needs and retirement aspirations.
• Investment Planning Investment advisory and planning services that tailor financial strategies to enhance client investments, including portfolio management, performance monitoring, and unbiased recommendations aligned with client goals and risk tolerance.
• Inheritance Tax Planning Specialist advice service for planning and managing inheritance tax obligations to help preserve wealth for beneficiaries.
• Protection Services Insurance and protection advice covering life assurance and general insurance products to safeguard clients and their families.
• Mortgage Advice Independent mortgage advice and research services, comparing options from across the marketplace to find suitable lending solutions.
• Employee Benefits Specialist services covering all types of pension schemes and employee benefits for business clients.

Quantifiable outcome

• Cost savings on insurance policies through expert comparison and negotiation

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Whitechurch Securities: An independent UK financial adviser offering bespoke investment, pension, and tax planning advice. Directly comparable to 121 as a similarly sized independent IFA with whole-of-market access and a focus on personalised retirement and wealth planning.
• Lighthouse Group: A UK listed adviser support group providing IFA firms with compliance, business, and platform infrastructure. Directly comparable to 121 as it serves the same small-IFA segment with wrap and advisory services across pensions and investments.
• London & Country Mortgages: One of the UK's largest independent mortgage brokers, offering whole-of-market mortgage and protection advice. Directly comparable to 121 in the mortgage advice and protection segments of its service offering.
• Chase de Vere: A national UK independent financial adviser offering whole-of-market advice on pensions, investments, mortgages, and protection. Closely comparable to 121 in product scope, independent positioning, and client segments, though larger in scale.
• Sense Network: A UK mortgage and financial services network supporting independent advisers and brokers. Comparable to 121 as it serves the same mortgage and protection advice market through an independent, whole-of-market model.

Broad incumbents

• Evelyn Partners: A major UK wealth management and professional services firm (formerly Tilney) offering investment management and financial planning. Comparable to 121 in delivering bespoke advice on pensions and investments, though with institutional scale and broader service lines.
• St. James's Place: The largest UK independent advice network with a partnership model for individual IFAs. Comparable to 121 as a UK whole-of-market advice brand, though operating at vastly greater scale and with a national footprint.
• Quilter: A large UK wealth manager with a network of financial advisers offering pensions, investments, and protection advice. Comparable to 121 across the same product set, though at significantly greater scale with both advised and platform services.
• Hargreaves Lansdown: The UK's largest direct investment platform, offering self-directed and advised investment and pension products. Comparable to 121 as a UK investment and pension provider, though operating at platform scale rather than as a personal advisory firm.

Emerging players

• AJ Bell: A UK investment platform with growing advised propositions targeting the same pension and investment advice market as 121. Comparable on the investment and pension product side, though primarily a platform rather than a personal advisory practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/121-financial-services

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 121 Financial Planning Ltd