BRADBYS LIMITED

What BRADBYS LIMITED does

Bradbys Limited is a London-based private wealth management advisory practice (registered in England and Wales, Company Number 13753774), founded in 2021 and operating under the trading name Bradbys Wealth Management. It is an Appointed Representative of St. James's Place Wealth Management plc, distributing exclusively SJP-branded investment, retirement, protection, mortgage, corporate and intergenerational wealth management services to UK individuals, business owners, senior corporate executives, professional partnerships and private/HNW clients. The firm does not operate its own proprietary technology platform; rather, its technical and product infrastructure is provided by SJP, including access to SJP's Polaris fund range, Unit Trusts, ISAs, SIPPs, Investment Bonds and discretionary management via SJP Investment Management Limited, with the SJP Guarantee backing the suitability of advice.

The business is delivered face-to-face from a single office at York House, 23 Kingsway, London, by a team of approximately 11 listed staff spanning a Managing Director, Director and Head of Operations, Head of Paraplanning, eight advisers and one associate. Customer acquisition is relationship-driven — referrals, professional introductions, VouchedFor reviews, LinkedIn, an E-Briefing newsletter and private client events — with no self-serve or paid digital demand-generation. Revenue is generated from tiered initial advice charges (3% on first £250k, 2% on next £250k, 1% above £500k), an annual ongoing advice charge of 0.80% of account value, product charges (0.27% Unit Trust/ISA; 0.35% Pension/Investment Bond) and underlying fund charges ranging from 0.09% to 0.69%, all publicly disclosed on the website.

The firm is positioned as a boutique relationship practice benefiting from SJP's £220bn+ AUM scale, multi-manager investment approach, FCA-regulated infrastructure and a curated ecosystem of supporting partners (Metro Bank, Flagstone, WPA, Kings Court Trust, Clarke Wilmott, Pavilion Row, Genus Trust Company). There is no disclosed funding, no proprietary technology, no AI/ML capability and no separately reported revenue; Bradbys' commercial identity, product suite and growth ceiling are functionally defined by the SJP Partnership.

Name

BRADBYS LIMITED

Legal name

Bradbys Limited

Website

https://bradbyswm.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Bradbys Wealth Management is a London-based Appointed Representative of St. James's Place providing face-to-face financial advice on investments, retirement, protection, mortgages, corporate planning and intergenerational wealth to UK individuals, executives, partnerships, business owners and HNW clients.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (52394), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEABAC

Private Banking & UHNW Wealth Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

SECONDARYFSABADAD

Private Banking Advisory & Discretionary Portfolio Management

Financial & Insurance/Banking (Commerical, Retail & Consumer)/Private Banking

Keywords

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

Headquarters

HQ city

London

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. Initial advice charge: One-time charge applied to the total amount invested at the point of advice, structured in tiered percentage bands. No charge if advice does not result in an investment.
2. Ongoing advice charge: Annual charge covering ongoing suitability reviews and ongoing support, calculated as a percentage of the total value in the client's account(s). Tiered and reduced for larger portfolios.
3. Product charge: Annual account administration charge, varying by product type held (e.g. pension vs ISA). Tiered and reduces based on total amount invested across SJP products.
4. Fund charge: Annual charge for the management and oversight of the fund(s) in which the client is invested, ranging from 0.09% to 0.69% depending on the fund. Applies to the majority of SJP funds.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Bradbys Wealth Management is a London-based financial advisory practice (Bradbys Limited) that delivers face-to-face wealth management advice covering investment planning, retirement planning, protection planning, corporate services, mortgages and specialist banking, and intergenerational wealth management. As an Appointed Representative of St. James's Place Wealth Management plc, it distributes SJP's range of investment products (ISAs, Unit Trusts, Investment Bonds, SIPPs, Polaris funds) and discretionary services to UK individuals, professionals, and business owners.

Product overview

Bradbys Wealth Management provides a partnership for life through comprehensive wealth management services. The core offering is financial advisory spanning investment planning, retirement planning, protection planning, mortgages, corporate services, and intergenerational wealth management. The firm operates as part of the St. James's Place Partnership, offering SJP's investment product suite including ISAs, Unit Trusts, Investment Bonds, and SIPPs alongside discretionary management services. Key fund families include Polaris (active growth), Polaris Multi-Index (blended index), InRetirement (income drawdown), and Growth Portfolios. Additional services include financial wellbeing education, estate administration through third-party partners, professional trustee services, will writing referrals, and online financial calculators. All investment products are linked to fund performance and advised upon through the SJP platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Planning Bespoke investment advisory service for individuals, providing personalised investment strategies and access to St. James's Place investment solutions including ISAs, Unit Trusts, Investment Bonds and portfolio management.
• Retirement Planning Retirement planning advisory covering pension maximisation, annuities, Self-Invested Pension Plans (SIPPs), and pension drawdown options for individuals approaching or in retirement.
• Protection Planning Insurance and protection advisory covering life cover, critical illness cover, income protection, private medical insurance and employee benefits solutions for individuals and businesses.
• Mortgages and Specialist Banking Mortgage advisory across first charge, remortgaging, buy-to-let, self-build, expat and commercial mortgages, plus cash management and lending solutions.
• Corporate Services Business-focused financial services including corporate pensions, auto-enrolment, employee benefits, tax mitigation, shareholder planning and exit strategy support.
• Intergenerational Wealth Management Wealth transfer and estate planning advisory helping families use collective wealth to support each other, including insurance policies, gifting strategies and trust arrangements.
• Wills and Powers of Attorney Referral and coordination of will writing and lasting power of attorney arrangements with experienced legal service providers.
• Estate Administration Post-bereavement estate administration support delivered through partners Kings Court Trust, Clarke Wilmott and Pavilion Row, handling legal, financial and tax affairs including probate and Inheritance Tax.
• Professional Trustee Services Professional trustee solutions for SJP clients provided through Genus Trust Company, offering independent trustee governance particularly for non-UK domiciled clients.
• Financial Wellbeing Workshops Workplace financial education sessions and youth financial literacy programmes covering budgeting, saving, borrowing and banking, delivered to employers and secondary school audiences.
• Stocks and Shares ISA Tax-efficient ISA wrapper offered through SJP with a £20,000 annual allowance for the 2026/27 tax year, invested with leading global fund managers.
• Junior ISA Tax-efficient savings account for children, providing long-term savings that cannot be accessed until the child turns 18.
• Unit Trusts Professionally managed portfolio of stocks, property and bonds available through ISA wrappers for tax-efficient investing.
• Investment Bonds Medium to long-term investment product providing diversification across asset classes with the flexibility to switch funds and take regular income.
• Discretionary and Stockbroking Services Discretionary portfolio management and stockbroking services through St. James's Place Investment Management Limited, offering bespoke portfolios and direct equity access.
• Offshore Investments International investment solutions for clients seeking currency diversification, regular investment options or planning to live outside the UK.
• Self-Invested Pension Plans (SIPPs) Self-directed pension plans offering wider investment flexibility including equities, Unit Trusts, gilts and commercial property with tax-efficient growth.
• Polaris Fund Range SJP fund family comprising Polaris Funds (actively managed for long-term growth), Polaris Multi-Index (index tracking with active asset allocation), InRetirement Funds (income drawdown) and Growth Portfolios (five distinct long-term growth portfolios).

Quantifiable outcome

• SJP manages over £220bn of client assets as at 31 December 2025.
• +1 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• St. James's Place (SJP)coreChannel Partner/ Reseller/ DistributorBradbys Wealth Management is an Appointed Representative of St. James's Place Wealth Management plc (authorised and regulated by the FCA). SJP provides all products, investment management, fund administration and the SJP suitability guarantee. Bradbys represents only SJP's wealth management products and services. This is a core, exclusive distribution partnership integral to the entire business model.
• Metro BanksupportingChannel Partner/ Reseller/ DistributorMetro Bank works with St. James's Place to make short-term lending facilities available to SJP clients, secured against their investment portfolio. Metro Bank also provides access to trust savings accounts in conjunction with SJP.
• FlagstonesupportingChannel Partner/ Reseller/ DistributorFlagstone powers the SJP Cash Deposit Service, an online cash management platform allowing clients to spread deposits across multiple banks to maximise FSCS protection. Minimum deposit: £25,000 personal, £100,000 business/trust/SIPP, £250,000 charity/POA.
• Kings Court Trust, Clarke Wilmott and Pavilion RowsupportingImplementation/ SI/ Consulting PartnerThese specialist estate administration firms have been selected by SJP for their commitment to client care and market-leading services. They provide estate administration support to clients' loved ones following bereavement — handling legal, financial and tax affairs.
• Genus Trust Company (Jersey)supportingImplementation/ SI/ Consulting PartnerGenus Trust Company provides Professional Trustee Services for SJP clients. Based in Jersey, it offers independent trustee governance for trusts, particularly beneficial for non-UK domiciled clients. Regulated by the Jersey Financial Services Commission.
• Western Provident Association (WPA)supportingImplementation/ SI/ Consulting PartnerWestern Provident Association works with SJP to provide the Family Healthcare Plan — a generation-spanning health insurance plan covering extended family members, including children, grandchildren, parents and other loved ones.
• St. James's Place Charitable FoundationsupportingOthersThe SJP Charitable Foundation harnesses collective philanthropy of SJP partners, advisers and employees. Every pound raised is matched by SJP. Bradbys participates in this as a member of the SJP Partnership. The Foundation has raised over £144m since 1992 and funds charities supporting children in disadvantage, end-of-life care, cancer, mental health and financial wellbeing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rathbones Group: UK-listed discretionary wealth manager focused on HNW individuals, trusts and intermediaries — overlaps with Bradbys on investment management, retirement and intergenerational planning, but delivers via a centralised discretionary model rather than SJP-aligned adviser practices.
• Coutts: Iconic UK private bank providing wealth management, banking and bespoke advice to HNW and UHNW clients — directly competes for Bradbys' private client and business owner segments, albeit with a banking-led proposition and higher entry thresholds.
• Quilter: Major UK wealth manager with an advised and platform business serving retail and HNW clients through financial advisers — competing directly for the HNW advised segment that Bradbys targets, but at substantially greater scale and with independent/whole-of-market product access.
• Brewin Dolphin (RBC Wealth Management): UK wealth manager (now part of RBC) providing discretionary investment management and financial planning to HNW individuals, charities and intermediaries — competing for the same HNW advised pool with a more institutional/centralised proposition.
• Charles Stanley: UK wealth manager (now part of Raymond James) providing discretionary investment management and financial planning to HNW individuals, families and charities — overlaps strongly with Bradbys on bespoke advice, retirement and estate planning.
• Tilney (now Evelyn Partners): UK wealth management and professional services group offering investment management, financial planning and tax services to HNW clients and business owners — significant overlap with Bradbys' holistic financial planning and corporate-services offering.

Emerging players

• True Potential: UK wealth management platform combining technology, central investment and an adviser network — targets the same advised retail/HNW market as Bradbys but with a hybrid, technology-led proposition and significantly lower disclosed fees.

Direct peers

• Bestinvest (Evelyn Partners): UK investment platform/adviser business serving retail and HNW investors with ISA, pension and discretionary services — directly comparable HNW/retail investment value proposition to Bradbys but delivered primarily digitally and at materially lower headline fees.
• Killik & Co: London-based, family-founded boutique wealth management practice offering long-term face-to-face advice to individuals and small businesses, including retirement, ISA and intergenerational planning — closely matching Bradbys' relationship-driven, fee-based UK HNW advisory model.

Others

• AJ Bell: UK investment platform offering SIPP, ISA and dealing services to retail and advised clients — relevant adjacent competitor/platform that supports the broader UK advised wealth ecosystem in which Bradbys operates, though not directly competing for face-to-face HNW advice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/bradbys-wealth-management

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 BRADBYS LIMITED