What Liberty Partnership Ltd does

Liberty Partnership Ltd is a UK-based independent financial advisory firm founded in 2007 and headquartered in Market Deeping, Peterborough. Operating on a fee-only, whole-of-market model, the firm delivers personalised financial planning and advice across investment management, retirement planning, estate planning and inheritance tax, business protection, mortgages, life and critical illness cover, auto enrolment, and corporate financial planning. It is regulated by the FCA (registration 472792) and is positioned as Market Deeping's only firm of Chartered Financial Planners, serving individual private clients and a secondary corporate/business segment across eight towns in the Cambridgeshire/Lincolnshire region. Customer acquisition relies on direct advisory relationships, a structured referral programme, content marketing via the firm's blog, and organic social channels.

The firm runs a small, highly qualified team (1–10 employees) consisting of Financial Planners, Paraplanners, Administrators, and an Estate Planning sub-brand (Liberty Estate Planning) led by qualified paralegal Jo Stark and STEP-qualified Probate Manager Laura Whatling TEP. Founding Partners Richard Ash FPFS and David Gregg FPFS hold advanced qualifications across pensions, investment, long-term care, taxation, and trusts. There is no proprietary technology platform; the offering is human-delivered financial planning advice. Revenue is generated through fee-only structures (flat fees, hourly fees, or a percentage of invested assets), with no commissions or product-provider ties. As of March 2026, Liberty advises on more than £240m in client assets and has taken a minority strategic investment from Swedish wealth management group Söderberg & Partners as part of the latter's UK adviser roll-up strategy.

Name

Liberty Partnership Ltd

Legal name

Liberty Partnership Ltd

Website

https://liberty-partnership.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Liberty Partnership Ltd is a UK-based, FCA-regulated independent financial advisory firm founded in 2007, providing fee-only investment, retirement, estate, and protection advice to individual and small corporate clients across the Cambridgeshire/Lincolnshire region.

Ownership category

akta.pro rank

Headquarters

HQ city

Market Deeping

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-Only Financial Advisory Services: The company operates on a fee-only model which allows clients to keep costs low without compromising on quality. They work with clients to review their financial situation and plan the best route to financial security. Revenue is generated through flat fees, hourly fees, or a percentage of the money invested, depending on the client's appetite for risk and level of investment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Liberty Partnership Ltd is an FCA-regulated independent financial advisory firm providing fee-only financial planning advice to individual and corporate clients. Services span investment advice, retirement planning, estate planning and inheritance tax, business protection, mortgages, life and critical illness cover, auto enrolment, and cash flow modelling. The firm is not tied to any product provider and selects from the whole of the market, delivering advice through Chartered Financial Planners operating from Market Deeping across the Cambridgeshire and Lincolnshire region.

Product overview

Liberty Partnership Ltd is a financial advisory firm providing a comprehensive suite of financial planning services. The core offering consists of independent financial advice across multiple domains including Investment Advice, Retirement Planning, Estate Planning & Inheritance Tax, Business Protection, Mortgage Services, Life Insurance Cover, Critical Illness Cover, Auto Enrolment, and Cash Flow Modelling. The firm operates on a fee-only model and is not tied to any financial organisations, allowing selection from the whole of the market. The firm also includes a specialized sub-brand, Liberty Estate Planning, managed by qualified paralegals for Wills, Lasting Power of Attorney, and Trusts. Services are delivered through a team of Chartered Financial Planners and qualified advisers operating from Market Deeping, covering the Peterborough and Cambridgeshire region.

Differentiator

Problem solved

Functional benefit

Brands

• Liberty Estate Planning: Provides guidance and documents relating to Wills, Lasting Power of Attorney documents and Trusts. Managed by Jo Stark as Estate Planning Manager and Laura Whatling as Probate Manager.

Products and services

• Investment Advice Personalised investment advice for both experienced investors and first-time investors, offering a tailored approach rather than a one-size-fits-all methodology. Delivered by Chartered Financial Planners selecting from the whole of the market.
• Retirement Planning Advice Comprehensive retirement planning services including pension benefit conversion, retirement income strategies, and tax-efficient lump sum options for clients approaching or in retirement.
• Estate Planning and Inheritance Tax Estate planning service covering Wills, Lasting Powers of Attorney, Trusts, and Inheritance Tax planning, helping clients structure succession and mitigate tax liabilities.
• Business Protection Advice Corporate protection service for businesses including Shareholder Protection, Key Man insurance, and Employee Benefit programmes.
• Mortgage Services Mortgage advice and arrangement services for clients seeking to purchase property or restructure existing mortgage arrangements.
• Life Insurance Cover Life insurance protection service covering term life, permanent life, and multiple-policy strategies designed to provide financial security for clients and dependants.
• Critical Illness Cover Critical illness insurance protection providing financial support to clients in the event of serious health conditions.
• Auto Enrolment Auto Enrolment compliance service for employers, including workplace pension scheme setup and ongoing management to meet UK regulatory obligations.
• Essential Corporate Planning Corporate financial planning service including Group Personal Pensions, Self-Invested Pension Plans (SIPP), and Small Self-Administered Schemes (SSAS).
• Cash Flow Modelling Cash flow modelling service that helps clients understand and project their financial position through detailed cash flow analysis, supporting retirement and corporate planning decisions.
• Liberty Estate Planning (sub-brand service) Specialist sub-brand service providing Wills, Lasting Powers of Attorney documents, and Trusts, managed by qualified paralegals Jo Stark (Estate Planning Manager) and Laura Whatling (Probate Manager).

Quantifiable outcome

• Fee-only model allows clients to keep costs low without compromising on quality of advice

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Rathbones Group: UK-listed wealth manager providing investment management, financial planning, and tax/estate services to private clients, intermediaries, and charities. Comparable in holistic private-client financial planning but at significantly larger AUM and with a discretionary bias.
• St. James's Place: UK's largest wealth manager with a national network of restricted/partnership advisers offering investment, retirement, and estate planning services to affluent individuals. Comparable in product mix and target client base but operates at much greater scale and via a restricted model.
• Evelyn Partners (formerly Tilney): Large UK wealth manager and professional services group offering financial planning, investment management, and tax/estate services to private clients. Comparable service breadth and target client segment but operating nationally with substantially greater scale.
• Brewin Dolphin: UK wealth manager providing discretionary investment management and financial planning to private clients. Comparable in serving affluent individuals with holistic financial advice but at materially greater AUM scale.
• Charles Stanley: UK wealth manager offering investment management, financial planning, and wealth structuring to private clients and intermediaries. Comparable in providing fee-based advice to individuals, though Charles Stanley operates on a larger national scale.
• Quilter: UK wealth manager with a national network of financial advisers serving mass-affluent and affluent private clients. Comparable in private-client financial planning but operates a much larger adviser network and platform infrastructure.

Direct peers

• Oakwood Asset Management: UK IFA co-investee of Söderberg & Partners' March 2026 UK investment round. Directly comparable independent financial adviser being aggregated into the same Swedish wealth management platform as Liberty.
• MoneyWeb Financial Advisers: UK independent financial adviser that received a minority investment from Söderberg & Partners in March 2026 alongside Liberty Partnership. Directly comparable as a UK IFA platform being aggregated under the same strategic acquirer.
• Wren Sterling: UK national IFA network providing whole-of-market financial advice to private clients. Comparable in offering independent, fee-based advice to individuals on investments, pensions, and protection, but at greater scale via an adviser network model.

Others

• Söderberg & Partners: Swedish wealth management group that has taken a minority stake in Liberty Partnership. Relevant as the strategic acquirer consolidating UK IFAs and as a comparable Nordic-originated wealth platform, rather than as a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Liberty-Partnership-Ltd-152380581968829
• LinkedInlinkedin.com/company/liberty-partnership

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Liberty Partnership Ltd