Who we are

At Finli, we put you and your story at the centre of our advice.

We're driven by the belief that true financial planning has the power to profoundly change lives. Our goal is simple: to deliver personalised financial guidance that empowers our clients to achieve their dreams and transform their futures.

With a long heritage in the industry and a team of over 100 advisers, we've honed our expertise to guide our clients towards financial success. Furthermore, with a client base exceeding 20,000 and backed by JCF, a dedicated Financial Services private equity investor, our size and scale enable us to secure better opportunities and deliver enhanced value for our clients.

Our national footprint spans across England, Scotland, and Wales, but we bring local and personalised financial solutions right to your doorstep. Your dreams are our priority, and we're here to make every step of your financial journey friendly, personal, and uniquely yours.

Our ethos

We aim to deliver a fresh approach to financial advice. By combining a people-first perspective with innovative financial tools, we help you feel empowered on your path to prosperity.

We stand by our beliefs

We believe in engaging and guiding our clients, empowering them to live their best financial lives.
We believe in making the complex simple for our clients and ourselves.
We recognise the real impact we make to our clients' lives, shaping their stories with excellent outcomes.
We believe in always being relevant, authentic and true.

Making the complicated simple

We believe in cutting through the complexity of financial matters to make them straightforward and accessible. Our aim is to empower you with advice that not only simplifies the complex but also gives you knowledge, helping you to achieve your goals and life ambitions.


A client-centric approach

Your money, your dreams – that's what matters most to us. With a client-centric approach, we place your unique situation and goals at the heart of your financial plan. We take the time to truly understand the life you want to live, crafting a personalised financial plan based on your unique story.


Advice that’s authentic, relevant and true:

We offer real advice for real people. No confusing jargon, no impractical investments – just authentic, relevant, and true guidance. Our goal is to provide you with a clear financial picture and a realistic path to achieve your goals.

Award-winning investment management

Our central investment proposition (CIP) revolves around empowering our clients to achieve their financial goals effortlessly. As an integral part of Finli, YOU Asset Management and YOUR Platform have been strategically acquired to offer unparalleled support in realising your financial life plan. With a team of award-winning investment professionals at the helm, your portfolio is actively managed daily. What sets us apart is our commitment to true independence, providing access to a wide array of investment vehicles globally. Through our ownership of YOU Asset Management, we provide a personalised service and efficient administration, ensuring your financial journey is smooth and rewarding. With Finli and YOU Asset Management by your side, your financial future is secure.

Get in touch

Life isn’t a rehearsal and every day is precious. The quicker you get expert advice, the faster you can relax knowing you have a clear path forward.


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