The Academy Of Life Planning

We provide personalised one-to-one mentorship, coaching, training, webinars, open resources, and networking opportunities.

We make every effort to provide our customers, rich or not, with proper financial planning at all times.

Accessibility! Impartiality! Expertise! Experience!

Traditional financial planners are regulated investment sales people looking for rich prospects to buy their investments. People who aren't rich don't have access to financial planning services; and those that are, they don't receive proper financial planning. Yet financial plans done properly remove fear and allow people to shift their focus from meeting basic needs to personal growth and development. We make financial planning fit for purpose by removing investment sales from the planning process.

We help members build successful advice-only financial planning firms.

Build your own advice-only financial planning firm. We show you how and provide the tools and license-free templates. We teach you an advice-only financial planning process called The G.A.M.E. Plan.


What's The G.A.M.E. Plan? 


The G.A.M.E. Plan focuses on how stage-related psychological developments impact what makes us happy and how we find joy in our lives. You design your client's favourite future through the G.A.M.E. Plan and then develop a financial plan to support it.


Why advice-only?


Advice-only financial planning packages everything a financial planner does that adds value for the client. It excludes regulated investment advice because our initial assumption is most of the time, consumers should do things for themselves with support.


Christopher Woolard, the interim C.E.O. of the U.K. Financial Conduct Authority, said of Consumer Duty in September 2020:


"The overwhelming majority of retail investors are best served by readily understood, well-diversified and low-cost investments which are already available from a range of providers, but many retail investors don't choose these."


When a wall is placed between advice and product, investment recommendations add little value in a commoditised market for the overwhelming majority of retail investors. 


Asset-based remuneration muddies the client-adviser relationship. When you are an advice-only financial planner, there is a wall between the financial plan and any investments used to reach the financial goals. Your fees are transparent and disclosed. It is a direct arrangement between you and your client. 


Who regulates the advice?


An advice-only financial planner is a financial planner, but is not an investment distributor.


Financial planning is classed as general advice and is regulated by general consumer law; unless used to distribute products when a product distribution regulator regulates it. Who regulates the planner determines the responsibilities of planners and the protection given to consumers. Two-thirds of our members are regulated under consumer protection law. It helps to be part of a network to understand the rules. 


We offer planners a unique financial planning app that is a time saver for planners and clients. Here you can support your client in producing their financial plans on HapNav - our customer-directed Open Banking-powered financial planning application. HapNav projects your client's financial future and clarifies what needs to be done. Lack of clarity or focus is one of the biggest causes of stress. HapNav gives you greater confidence and peace of mind.


Become An Accredited GAME Plan Practitioner.

Master our advice-only financial planning process over three months with Fast-Track, over 12 months with annual mentorship.

Eight top skills you will learn as a TGP Practitioner? Helping your clients to:

  1. Live a values-driven and purpose-driven life.
  2. Enjoy wealth and well-being in every area of their life.
  3. Avoid highway robbers.
  4. Make wealth, not just save wealth they've already made.
  5. Manage their own money fearlessly.
  6. Plan and leverage all their assets, not just their financial assets.
  7. Do what the world needs and will pay for using what they are good at and love.
  8. Live longer and better.

Advice-only process and supporting technology.

Advice-only Financial Planning places a wall between advice and products.

Done with you, rather than done for you. We teach clients how to plan, make, and invest money. Client wealth is invested in property, company pensions, businesses, savings, and investments.

Customer-centred Open Banking-integrated financial planning apps.

We coach and support our clients to produce and maintain their financial plans. Our initial assumption is most of the time, people should do things for themselves with the proper support. 

A financial plan is for survival, safety, and security.


Identify needs that must be met to create a secure foundation for personal growth. Meet those needs with a financial plan.


A life plan is for personal growth.


Create a life plan for personal growth to express character, connect with others, and contribute to the good of humanity.


"If you look towards safeguarding and expressing your unique gifts and talents, and making those gifts and talents available to the world, you will live with a healthy and joyful life well into old age." - Richard Barrett, A new psychology of human well-being.


The Game plan is a financial life plan for living a healthy and joyful life well into old age.




For Individuals

"If you’re considering working with Steve and you’re not sure whether to take that first step, all I can tell you is it changed my life and now I am living a dream life that I never thought was possible." - Emma P.


[Full Story On Testimonial Page]

For Planners

“We experienced it with Steve as clients first and then bought the product. Steve has been a champion for and with us in mentoring and training us so effectively that we are in many ways the embodiments of what the Kenwell GAME Plan is.”

- Kenwell FLP


About Us

"Steve has done an amazing job leading the Market Integrity Team, bringing together professional bodies, trade bodies and standards boards from all across the financial services industry." - Transparency Taskforce

Build Your Advice-only Financial Planning Firm.

Immediate access to exclusive license-free resources to build your advice-only financial planning business. Our content includes a unique planning process, The GAME Plan, market first fintech app - HapNav, Templates, Curated Content, Vibrant Learning Community Network, Monthly 1-to-1 Mentorship, Fast Track, Weekly Town Halls, Guest Speaker Webinars, Day-to-Day Support And Much More ...

Best Use Of Technology.

We are delighted to announce that HapNav has been shortlisted as The Investment Life & Pensions Moneyfacts Awards finalist in Best Use of Technology in the Investment Life & Pensions Sector in September 2022.

HapNav - The Happiness Navigator! - is the world’s first customer-directed Open banking-powered financial planning application. It is available exclusively through the Academy of Life Planning.


The Academy of Life Planning Limited's service is called generic advice, financial information, and financial education. The services offered to planners contain coaching, training, mentorship, and ongoing support on the services.


The information on this website is the opinion of the individual authors based on their observations, research, and years of experience. The publisher and its authors are not registered investment advisers, attorneys, licensed accounting professionals, or other financial service professionals and do not render legal, tax, accounting, investment advice, or other professional services. The information offered by this website is general education only. Neither the author nor the publisher assumes any liability or responsibility for any errors or omissions and shall have neither liability nor responsibility to any person or entity for damage caused or alleged to be caused directly or indirectly by the information on this site. Use at your own risk. The author and its publisher disclaim responsibility for updating information and for third-party content, products, and services, including when accessed through hyperlinks or advertisements on this site.


There can be no risk of mis-selling when no financial products are sold. There can be no poor advice when no personalised advice or recommendations are ever given about buying or selling specific investments. Without exception, we do not arrange or bring about deals, make arrangements with a view to a transaction, or cause dematerialised instructions relating to any investment business. We do not advise borrowers about the liquidation of debt. We offer personal financial plans.


Our planning services are designed as a stand-alone service. If you want financial products, these can be accessed either directly from the market or via financial intermediaries. If you are looking for a personal recommendation for an investment product, you should consult a licensed investment adviser. Since the Academy of Life Planning Limited is NOT an intermediary financial firm or a provider of financial products or conducting any activities regulated by the UK's Financial Conduct Authority, we are NOT licensed with or regulated by the UK's Financial Conduct Authority. The Academy of Life Planning is not required to be regulated by the Financial Conduct Authority and is not registered with the FCA to provide regulated financial advice.  Financial planning is not regulated under s 22 of the Financial Services and Markets Act 2000, FCA Handbook PERG 8.26.2 refers unless it is provided with a view to product distribution. Financial planning is covered by general consumer law in the UK, including the Consumer Protection from Unfair Trading Regulations 2008 and the Consumer Protection (Amendment) Regulations 2014. Clients of Financial Planners regulated under consumer protection have a private right of action that is unavailable under FCA-regulated firms.


The Academy of Life Planning is registered in England and Wales, registration number 8016568. Registered office address 9 Franklin Way, Spilsby, Lincolnshire, PE23 5GG, United Kingdom.

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