The Academy Of Life Planning

Unleash Your Full Potential: A Comprehensive Support Network


The Academy empowers financial planners to reach their full potential as advisers, offering generic financial planning or life planning. No product sales or hard selling needed. Through mentorship, training, unique customer-focused tools, and a finance library, planners provide unbiased advice centred on clients' financial well-being.

Welcome to the Academy of Life Planning: Transform your financial planning business into a future-ready life planning firm today.


Join Our Network: Unlock Your Full Potential as a Life Planner


By joining the Academy of Life Planning network, you'll gain access to a range of resources, support, and training designed to help you achieve success as a generic financial planner. Here are some of the benefits of joining:

  • Guidance, training, and support to build a strong foundation for your business.
  • Access to our unique customer-focused financial planning tool, designed to help you create bespoke plans for your clients.
  • A library of materials for teaching about personal finance and generic financial planning.
  • A "business-in-a-box" option that is ready to go, with templates and other resources to help you get started.
  • Regular updates on relevant regulations and industry best practices.
  • Access to cutting-edge tools and resources to enhance your planning services.
  • Networking and learning opportunities within a community of like-minded professionals.
  • Support for maintaining and improving your professional certification or designation through our Game Plan accreditation programme.
  • Ongoing mentorship and coaching to help you grow and develop your business.

Join our network today to unlock your full potential as a generic financial planning adviser or life planner. Click the button below to get started:

Client Testimonials: What People Say About Our Services

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

Are you ready to be a generic financial planner?

What does it take to be a successful generic financial planner? Are you ready? How might you improve? Take this quiz. It's free. It takes 4 minutes to complete. A customised report is instantly delivered to your inbox.

Transitioning from Financial Adviser to Generic Financial Planning Adviser: A Comprehensive Guide

Ready to elevate your financial planning career? Our latest blog post explores the exciting journey of transitioning from a regulated financial adviser to a generic financial planning adviser. Discover the benefits of professional freedom, autonomy, and entrepreneurship while providing holistic financial advice to your clients.

Unlock the key to success with our FREE "Generic Financial Planning" Firm start-up pack!


Get started on your journey to financial planning success with our comprehensive start-up pack. We're offering FIVE e-books that provide invaluable insights and tools that will help you develop your skills and transform your business.


Our start-up pack includes:

  • Stand & Deliver: Discovering Your Money and Your Life
  • The Significant STORIES System
  • The Ikigai (Reason for Being) Proposition Development Framework
  • HapNav Tech Spec
  • The Generic Advice and Financial Planner Start-up Checklist

With our start-up pack, you'll receive guidance on how to build a strong foundation for your business and create a plan for success. You'll also get access to powerful tools and resources that will help you navigate the complex financial landscape with ease.

Best of all, you can get started right now, for free! Simply sign up for our mailing list, and we'll send you the start-up pack today. No bank details are required, so you can start your journey to success without any financial commitment.


Don't miss out on this opportunity to unlock your potential as a financial planner. Sign up for our mailing list and get your FREE Generic Financial Planning Firm start-up pack today!

Two World First's Rolled In To One Groundbreaking Idea!

An Academy Exclusive: New Advice Paradigm plus Consumer-Centred App.

Our Financial Planning Places A Wall Between Planning And Products.

World's first generic financial planning network. Our initial assumption is that clients can self-educate on every aspect of personal finance and financial planning. They need self-help tools, templates, and the lightest touch of coaching and support.

Customer-Centred Open Banking-Integrated Financial Planning App.

World's first consumer-centred financial planning app integrated with open banking. Our initial assumption is most of the time, people should do things for themselves with the right support. That's all consumers need in a commoditised investment market. 

"Thank you, Steve Conley, You have played a huge part personally in helping to usher in this new era!"

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


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 similar financial service professionals. They do not render legal, tax, accounting, investment advice, or other similar professional services. 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.


Financial planning is generic advice and is therefore regulated by general consumer law in the UK, including the Consumer Protection from Unfair Trading Regulations 2008 and the Consumer Protection (Amendment) Regulations 2014, and is regulated by the Competition and Markets Authority. We place a wall between financial planning and advice relating to a particular investment. We do not give advice relating to a particular investment. Where financial planning is given in the course of or in preparation for an activity regulated under Section 22 of the Financial Services and Markets Act 2000, such as advice relating to a particular investment, it is regulated by the Financial Conduct Authority. This distinction is why we are regulated by the Competition and Markets Authority, not the Financial Conduct Authority. 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. 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.


In plain English, we sell plans, not products.


The Academy of Life Planning Limited is a service sector trading company regulated by the Competition and Markets Authority and Registered in England and Wales number 8016568. Registered office address 9 Franklin Way, Spilsby, Lincolnshire, PE23 5GG, United Kingdom. Information Commissioner's Office reference number ZA502687.


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