Academy of Life Planning
Academy of Life Planning

Why Choose Us?

"If you don't have a plan of life, you'll never have order!" - Saint Josemaria Escriva

People often have no plans, or plans for small things ... or plans that benefit the hired planner, rather than the planned! At the Academy, we help those who wish to have a plan of life and money; To plan what THEY want to do. So, they can enjoy order, from which they create their legacy.

Build your plan of life and money. Write the next chapter in your book of life and make it amazing. Use our multi-dimensional planning tools to inspire you and implement solutions to help you live the life you love, heal world grief or save the planet. Here's what our clients had to say about us.

What is a Fee-only Non-intermediating Personal Financial Planner?

A fee-only non-intermediating personal financial planner is a highly trained professional who is committed to working in the best interests of their clients. They serve their clients without muddling the financial planning relationship with retail financial intermediation. They operate to high standards in the field of financial planning. They undertake a fiduciary oath and observe a code of ethics.


The Fiduciary Oath

“I shall plan my client before planning my client’s personal finances. I shall not conduct any retail financial intermediation. I shall exercise my best efforts to act in good faith and in the best interests of my client. I shall provide written disclosure to the client prior to my engagement, and thereafter throughout the term of the engagement, of any conflicts of interest, which will or reasonably may compromise my impartiality or independence. I, or any party in which I have a financial interest, do not receive any compensation or other remuneration that is contingent on my client’s purchase or sale of a financial product. I do not receive a fee or other compensation from another party based on the referral of a client or the client's business.

Following the Fiduciary Oath means I shall:

Always act in good faith and with honesty.

Be proactive in disclosing any conflicts of interest that may impact a client.

Not accept any referral fees or compensation contingent upon the purchase or sale of a financial product.”


The Code of Ethics

Objectivity: We strive to be as unbiased as possible in providing advice to clients, and we practice on a Fee-Only basis.

Confidentiality: We shall keep all client data private, unless authorisation is received from the client to share it. We shall treat all documents with care and take care when disposing of them. Relations with clients shall be kept private.

Competence: We shall strive to maintain a high level of knowledge and ability. We shall attain continuing education. We shall not provide advice in areas where we are not capable.

Fairness & Suitability: Dealings and recommendation with clients will always be in the client’s best interests. We put our clients first.

Integrity & Honesty: We will endeavour to always take the high road and to be ever mindful of the potential for misunderstanding that can accrue in normal human interactions. We will be diligent to keep actions and reactions so far above-board that a thinking client or other professional would not doubt our intentions. In all actions, we are mindful that in addition to serving our clients, we are about the business of building a profession, and our actions reflect this.

Regulatory Compliance: We will strive to maintain conformity with legal regulations.

Full Disclosure: We shall fully describe our method of compensation and potential conflicts of interest to clients.

Professionalism: We shall conduct ourselves in a professional way at all times. This involves integrity, honest treatment of clients, and treating people with respect.


It’s all part of our mission.


Our Mission

To provide fee-only non-intermediating personal financial plans for our clients.


Our Values

We live by three important values:

To be the beacon for independent, objective financial planning for individuals and families.

To be the champion of financial services delivered in the public interest.

To be the standard bearer for the emerging profession of financial planning.


Our Standards

We meet the following standards and continue to abide by such standards.

1. Fee-Only financial planner

We are compensated solely by the client with neither ourselves nor any related party receives compensation that is contingent on the purchase or sale of a financial product. We do not receive commissions, rebates, awards, finder’s fees, bonuses or other forms of compensation from others as a result of a client’s implementation of our planning recommendations.

2. Prohibition of certain ownership interests and employment relationships

We, or a party related to us, do not own any interest in or are employed by a financial services industry firm that receives commissions, rebates, awards or any form of compensation that is contingent on the purchase or sale of a financial product.


3. Compliance with industry regulations

We agree to comply with all statutes, rules, regulations, administrative and judicial rulings, and other authorities applicable to the provision of financial planning or advisory related services.


4. Prompt notification of certain disciplinary and legal events.

We have a continuing obligation to inform our clients, in a prompt manner and in writing, of significant disciplinary and legal events. These events include, but are not limited to, the following:

Any disciplinary inquiry or proceeding initiated by any civil or criminal authority or regulatory body, including any inquiry or proceeding relating to the firm with which we are associated;

Any disciplinary inquiry or proceeding initiated by a credentialing or membership organisation or authority to which we are subject,

Any bankruptcy, receivership, or other type of assignment or arrangement for the benefit or protection of our creditors or in relation to any entity in which we hold an interest of 5% or more.



"Related party" means a business colleague or family member with whom we share income or economic benefits. A related party may include, but is not limited to, a business partner or an officer or Director of our business, or a spouse, parent, dependent minor child, an adult child still residing in the home, or other dependent.

"Financial services industry firm" includes any entity or individual that offers any type of financial service, e.g., securities broker or dealer, investment adviser, asset manager, investment company, banking institution, savings institution, trust company, mortgage bank, credit union, savings and loan association, insurance broker or dealer or agent, real estate broker or agent, commodities broker or dealer or agent.


Steve's Story

Top City Banker becomes award-winning life planner, financial coach and business coach.

The Academy of Life Planning Limited was established on 2nd April 2012 in Chorley, Lancashire.


The founder, Steve Conley, was previously Head of Investments at HSBC when he lived and worked in Canary Wharf, London. His task was to increase financial security for retail customers. He is a multiple and international award-winner. Six times market leader. And, chairing the industry steering group at the British Banker's Association. Today, 8 out of 10 investors still use his ideas to enjoy greater financial security. According to the World Health Organisations, one of his products even contributed to saving the lives of 5 million children.


Steve discovered how financial advisers could become more trusted. By not only helping retail customers find security, but also helping them to enjoy freedom. He would do this by planning the client, before planning the money. He used the #1 world-best-practice planning model. He trained as a life planner himself and arranged training for a dozen other advisers who went on to become the most trusted advisers in the bank. But, what mattered most to customers, mattered least to his fellow bankers. TRUST! According to world leading PR firm Edleman, banks are the least trusted of all industries globally, year after year without improvement.


His fellow bankers were unimpressed with Steve's quest to deliver security and freedom to retail clients. Banks could earn far more short-term profit for shareholders, and pay themselves bigger bonuses, by denying their customers the security and freedom they so deserved. They chose instead to get rid of their financial advisers all-together and spent their marketing budgets on promoting debt. By 2020, the average unsecured debt in the UK is forecast to be half annual salary. That day in November 2011, ninety-five percent of the population were sentenced to a lifetime of debt slavery.


You see, people in a mess with life and money are far too profitable for a bank. And, all the UK banks preferred to sack all their financial advisers rather than fix the problem. So, disappointed that his colleagues would place profit before principles, Steve left the banks, holding an approach that would hand over the banks' lucrative control of the game to ordinary folk. He set up the Academy to share the secrets the banks didn't want him to share. 


Steve went on to become a master Life Planner. Since 2012, he studied the origins of planning and uncovered many other hidden secrets the unaccountable hierarchies of profit and power had long kept hidden from the general populous of citizens over many centuries. He has adapted the world-best-practice planning model to include the lessons he learnt and has make it multi-dimensional and even better. He has used his approach to help hundreds of people escape the rat race, overcome mid-life crisis, find a new direction, come together with their significant other and set up a life of their dreams - as you can see from our many client stories.


Most importantly - he delivers security and freedom.


He adapted the Goal Setting, so that it wasn't just about financial goals. It was about personal goals too: Mind, Body, Heart and Spirit. He also added a Financial Freedom Forecaster, so his clients could plan their means to security and freedom. Then he added the business plan, a proven proposition development framework that was as effective for his clients as it had proved for all those market-leading and award-winning businesses he built in banking. He helps many clients create a side-hustle from their passion - a vehicle to create personal wealth that delivers increased financial security and quickly carries them on their path to freedom. The result is The GAME Plan.


Steve is the author of Your Money or Your Life: Unmask the highway robbers - enjoy wealth in every area of your life.

Transparency Trophy Winner

The Academy founder, Steve Conley, picked up an award in September 2017 for his contribution to a more transparent financial services industry. The award was presented by the Transparency Task Force founder, Andy Agathangelou - at the offices of Morningstar, in London. Steve is an Ambassador for the Transparency Task Force. He also leads one of its teams, the Market Integrity Team which conducted a review into professional codes of conduct right across the financial services industry. He presented the resulting white paper to British parliament in February 2018. This led to the establishment of the APPG on Financial Stability. For more details of the Transparency Task Force - check 


If you would like to learn more about what Steve does to heal world grief and save the planet, why not check out our sister website Values Based Adviser


Steve's Credentials

You need confidence to entrust your life, money and business decisions with us. For this reason, we have provided an initial overview of the individual qualifications of The GAME Plan architect, Steve Conley here.

For details of his extensive work experience, why not check out his LinkedIn profile. He would be more than happy to connect!

Founder of the Academy of Life Planning in 2012

Founder of Values Based Adviser
Master Life Planner with the Kinder Institute of Life Planning
Multi-award-winning, multi-market-leading Proposition Architect

Yorkshire Business Masters Awards Finalist 2017
Winner of the Transparency Trophy 2017
Ambassador of the Transparency Taskforce
Chartered Financial Planner
Fellow of the Chartered Insurance Institute
Chartered Insurer
BSc Mathematics at UMIST
Former Head of Investments at HSBC, RBS Group & Santander
Former Chair of the British Bankers' Assocation, Bancassurance Steering Group
Twice winner (Associateship & Fellowship) of the British Insurance & Investment Brokers' Association Prize and twice winner of the Jubilee Prize of the Insurance Institute of Manchester, for best performance in North West England and Manchester respectively.

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