What Are GenericFinancial Planners?

We are the world's first Generic Financial Planner network. 

A generic financial planner offers only financial planning services without the requirement or expectation to manage their client's assets. It is ideal for people with high planning needs who can manage their investments independently with some initial guidance.

A generic financial planner does not have discretionary authority over assets. They shun investment management completely. Suppose the client does not want to implement investments independently. In that case, the adviser refers them to a flat-fee investment adviser who won't shove the client's money into nonsense products.

Let us be clear: An adviser who offers stand-alone planning with the option to manage assets is not a generic financial planner.

Generic financial planning is suitable for clients who:

  1. Can listen to instructions
  2. Can use technology
  3. Want to manage their assets
  4. Are willing to learn new skills
  5. Do not want to delegate
  6. Shun the shiny objects
  7. Are not lazy

This is not good for clients who:

  1. Need hand holding
  2. Are not open to learning new skills
  3. Want to delegate
  4. Want the adviser to invest in shiny objects for them
  5. Desire active management
  6. Are lazy

This is good for planners who:

  1. Don't mind going out to market themselves
  2. Are modest and resourceful
  3. Are consultative and analytical
  4. Love analysis more than implementation
  5. Are good at listening to clients
  6. Want their clients to be free
  7. Can explain things without confusing people
  8. Want to work with clients who DIY
  9. Favour passive management
  10. Are willing to put the client in control of how they work with you

This is not suitable for planners who:

  1. Want to make their clients dependent upon them
  2. Want to make their clients stuck
  3. Love pitching the next shiny object
  4. Love carrying out administrative or operational tasks
  5. Don't want their clients to be free
  6. Only want to work with clients who delegate
  7. Want to qualify for "the conference" via quota
  8. Confuse people, whether intentionally or not
  9. Don't believe in financial planning for any other reason than to sell products
  10. Want to shout at the Bloomberg terminal all-day
  11. Want to control their clients
  12. Want to lock their clients up into long-term arrangements



Welcome to Steve Conley's Generic Financial Planning Community: An easily accessible online support service and a professional global network.



We have the experience and expertise. We have led the wealth proposition for some of the world's largest banks, insurance companies, and adviser networks. We are highly qualified in financial services, financial planning, business planning, and life planning. We are here to help you.


Because of our rich heritage, we have the know-how and experience to understand what it takes to provide a secure home for high-quality, customer-focused advisers.



Our virtual nature and global reach also mean we can do things differently. Take our planning process, The GAME Plan Generator, as an example.


The GAME Plan Generator is available exclusively to the Academy members and their clients. Thanks to our generic nature, we've attracted what we believe to be some of the most customer-focused planners in the market to plan clients' life and money.


We also offer market-leading training for new and experienced advisers to learn the generic financial planning process, a varied business development programme, and exceptional marketing support. 



We're proud to be a unique community - the likes of which you're unlikely to find anywhere else within our industry.



The Future For Financial Planning Is Advice-only.


We are an award-winning international adviser support network with a difference; our advisers don't sell products. They sell plans. Our advisers provide valuable and much-needed support for the world across six continents. We can support people who need to make new life & money plans following the global life & money emergency.


You don't need to intermediate! Former Head of Investments at the world's biggest banks - and former Business Development Director of one of the UK's largest Independent Financial Adviser networks - Steve Conley shows advisers how to plan their client's wealth & well-being without product intermediation.


You can't just drop an intermediating business process into an advice-only firm. Disruptive business models look entirely different from what is already there. You need tried, tested, and tailored planning processes, specialist support, and expert advice. Check us out with a one-hour discovery conversation.


Book online via our shop. We offer a choice of standard mentorship or fast-track support.


Steve Conley founded the Academy of Life Planning in 2012.

Steve had already made his name as one of the best proposition architects in the wealth industry, after guiding HSBC, RBS Group, and Santander to multi-market-leaders and multi-international-award-winners. He is the personal coach and mentor for his Academy members.

Steve Conley is a bestselling author and success coach who has helped countless people transform their personal and professional lives via his personal consultations, newsletters, seminars, private sessions, public appearances, articles, products, and books.


Over a decade ago, Steve said goodbye to his life in Canary Wharf to encourage as many people as possible to live with complete financial freedom.



Why Choose Steve?


Investment Expertise - Steve Conley is a chartered financial planner, a chartered insurer, and the former Head of Investments at HSBC. Before that, holding similar roles at RBS Group, Santander, and Royal London. Former chair of the British Bankers' Association bancassurance steering group. Steve openly shares the secrets the banks didn't want him to share.


Qualified and experienced - Steve has been a Chartered financial services professional for over 30 years, qualifying with multiple industry awards in 1989. 


Personal Service - Steve has been a Master Life Planner with the world-famous Kinder Institute since 2012. He plans the client before planning the money. This is recognised globally as the most trusted financial planning approach and is often referred to as proper financial planning.


Fiduciary Service - Because we are generic (we don't sell products), you are assured that we will always act in your best interest without conflict of interest: We place a wall between planning and product sales.


Founder Steve Conley is the author of the Amazon best-seller "Your Money or Your Life: Unmask the highway robbers - enjoy wealth in every area of your life."


If you'd like to know more about generic financial planning (plans without products) and why it's better for you and your family than financial intermediation (plans with products), check out this website and book a 60-minute no-obligation consultation with us today.


"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.  - More Testimonials


See Steve's profile or my resume.



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