Discover the Power and Flexibility of Generic Financial Planning Support and Empower Your Finances

Unlock Your Financial Potential with a Generic Financial Planner!

Be Your Own Financial Planner is an ideal platform for tech-savvy, self-directed, and financially empowered people. It provides all the necessary tools for individuals to become their own financial planners.


Let Us Do The Plan For You

During stress or change, you may prefer one-to-one sessions with an expert generic financial planner who can provide comprehensive financial planning. You can avail of their services by the hour or for a fixed fee.



Generic - adjective: Characteristic of or relating to a class or group of things; not specific.


The expert is the generic financial planner. You do the specific financial plan.


Our initial assumption is that most people, most of the time, can do their own specific financial planning with expert support. You only need the expert to do the plan for you in times of stress or change.


Generic financial planning can offer several benefits, including:

  1. Cost savings: Generic financial planning allows individuals to avoid paying expensive fees to financial advisers, who use financial planning to sell particular investments.

  2. Control: By handling your own particular investments, you have more control over your investment decisions and can make changes as needed.

  3. Customisation: Generic financial planning allows you to tailor your own financial plan to your specific goals and needs.

  4. Learning opportunity: By taking on the responsibility of your own financial planning, you can learn more about personal finance and become more financially literate.

  5. Flexibility: Generic financial planning allows you to change your plan as your circumstances and goals change over time.

It's important to note that generic financial planning may not be suitable for everyone, and it's important to have a basic understanding of personal finance and investing before attempting to create a financial plan on your own.


If you don't feel confident, why not ask the generic financial planner to do it for you?


What is a generic financial planner, and how can they help you?


A generic financial planner is a professional who provides guidance and general recommendations on financial matters but does not provide product-specific recommendations from particular brands or manage or execute transactions on the client's behalf.


They can help individuals and families create a financial plan, set goals, and make informed decisions about their money.


Generic financial planners typically begin by teaching clients to assess their current financial situation, including income, expenses, assets, and liabilities, on a client-centred financial planning application. They then teach the client to create a personalised financial plan considering their goals and risk tolerance. They provide a financial education library explaining budgeting, saving, investing, and debt management. The generic financial planner helps the client to build a financial plan.


Generic financial planners can also help clients understand the different types of investments available and, in a neutral way, the features and pros and cons of each, including stocks, bonds, mutual funds, and property. They can also provide insurance, taxes, estate planning, and retirement information.


One of the main benefits of working with a generic financial planner is that they can provide objective, unbiased general advice. They are not tied to any particular products or services and are not incentivised to steer clients in a certain direction.


They explore the different scenarios with you, explaining everything to you along the way. They help you make an informed decision. They do not make product recommendations nor give you opinions on particular investments.


Additionally, generic financial planners can be a good option for individuals comfortable managing their investments and transactions but who want professional help with the financial plan.


It's important to note that generic financial planners don't execute the plan for their clients; it's the client's responsibility to implement the recommendations and monitor their financial performance over time.


We believe that most people can be their own financial planners with the right support, such as training course libraries and planning tools. But it's always good to have an expert on your side of the table to answer your questions. And in times of stress or change, be able to work with a planner you can trust on a one-to-one basis.


Get expert tips every week

  • Spot the deals that can cut your bills
  • Find ways to make and save extra cash
  • Catch the latest money news
  • Listen to insider tips direct from the Which money team

How Might The Academy Support Me As An Individual?


The idea of a favourite future should be with you for your entire life, a never-ending conversation with yourself. Constantly resetting your future requires a solid plan, combining energy, assets, and a financial plan. We call it a GAME Plan.


You need a short-term plan if you want your favourite future in the next few years. The type of financial plan intermediaries use to sell financial products is long-term. You don't need long-term investments to make short-term life changes.


We are generic. That means we do not sell financial products like ISAs, investments, pensions, or mortgages. That makes our financial plans different. The most common assets in our projects are assets made by you.


And if you want financial assets, you can source them directly from providers safely and comfortably. We will show you how. For us, this is a secondary requirement. We find that intermediation muddies the waters of a financial planning relationship. Our initial assumption is you are doing something for yourself with support.


When our clients see a range of possible futures before them, they want some help choosing the right path. They want to see a financial model before they make a material change. We call this economic model a "what-if" scenario.


We help our clients explore several "what-if" scenarios using HapNav (our lifetime wealth modelling app) to choose their favourite future confidently.


We then create asset strategies to support your favourite future, such as identifying productive assets, leveraging entrepreneurial opportunities, creating sustainable livelihoods, moving from active to passive income or finding your "Ikigai" project. All strategies can be used where you have insufficient savings for your retirement and have left saving too late in life for the miracle of compound interest to take effect.


Visit our Shop to book a DISCOVERY MEETING WITH STEVE CONLEY to discuss your personal circumstances and preferences.


Discover Your Financial Activation Score

Financial Activation relates to your ability and knowledge in managing your financial wellbeing.
Assessing your activation level is vital because it allows us to assess your self-management skills, identify if you need more support and tailor support to meet your individual needs.
Financial Activation can deliver improved outcomes, better quality services, and lower servicing costs.
The HapNav Financial Activation survey provides a simple, evidence-based mechanism for establishing your capacity, knowledge, skills and confidence to manage your financial well-being.
Individuals are more likely to make good decisions and take more action to promote their well-being if they are engaged, informed, and feel confident they can take care of themselves. Those with the skills and confidence to manage their finances experience fewer problems.
People who are 'more activated' are significantly more likely to adopt positive behaviours (e.g., budgeting and saving). People who are 'less activated' are at significantly greater risk of experiencing financial troubles.
Activation levels are changeable. With practical support such as our MoneyFitt financial education library, you can increase your level of Activation over time, moving you away from being less engaged with your finances to a collaborative relationship where you are an 'active' partner in your financial well-being.
With 95% of the population underserved by the financial planning community because of their limited wealth, it makes sense to explore ways to increase Financial Activation levels in our communities and help people to be their own financial planners.
Discover your financial activation score by completing our free 3- minute quiz today by clicking on the button below.

Our initial assumption is most of the time you should do things for yourself with the right support. That's why we start with Done-by-you planning.

Done By You

 You build your own financial plan using various levels of support.

Done With You

You join a group online facilitated by a generic financial planner.

Done For You

You have a financial plan built for you by a generic financial planner.

Our Agency Is With Our Client.


Unlike financial intermediaries, our agency is with you, not with a financial product provider. This puts us in the business of discovering precisely what you need—and delivering that.


You can't just put things on hold and do nothing for crucial life and money decisions. You have important choices to make. It would be best if you had answers. All of this means that life and money advice can't wait.


You need a solid life plan backed up by a financial plan for your money, an investment philosophy you believe in, and an accessible and dependable financial planner who has your best interests at heart.


You need the support of a generic financial planner.


We provide end-user lifetime wealth planning tools linked to your bank account.

Empower! Inform! Educate!

Many people have no idea what their best life is, never mind how to plan to live it. Use our financial planning software, HapNav - The Happiness Navigator - to explore options and improve your life and future. Our analytics change the way you identify, understand, and manage, the risks to your future plans and aspirations. We help you understand your needs, identify prospective areas of development, and make the best decisions while reducing the cost of navigating your way to happiness. 

Working with a general financial planner can help you navigate through these unprecedented times.


Escape a treadmill 

Leave the rat-race and pursue your dream as your own boss.

Mid-life happiness

Discover a new sense of self and purpose for the rest of your life.

Your new direction 

Faced with two paths the route ahead could combine both.

Two become one

When you want to knit together two dreams to one future.

We help people with questions like:

Can you help me understand my financial products?

When can I afford to retire?

Will I outlive my capital?

How do I afford to improve my work-life balance?

How can I afford to quit my job and set up my own business?

How can I stop myself from sabotaging my finances?

How can I best use the internet to run my own money?

How can I earn more than I spend?

How can I own more than I owe?

How do I create wealth?

How do I make money while I sleep?

How do I secure my family's financial future?

Who was I born to be?

How do I leave a lasting legacy?

How do I make the world a better place for having lived?

How do I live longer better?

Find Out More About Our Generic Financial Planning Service.


Avoid costly financial mistakes by having an online conversation with us. Our services help you gain confidence in your financial decisions by providing generic financial planning to empower you at the right time. This can provide peace of mind for your family's future.

With our investment due diligence service, we can help you avoid scammers and save on unnecessary management charges. We provide empirical evidence from highly credible sources like "Which? Money" to expose the trickery and deceptions hidden in financial services that may cost you a significant portion of your life savings. Our comprehensive financial planning services are designed to save you hundreds of thousands of pounds over your lifetime.

As impartial specialists, we provide guidance, trusted planning, and financial education to help you make informed decisions about financial products. We don't sell products and have no vested interest in the products you choose to use. This guarantees that there is no conflict of interest, and we place your best interests first through our fiduciary obligation.

If you prefer not to implement your own solutions, we can help you choose a regulated financial intermediary. We sell plans, not products, and our expert guidance is available to you online through video from the comfort of your home or workplace.



The rules and laws of the United Kingdom, and other territories, class the Academy of Life Planning Limited services as generic advice and financial education. We do not sell financial products. We do not give personalised advice or recommendations concerning the buying or selling of specific investments. Without exception, we do not arrange or bring about deals, make arrangements with a view to transactions, or cause dematerialised instructions relating to any investment business. We do not advise borrowers about the liquidation of debt. We offer personal financial plans. Since we are NOT an intermediary financial firm (distributor), a provider of financial products, or an adviser on particular financial products, we are not registered with nor are we regulated by the UK's Financial Conduct Authority. If you want to find out more, or read our terms and conditions.


Print | Sitemap
© Academy of Life Planning 2023