This past week, I published an article exposing long-standing concerns in the UK protection insurance market — particularly around loaded premiums, undisclosed commissions, and systemic opacity. The piece quoted verbatim a senior executive from one of the UK’s most influential financial advice firms, St. James’s Place (SJP), who had previously described such practices as “bordering on a stain on our industry.”
Shortly after publication, I received a personal attack from the individual quoted, posted not on a public platform but directly via my blog’s moderation system. This was followed by an anonymous comment — again on the blog — attempting to cast doubt on my motives, the accuracy of my article, and the integrity of the discussion. Upon investigation, the comment appeared to originate from a member of SJP’s internal team.
This tactic is familiar. It’s known as DARVO — Deny, Attack, and Reverse Victim and Offender. When powerful institutions feel exposed, they sometimes avoid open, evidence-based debate and instead try to:
- Deny the facts,
- Attack the messenger, and
- Shift blame to the person raising the concern.
In many cases, they’ll deploy a third party — often referred to as a “flying monkey” — to do the dirty work indirectly, allowing them plausible deniability.
Why This Matters
This isn’t just about me — it’s about all of us who are working to bring transparency and justice to financial services. Many professionals and clients have been:
- Silenced for speaking out,
- Gaslit into doubting their own experience,
- Or professionally undermined for demanding better.
If that’s happened to you, you are not alone. And it’s time to flip the script.
How to Respond — Calmly and Confidently
- Hold the line with facts
Quote your sources. Reference public data. Stay grounded in truth. - Don’t take the bait
Personal attacks are designed to provoke. Respond with clarity and dignity — or not at all. - Expose the tactic
When safe to do so, name the behaviour: DARVO, gaslighting, or flying monkeys. Naming it breaks its power. - Protect your platform
You don’t have to publish every comment. Your space, your standards. Declining manipulation is not censorship. - Stand together
This movement is about collective empowerment. When one voice is targeted, we respond in solidarity.
Let’s Lead the Change
This moment is a turning point. Regulators are listening. Clients are waking up. Reformers are rising.
We are 54 strong in the M-POWER Showcase
We are growing daily in the M-POWER Group
And we are united in one clear purpose: to create a transparent, ethical, client-first financial future.
If you’ve been targeted for speaking the truth — I see you. I stand with you. And together, we’re not going back.
Steve Conley
Founder, Academy of Life Planning
#MPOWER #FinancialTransparency #ConsumerDuty #DARVO #EthicalAdvice #ReformFinancialServices #FlyingMonkeys #HoldTheLine
Academy of Life Planning 