“Financial capital is only part of the picture. True wealth is the life you build with it.”
A question I often get asked is this:
What’s the difference between a financial planner and a financial adviser? And what on earth is a “non-intermediating” financial planner?
Let me demystify it.
At the Academy of Life Planning, we call this evolved role a Holistic Wealth Planner—and it represents a quiet revolution in how we empower people to plan their lives, not just their money.
The Intermediating Adviser: A Product Gatekeeper
Traditionally, the regulated financial adviser sits inside the FCA’s regulatory perimeter. They are product intermediaries—licensed to recommend, arrange, and sell regulated investments: pensions, ISAs, trusts, bonds, and so on.
They might also offer cash flow planning—but it’s often tied to a product recommendation or commission.
This model serves delegators well: people who are happy to hand over control to a professional. But it leaves a growing segment of the population underserved—those who want to understand, engage with, and own their financial decisions.
The Non-Intermediating Planner: Beyond the Perimeter
Enter the non-intermediating financial planner—someone who doesn’t sell products, doesn’t take commissions, and doesn’t steer the client toward any particular investment. Instead, they provide:
- Education – demystifying investments and pensions
- Empowerment – helping clients set up and manage portfolios themselves
- Referral – when needed, connecting clients to regulated advisers on their own terms
In other words, they serve the person, not the product.
This form of generic financial planning exists outside the regulatory perimeter—so long as it doesn’t cross into specific investment recommendations. But don’t confuse “unregulated” with “unskilled.” In many ways, it’s the more demanding role.
Planning More Than 5% of the Picture
Here’s a reality check: according to the Office for National Statistics, regulated investments make up just one-third of the average person’s financial portfolio—and less than 5% of their total wealth when you include:
- Property (40% of UK household wealth)
- Occupational pensions (another 40%)
- Cash savings (often larger than investments)
- Business assets (especially among solopreneurs)
- Human capital (your skills, health, and capacity to earn)
If all you’re doing is product-based financial planning, you’re barely scratching the surface. Holistic planners, on the other hand, see the whole. We empower clients across their full asset base—not just the slice that earns commission.
Total Wealth = Financial Capital + Human Capital
Holistic planning recognises that the client is their greatest asset.
Consider this: Coca-Cola’s tangible assets make up only 5% of its value. The rest is intangible—its brand, relationships, culture. The same applies to people.
Your client’s human capital—their knowledge, relationships, reputation, health, and potential—is often worth ten times more than their savings. A true planner helps clients convert these assets into income, freedom, and impact.
From Cash Flow to Life Flow
But wealth is only part of the picture.
Ultimately, money is a means to an end. That end is well-being—physical, mental, emotional, and spiritual. That’s why holistic planners are also life planners, trained to help clients articulate and plan for:
- Life purpose
- Emotional fulfilment
- Spiritual alignment
- Physical vitality
- Financial security
We call this life-centred planning. It’s not just about matching assets to goals—it’s about aligning capital to calling.
Personal Growth Is the Final Frontier
Finally, the journey doesn’t stop at well-being. At the Academy, we also train planners to be personal growth coaches.
Using frameworks like Maslow’s Hierarchy of Needs, we map where a client is in their growth journey—from survival, conformity and self-esteem to individuation, self-actualisation and service. Each stage comes with its own set of needs, risks, and aspirations.
Your job as a holistic planner?
Help them step into their next chapter.
A New Breed of Planner Is Rising
This is what we mean by holistic wealth planning. It’s not about pushing products. It’s about liberating lives. It’s planning that integrates the whole person—their money, their meaning, their mission.
If you’re ready to move beyond the sales trap and step into a profession of true purpose, then we’d love to hear from you.
👉 Explore membership at the Academy of Life Planning
📩 Or email me directly at steve.conley@aolp.co.uk
Let’s co-create a future where financial planning isn’t about what you sell—but who you serve.
Join Our M-Power Movement
Our Strategy:
- Vision, not critique.
- Surgical, not sweeping.
- Stories, not slogans.
- Accountability, not lost.
- Alternatives, not arguments.
What’s in it for you?
- Empowerment: Learn how to manage your money and grow your wealth with confidence.
- Entrepreneurship: Discover tools and support to turn your ideas into thriving businesses.
- Community: Connect with like-minded individuals and organisations dedicated to financial freedom for all.
How to Get Started:
- Join Our Community: Access free resources, workshops, and networking opportunities.
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Together, we can redefine what financial planning means, transforming it from a service of dependency into a tool of empowerment. The M-Power Movement is not just about creating wealth; it’s about creating a fairer society where everyone has the opportunity to thrive.
Are you ready to take control of your financial future?
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