Does Finance Fulfil Purpose? Part 2:
How international standards support client-led, purpose-driven advice models
In the Age of Aquarius, we are witnessing a profound shift in how financial planning is deliveredâand more importantly, who holds the power. At the Academy of Life Planning, we champion a model where the client, not the planner, retains full control. Itâs transparent, ethical, and holistic. And here’s the surprising part: it’s also entirely compatible with ISO 22222âthe global benchmark for personal financial planning.
đ§ What is ISO 22222?
ISO 22222:2005 is the international standard that defines what good financial planning looks like. It was created to promote:
- Ethical conduct
- Professional competence
- Client-first engagement
- Clear and accountable processes
It sets out a six-step framework for how planners should work with clientsâfrom defining the relationship to implementing and reviewing a plan. Crucially, it also reinforces values like transparency, integrity, and client empowerment.
đ The Problem with the Piscean Model
Most conventional financial advisers work within a Piscean modelâa legacy system from the industrial age that centres on:
- Gathering assets under management (AUM)
- Charging percentage-based fees from those assets
- Recommending products tied to commission or ongoing adviser value
This model subtly encourages dependency. Clients hand over control, believing they must delegate investment decisions, pension arrangements, and insurance choices to someone “qualified” to act on their behalf.
But this comes at a costâfinancially, emotionally, and spiritually. Many find their values compromised, their autonomy eroded, and their outcomes skewed by conflicts of interest.
đ§ Enter the Aquarian Model
The Aquarian financial planning model, as practised at the Academy, turns this approach on its head.
- đ§ We begin with your goals, not your money.
- đ We co-create a life plan, not a product strategy.
- đ¸ We educate you to implement your own solutions, not sell them to you.
- đ We charge for wisdom, not wealthâyou keep control of your assets.
This is financial planning that empowers rather than extracts. And it closely aligns with the spirit and structure of ISO 22222.
đ Mapping the GAME Plan to ISO 22222
| ISO 22222 Step | Aquarian GAME Plan Equivalent |
|---|---|
| 1. Establish relationship | Define plannerâclient role: guide, not gatekeeper |
| 2. Gather data and goals | G = Goals (multi-dimensional, life-led) |
| 3. Analyse and evaluate | A = Actions (personal project planning) |
| 4. Develop recommendations | M = Means (cashflow modelling, product options) |
| 5. Implement recommendations | E = Execution (client-led, planner-supported) |
| 6. Monitor and review | Continuous co-coaching, not product rebalancing |
ISO 22222 does not mandate that planners manage moneyâit mandates that they act ethically and competently. Thatâs exactly what Aquarian planners do, just without the financial product sales.
đą From Compliance to Conscience
Whatâs revolutionary about the Aquarian model is that we move beyond compliance. Instead of being bound by regulatory tick-boxes, our planners are guided by a deeper ethical frameworkârooted in empowerment, transparency, and holistic well-being.
This approach is not regulated by the FCA, because it does not involve product sales or investment advice. But it is guided by ISO 22222, giving clients the reassurance that their planner is competent, principled, and globally aligned.
đŽ Why This Matters
In an era of increasing distrust in financial institutions, consumers are crying out for something different. They want:
- Planning without pressure
- Advice without agendas
- Clarity without cost traps
The Aquarian model delivers that. It honours the best of ISO 22222 while reimagining what planning can beâa life-first, product-free partnership.
đ Final Thought: Reclaim the Plan
If you’re a consumer, don’t settle for outdated models that profit from your confusion.
If you’re a planner, don’t believe the myth that you’re only valuable if you sell products.
The future of financial planning is client-led, ISO-aligned, and Aquarian in spirit.
Itâs time to reclaim the planâfor yourself, your clients, and your conscience.
âHuman beings interpret change in different waysâsome through logic and evidence, others through intuition, cycles, and symbols. What follows may not resonate with everyone, but for many, the transition from the Age of Pisces to the Age of Aquarius offers a compelling lens to understand whatâs unfolding in finance, politics, and society. Whether literal or metaphorical, it helps explain why the systems that once felt solid are now crumblingâand why new paradigms, grounded in transparency, empowerment, and collaboration, are taking shape.â
Join Our M-Power Movement
Our Strategy:
- Vision, not critique.
- Surgical, not sweeping.
- Stories, not slogans.
- Accountability, not lost.
- Alternatives, not arguments.
Whatâs 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.
- Book a Call: Speak with an expert to explore how we can support your journey to financial independence.
- Spread the Word: Help us build a global movement by sharing this vision with your network.
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; itâs about creating a fairer society where everyone has the opportunity to thrive.
Are you ready to take control of your financial future?
Academy of Life Planning 