Life & Wealth Planner

FreeThenWhat is a new kind of life and wealth planning firm built on the belief that the clearer clients get about the life they actually want, the sooner it becomes a life they can afford to choose. We're a purpose-led planning firm, which means we start with what clients actually want from their lives, and build the financial plan around that. It changes the quality of the conversation, and the quality of the advice.

We’ve re-engineered roles, to build a model with real scale and quality, and to fast-track experienced talent into the profession. As one of our Client Partners you’ll own the client relationship, and the life planning conversation. In person or remote - you’ll explore the client's world, ask the questions that matter, and surface what’s really going on in their life and career. And it’s not just one-off support; it’s the beginning of a long term life and wealth planning relationship. This is a non-regulated role, and our training programme will help you rapidly build the necessary new skills.

You’ll work alongside one of our Wealth Advisers. They translate the life priorities you uncover, into rigorous financial plans. They own the regulated advice. It's a cleaner model, and it produces better outcomes: clients who feel genuinely understood, and advisers who can deliver technical excellence.

What we’re looking for:

• A long career in a professional field.
• A network of peers who trust your judgement.
• The appetite to have new and different conversations with them.
• The self-discipline to run your own pipeline - this suits people who are energised by that.

You’ll serve clients from the same niche as you. Perhaps you are a senior female executive, who can help high-achieving women navigate the financial complexity that comes with success. Or a former family lawyer, who can help people rebuild their finances after divorce. Or an exited-entrepreneur, who can help other entrepreneurs navigate their exit and freedom. While our Client Partners will span a wide array of niches, they will all serve clients in their 40s-60s, with £500k+ in household savings, investments and pensions (the latter often being understated). Or, who earn £200k+ in household income.

Building your business, and ours:

This is a self-employed role, where you build and retain value in your client bank. Most Client Partners will commit around four days a week, but it’s possible to start more slowly, and phase up the time you spend on it. You’ll lead your own client acquisition efforts, starting with your niche and network. FreeThenWhat provides the infrastructure, brand, and tools to grow beyond it. We give you all the training you need to do the job well.

We are launching FreeThenWhat in 2026. The first twelve Client Partners join as Founding Partners - with an enhanced equity stake and a genuine say in how the firm is built. With 25 years’ experience, building and supporting financial planning firms, we’re confident a committed Client Partner can build an income of £200k or more, within a few years. But we want you to stress test that thinking with us, during the application process. The structure also retains value if you later choose to step back - through sale of your client book, or ongoing revenue from clients passed to a junior partner.

Who’s behind FreeThenWhat:

Founded by Adam Price and Caroline Clarkson-Lund, who previously built VouchedFor (the UK's leading client experience platform for financial advisers) and Octopus Money (the UK's first large-scale financial coaching service). 25 years, spent making financial advice more effective, trusted, and accessible. FreeThenWhat is not backed by private equity. It will be owned by the team, our partners, and our clients. We're building for generations, not an exit. People joining now own their share of it.

What this isn’t:

• It’s not a salaried role.
• It’s not a NED portfolio role.
• It’s not a 9 til 5.

It’s a serious opportunity, for people ready to do something genuinely useful, and build their own practice, with everything they’ve built. The next move is worth getting right. If this sounds like it might be it, let’s start a conversation.