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Serving The Underserved Since 2012!

Target Audience: Our empowering product serves the mass market, particularly those struggling with financial wellbeing. This includes individuals facing debt, low cash flow, and lack of emergency funds. Increasing Cash Flow: Our approach prioritises strategies to increase cash flow, providing individuals with more financial freedom and reducing the stress of living paycheque to paycheque. Debt Reduction: We offer guidance and tools to help users pay down their debt more efficiently, freeing them from the burden of high-interest loans and credit card balances. Building Emergency Funds: Our product encourages and facilitates the creation of emergency funds, providing a safety net for unexpected expenses and reducing financial vulnerability. Safeguarding Income Streams: We provide strategies to protect income streams from life's uncertainties, ensuring financial stability even in times of personal or economic crisis. Long-term Security: Only after these immediate needs are addressed do we shift focus to long-term financial security, freedom, and legacy. This includes retirement planning, investment strategies, and wealth management. Why Our Product: Unlike traditional financial services that focus on selling products, our approach is centered on the financial wellbeing of our users. We provide genuine financial coaching, helping individuals understand their financial situation and make informed decisions. How We Operate: We leverage technology and personalised coaching to deliver our services. Our platform is user-friendly, accessible, and designed to empower users to take control of their financial future. Impact: Our product not only improves individual financial wellbeing but also contributes to a healthier economy. By helping individuals become financially stable, we reduce the strain on social services and increase economic productivity. Future Vision: We aim to transform the financial services industry, shifting the focus from corporate profit to individual financial wellbeing. We believe in a future where everyone has access to the tools and knowledge they need to achieve financial security.

The G.A.M.E. Plan

Goals: Actions: Means: Execution

The G.A.M.E. Plan is a comprehensive approach to financial planning. It is designed to help clients create a clear vision of their ideal life and develop a financial plan to support it. The G.A.M.E. Plan consists of the following components: Goals: This step involves identifying clients’ values, aspirations, and objectives in various aspects of their lives. Clients can set meaningful and inspiring goals that align with their values and purpose by understanding what truly matters to them. Actions: In this phase, clients identify potential obstacles and challenges that may arise while pursuing their goals. By addressing these issues proactively, clients can develop realistic and achievable action plans to overcome them and stay on track towards their desired future. Means: This step focuses on creating a financial architecture that supports clients’ dreams and goals. By assessing their current financial situation and resources, clients can develop a financial plan that aligns with their objectives and ensures they have the means to achieve them. Execution: The final component of the G.A.M.E. Plan involves implementing the action plan and monitoring progress. Clients receive ongoing support and guidance to help them stay on track, make adjustments as needed, and ultimately achieve their goals. By following the G.A.M.E. Plan, clients can develop a holistic approach to financial planning that addresses both their financial needs and personal aspirations, leading to a more fulfilling and successful life.

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The GAME Plan: Proper Financial Planning

Unlock sustainable cash flows and build valuable assets by identifying high-yield opportunities and leveraging entrepreneurial ventures.


Establish a robust financial framework that aligns seamlessly with your envisioned future. Generate holistic wealth that is guided by your core values and driven by a clear purpose.

Take control of your financial destiny by owning and managing your data and assets. With just a twelve-hour investment in learning, you'll master a financial planning approach that is unparalleled in its effectiveness.

The value you'll derive from this service will far outweigh the cost, offering you an exceptional return on your investment.

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Our Awards

Acclaimed Financial Adviser Support Network & Contributor to Finance:

  • UK Lawyer International's Legal 100 Awards 2023 & 2022

  • UK Corporate America Today 2023 & 2022

  • UK Global 100 (Top 100 World's Leading Firms & Individuals) 2023 & 2022, with votes from EMG Publishing's global readers in 163+ countries


Additional Honors:

  • Most Pioneering Financial Planner Network, Acquisition International Worldwide Finance Awards 2023 & 2022

  • Financial Adviser Support Network of the Year, Corporate Live Wire Innovation & Excellence Awards 2023 & 2022

  • Best Financial Adviser Support Network, SME News Finance Awards 2022, 2021, & 2020

  • Award for Outstanding Contribution to Finance, SME News Finance Awards 2022, 2021, & 2020.

Founder - Steve Conley


Steve Conley is the founder of the Academy of Life Planning, which he established in 2012. He has been assisting thousands of financial planners in various organisations since 1982. Steve has an extensive background in the financial industry, having held leading roles at banks such as HSBC, RBS Group, and Santander. He is a Registered Life Planner, Chartered Financial Planner, Chartered Insurer (Pensions Route), and holds a Bachelor of Science in Mathematics. Steve has won numerous professional awards, including the British Insurance & Investment Brokers’ Association Prize and the Jubilee Prize of the Insurance Institute of Manchester. In September 2017, Steve received the Transparency Trophy for his contributions to a more transparent global financial services industry. He is also a global Ambassador of the Transparency Task Force and the founding lead of their Market Integrity Team. Steve Conley is recognised as an authority in investments and pensions and is known for his work on values and professionalism within the financial services industry. Through the Academy of Life Planning, he aims to empower individuals and financial planners to achieve financial security and personal growth.

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