Back in 2010, the world was still reeling from the financial crash. The iPad had just launched, austerity was the new political buzzword, and advisers across the UK were bracing for the changes brought by RDR. For many, it was a time of uncertainty. But for Andrew Goodwin, it was a moment to do things differently.

After years of advising clients and mentoring fellow professionals, Andrew could see the industry shifting. Advice was becoming more restricted, firms were tightening their models, and independence itself was getting harder to find.

So, he founded Truly Independent. A firm built around a simple idea: financial advice should be impartial, accessible, and unshackled from corporate influence. No sales targets. No bias. Just experienced advisers with the freedom to put clients first, backed by the tools and support to run successful businesses.

Fifteen years on, that idea has grown into a national firm supporting advisers across the UK. And while the landscape has changed, the core belief hasn’t. In fact, it matters now more than ever.

To mark our 15th anniversary, here are 15 reasons why financial advisers are joining Truly Independent, and why they stay.

1.You keep more of what you earn
At Truly Independent, the more you earn, the more you keep; it’s that simple. Our tiered model means you can take home up to 90% of your turnover, and there are no hidden fees chipping away at your income. It’s built to reward growth, not penalise it. Want to see what that looks like in real terms? Use our earnings calculator to see how much more you could be making.

2.Get paid twice a week
Most firms pay monthly. We don’t. At Truly Independent, you get paid twice a week. That means quicker access to your earnings, smoother cash flow, and no waiting around for month-end. It’s one of the ways we treat you like a business owner, not an employee.

3.Real work/life balance
At Truly Independent, you’re self-employed, but you’re not starting from scratch. You’ll benefit from the freedom that comes with running your own business, while following a model that’s been refined for 15 years. We give you the tools, support and structure that work, so you can focus on growing your business and enjoying the lifestyle that comes with it.

4.Remain Independent
In a profession that’s becoming more restricted, we remain committed to real independence. At Truly Independent, you’re not tied to product providers, sales targets or in-house platforms. You have full access to the whole of market and the freedom to recommend what’s genuinely best for your clients, and we’re committed to keeping it that way.

5.In-House Compliance Protection
Our dedicated compliance team is here to protect you, not slow you down. With over 90 years of combined experience, 20 industry qualifications, and having held 15 different industry roles, they understand the realities of day-to-day advising and apply a common-sense approach. You’ll get clear guidance, fast answers, and support that helps you stay safe, confident, and compliant, without the red tape.

6.Award-winning technology
Our client review process is powered by award-winning technology, recognised for delivering real results. It helps you provide a consistent, professional service that’s easy for clients to engage with and simple for you to deliver. It’s fast, professional, and built to help you deliver ongoing value without getting bogged down in paperwork. Spend less time ticking boxes and more time advising.

7.VERO: A smarter way to invest
VERO is our fully integrated investment platform, built to deliver growth, improve client engagement, and simplify the advice process. VERO brings together all of your clients’ investments in one place, accessible anytime via a secure web portal and app. From uploading documents to updating personal details or topping up from just £1, VERO gives clients more control, while giving you a more efficient, future-focused way to manage portfolios and build long-term relationships.

8.Marketing that gets results
You didn’t become a financial adviser to analyse website analytics, set up Google Ads campaigns, or code landing pages. With Truly Independent, our in-house marketing team handles all that for you.We provide expert marketing tailored to financial advisers, so you can focus on advice while we help attract the right clients. Outsourcing just a basic Google Ads campaign often costs over £1,000 a month with an agency. Our approach is designed to be professional, effective, and aligned with your business goals.

9.Onboarding that sets you up for success
Joining a new firm should feel smooth, not overwhelming. At Truly Independent, we’ve developed a structured onboarding process that gives you exactly what you need, when you need it. You’ll attend an in-person induction at head office, followed by one-to-one guidance from an experienced Truly Independent adviser who acts as your personal mentor.You’re not left to figure things out alone, your mentor has walked the same path and understands how to make the transition work. And beyond that, our support team is only ever a phone call away. Whether it’s your first week or your first review, help is there when you need it.

10.Flexible ways to serve your clients
Truly Independent offers a range of ongoing servicing options that help you build a business model that suits you and your clients, whether they’re high net worth or just starting out.Our Digital servicing option is a game-changer. It gives advisers the tools to deliver ongoing advice more efficiently, opening the door to supporting more clients who might otherwise be overlooked. It’s all part of our mission: Financial Advice for Everyone.

11.A secure, built-in exit strategy
When the time comes to retire, you want to know your clients will be in safe hands, and that your business has real value. At Truly Independent, you have a ready-made buyer from day one, giving you peace of mind that your future is already taken care of.Your clients are looked after by a dedicated Truly Private Clients adviser, with full support from our experienced Client Care Team. Everything is in place to provide a smooth, stress-free transition that protects your legacy and maintains the independent advice your clients expect.

12.Earn more with our recurring income bonus
On top of our competitive payment structure, Truly Independent offers a unique recurring income bonus of up to 5%. This additional reward is designed to recognise advisers who meet the standards set out in our client support agreement, because looking after existing clients should be just as valuable as bringing in new ones.

13.A genuine sense of community
Even as a self-employed adviser, you’re never on your own. At Truly Independent, you’re part of a wider community that shares ideas, advice, and support, both online and in person.We regularly bring advisers together, from our recent day out at the races to our annual Affinity Event. These aren’t just social occasions. They’re a chance to connect, reflect, and grow your business alongside like-minded people.

14.Tech that works for you
Our technology is designed to support how advisers actually work day to day. With tools like client portals, digital signatures, automated valuations, and document automation, you can keep your business efficient and your service consistent.Advisers also benefit from discounts on optional Added Value Resources (AVRs), giving you another way to deliver a professional and consistent service to clients.

15.We’re built for the future
Fifteen years in and we’re still growing. We’re investing in people, in technology, and in the adviser experience. This isn’t just a firm you can join, it’s one you can grow with.

On to the next 15 years

We’ve come a long way since 2010, but we’re just getting started. As the industry continues to change, we remain focused on what works: helping advisers build successful businesses while delivering consistently high standards of financial advice.

If you’re thinking about what’s next for your career, let’s talk. Book a discovery session and find out what it’s like to be Truly Independent.