Truly Independent was founded in 2009 by Andrew Goodwin and received full authorisation in 2010. By then, Andrew had already built a 15-year career in financial services — from corporate roles at General Accident (now Aviva) to running his own successful self-employed advice business.
“There were two main reasons for setting up the firm,” Andrew shared in a recent conversation with Martha, our Business Relationship Manager. “The profession was moving from commission to fee-based advice, and the software I’d been helping others to use had just become commercially available. It all lined up — the timing was right.”
What started as a vision to adapt and evolve has become one of the UK’s leading promoters of independent financial advice. From our early beginnings, we’ve grown into a national firm with circa 70 advisers — all fully independent and committed to making advice accessible and relevant for everyone.
Why Independence Still Matters
In recent years, we’ve seen a shift in the advice profession. More and more firms are choosing the restricted model, a route that limits advisers to certain providers, product panels, or in-house solutions. It’s often more profitable for the parent company and easier to manage from a compliance standpoint. But it comes at a cost, not just for clients, who get less choice, but for advisers too.
Working in a restricted model can limit your ability to build strong, long-term client relationships. When advice is shaped by what you’re allowed to recommend, rather than what’s genuinely best, clients can lose trust. That makes it harder to retain business, generate referrals, and grow recurring income over time.
At Truly Independent, we’ve made a conscious decision to remain, as the name suggests, truly independent. From the beginning, we’ve taken a different approach — one that puts transparency first. We’ve grown our national presence while staying true to our founding principle of independence, backed by values that guide us every day: being supportive of our advisers, conscientious in our service, innovative in our thinking, and always connected to the people we serve. In a profession where clients expect clarity, personal service and real choice, independent advice has never been more relevant.
Join a Firm That Believes in Independence
We’re proud to be one of the few firms in the UK with over 60 financial advisers that continues to champion independence. We believe everyone, from new graduates to retirees, should have access to advice that isn’t governed by corporate influence or restricted panels.
If you share this belief, and want to explore how independence could shape your future, we’d love to talk.
Book a free Discovery Session today, and let’s explore how Truly Independent could help you become a more fulfilled, financially rewarded, and truly happy financial adviser.
