4 Financial Planning is a values-driven business serving clients across the UK from their base in Bristol. Founded in early 2020 by experienced financial planner, Ian Else, who has worked for a number of prestigious firms during his career, their mission is to make quality financial planning more accessible.

The company works on four core principles: it is client focused, not spending money on anything that doesn’t benefit all clients, which means no fancy lunches, golf days or events only half of the clients ever attend. It is transparent, offering fixed fees for everything, all of which are published on their website for the world to see. Value for money is also key, believing fees should be based on the complexity of the work, not how much money the client has to invest. And finally the use of technology to streamline the advice process remains vital, reducing the time spent completing tasks. All these savings are passed on to the clients. Clients are also empowered to perform simple tasks themselves, so they only pay for areas where 4 Financial Planning can add real value.