When I approached my previous compliance partner with an idea for a subscription-based advice service, they shut it down immediately.
My plan was to offer clients a membership model that allowed them to pay over 24 months while receiving ongoing support for tasks such as tax planning and understanding PAYE. This approach was designed to make financial advice accessible to clients with limited assets - a way to democratise advice for those often excluded.
Their response was “You can’t do that without a Consumer Credit Licence.” When I said I’d get one, they simply didn’t engage. It was a complete ‘can’t do’ attitude. They couldn’t envision a model that prioritised affordability, volume, and value over traditional transactions like assets under management.
Their approach felt stuck in the past - focused on a commission-driven mindset that ignored the evolving needs of clients and advisers alike.
When I finally obtained my Consumer Credit Licence, I was inspired to design my own processes for the subscription model.
During the 24 months, we work closely with clients to bring their financial plans to life - charging for services like cash flow modeling and helping them navigate real-world applications. For clients with fewer assets, this approach creates tangible value. But my compliance partner didn’t understand it. They couldn’t see the merit in working with clients who didn’t meet the traditional ‘wealth threshold’ of £250k+ in assets under management.
When I asked if they could recommend someone more innovative, their response was dismissive: “Why would you want to serve those clients?”
Working with Verve allowed me to rethink compliance and focus on delivering real value to clients. Together, we tackled the unique aspects of my business model.
I knew Cathi from Verve and admired her forward-thinking approach, particularly her view of technology as an enabler, not a threat. When I shared my idea with her, her response was: “What a fantastic idea - this is how the future of financial services will look!” She saw the potential to transform advice into a coaching and professional service model, breaking away from the traditional product-distribution mindset.
Cathi’s insights didn’t stop at compliance. I also needed help recruiting advisers who shared my vision. Many candidates from the traditional, product-focused industry would be less likely to adapt to my approach. Cathi introduced me to the Verve Foundation, which trains paraplanners and offers a fresh perspective for developing talent. She also shared access to Teamtailor, a powerful recruitment tool that I couldn’t have afforded on my own.
Working with Verve allowed me to rethink compliance and focus on delivering real value to clients. Together, we tackled the unique aspects of my business model. Cathi helped me navigate the regulatory environment, and we identified that much of the risk regulation didn’t apply because my model isn’t about distribution - it’s about creating financial confidence.
The final piece was recognising the need for bravery. My model pairs female advisers in their 30s and 40s with clients of the same demographic, creating long-term partnerships where both parties can grow together. These advisers focus on skills relevant to their clients’ immediate needs, like building emergency funds and maximising ISA subscriptions, rather than inheritance tax planning or wealth transfer.
Cathi and her team understand that the next generation of clients won’t tolerate outdated models. Digital-savvy clients demand speed, quality, and competitive pricing. Margins are shrinking, and businesses must differentiate through human connection and exceptional service.
What sets Verve apart is their willingness to embrace innovation and resource it appropriately. They don’t just talk about the future of advice - they actively enable it.
Without Verve’s support, I couldn’t have brought my vision to life. They’ve helped me not only build a business that works for today’s clients but also one that’s ready for tomorrow’s challenges.
Find out more about how Verve can help your business by downloading our latest white paper The Dawn of Positive Compliance.
