“About Steve” – The Financial Life Coach
“When life changes, we often ask: Who can I really trust to help me navigate this?”
I’m not here to sell financial products. I’m here to sit on your side of the table—calm, conflict-free, and focused on you.
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As a Financial Life Coach, my approach is different. I don't work on commission. I don’t push investments. I focus on what truly matters: you—your values, your goals, your wellbeing.
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I’ve spent decades at the top of UK financial services, leading strategy for brands like HSBC and M&S. But I chose a different path—one that puts people before profit. Now based in Spilsby, I work with individuals and families who want to take control of their financial future without pressure or sales tactics.
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Whether you're navigating retirement, planning your next life chapter, or simply seeking clarity and confidence, I’m here to walk beside you.
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No jargon. No judgement. Just honest, personal guidance—on your terms.
What Clients Say
Very clearly explained advice when I most needed it
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"I was recently widowed when I came to Steve to help me sort out my finances. A previous financial advisor had wanted to charge me eye-watering fees that would have meant, at the end of my term with him, I may as well as given him the keys to my flat! Steve charged a much more reasonable fee to help me get my finances in order and was incredibly good at patiently explaining things to me (my bereavements meant I suffered from brain fog, so found it hard to grasp things). I was given guidance on where to invest my money so that it was protected by the FSCS and also how to invest in LifeStrategy products on the Vanguard platform. Our regular meetings 'forced' me to take action and empowered me to make decisions about my financial planning. Steve is incredibly kind, supportive and knowledgeable and I really appreciated his help during one of the most stressful periods of my life. Highly recommended. Thank you Steve!"
Lisa Jackson, Lancing, England, March 2025.
Why I Left the Corporate World
After decades inside the system, I saw how it failed the very people it claimed to serve. Clients were sold complexity. Advisers were incentivised to sell. I knew there had to be a better way — one rooted in truth, transparency, and trust. That’s why I built Financial Life Coach.
More About My Story - Steve Conley, BSc FCII APFS
Ethical. Experienced. Empowering.
Chartered Insurer | Chartered Financial Planner | Founder, Academy of Life Planning
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“I left the corporate world to put people before profit—and make financial planning ethical, transparent, and empowering for everyone.”
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Decades of Leadership
With over 40 years in UK financial services, I’ve held senior executive roles shaping investment strategy at:
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HSBC (Head of Investments, UK)
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RBS Group (Head of Savings & Investments Strategy)
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Santander (Head of Wrap & Innovation)
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Chair, British Bankers’ Association Bancassurance Group during the Retail Distribution Review
But corporate success didn’t align with my values—so I changed course.
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A New Path: People Before Products
In 2012, I founded the Academy of Life Planning—a values-driven alternative to traditional advice, focused on:
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Purpose-led planning
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Product-free guidance
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Holistic life and money alignment
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What I Stand For
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Ethical financial planning with zero commissions
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Holistic wellbeing: money, mind, body, heart, and purpose
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Empowering individuals to plan with clarity and confidence
“I don’t sell financial products—I help people design lives of meaning, freedom, and peace.”
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What I Do As Your Coach
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Help you clarify what matters most
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Support you through tough transitions
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Equip you with tools you control
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Guide you without managing your money
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Teach you how to plan your life before your money
Credentials & Awards
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Chartered Financial Planner & Chartered Insurer
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Fellow – Chartered Insurance Institute & Personal Finance Society
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Registered Life Planner – Kinder Institute
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Accredited GAME Plan Mentor – Academy of Life Planning
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BSc Mathematics, University of Manchester
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Author – Your Money or Your Life
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Transparency Trophy Winner – Transparency Task Force
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Elite Speaker – Professional Speakers Academy
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Global Ambassador – Transparency Task Force
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Leading a Movement for Change
I continue to advocate for a financial industry built on:
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Transparency and fiduciary duty
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Clear separation between advice and product sales
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Planning that serves the person, not the system
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My Qualifications
1986-1989
FCII, DipPFS
Chartered Insurance Institute
Member of the Personal Finance Society and the Chartered Insurance Institute. Fellowship via Pensions Route.
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Chartered Insurer. Twice winner (Associateship & Fellowship) of the British Insurance & Investment Brokers' Association prize and twice winner of the Jubilee Prize of the Insurance Institute of Manchester, for best performance in North West UK and Manchester respectively.
2008-2017
APFS, Advance Diploma
Personal Finance Society
Chartered Financial Planner:
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J02 Trusts and Estate Planning
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J04 Pension Funding Options
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J05 Pension Income
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AF3 Pension Planning
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AF5 Financial Planning Process
1979-1983
BSc Mathematics
University of Manchester
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Bachelor of Science in Mathematics from U.M.I.S.T.
Who I Work With
I typically work with people who are:
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Navigating divorce, redundancy, or inheritance
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Rebuilding after burnout or bereavement
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Making bold career or retirement moves
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Starting or ending a business
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Seeking justice after financial harm
“I don’t manage your money. I help you manage your future.”
