Targeted Support is a new operating model for helping more people, earlier — with governance, evidence, and commercial reality baked in.
What we do: We help firms design Targeted Support journeys safely — operating model, governance, evidence, and AI-enabled delivery playbooks. Not advice delivery.
Targeted Support isn’t “a nicer journey”. It’s a new regulated operating zone. The winners will be the firms who can evidence outcomes and control risk — at scale.
Segmentation is no longer a marketing exercise — it becomes regulatory evidence. If your data can’t defend the journey, you’re exposed.
Good intentions won’t cut it. Firms need to show consumers are in a better position — which means measurable journeys, not PDFs and hope.
This isn’t the old “grey boundary”. It’s a defined regulated area with expectations around governance, testing, monitoring, and control.
Simply book a Targeted Support Design Call, to discuss how to get a short briefing that gives your leadership team clarity, risk visibility, and a practical path forward.
For firms who want to move beyond discussion and into controlled execution — without drifting into advice or creating compliance exposure.
A short, structured engagement to design a Targeted Support journey that clients can understand, teams can deliver, and Compliance can live with. This is operating-model design — not advice delivery.
Client decision journeys, behavioural risk points, governance controls, and where AI supports scale — all mapped clearly enough to hand to Compliance, Ops, or Technology.
A TS operating model outline, evidence framework, failure-mode analysis, and a practical execution sequence tailored to your business model.
Targeted Support is not a bolt-on. It requires intent, governance, and leadership alignment.
Advice firms, networks, product providers, banks, building societies and platforms who want to design Targeted Support properly — with evidence, control, and a clear client decision journey.
Compliance sign-off, regulatory interpretation, or “advice lite” implementation. Firms remain responsible for their regulatory decisions.
By translating regulation, behaviour, and AI into something teams can actually execute — without creating unintended risk.
Patrick Murphy combines over five decades of frontline financial planning experience with deep regulatory insight to help firms navigate the FCA's Targeted Support framework.
He helps Boards and executive teams move from “we’ve read the papers” to “we can execute safely” — with a model your Compliance function can live with and your Ops team can deliver.
Selected articles, interviews, and discussions on consumer finance, decision-making, and the practical realities behind regulatory change.
A short audio reflection on why information alone doesn’t change behaviour — and what leaders must design for instead.
A short explainer on why information alone doesn’t change behaviour — and how Targeted Support must be designed to create momentum.
A brief overview of Targeted Support.
A practical, evidence-led paper on why information alone doesn’t change behaviour — and what Targeted Support must do differently.
Book a Targeted Support Design Call to clarify boundary risks, evidence requirements, and the simplest “safe execution” path for your specific business model.
Ask Patrick