A three-part white paper series on Targeted Support, Consumer Duty, behavioural execution and the future of UK financial planning.
What we do: We help firms design Targeted Support journeys safely — operating model, governance, evidence, and AI-enabled delivery playbooks. Not advice delivery.
Why client value, Consumer Duty, technology and the advice gap are forcing the profession to rethink delivery.
Why Targeted Support will reshape the power map across advisers, platforms, providers and workplace pensions.
Why information and guidance are not enough — and why behaviour, momentum and evidence must become the new operating model.
Three linked papers. One central argument: the future of financial planning will not be won by producing more advice documents. It will be won by helping more people take better action, safely and consistently.
Aligning Client Value, Regulation, and Technology
The foundation paper. It explains why client expectations, adviser capacity, Consumer Duty and technology are pushing the profession toward a hybrid, human-centred model.
Why Regulation, Technology & Consumer Behaviour will reshape UK Financial Planning
The strategic market paper. It explores how Targeted Support could reshape influence, distribution, consolidation, platforms, providers and adviser positioning from 2026–2030.
A Behavioural Framework for Sustained Client Outcomes
The execution paper. It introduces Behavioural Execution Architecture as the missing layer between good intentions, compliant support and measurable consumer outcomes.
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.
Guidance may create awareness. Advice may create recommendations. But outcomes depend on whether people actually act — and keep acting.
Book a Targeted Support Design Call to discuss how your leadership team can move from regulatory awareness to a controlled operating model.
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.
IFA Magazine Podcast
Why behaviour — not knowledge — will decide the profession’s future
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.
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