Steve Conley: Founder and Coach

As the founder of Generic Financial Planning and founding lead of the Market Integrity Team of the Transparency Taskforce, I am proud to be part of a dynamic community of volunteers dedicated to holding the financial services industry accountable.


While lobbying to effect industry change is a lengthy process, disruptive entrepreneurship initiatives can expedite the process. With a proven track record of success in this field, I can attest to the potency of this approach.


I am not just a generic financial planner but your personal guide to financial liberation.


My passion is to help you unlock your true potential and bridge the gap between where you are now and where you want to be. I am not just a personal coach or a facilitator of group meetings but a change agent that will help you take control of your financial future.


Are you ready to take the first step towards financial freedom? Don't hesitate to take on the Starter Pack challenge. Trust me, you have nothing to lose and everything to gain.


To ensure that you are comfortable with me and my team, we are happy to offer a 50% discount on our hourly rate for your discovery hour. We charge to ensure you are committed to the change you want to see.


So what are you waiting for? Let's have a chat and get started on your journey towards financial empowerment. Feel free to send me an email or book your discovery hour today.






See my profile.

Our Awards

Generic Financial Planning is a trading style of the Academy of Life Planning.


Acclaimed Financial Adviser Support Network & Contributor to Finance:

  • UK Lawyer International's Legal 100 Awards 2023 & 2022
  • UK Corporate America Today 2023 & 2022
  • UK Global 100 (Top 100 World's Leading Firms & Individuals) 2023 & 2022, with votes from EMG Publishing's global readers in 163+ countries.

Additional Honors:

  • Most Pioneering Financial Planner Network, Acquisition International Worldwide Finance Awards 2023 & 2022
  • Financial Adviser Support Network of the Year, Corporate Live Wire Innovation & Excellence Awards 2023 & 2022
  • Best Financial Adviser Support Network, SME News Finance Awards 2022, 2021, & 2020
  • Award for Outstanding Contribution to Finance, SME News Finance Awards 2022, 2021, & 2020.

For more details on the Academy of Life Planning, visit our parent site.


Best Use Of Technology


HapNav was shortlisted as The Investment Life & Pensions Moneyfacts Awards 2022 finalist in Best Use of Technology in the Investment Life & Pensions Sector.


HapNav - The Happiness Navigator! - is the world’s first customer-directed Open banking-powered financial planning application. It is available exclusively through the Academy of Life Planning.


HapNav sets itself apart by enabling individuals to engage in independent financial planning without needing a financial adviser, facilitated by a direct link to their bank account. This marks a groundbreaking first in the industry, with the added benefit of enabling groups of people to engage in financial planning, regardless of their bank. For example, DIY financial planning is an employee benefit for self-directed investors, facilitated by HapNav's cutting-edge technology. This remarkable innovation is transforming the financial planning landscape and empowering individuals to take charge of their financial futures.


Available on a FREE 30-day trial. After that just £6.99 / month. Visit


Our Approach

Financial advice can be good, bad, or indifferent. But with the correct information and techniques, you can become your own financial adviser.


Our platform offers guidance on defining your needs and developing a plan to achieve them.


We pride ourselves on providing planning free from product bias, meaning we do not favour one product over another or suggest a product when it's unnecessary. We demystify the financial services industry, offering general advice on all financial products to help you make informed decisions.


Armed with your "Which?" Money subscription and the book "How to Fund the Life You Want," you have all you need to take control of your finances confidently.


We are not personal financial advisers; we aim to empower you with the tools and support to manage your finances independently. Our generic financial planning services are essential, particularly for underserved communities that can benefit from avoiding high fees for mediocre advice and investment returns. Take charge of your financial future and feel confident running your own show with our practical and impartial advice.


Take a look at our Financial Education Library. Visit moneyfitt (


In order to reach us

Generic Financial Planning

9 Franklin Way


PE23 5GG

United Kingdom

Would you like to work privately on your personal development?

Book a consultation



You can also use our contact form.

New online presence

Click through our new website to find out more about what we have to offer.

Print | Sitemap
© Advice-only Financial Planner 2023.