For many years we have talked in the UK about an “advice gap” — the idea that large swathes of the population lack meaningful access to financial advice. Yet we rarely see images of long queues at advisers’ offices. The gap often lies in perception, affordability, and usability, not physical access.
Today, with traditional final-salary pension schemes disappearing from the private sector, more people than ever need help navigating income, spending, saving and retirement. Many are not saving enough. In a squeezed economy and cost-of-living crisis, there is no “magic money tree”: success lies in getting more from what you have, structuring money wisely, and building confidence.
Introducing LifeStage Money
On 31 July 2025 our team at WPS Advisory launched LifeStage Money, our purpose-built app. By the end of September, it had nearly 12,000 subscribers. These users exhibit the sort of profiles we expect:
- Average monthly earnings ~ £4,500
- Average necessary expenditure ~ £2,386
- Mean net worth ~ £0.7 million (including property)
- ~ £0.5 billion in cash holdings
- ~ £0.7 million invested assets
- ~ £0.95 million in pension assets
- ~ £2.25 billion in property (mostly the family home)
These figures reveal something fundamental: many subscribers sit in the so-called “squeezed middle”. They do not qualify for state or social support, and their existing wealth tends to be locked up in property. Their liquid resources, income replacement prospects and cash flow flexibility are under real pressure.
Who benefits — and why
The UK policy debate rightly focuses on the lowest earners, and the state pension design (plus the Triple Lock) favours income replacement for those on modest incomes. But for those in the middle, the challenges are steeper: replacement ratios decline, costs bite harder, flexibility is limited, and safety nets do not stretch far.
We see many of our subscribers precisely in this segment: their homes hold much of their wealth, but they lack liquid means to adapt, invest or protect themselves. They want financial confidence, intergenerational security, and clarity — not jargon or shifting goals.
A holistic, value-led toolset
LifeStage Money is more than a budget app. Its features include:
- Open banking with AI-assisted budgeting
- LifeStage Compare (comparisons of services, bills etc.)
- LifeStage Secure (optimising insurance and income from savings)
- Paylow (managing payments / debt)
- My Care Consultant (support for carers, navigating benefits, protecting income)
Each tool is designed to reduce daily, weekly and monthly costs — whether via better budgeting, negotiating bills, or optimising major household expenses. LifeStage Secure aims to deliver lifetime income maximised from savings. My Care Consultant supports those caring for loved ones (often unpaid), helping them identify benefits, protect their working patterns, and mitigate long-term financial damage.
Carers often fill gaps where state support fails, sacrificing time, income and future security. Many emerge poorer not just now, but over their lifetime. We see it as part of our mission to help level that playing field.
It’s not just about cutting costs
True: improving daily cash flow is the foundation. But we believe in a bigger picture. Emotional wellbeing, confidence, reduced stress about money — these are real outcomes. You cannot plan for tomorrow if you’re squeezed today. In a UK landscape with ageing demographics, fiscal limits and public service strain, individuals must increasingly take responsibility for their future.
Getting you ready for tomorrow
Beyond budgeting, LifeStage Money offers:
- Discounted access to regulated financial advice
- Online retirement guidance tools with “what-if” modelling
- Visual-based projections illustrating how long your assets will last, shortfalls and potential remedial actions
Because the app holds your financial data centrally (income, outgoings, assets, liabilities), we can automate fact-gathering and advise more effectively. Our “Who am I” module probes values, objectives, wants and needs — not just balance sheets. All data is updated in real time, giving advisers a live, holistic view of your position.
To deliver value for money, we share efficiency gains with subscribers. WPS maintains strong financial discipline so we can reinvest gains in product, scale, and reduced fees — not inflated margins. This emphasis on trust, transparency and fairness is deeply embedded in how I speak about advisory value.
Regulation, trust and change
I have often argued that regulation should support advisory firms in their relationships with clients. The financial services landscape needs balanced frameworks that protect consumers without throttling innovation. Advisers must embrace transparency, efficiency and accountability so trust can be rebuilt.
In interviews, I stress that we are not in the business of selling products. We are in the business of helping people — the “people industry” rather than pensions or investments per se. Our voice is one of straightforwardness, plain language, and value-led guidance.
What’s next
As we evolve, we are working towards:
- A digital wallet
- Mortgage advice
- Guided tools showing how savings from reduced spending can support better living today (meals out, holidays), mortgage reduction or acquisition, ISAs, pension contributions
- Integrated execution of investment decisions via online product access
We aim to make LifeStage Money a one-stop financial control centre — where decisions, actions and guidance align seamlessly.
Why this matters
There are many apps in the market, but most focus on a single niche — budgeting, investing, automation or debt. No app currently blends daily management with strategic foresight, care support, value-led advice and flexibility. That’s where LifeStage Money is different.
In just 61 days, we have nearly 12,000 subscribers—proof of real demand. There's no comparable technology-led offering with such scope, speed and ambition.
I believe the UK’s advice gap is not just a market failure — it’s a social challenge. It requires rethinking delivery, structure and alignment between consumer needs and adviser incentives. LifeStage Money is our answer: helping individuals manage today while building tomorrow.
WPS Advisory exists to make a real difference. We are not here to ride market cycles or win awards (though recognition is nice); we are here to empower people through clarity, trust, fairness — to make their money work harder and more meaningfully.
