Company: FreeThenWhat
Location:
Posted: May 2nd, 2026
In a nutshell:
This role is for former-entrepreneurs, who now want to help others navigate the life and wealth challenges and choices that come with exiting businesses. By building your own practice, you'll enjoy freedom, ownership and recurring revenue; but with the security that comes with our experience, support and systems.
Life and wealth, when entrepreneurs exit
Selling a business is meant to feel like freedom. Then often, what felt like enough money forever, starts to feel more finite. The money becomes an unexpected responsibility. And once the novelty of free time wears off, a new question starts to weigh heavy - "what's my purpose?"
FreeThenWhat - a new type of life & wealth planning
Launching in 2026, we're a human-centred life & wealth planning business. We serve clients across a wide range of niches, and each client is served by a Client Partner - an expert in life planning, previously from the same world as them.
"Exited-entrepreneurs" is one of our key niches, and the focus of this role. They are coveted by the wealth management industry. But picking investment funds and tax wrappers is the easy bit; the real trick is in knowing how much to keep liquid, what to lock away and for how long, and how to preserve optionality while the next chapter is still taking shape.
The conversations that matter most in financial planning - about life, purpose and choices - about timing, trade-offs, what's next - are ones best had with someone like you, who has lived them first hand.
The role
As one of our Client Partners you’ll own the client relationship, and the life planning conversation. In person or remote - you’ll explore the client's world, ask the questions that matter, and surface what's really going on. And it’s not just one-off support; it’s the beginning of a long term life and wealth planning relationship. This is a non-regulated role, and our training programme will help you rapidly build the necessary new skills.
You’ll work alongside one of our Wealth Advisers. They translate the life priorities you uncover, into rigorous financial plans. They own the regulated advice.
It's a cleaner model, and it produces better outcomes: clients who feel genuinely understood, and advisers who can deliver technical excellence.
About you and your future clients
You've sold your business. You know lots of other entrepreneurs who trust your judgement. You like the idea of helping them individually - not with their business - but with their lives.
Your clients will typically be in their 40s-60s, with £500k-£5m in household savings, investments and pensions (the latter often being understated). Or, who earn £200k+ in household income. They've either already exited their business, or they've led it to a mature stage where they might do.
Building your business, and ours
This is a self-employed role, where you build and retain value in your client bank. Most Client Partners will commit around four days a week, but it's possible to start more slowly, and phase up the time you spend on it. You’ll lead your own client acquisition efforts, starting with your niche and network. FreeThenWhat provides the infrastructure, brand, and tools to grow beyond it.
With 25 years’ experience, building and supporting financial planning firms, we’re confident a committed Client Partner can build an annuity income of £200k or more, within a few years. But we'll build and stress-test a concrete plan together, during the application process.
The structure also retains value if you later choose to step back - through sale of your client book, or ongoing revenue from clients passed to a junior partner.
We are launching FreeThenWhat in 2026. The first twelve Client Partners join as Founding Partners - with an enhanced equity stake and a genuine say in how the firm is built.
Who’s behind FreeThenWhat
Founded by Adam Price and Caroline Clarkson-Lund, who previously built VouchedFor (the UK's leading client experience platform for financial advisers) and Octopus Money (the UK's first large-scale financial coaching service). 25 years, spent making financial advice more effective, trusted, and accessible.
FreeThenWhat will be owned by the team, our partners, and our clients. We're building for generations, not an exit.
What this isn’t
It’s not a salaried role. It’s not a side hustle. It’s not a 9 til 5.
It’s a serious opportunity, for people ready to do something genuinely useful, and build their own practice, with everything they’ve built.