Informed Financial Planning (IFP) has three offices across Yorkshire, located in Leeds, Hull and Barnsley, and offers its services nationally. Kevin Ferriby founded the firm in 2004 after recognising that the way most financial advisers operated was outdated and the average age of advisers was well over 50. He wanted to set up a modern firm, and the firm achieved chartered status two years later. IFP wants to develop the younger generation – 65% of employees at IFP now under the age of 40.

As part of IFP’s three-year strategic plan, its focus is to be ‘one team’. A reminder that, although each team member has an individual role, they are one team working towards a common goal – the success of IFP.

IFP is also focusing on the use of technology to deliver an even more profound service to its clients. Covid-19 has pushed it towards becoming a greener firm and it has implemented the Personal Finance Portal (PFP), an app aimed at clients allowing them to access real time valuations and assess the progress against their investment goals, as well as contact their adviser securely.

IFP has also provided all staff with access to DocuSign, reducing paper consumption and increasing the speed of client communication.

IFP has also implemented a new software called Officevibe for the benefit of the team. This software was purchased to allow all staff a means of communicating their feedback anonymously. It provides the firm with an invaluable resource for monitoring the ‘vibe’ across the company covering areas such as wellness, personal growth and happiness. It also has a designated wellbeing team that organises team-building days, games nights and encourage a healthy work-life balance.