Transparency from the start

Many financial advisers keep their fees hidden. We publish our fees openly because we’re confident in the value we deliver and want you to feel fully informed before you commit.

At Waymark, we’re here to help you navigate your financial future and achieve what matters most to you. We cut through the jargon, explain things clearly, and build plans around your real-life goals – whether that’s a comfortable retirement, supporting your family, or simply having confidence that you’re on the right track.

Our advisers work with individuals and families who want technical excellence without the complexity. Our approach combines deep market knowledge with a commitment to transparency at every stage.

The six waymarks

Financial planning can feel overwhelming. That’s why we’ve developed a straightforward six-stage process that breaks your journey into manageable steps.

This structured approach means nothing gets missed, and you’re never left wondering what happens next.

1. Get to know each other
We meet to understand your world, your goals, and whether we’re the right fit (this meeting is always at our expense).

2. Map out where you are
We gather the full picture of your finances and agree on where you want to be.

3. Create your plan
We analyse everything and build a detailed roadmap showing exactly how you’ll reach your goals.

4. Walk you through it
We present our recommendations clearly, answer your questions, and agree on the way forward.

5. Make it happen
We implement everything on your behalf, handling all the administration and coordination.

6. Keep you on course
We stay with you for the long term, adapting your plan as your life changes.

How we charge

We believe in complete transparency about fees. This is how it works.

You’ll never be charged without a clear agreement upfront. Before we start any work, we’ll provide a written fee agreement setting out exactly what you’ll pay and when. We’ll also explain any VAT implications (usually fees are VAT-exempt) and whether there are additional costs to be aware of.

Our fees are usually taken directly from your investments in the most tax-efficient way possible, making the process seamless for you.

You’re always in control. If you choose to cancel our ongoing service at any point, you can do so through a simple written instruction to us or your provider. Just so you know, once cancelled, the ongoing support we provide will stop at that time.

One important point about VAT: if you complete all five implementation stages with us, the entire process becomes VAT-exempt. If you decide not to proceed to implementation, VAT will apply to the advice stages.

Our service propositions

It’s no secret that people have different needs depending on where they are in their financial journey. That’s why we offer three distinct service levels, each designed for a specific type of client.

Foundation Service

This service gives you expert guidance when you need it most, helping you build solid financial foundations from the start. You’ll get straightforward advice on the right products, plus an annual check-up to make sure everything still fits your situation.

Who it’s for:

Younger adults starting out, typically children of existing clients who are taking their first steps with protection, pensions, ISAs, and mortgages.

What’s included:

  • Direct access to your adviser and our operations team whenever you have questions
  • Our quarterly newsletter keeping you informed about financial planning opportunities
  • Introductions to trusted solicitors, mortgage brokers, and accountants when you need them
  • An annual telephone review to discuss any changes in your life and check your protection, pension, and savings still make sense
  • A yearly letter confirming your products remain suitable
  • Regular statements from your providers
Stage
Fee
Additional fees (if applicable)

Initial fees

Waymarks 1-5:
Research, analysis, recommendations, and implementation

£1,500 to £3,000

Commission from recommended protection policies if applicable.

Below all subject to a maximum of £5,000:

Pension switch: £750 to £1,500

ISA transfer: £375 to £3,000

New investments from cash: £375 to £3,000

Ongoing support

Waymark 6:
Ongoing service to keep you on track

0.7% p.a. of assets under management (excluding protection policies)

For example, for an investment valued at £100,000, the annual charge would be £700. When a fee is expressed as a percentage of your investment value, the amount payable will change over time as your investment grows or falls.

Please note: If you decide not to proceed after receiving our recommendations, there will be a fee of £1,500 + VAT for the work completed.

Financial Advice Service

This is our core service for people who value having a trusted financial partner, but don’t require the comprehensive support of our wealth management service. You’ll receive thorough advice, detailed planning, and regular check-ins to keep everything on track.

Who it’s for:

Established professionals and families who want regular expert guidance without needing intensive, ongoing management.

What’s included:

  • A face-to-face meeting each year to review your full financial picture – your circumstances, goals, protection needs, pensions, and savings
  • An assessment of how much risk you should be taking and can afford to take
  • Annual confirmation that our advice remains right for you
  • Sophisticated financial modelling showing your projected future, with “what-if” scenarios to test different possibilities
  • Regular evaluation of how your investments are performing and whether your investment managers are doing a good job
  • Our quarterly newsletter with insights on tax planning and financial opportunities
  • Direct introductions to our network of accountants and solicitors when needed
  • Invitations to investment seminars and events
  • Direct access to your adviser and our team whenever something comes up
Stage
Fee range
Typical fee
Equivalent monthly instalments

Initial fees

Waymarks 1-4:
Research, analysis and recommendations

£1,500 to £7,500

£5,000

£416.66 over 12 months

Waymark 5:
Implementation

£1,500 to £5,000

£2,500

£208.33 over 12 months

Ongoing support

Waymark 6:
Ongoing service to keep you on track

0.7% p.a

(Subject to a minimum of £1,750 and a maximum of £15,000)

For example, for an investment valued at £300,000, the annual charge would be £2,100.

Additional services: Some specific tasks fall outside the standard ongoing service and carry separate fees:

Service
Typical fee

Carry-forward calculation

£500

New ISA / GIA

£250

Ad hoc withdrawals from GIA / ISA

£250

Ad hoc withdrawals from pension

£500

Wealth Management Service

This is our most extensive service, designed for people who need – and value – having a dedicated financial partner who understands every aspect of their wealth. Beyond investment advice, we become part of your wider professional team, coordinating with your accountant and solicitor to ensure everything works together seamlessly.

Who it’s for:

High net worth individuals and families with complex financial affairs who want comprehensive, proactive planning and a deep, ongoing relationship with their adviser.

What’s included:

  • A personalised “Vision” document capturing what you want from life and how your money serves those goals
  • Detailed financial modelling with multiple scenarios to stress-test your plans
  • A clear roadmap showing the steps needed to reach your objectives
  • One face-to-face meetings every year focused on your overall financial plan, and if appropriate, another on investment strategy
  • Additional ad hoc meetings whenever your circumstances change or opportunities arise
  • A comprehensive annual report confirming everything remains suitable
  • Unrestricted access to your adviser and our operations team
  • Active management of pension withdrawals and income to meet your needs precisely
  • Full pension planning covering contributions, consolidation, tax efficiency, and drawdown strategies
  • Direct liaison with your accountant – we gather all necessary information and handle communication on your behalf
  • Coordination with your solicitor on wills and Lasting Powers of Attorney
  • Intergenerational planning to help you support family members tax-efficiently
  • Second opinions on financial opportunities that come your way from other sources
  • Support with probate and estate administration when needed
  • Our quarterly newsletter with in-depth analysis of tax changes and planning opportunities
Stage
Fee range
Typical fee
Equivalent monthly instalments

Initial fees

Waymarks 1-4:
Research, analysis and recommendations

£2,500 - £10,000

£7,500

£625 over 12 months

Waymark 5:
Implementation

£2,500 - £20,000

£7,500

£625 over 12 months

Ongoing support

Waymark 6:
Ongoing service to keep you on track

A fixed fee to be discussed and agreed upon, subject to a minimum of £3,000 and a maximum of £20,000

The true value of financial advice

Getting professional financial advice shouldn’t be seen as an expense. It’s an investment that typically pays for itself many times over.

Research by the International Longevity Centre tracked thousands of people over a decade, and found that those who received regulated financial advice ended up £47,000 better off on average compared to those who went it alone. For middle-wealth households, pension wealth alone increased by an average of £31,000.

But the real value goes beyond pure numbers. Good financial advice:

  • Gives you confidence – you’ll know you’re making smart decisions based on expertise, not guesswork or worry
  • Saves you time – instead of spending hours researching options and wrestling with paperwork, you can focus on your work and family
  • Stops costly mistakes – from missing tax allowances to choosing unsuitable investments, the errors people make without advice often cost far more than advice fees
  • Reduces anxiety – money worries keep people awake at night, but having a clear plan and expert support provides genuine peace of mind
  • Keeps you accountable – it’s easy to procrastinate on financial decisions, whereas having an adviser means things actually get done
  • Adapts as you change – life rarely goes exactly to plan, but professional advice evolves with you, adjusting when circumstances shift

Our fees reflect the technical knowledge, market expertise and ongoing support we provide. More importantly, though, they reflect the tangible difference we make to your financial future and quality of life.

How do our fees compare?

When evaluating advice fees, what matters isn’t just what you pay us – it’s your total cost of investing.

Industry data shows that UK investors typically pay around 1.75% per year in combined costs once you factor in adviser fees, platform charges, and investment fund expenses.

At Waymark, we work hard to keep your all-in costs below this average. We do this by:

  • Choosing efficient investment solutions – we favour lower-cost funds and strategies where they make sense
  • Selecting competitive platforms – the platforms holding your investments matter, and we ensure you’re not overpaying
  • Reviewing regularly – we actively monitor whether you’re getting value from every element of your financial arrangements
  • Being transparent – we show you exactly what you’re paying and why, with no hidden charges

Many people who come to us discover they’ve previously been paying significantly more than they realised. In some cases, the reduction in ongoing costs alone covers a substantial portion of our advice fees.

Unlike many firms in our profession, we publish our fees openly. That’s because we’re confident that when you consider the expertise, service quality, and results we deliver, you’ll find our fees represent genuine value.

What our clients say

Our clients are delighted with the service we provide. A recent survey revealed that:

100%

100% of clients would recommend us to their friends and family

100%

100% of clients believe that working with us has helped or will help to achieve their financial goals

100%

100% of clients were very satisfied with the timeliness of response from their adviser

Amita & Gregory

Easing Amita & Gregory's retirement nerves.

James & Michelle

Showing James & Michelle how financial planning should be.

Andrew

Helping Andrew put his affairs in order.

Danny

Making sure Danny doesn't have to worry about his financial future.

Deborah

Making pensions fun for Deborah.

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