Our strategy

SJP Our strategy

Our purpose is to empower clients with invaluable advice to realise bolder ambitions.

This is why we are here. It drives our advisers, our employees and everyone else across our community, and it underpins our strategic direction.

What we will do

Our strategy is made up of 4 pillars:

Brilliant basics
Our aim is to simplify and standardise our operations, ensuring we deliver great outcomes for our clients. Key areas of focus include streamlining core processes, enhancing our data capabilities, and championing our industry, driving improved awareness of the value of financial advice.
Progress made during 2025:
We successfully implemented our new simple, comparable charging structure in August 2025
We made good progress in our historic client service evidence review, getting deep into the operational phase of this complex programme.
We strengthened our brand awareness
We joined 18 leading firms to launch the UK Retail Investment Campaign
We introduced or piloted a range of AI tools to support the Partnership
Differentiated client proposition
Our aim is to enhance our client proposition by tailoring it to the needs of different client segments. We are broadening investment choice for clients, enhancing digital engagement and tailoring our service for different segments, for example by looking to enhance our high-net-worth proposition.
Progress made during 2025:
We successfully launched the Polaris Multi-Index range of funds
We saw more than a 100% uplift in the number of clients registered to use our client app.
We began work to enhance our high-net-worth proposition

Our aim is to simplify and standardise our operations, ensuring we deliver great outcomes for our clients. Key areas of focus include streamlining core processes, enhancing our data capabilities, and championing our industry, driving improved awareness of the value of financial advice.

Progress made during 2025:

We successfully implemented our new simple, comparable charging structure in August 2025
We made good progress in our historic client service evidence review, getting deep into the operational phase of this complex programme.
We strengthened our brand awareness
We joined 18 leading firms to launch the UK Retail Investment Campaign
We introduced or piloted a range of AI tools to support the Partnership

Our aim is to enhance our client proposition by tailoring it to the needs of different client segments. We are broadening investment choice for clients, enhancing digital engagement and tailoring our service for different segments, for example by looking to enhance our high-net-worth proposition.

Progress made during 2025:

We successfully launched the Polaris Multi-Index range of funds
We saw more than a 100% uplift in the number of clients registered to use our client app.
We began work to enhance our high-net-worth proposition

Leading adviser offering
Our aim is to remain the best place to be a financial adviser in the UK. This includes continuing to provide superior adviser support as part of a collaborative community, evolving our market-leading succession proposition and further enhancing our Financial Adviser Academy programme.
Progress made during 2025:
We established a new performance business unit to increase the quality and productivity of the Partnership.
We increased the transparency of our succession proposition
We renewed our focus on bringing the Partnership together by developing a range of regional events.
Performance-focused organisation
Our aim is to drive empowerment, accountability and high performance across the SJP community. This means embedding high performance into our culture, maintaining disciplined capital allocation and optimising our cost base to create capacity for strategic reinvestment to drive growth.
Progress made during 2025:
Refreshed our senior leadership team
Completed the implementation of our organisational redesign to align teams with strategic priorities and drive growth
Secured cost savings through our organisational redesign, optimising commercial relationships with suppliers and rationalising our property footprint
Demonstrated commitment to our capital allocation framework by providing reliable shareholder returns in line with our guidance

Our aim is to remain the best place to be a financial adviser in the UK. This includes continuing to provide superior adviser support as part of a collaborative community, evolving our market-leading succession proposition and further enhancing our Financial Adviser Academy programme.

Progress made during 2025:

We established a new performance business unit to increase the quality and productivity of the Partnership.
We increased the transparency of our succession proposition
We renewed our focus on bringing the Partnership together by developing a range of regional events.

Our aim is to drive empowerment, accountability and high performance across the SJP community. This means embedding high performance into our culture, maintaining disciplined capital allocation and optimising our cost base to create capacity for strategic reinvestment to drive growth.

Progress made during 2025:

Refreshed our senior leadership team
Completed the implementation of our organisational redesign to align teams with strategic priorities and drive growth
Secured cost savings through our organisational redesign, optimising commercial relationships with suppliers and rationalising our property footprint
Demonstrated commitment to our capital allocation framework by providing reliable shareholder returns in line with our guidance

How we will deliver

Our strategy is split into two phases: strengthen and amplify.

The strengthen phase covers 2024 – 2026, during which time we will work hard to strengthen our fundamentals for the future. For example, we have delivered our simple and more comparable charging structure, and are working to refund those clients where ongoing servicing has not been evidenced historically.

From a strong base, from 2027 onwards we will move into the amplify phase where we will elevate and expand our leading offering in order to drive further growth.