Freedom of Choice
Is True Wealth

Independent, fixed-fee financial planning designed to give you clarity, confidence and control, today and for the future.

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Explore Our Services

[deh-wiss] (/tʃɔɪs/)

Meaning:

In Welsh, ‘dewis’ means:

Noun:

Choice

Our belief:

True wealth is the freedom to choose what you do, when you do it, and with whom.

This philosophy shapes everything we do. Our role is to provide the guidance, clarity, and support you need so you can make informed financial decisions and achieve your own version of true wealth.

Why dewis?

We believe financial planning should be life-first and freedom-focused. That means putting your goals, priorities, and lifestyle ahead of products, sales targets, or industry norms.

As an independent, fixed-fee firm, we work without conflict, providing advice that is truly centred on your needs. Our transparent fees, straightforward process, and ongoing support ensure you always know where you stand and can make confident decisions about the life you want to build.

Being independent means we are not tied to any specific product provider. Every recommendation we make is based solely on what’s best for you. Independence gives you freedom and choice… the very principle that inspired Dewis.

We focus on clarity, transparency, and empowerment. Through a structured process, we guide you step by step:
• Understanding your goals and priorities
• Reviewing your current financial situation
• Creating a personalised plan tailored to you
• Supporting you through implementation and ongoing reviews

Our approach ensures that advice is not just a plan on paper – it’s a roadmap that evolves as your life does.

To help you live the life you choose, with a life-first, transparent approach that puts ou in control. Whether it’s planning for retirement, protecting your family, or building long-term wealth, we are here to make your goals achievable… on your terms.
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Who we work with

Individuals & Families

Challenge

Busy lives, high incomes, little spare time to focus on finances.

Aspiration

Build a strong financial foundation while enjoying life today.

How Dewis Helps

We provide clear, structured planning, ensure you and your family are properly protected and give the guidance to balance todays lifestyle with tomorrows goals. 

See how we can help you

Business Owners

Challenge

Your business is your biggest asset, but also your biggest risk.

Aspiration

Protect personal wealth, plan for growth, and secure your financial future beyond the business.

How Dewis Helps

We advise on pensions, business and personal protection, cash in the business, profit extraction, business exit planning and a long-term strategy to safeguard both business and personal wealth.

We will also liaise with your accountant and solicitor, giving you the time to focus on what matters most.

See how we can help you

Life After Work

Challenge

Approaching the end of work and thinking have I done enough?

Aspiration

Live your best ‘life after work’, safe in the knowledge you’ll run out of life before you run out of money!

How Dewis Helps

We help you answer the questions of ‘am I doing enough?’ and ‘have I done enough?’ by building robust financial plans,
designed to give you complete clarity and peace of mind.

See how we can help you

Our Story

Dewis Financial Planning was created to offer something different: a life-first approach to financial advice that puts people before products. After years in the industry, it became clear that clients needed more than investment charts and pension statements, they needed guidance that connected their money to their values, their goals, and the life they want to build.

Dewis means “choice” in Welsh. Based in South Wales and helping clients across the UK, the firm was founded on the core belief that true wealth can be defined by having ultimate freedom of choice. We work with our clients to help them achieve their own ‘dewis’.

Why I Set Up Dewis

I wanted to build a firm where advice is truly independent, genuinely client-centred, and grounded in clarity rather than complexity. A place where people feel understood, supported, and empowered. Dewis exists to give clients the confidence to make decisions that bring them closer to the life they want, not the one the industry expects them to have.

Meet Dan

I’m Dan Jacob, founder of Dewis Financial Planning and a Chartered Financial Planner, with over a decade of experience in financial services. My background includes a degree in Business Economics and time spent working outside traditional finance on superyachts. That experience gave me a different perspective on success, money, and how people choose to spend their time once financial constraints are removed. I left the corporate world to build a firm that genuinely reflects my values. That meant charging clients fairly through fixed fees, following an evidence-based investment philosophy, and creating a business that is focused on long-term client outcomes rather than sales targets or product-led advice. Over the years, one belief has shaped how I work with clients: Money is most powerful when it supports choice. Good financial planning should help you make intentional decisions about your time, your work, and the people you share your life with - not simply aim to grow numbers on a balance sheet. My role is to help clients step back, gain clarity on where they are today, and make confident decisions about where they want life to take them next, so they can move forward without uncertainty or regret. I also encourage clients to focus on what they can control. I think about life through three spans: lifespan, wealth span and health span. While we have limited influence over lifespan, we can make meaningful choices around wealth and health. If I’m helping you look after the wealth side, I’ll always encourage you to look after your health too - so you can fully enjoy the life you’re working towards. Outside of work, I’m married with two young sons who take up most of my time. When I do find a moment to myself, I enjoy playing golf, tennis or padel, going for a run, or sharing a glass of red wine with my wife, friends and family.

Your Path to the Life You Choose

At Dewis Financial Planning, everything begins with the idea that true wealth is the freedom to choose how you live your life. Our six-step client journey is designed to give you clarity, confidence, and control at every stage.

1.

Discovery Call

A relaxed, informal conversation to understand your pressing questions and for us to see if we are the right fit for each other.

2.

Get-to-Know-You Meeting

We get to know you, your story, your values and concerns and what true wealth' looks like for you. This step ensures we understand not just your finances but what truly matters.

3.

Gathering The Numbers & Building A Picture

We take time to gather and understand your current financial details. Clients often say this is the first time their finances are starting to feel under control.

4.

Presentation Meeting

We meet again where your goals and numbers are brought to life and we present your personalised financial plan. This is an interactive and engaging meeting where we can visually show you where you are currently heading and even better, where certain changes or actions can greatly improve your financial outlook. Clear, actionable choices open up here.

5.

Agree Direction & Implement

Together we agree the path that aligns with your life and we then take care of the heavy lifting, paperwork, administration and technical work to ensure your plan is fully implemented.

6.

Review, Refine & Adapt

Life changes, and your plan evolves with it. Through regular reviews, we update strategies, refine your plan, and keep you on track toward the choices you want to protect or create.

1.

Discovery Call

A relaxed, informal conversation to understand your pressing questions and for us to see if we are the right fit for each other.

2.

Get-to-Know-You Meeting

We get to know you, your story, your values and concerns and what true wealth’ looks like for you. This step ensures we understand not just your finances but what truly matters.

3.

Gathering The Numbers & Building A Picture

We take time to gather and understand your current financial details. Clients often say this is the first time their finances are starting to feel under control.

4.

Presentation Meeting

We meet again where your goals and numbers are brought to life and we present your personalised financial plan. This is an interactive and engaging meeting where we can visually show you where you are currently heading and even better, where certain changes or actions can greatly improve your financial outlook. Clear, actionable choices open up here.

5.

Agree Direction & Implement

Together we agree the path that aligns with your life and we then take care of the heavy lifting, paperwork, administration and technical work to ensure your plan is fully implemented.

6.

Review, Refine & Adapt

Life changes, and your plan evolves with it.
Through regular reviews, we update strategies, refine your plan, and keep you on track toward the choices you want to protect or create.

Book Your Discovery Call

Our Services & Fees

Support That Fits Your Life

We provide three different levels of service, designed around your goals, complexity and the level of ongoing support you need. Whether you’re just starting out, building towards the next stage or looking to maximise your personal legacy and beyond we have the right service to help you.

We charge a fixed fee for all initial advice and implementation work. This fee is determined by the complexity and scope of work required. 
Our initial advice fees start at £1,500 and are quoted and agreed upfront.

We have three service levels which reflect the complexity and ongoing support our clients require. This ensures you only pay for the service you need and receive, rather than by how much you have invested. 
The service level is agreed upfront and reviewed annually to ensure it remains suitable for you and your circumstances. 

Foundations

From £150 per month

Summary:

A simple, structured approach to ensure solid financial foundations are in place upon which you can build your financial future.

Who it's for:

Milenial professionals, early-career families, start-up business owners, or anyone seeking clarity and structure in their finances.

What's included:

  • A personalised financial plan - reviewed and updated regularly
  • Cashflow modelling to map your future income and spending
  • Pension and ISA advice to optimise tax‑efficient savings
  • Tailored investment recommendations
  • Insurance and protection planning for peace of mind
  • Review of workplace benefits to maximise value
  • Secure online client portal for 24/7 access to your plan
Book Your Discovery Call

Build

From £350 per month

Summary:

Proactive planning for growing wealth and more complex financial decisions. Designed to give deeper insight, more frequent contact, and a detailed understanding of how your finances support your life goals.

Who it's for:

Established professionals, business owners, and individuals/families whose wealth and financial needs are growing.

What's included:

  • Everything in Foundations
  • Advanced cashflow modelling with “what if” scenarios to test different outcomes
  • More comprehensive investment planning tailored to complex portfolios
  • Tax planning to optimise efficiency and reduce liabilities
  • Coordination with other professional advisers (e.g. accountants, solicitors) for joined‑up solutions
Book Your Discovery Call

Legacy

£500 per month

Summary:

Advanced, multi-touchpoint planning that supports complex wealth management, secures long-term personal goals, and creates lasting intergenerational impact.

Who it's for:

For those approaching ‘life after work’ – whether stepping away from a business or ending a career – and for those already retired who want to make the most of this chapter while building a lasting family legacy.

What's included:

  • Everything in Build, plus:
  • Bi‑annual meetings focused on tax and income planning
  • Complex investment structuring across tax wrappers
  • Advanced tax planning to optimise efficiency and reduce liabilities
  • Estate and legacy planning to protect and pass on wealth
  • Business exit planning to allow informed decisions
  • Alternative and tax‑advantaged investment strategies
  • Retirement income planning to secure sustainable cashflow
Book Your Discovery Call

At Dewis, we believe fees should reflect the work we do, not the size of your portfolio. Here’s a simple example:

Meet twins Rhys and Sian

  • Both have identical financial needs and receive the same level of service and advice.
  • Rhys has £500,000 invested.
  • Sian has £1,000,000 invested.
Client Portfolio 1% Industry Fee Dewis Build Fixed-Fee
Rhys £500,000 £5,000 £4,200
Sian £1,000,000 £10,000 £4,200

Same advice. Under a 1% model, Sian pays double, does she receive double the service? With Dewis fixed fees, both pay the same, fair and predictable.

Our FAQs

About Dewis Financial Planning:

Dewis is the Welsh word for “choice”. Our firm is built around the belief that true wealth is having the freedom to choose what you do, when you do it, and with whom, and using financial planning to make those choices possible.

Dewis Financial Planning is a UK-based independent financial planning firm. We help individuals and families gain clarity, confidence, and control over their finances through long-term, life-first financial planning.

Dan is a Chartered Financial Planner, one of the highest professional qualifications in UK financial planning, with over a decade of experience in financial services.

Yes. We are independent financial planners, meaning our advice is not restricted to specific providers or products and is based solely on what is suitable for you.

Financial Planning & Process

A financial planner helps you make informed decisions about your money in the context of your life goals. Our process takes you from an initial discovery call through to a personalised financial plan, implementation, and ongoing review.

The initial planning process, from first contact to fully agreed and implemented plan, typically takes between 6 and 12 weeks, depending on the complexity of your circumstances and the scope of advice required.

You can expect clear, jargon-free conversations focused on your goals, not products. Meetings can be held in person or online and are tailored to your preferences.

Yes. Every client receives a comprehensive, personalised financial plan designed to support their goals and reviewed regularly as circumstances change.

We review plans at least annually, with additional meetings where life events, tax planning opportunities, or changes in circumstances arise. Ongoing access to advice is included.

Costs & Fees:

Our initial financial planning fees start from £1,500, with ongoing services typically ranging from £150 to £500 per month. All fees are fixed, transparent, and agreed upfront.

We believe fixed fees are fairer and reduce conflicts of interest. They ensure the fee you pay is based on your needs and the service recieved, not the size of your investments.

Areas of Advice:

Our advice may include pensions, retirement planning, investments, ISAs, protection, estate planning, and tax-advantaged investments – always delivered as part of a wider financial plan.

We do not provide advice in these areas but will introduce trusted specialist advisers where appropriate.

Suitability:

Financial planning is best suited to those who want clarity, structure, and long-term guidance rather than one-off product advice.

Regulation & Trust:

Dewis Financial Planning is an Appointed Representative of the Sense Network, which is authorised and regulated by the Financial Conduct Authority (FCA). You can verify our details on the FCA Register.

Clarity, knowledge, and guidance, all in one place.

Our Education Centre is designed to help you make informed decisions with confidence. From practical guides to simple explainers and in-depth planning insights, we share resources that support you at every stage of your financial journey.

What You’ll Find Here

Guides

Guides

Covering topics like pensions, tax planning, investing, and retirement choices, written in clear, jargon-free language.

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Blog Posts

Short, useful articles offering everyday financial clarity, real-world examples, and thoughts on key planning decisions.

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Explainers

Simple breakdowns of complex financial topics, helping you understand how things work and why they matter.

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Planning Insights

Deeper analysis and long-term thinking designed to help you build a life of more choice and financial confidence.

Why It Matters

Sharing knowledge builds trust. It also helps you understand the “why” behind your financial planning, which leads to better decisions and greater long-term clarity.

Ready to Create a Life of More Choice?

A better financial future starts with understanding your options, and having someone you trust to guide you. Our discovery call is a simple conversation to potentially start this journey.

Your first step is at our cost. No pressure. No jargon. No obligation. Just clarity about where you are and what’s possible.

Book Your Discovery Call

Book Your Discovery Call

A relaxed conversation where we explore your current position and what you want your money to achieve.

What to expect from the call:

  • 30-minute telephone / video call
  • No obligation
  • A relaxed, informal conversation to understand your pressing questions and for us to see if we are the right fit for each other.

Prefer to start with a quick introduction instead?

  • Send us a message
  • Request a callback
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