Shackleton Fireside Chat with Dynamic Planner

Customer experience at scale, underpinned by interoperable technology. Shackleton unites regional champions to build “Britain’s financial adviser.”

Shackleton

Shackleton has brought together ten regional market leaders in independent financial advice, guided by values of authenticity, transparency and respect. The mission is simple: put the customer first, everywhere, and scale that promise nationally.

“We don’t bring in tech for tech’s sake. We adopt only what genuinely improves the customer experience.”

Background

Formed from ten founding firms and three decades of advice heritage, Shackleton is assembling a national footprint by aligning like-minded businesses under one brand and one customer-first standard.

Inspired by Sir Ernest Shackleton’s leadership and endurance, the firm translates the explorer’s ethos into modern operating principles: respect for people, honesty in decisions, and resilience in execution. Authenticity and transparency aren’t slogans; they shape how Shackleton serves clients and how it selects technology.

Backed by Lee Equity Partners and previously Sovereign Capital Partners, the firm has already achieved eight-fold growth in the past 2 years and continues to pursue selective acquisitions to close geographical and propositional gaps.

A disciplined approach to technology

Paul Feeney has experienced multiple tech waves in advice. His test is blunt: if a system doesn’t elevate the customer experience and integrate cleanly with core operations, it doesn’t make the cut.

Dynamic Planner fits that rule. It’s used where it adds the most value behind the scenes, risk profiling, structured reviews, and helping clients clearly understand what they own and the risk they’re taking, allowing them to leave conversations with confidence.

“Dynamic Planner works brilliantly—and I enjoy using it. It makes the experience clearer for customers and simpler for our teams.”

What do the next 3-5 years hold?

Shackleton plans to continue disciplined growth, adding firms that match its brand and beliefs, while extending the same high bar for customer experience nationwide. Technology will remain a quiet constant, providing clear journeys that feel personal to customers and selective use of AI where it tangibly improves outcomes.

The bigger picture: reaching more people with advice

“Anything we bring in must help us run the business cleanly, that’s how we protect the customer experience as we grow. We definitely see Dynamic Planner as part of that future.”

Of roughly 25 million working-age adults in the UK, only about 2 million currently receive financial advice, around 10%. With clear vision, strong leadership and practical technology that removes friction rather than adding it, the firm wants to help the industry reach millions more.

“I want to be part of an industry that reaches far more people. With the right vision and the right IT, integrated, we can.”

Paul Feeney, Founder and CEO, Shackleton