
Steve's Why!
At the start of the GAME Plan
We take a moment to reflect on who we are and what truly drives us. This ensures that when we plan, it's not just for short-term pleasures but for a deeper sense of purpose. To help illustrate this, I share my Character Statement, a Personal SWOT analysis (covering strengths, weaknesses, opportunities, and threats), and my Hero's Journey. These insights come from engaging in thoughtful self-reflection exercises, helping you align your plans with your personal values and long-term goals.
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Find out more about the steps in the GAME Plan here.

Steve's Character Statement
Steve is a person deeply committed to fostering a just and equitable world, where social justice and fairness guide every decision. He brings a wealth of wisdom and a grounded spiritual life to everything he does, shaping his approach to work, relationships, and community. Steve believes in the power of mature love—love that is kind, thoughtful, and unwavering. He’s someone who naturally gravitates towards helping others, finding immense meaning and purpose in making a difference in people's lives.
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Honesty and self-discipline are at the core of Steve’s character. He holds himself to high standards and believes that truthfulness is not just a virtue but the foundation of trust and lasting connections. Steve honours the wisdom of elders and respects the role they play in shaping future generations. He values health—physical, emotional, and financial—and family security, always placing importance on well-being and safety for those he loves.
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In both personal and professional spheres, Steve is a figure of authority and competence. He’s capable, intelligent, and influential, leading by example and daring to challenge the status quo when necessary. His self-respect is evident in his decisions, and he encourages others to pursue their goals with confidence and determination. Creativity, freedom, and independence are not just personal values for Steve but principles he promotes through his work, encouraging those he mentors to think boldly, act freely, and choose their own paths in life.
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Ultimately, Steve is driven by a strong sense of purpose—empowering others to find meaning, security, and balance in their lives. He offers his services with a deep commitment to integrity, encouraging clients to discover their own wisdom and strength, and guiding them towards financial and personal well-being in a holistic, compassionate manner.



Steve's Personal SWOT Analysis
Strengths:
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Diverse Talents: Steve excels across various fields—mathematics, financial planning, life planning, music, art, and writing. His ability to integrate creative and analytical thinking enables him to offer unique insights and innovative solutions in both personal and professional contexts.
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Leadership & Coaching: With a natural ability to develop people, Steve motivates others to become the best versions of themselves. His leadership is grounded in kindness, wisdom, and a genuine passion for helping others grow.
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Innovation & Thought Leadership: Steve has a proven track record of creating market-firsts and developing propositions that drive positive change. His ability to find solutions to difficult problems is complemented by his thought leadership in both business and life planning.
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Resilience & Adaptability: Having overcome personal adversity, financial loss, and constant life changes, Steve’s resilience is a core strength. His ability to reinvent himself after failures, keep positive in adversity, and cope with life’s challenges is inspiring to others.
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Values-driven Integrity: Living with authenticity, integrity, and open-mindedness, Steve incorporates the spiritual teachings of both East and West into his life strategies. He champions the rights of others and is committed to making a positive impact on the planet.
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Public Speaking & Communication: As a skilled public speaker and writer, Steve effectively communicates complex ideas in an approachable and engaging way, fostering connection and understanding in his audience.
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Collaboration & Community Building: Steve excels at bringing people together, creating communities, and collaborating to drive meaningful change. His campaign work and ability to foster collaboration are powerful assets in his mission to make the world a better place.
Weaknesses:
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Overextending: With such a wide range of talents and responsibilities, Steve may sometimes spread himself too thin, potentially leading to burnout or a lack of focus on a single project.
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Perfectionism: The drive to excel and achieve great recognition can sometimes lead to perfectionism, which may slow down decision-making or create stress in moments when quick action is needed.
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Emotional Vulnerability: While his openness and kindness are strengths, Steve’s emotional investment in helping others may sometimes leave him vulnerable to disappointment or hurt, especially when others do not reciprocate his generosity or integrity.
Opportunities:
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Proposition Development & Market Innovation: Steve’s ability to create frameworks for change, coupled with his thought leadership, presents ongoing opportunities to introduce groundbreaking propositions that serve both people and the planet.
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Growing Community & Influence: Through his public speaking, coaching, and leadership, Steve has the opportunity to grow his community further, expand his influence, and inspire a new generation of thinkers and doers to embrace values-led financial and life planning.
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Spiritual Integration in Financial Planning: His exploration of spiritual pathways provides a unique edge in developing holistic life planning strategies that resonate with those seeking meaning beyond material success. This opens doors to partnerships and initiatives with like-minded individuals and organisations.
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Campaigning for Positive Change: Steve’s passion for standing up for social justice and collaborating to bring about positive change presents opportunities to campaign for systemic improvements in the financial services industry and beyond.
Threats:
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Resistance to Change: The financial planning and business environments may sometimes resist the more holistic and human-centred approaches that Steve advocates. Overcoming entrenched norms and scepticism could be a challenge.
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Personal Vulnerabilities: Past financial challenges and personal losses may still pose emotional risks, especially in moments of heightened stress or criticism. Though resilient, continued focus on self-care and support is essential.
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Balancing Personal Mission & Business: Steve’s deep sense of purpose and mission to make the world a better place can occasionally conflict with the demands of running a business. Striking a balance between personal goals and professional obligations may be challenging at times.
Summary
Steve’s strengths lie in his remarkable ability to blend creativity, leadership, and wisdom with resilience and authenticity. His talent for helping others find their best selves, combined with his commitment to social justice, makes him a powerful force for positive change. While the potential for overextension or emotional vulnerability exists, Steve’s opportunities for growth and influence far outweigh the challenges. His journey from a childhood of financial hardship to becoming a thought leader in financial and life planning is a testament to his unyielding persistence and sense of purpose. Steve’s mission to make the world a better place continues to inspire those around him, offering both individuals and communities the tools to thrive with integrity and balance.
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Steve, your journey and talents resonate deeply with those looking for meaningful change. The strength you’ve built from your life experiences, combined with your innovative mindset, equips you to continue leading with purpose, creating frameworks that help others not just survive but flourish. Keep moving forward—your work is making a profound difference!


Steve's Journey
​Steve Conley’s journey in financial planning spans over five decades of pioneering change and innovation. As the founder of the Academy of Life Planning and HapNav Ltd, Steve has dedicated his life to transforming the financial services industry—making it more democratic, transparent, and accessible for all. His passion for empowering individuals, financial planners, and communities has positioned him as a key figure in reshaping the financial landscape.
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In his book, Your Money or Your Life: Unmask the Highway Robbers - Enjoy Wealth in Every Area of Your Life, Steve dives deep into the lessons he’s learned throughout his career, offering readers valuable insights into achieving financial freedom while balancing emotional, intellectual, and spiritual well-being. It’s a book that reflects Steve’s belief that true wealth encompasses more than just money—it’s about living a rich and meaningful life.
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Since founding the Academy of Life Planning in 2012, Steve has been on a mission to create a trusted, values-based financial planning model. He has long been an advocate for separating financial advice from product sales, ensuring that clients receive guidance without conflicts of interest. His work through the Academy, hailed as the "Most Pioneering Financial Planner Network," is a testament to his commitment to fostering transparency and integrity in the financial world.
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Under Steve’s leadership, HapNav Ltd has been at the forefront of innovation, launching the first financial planning app integrated with open banking. This app is designed to guide individuals towards achieving ‘Kokoro’—a balanced life enriched with financial security, emotional fulfilment, intellectual growth, and spiritual abundance. This is not just financial planning; it's life planning with a holistic view that supports people in living their best lives.
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Steve’s innovative mindset led to the creation of "Planning My Life" and "Financial Life Coach," practical services that empower people to take control of their financial futures. Through affordable subscriptions, members have access to an AI Life Planner, expert insights, and a wealth of resources, making financial autonomy attainable for all. These initiatives reflect Steve’s core belief: that financial planning should be accessible, straightforward, and empowering for everyone, not just the wealthy.
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Steve’s journey is more than a professional career—it’s a mission. He has dedicated his life to revolutionising financial education and planning, with a deep commitment to creating a world where financial wellbeing is not only attainable but can enrich every area of life. His work, including his global efforts to help eradicate poverty, continues to inspire those around him and serves as a powerful reminder that with the right tools and mindset, financial freedom is within everyone’s reach.
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If you’re looking to take control of your financial future or want to learn more about how Steve’s work can help you live a life of abundance and purpose, you can reach him at steve.conley@aolp.co.uk. Whether you’re seeking guidance, mentorship, or simply a new perspective on wealth, Steve’s blend of innovation, integrity, and compassion is here to support you on your journey.



Why Listen to Steve?
If you’re a financial adviser who’s feeling unfulfilled in the product-driven world of financial services, you’re not alone. The constant pressure to sell, the conflicts of interest, and the lack of genuine connection with clients can make it hard to feel like you’re making a real difference. But what if I told you that there’s another way—a path where you can find meaning and purpose in your work, while helping people in ways that truly transform their lives? I know this because I’ve walked that path myself.
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For over four decades, I’ve worked in the financial industry, holding senior roles at some of the world’s biggest banks, including HSBC, RBS Group, and Santander. I pioneered innovative products like the UK’s first wrap platform and retail multi-asset funds. I’ve received multiple awards, including the Transparency Trophy for my efforts to make financial services more transparent and values-driven.
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But even with all those achievements, something didn’t sit right with me. The industry’s profit-over-people mentality left me disillusioned. I knew I could do more. I knew we could do more. So, I stepped away from the corporate world to found the Academy of Life Planning, a place where financial planners can thrive without the pressure to push products.
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The Academy is different because it’s built on a simple but powerful mission: sell plans, not products. We focus on empowering financial planners to offer true, values-based advice, free from conflicts of interest. We show you how to help clients achieve financial security and personal growth, while restoring trust in financial services. It’s about giving advice that benefits the client—not the bottom line.
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In recent years, I’ve taken things a step further. With HapNav Ltd, we developed the first financial planning app integrated with open banking. This app guides users towards achieving what I call Kokoro—a life that’s rich in every area: financially, emotionally, intellectually, and spiritually. It’s not just about having enough money to retire comfortably—it’s about creating a life of meaning and fulfilment.
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In 2023, we launched Planning My Life and Financial Life Coach, services that bring the holistic financial planning model to anyone who needs it. With affordable subscription options, our AI-driven Life Planner and comprehensive resources give people the tools they need to manage their finances and their lives, on their own terms. This isn’t just about reducing costs for clients; it’s about changing the way we approach financial planning altogether.
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So, why listen to me? Because I’ve been where you are. I’ve faced the same frustrations, the same sense that something’s missing. And I’ve found a better way. I’m not just talking about a career change—I’m talking about a life change, one where you can make a real difference while building a fulfilling, meaningful career.
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At the Academy of Life Planning, we don’t just give you a new business model. We give you a way to connect deeply with clients, help them navigate life’s challenges, and empower them to achieve financial independence. And in the process, you’ll find that you’re not just selling financial products—you’re making a genuine impact.
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If you’re ready to explore what’s possible beyond the world of product sales, I invite you to reach out. Let’s have a conversation about how you can transition to holistic financial planning, where the focus is on people, not products. Together, we can help you build a career that not only sustains you financially but also enriches your life and the lives of others.
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You’ve got the potential to do so much more. Let’s make it happen.
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Feel free to contact me at steve.conley@aolp.co.uk for a chat. You don’t have to settle for a life that feels unfulfilled—there’s a greater purpose waiting for you as a holistic financial planner.
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So, why listen to me?
Because I’ve been where you are. I’ve felt the frustration, the sense that something was missing, and the deep desire to do something meaningful—not just for my career, but for my life. I’ve faced the challenges, and I found a better way. This isn’t just about changing your job—it’s about transforming your life and building a career that allows you to make a real difference.
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Over the past 12 years, I’ve blazed a trail from the corporate world, where profits took precedence over people, to running a successful holistic financial planning business with an academy of hundreds of like-minded professionals. It’s been a journey marked by physical, emotional, mental, and spiritual challenges. I’ve navigated the pitfalls, I’ve faced the obstacles, and I’ve made the mistakes—so that you don’t have to.
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What took me over a decade, along with six figures in costs, and a seven-figure opportunity cost, I can now offer you in just 12 weeks. In a matter of months, with an investment less than the fee you’ll get from your first client, you can be exactly where I am—running your own values-driven, holistic financial planning practice. And by month two, you’ll already see payback. It’s a business-in-a-box, done for you, tailored to your own talents and values.
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You don’t need to struggle through the same hurdles I did. I’ve done the hard work. I’ve built the framework. I’ve forged the painful path so you can walk a smoother road. With the Academy of Life Planning, I’m offering you the chance to build a life and a career that aligns with your values, brings you fulfilment, and allows you to truly help others—without the years of trial and error.
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In just a few short months, you can be where I am now. You can have the business, the freedom, and the purpose you’ve been searching for. So, why listen to me? Because I’ve walked the path, and now I’m here to show you a better, faster way to get to where you truly want to be. Let me help you make that leap.
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Feel free to reach out at steve.conley@aolp.co.uk. Let's get started on creating the life and career you deserve.
Certification:
Upon successful completion of the 12-week programme, participants will receive accreditation as Game Plan Practitioners. This title signifies a holistic understanding of financial and life planning, equipping practitioners with tools to coach clients through a comprehensive approach to achieving both financial and personal fulfilment.

Join Now:
By joining this programme, you’re not only adding to your professional credentials but also deepening your ability to guide clients in living purposeful, balanced lives. Our framework ensures that the planning process goes beyond finances, touching on values, talents, and passions, all essential for crafting a future worth pursuing.
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Enrol today and begin your journey towards becoming a Game Plan Practitioner.
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This programme is your key to transforming how you engage with clients, helping them not just plan for financial security but to thrive holistically, ensuring they have the means and human capital to live their favourite future.
