Digital Platform
Built within Loyal North, and available across the UK adviser market.
JustFA is an online advice and investment platform — supporting every stage of the financial planning journey, from client onboarding through ongoing reviews to investments. Built from the outset to serve the wider UK adviser market, JustFA supports group advisory firms and is also offered to other UK firms on similar terms.
Why an all-in-one platform
Modern financial planning demands fully integrated end-to-end technology to power the advice process — onboarding, fact-find, risk profiling, cashflow planning, recommendations, investment platform, ongoing reviews, client portal, mobile app. Most advisory firms today stitch together several separate systems to achieve this, increasing costs, complexity and integration risk.
JustFA is an all-in-one platform that replaces the fragmented stack with a single environment — one system for the adviser, one experience for the client, one consistent flow of data from first conversation through ongoing relationship. It delivers a best-in-class client experience and gives advisers more time for advice, less time on administration, and greater consistency and compliance.
What JustFA delivers
JustFA covers the full advice and investment workflow in a single platform.
Fully online, with electronic ID verification and integrated anti-money-laundering checks.
Comprehensive digital fact-find and integrated risk assessment, feeding directly into recommendations.
Automated illustrations, suitability reports and client agreements.
ISA, GIA and SIPP accounts with Active, Passive and Ethical investment options.
Fully branded under the advisory firm’s identity. Clients’ instant access to every aspect of their data, from advice to investments.
Built-in messaging, audio and video, and structured annual review workflows.
Continuously extended with new capabilities, including cashflow planning and AI-supported tools across the advice workflow.
Beyond Loyal North
JustFA was conceived to serve financial advisory firms beyond Loyal North. A growing number of UK IFA firms — from solo practitioners to regional firms and networks have signed up to JustFA.
Loyal North’s own advisory firms and external financial planning businesses run their digital advice propositions on JustFA.
Learn more
JustFA has its dedicated team, operating independently of Loyal North’s advisory business. For financial advisory firms interested in evaluating JustFA platform — product detail, technical architecture, onboarding and commercial terms — visit the website.