Jo Wall is the founder of Joyful Wealth, a financial planning business built with a distinct purpose: to provide financial support to those traditionally excluded by wealth management’s asset thresholds. Prior to launching her firm, Jo worked at a company that prioritised financial wellbeing and client-centric planning — an approach she embraced but ultimately found lacking in real-world application.
“I was just fed up of how many times we’d say to a client: ‘You should do this,’ and they’d say, ‘Yeah, I know… but I’m not going to.’”
On her motivations…
Jo’s decision to create Joyful Wealth was driven by several frustrations:
- A systemic failure to connect financial advice with what she perceives clients actually want or need.
- A recurring emotional disconnect between technical advice and client behaviour.
- The profession’s overemphasis on retirement planning and older, wealthier demographics.
She also pointed to personal experiences, such as watching friends struggle to navigate basic financial issues without access to advice, and witnessing loved ones fall seriously ill shortly after retiring. This cemented her desire to build something different.
“There was a disconnect between what advisers were saying and what clients actually wanted – and no one was really listening.
“I wanted to help people live their lives now, while they’re healthy and energetic, but also make sure they’re setting up for a strong financial future.”
Business model and philosophy
Jo has designed a business that aims to operate with complete clarity around the boundary between regulated and unregulated services:
- She offers coaching and guidance to clients without significant assets, supporting them with planning, tax and financial literacy.
- When appropriate, she transitions into regulated advice, offering a service that evolves with the client’s needs.
- Meetings are frequent and informal — more relationship-based than process-driven — and allow for timely, relevant support without overburdening either her or the client.
“Most advisers say they do financial planning, but it’s just cashflow. That’s not real planning in my view.”
“My job is really easy — I meet with people so regularly I barely have to prep.”
Jo’s firm has also become a referral destination for other advisers who are unable or unwilling to serve smaller clients.
Challenges in the wider sector
While optimistic about her own business, Jo identifies three clear barriers in relation to the advice gap:
- Demographics and inertia: The average adviser is nearing retirement and lacks incentive to innovate.
- Regulatory fear: Many firms are hesitant to operate near the guidance boundary for fear of FCA repercussions.
- Professional education: Qualifications push advisers toward technical, asset-focused knowledge with little emphasis on behavioural or emotional aspects.
“I can kind of forgive the industry for not wanting to change. It’s already changing so much it’s exhausting.”
“The qualifications push you down the technical route. There’s no space, unless you go looking, for the behavioural side of it.”
Jo is also particularly concerned about misinformation and the rise of unqualified influencers filling the space that regulated advisers are avoiding.
Outlook and hope for the future
Jo’s hope lies not in industry transformation, but in the emergence of a new generation of planners who, like her, are building practices from the ground up. She’s an active supporter of peers through initiatives like the Verve Foundation’s incubator programme and is committed to enabling others to follow similar paths.
“Every cohort, I get at least one person going: ‘I’m trying to do what you’re doing — can we chat?’ And I always say yes.”
“I know my bucket might get really full, but I can’t fix the whole system alone. That’s why I’m helping others do it too.”
Jo’s work is proving that client-focused financial planning is possible without leaning on asset-based thresholds. We’re full of admiration for Jo proving that you can build an alternative business while remaining deeply human, and she’s building it in a way that not only helps clients but (we reckon) might inspire others in the profession.
