How A Career Pivot At 45 Built A Purpose-Led Financial Planning Practice

In this episode of Financial Planner Life , Sam Oakes speaks with Heather Hiley , founder of Heather Hiley Financial Planning and a Partner Practice with St. James’s Place . Heather shares her inspiring transition from retail and e-commerce into financial planning via the St James's Place Financial Adviser Academy at the age of 45 , showing what’s possible with courage, curiosity, and commitment. 🔥 Key Takeaways: A Non-Traditional Start: Heather began her career in retail and ran a furniture business for over 10 years. Despite a long period without contributing to her pension, she felt a renewed interest in finance and discovered financial planning as a meaningful next step. The St. James’s Place Academy Journey: Heather explains why she chose the SJP Academy, how it helped her gain both qualifications and client-facing experience, and why resilience is essential when launching your own practice. Building Her Practice: Heather shares the reality of her first year. It was quiet at first, with an empty diary and no clients, but consistent action across face-to-face networking and social media helped her build momentum and credibility. Purpose-Driven Marketing: Instead of pushing sales, Heather committed to financial education in schools and community groups. Her genuine passion for helping others naturally attracted clients who resonated with her message and approach. Recognition and Contribution: Heather won the Mike Wilson Award for overall contribution at SJP. This acknowledged not only her business progress, but also her community involvement and mentorship within the SJP ecosystem. Supporting the Self-Employed and Business Owners: With a background in business ownership, Heather relates strongly to self-employed clients who often overlook financial planning. She uses her experience to support them in building secure financial futures. Giving Back with Purpose: Heather shares the emotional story behind the Alice Hiley Memorial Trust , founded in memory of her daughter. Her personal journey has deepened her empathy and shaped her purpose, both professionally and personally. Looking Ahead: Heather is focused on three things: taking a well-earned break, continuing to support her growing client base, and relaunching her charity with renewed energy. She’s also planning to bring in another adviser as her business grows. Why This Episode Matters: If you're considering a career change, thinking about becoming a business owner in financial planning, or want to understand how purpose can shape professional success, Heather’s journey offers valuable lessons and heartfelt inspiration. Financial Planner Life is sponsored by Redmill Advance Whether you're starting out, already qualified, or building a training academy, Redmill Advance delivers expert-led learning, exam support and CPD from Level 4 to Chartered. ✅ Trusted by top UK firms 👉 Be sure to follow Financial Planner Life on YouTube for extra content about career development within Financial Planning. Reach out to sam@financialplannerlife.com in regards to sponsorship, partnerships, videography or podcast production. Want to appear on the Financial Planner Life podcast? Drop Sam a message.

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How A Career Pivot At 45 Built A Purpose-Led Financial Planning Practice is an episode from The Financial Planner Life Podcast by Sam Oakes.

This episode is 45:31 long.

This episode was published on Jan 8, 2026.

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