EDGE was never just a business plan, it was a response. A response to outdated thinking, to rigid models, and to a system where financial advisors often felt like just another number. EDGE exists because we believed there had to be a better way for clients, advisors, and the industry as a whole.

“I reached a ceiling,” says Alistair, speaking about his previous career. “I needed to do more. I felt I had it in me. I wanted to do more.” He, and so many other advisors, needed the freedom to do it right.

Stepping up to the challenge with scribbled logo ideas and trestle tables in the office, EDGE began with just four people and a shared vision: to create a place where redefining financial freedom wasn’t just a tagline, but a lived experience. Less than two years later, that team is up to 17 members, and continues to grow rapidly, with each person carefully chosen not just for their skills, but for their character.

We believe clients deserve advisors who listen first, speak with honesty, and then bring tailored solutions. We also believe advisors deserve the right to be independent and unbiased, with the freedom to tailor every recommendation. From planning for retirement or navigating medical cover, we believe financial planning should be as personal as the lives it’s meant to serve.

What sets us apart isn’t just how we plan. It’s how we work with integrity, empathy, and, most importantly, fun. Because fun, for us, is serious business. “Think about it, how many hours you pour in at the office.” We believe everyone should enjoy their working hours.