Loyal North is a financial services group with c. £2bn AUA and 13 offices across the UK. Our subsidiary, JustFA, is more than a platform — it combines the full adviser back-office, an embedded investment platform, and a branded client portal in a single integrated system. Most UK advisory firms stitch together three to five separate tools to do what JustFA does in one.
The Role
We’re looking for a Business Development Manager to build relationships with UK advisory firms, originate new business, and stay close to firms long after they’ve joined the JustFA platform.
This is a relationship-led role, not transactional. Most advisory firms take time to evaluate a platform – and the firms that thrive on JustFA are those that have a genuine partner on our side, not a salesperson chasing a quarterly target. Your job is to be that partner: from the first conversation through onboarding and into long-term use of the platform.
You’ll work closely with the Platform Specialist team, who lead the technical implementation and adoption work once a firm signs up. Your role is the commercial relationship and the firm’s primary point of contact at JustFA – across the whole lifecycle.
What You’ll Do
• Identify and approach UK advisory firms that fit JustFA’s target profile
• Build relationships with firm principals, owners, and decision-makers
• Run discovery conversations to understand each firm’s situation and shape the right proposition for them
• Work with the marketing team to convert inbound interest into qualified conversations
• Guide firms through the decision and contracting process – at the pace they need, not the pace of a sales pipeline
• Stay involved during onboarding, handing operational work to the Platform Specialist team while remaining the firm’s senior relationship lead
• Maintain relationships post go-live – regular check-ins, spotting new needs, building advocacy and referrals
• Represent JustFA at industry events, on panels, and in the broader IFA community
What We’re Looking For
Must have
• Minimum 3–5 years in business development, relationship management, or consultative sales — more welcome
• Direct experience working in the UK IFA or adviser platform industry
• A genuine relationship-led approach – long-term partnerships, not transactional selling
• Existing relationships in the UK adviser community, or a clear track record of building them
• Strong commercial instinct – knowing which firms to invest time in and which aren’t the right fit
• Confident running discovery conversations with firm owners and articulating a value proposition without scripts
Should have
• Working knowledge of how UK advisory firms operate and the challenges they face
• Experience in a consultative sales environment (not high-volume or transactional)
• Comfortable using CRM, LinkedIn, and digital tools to build engagement
Bonus
• Existing book of IFA relationships
• Background in adviser platforms, back-office systems, or fund management distribution
• Experience supporting firms through platform transitions
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