Continuum Crosses £2.5bn AUM as M&G Partnership Powers Growth
- Simon Bourke
- Apr 17
- 2 min read
Updated: Jun 12
16th April 2025
National advice business Continuum has seen its AUM rise to £2.5bn in Q1 2025, marking a 21% year-on-year increase. This growth is notable as it represents the firm's first full quarter following the completion of the initial phase of a two-stage buyout by financial services giant M&G.
The number of advisers within the firm has also grown steadily, with 77 advisers now part of the partnership across the UK and Ireland. Managing partner Martin Brown has expressed ambitions to expand the team to 100 advisers within the next two years, which aligns with Continuum's strategy to establish a nationally recognised advice brand.
The Plymouth-headquartered firm reported a 12% increase in adviser productivity, with the average revenue per adviser now exceeding £222,000. Continuum attributes its success to its "client-first propositions" and digital strategy, effectively attracting clients and advisers.
As part of the buyout structure agreed in 2023, M&G acquired an initial 49.9% stake in Continuum, with plans to purchase the remaining shares within two years. This model reflects the growing trend of strategic investment in the advice sector. Such backing has allowed Continuum to scale its platform and enhance its branding as it aims for national prominence.
Brown stated, "Trust is the key factor driving new clients when choosing a financial adviser. Our strong digital presence and client advocacy continue to place us in an excellent position to meet growing demand and build Continuum into a household name."
Continuum's progress resonates with other recent stories of scale and integration in the industry, including Perspective's nine-firm acquisition spree and AAB Wealth's £650m expansion into London. These developments highlight the accelerating pace of consolidation and brand-driven growth across the UK advice market.
At Chapters Capital, we specialise in financial planning and wealth management M&A and understand the importance of strategic acquisitions for growth. Whether you are considering a sale, merger, or expansion or want to learn more about buyers in the space, please contact one of our professional associates today for a confidential, no-obligation consultation.
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