The tool, Business Guru, has been developed to address a gap in adviser planning and strategy. The launch of the tool has been supported and sponsored by Aviva, More2life and Pure Retirement.
It is part of Advice Guru’s platform, Guru Growth System, which helps advisers develop a business strategy and planning documents.
It enables advisers to create a business plan to suit the size of their company and how long they have been operating. It guides users through around 60 questions that cover the key areas of an advice business and helps advisers to assess their current position, prioritise activity and track progress against goals.
It has been designed to suit smaller firms and sole traders who may not have formal business plans due to time constraints or a lack of resources or confidence. The platform aims to make the process manageable and accessible through structured questions.
Business Guru uses AI to tailor the experience to the adviser’s responses. This will include the consideration of marketing, capability and long-term sustainability.
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Stuart Powell, founder of Advice Guru, said: “Our own research with members and the wider advice community showed us that at least 60% of advisers don’t have a current, active business plan. Many advisers know they should have a plan, but struggle to turn that intention into something practical.
“Business Guru is designed to remove that barrier by guiding advisers through the process step by step, using AI to keep it focused, relevant and usable.”
Business Guru completed a successful pilot with later life advisers and is being launched at dedicated events this month, supported by later life brands Aviva, More2life and Pure Retirement.
Kay Westgarth, head of retirement distribution at Aviva, said: “Older borrowers need skilled, well-informed later life lending advisers now more than ever. This is an ideal moment for advisers to refresh and energise their business plans and we’re delighted to collaborate with all the partners driving this forward. Together, we can build a stronger later life lending market that delivers outstanding outcomes for customers.”
Dave Harris, CEO of More2life, added: “We’re delighted to co-sponsor Business Guru, and the pilot phase has already shown how powerful it can be. Later life lending is evolving quickly and expectations are rising. Advisers are central to this market, yet many still do not have a formal business plan.
“Business Guru makes planning practical. It guides advisers through a structured process and produces a clear, personalised plan for the year ahead. At More2life, we have seen how innovation and technology can open up new opportunities. We are confident the advice community will welcome the support Business Guru provides in 2026.”
Scott Burman, head of distribution at Pure Retirement, said the firm was “proud” to back Advice Guru’s mission, “further underlining the commitment we have to helping advisers that is currently seen through our Marketing Toolkit”.
He added: “At a time when housing equity is perceived as an important part of retirement planning, helping advisers to leverage resources and technology to drive sustainable market growth is paramount, and we’re pleased to have the opportunity to support this important initiative, offering advisers the tools to enhance their business development for 2026.”
Advisers working with business development managers (BDMs) from the three main sponsoring lenders can gain access to the entry Bronze level of Business Guru at a special introductory rate and save £200 on the annual fee. They will also get a free listing in Advice Guru’s directory and lifetime access to its educational platform.
