Money Marketing has expanded Future Financial Adviser (FFA), its digital community for young people considering a career in financial advice, to include support for those moving from mortgage advice into financial planning. It’s a natural broadening of a platform that has grown steadily since its launch in 2024, and now counts more than 3,000 registered accounts and over 1,500 active members.

FFA was created to tackle a straightforward problem: financial advice simply isn’t on most young people’s radar when weighing up career options, despite strong and growing demand. With an estimated shortage of 50,000 advisers projected over the next decade, the platform offers career guidance, peer-to-peer connections, mentoring, and a national jobs board for entry-level roles. Outreach runs through schools, colleges, and universities across the UK.

The platform was built in collaboration with M&G Wealth Advice, St. James’s Place, Quilter, The Openwork Partnership, and Ascot Lloyd, with support from professional bodies including LIBF, CISI, CII/PFS, and The Verve Foundation.

Piers Johnson, managing director of emap, said: “Future Financial Adviser is a tremendously exciting project to put financial advice on the map with young people and transform a profession. The decision to include support for the career pathway from mortgage advice to financial advice is a natural progression, which will help us build even greater scale.” Congratulations to the Money Marketing team and all the partners involved. It’s an important initiative for the profession, and one that emap is proud to support.