Adviser network Financial Solutions has appointed ex-Sense Network executive Leanne Williams as its new managing director with the aim of driving expansion plans.

The company says she will spearhead the company’s ambitious growth targets and its 2026 strategy focused on “disenfranchised financial advisers” looking for a new direction.

The appointment is subject to FCA approval.

The Exeter-based company was established in 2017 by James Priday, founder and CEO of P1 Investment Services, the operator of the P1 Platform and P1 Investment Management.

Mr Priday said: “Leanne brings extensive leadership experience and a proven record of building adviser networks having spent over 20 years in the industry, including 14 years at Sense Network where she was Operations and Finance Director. Our vision is to position Financial Solutions as the go-to partner for advisers seeking greater independence and operational efficiency”.

Ms Williams added: “Our mission is clear, to empower advisers to break away from restrictive structures and build long-term value, while delivering fantastic outcomes for their clients. We see ourselves as a partner to advisers, not a parent. We will give self-employed advisers, appointed representatives, and entrepreneurial planners the tools, technology, and confidence to take control of their businesses and grow.”

The company’s growth strategy involves plans to increase brand awareness, give advisers flexible models, provide competitive pricing and value for money and offer technology and product access “without restrictions” with the aim of allowing advisers to choose how they serve clients.

Ms Williams added: “The advisory landscape is changing fast, with consolidation and private-equity ownership eroding the independence many advisers value. We aim to make Financial Solutions the natural home for advisers ready to build their own future, supported by proprietary tech, a clear data strategy, scalable infrastructure and freedom of choice for their client.”