Jo Little & Alfie Mullan Part 1: Rebuilding a 3rd-Generation Financial Planning Firm

In this episode of the Plannex Podcast, Adam Carolan & Rohan Sivajoti are joined by Jo and Alfie from Emery Little, a third-generation financial planning firm navigating leadership transition, strategic change, and the power of niche positioning. Jo, now CEO of the family-founded firm, shares the journey of stepping into leadership after her father, while Alfie reflects on his 18-year path from school leaver to key leader within the business. Together, they discuss the emotional and practical realities of succession, the importance of having a clear leader, and how coaching helped them navigate the transition. The conversation explores Emery Little’s transformation, from redefining their investment philosophy and fee structure to reshaping the team and doubling down on their niche advising BP employees and retirees. Jo and Alfie also reflect on lessons from a failed startup aimed at tech entrepreneurs, how the firm streamlined from 25 to 19 employees, and why culture - described internally as “joyful professional” - sits at the heart of their strategy. A candid conversation about leadership, niche strategy, culture, and evolving a family-founded financial planning firm for the next generation.