Lewis Powell, Trulife Financial

Building a business with purpose 

For Lewis Powell, the journey to financial services wasn’t conventional, but it was personal. Having once lived his dream as a professional footballer, an injury led him to discover something equally fulfilling: the power of financial protection.  

“That policy gave me crucial support when I needed it most. It showed me the real-world value of financial advice, and I knew I wanted to be part of that.” 

Development ambitions 

In 2014, Lewis began his journey with The Openwork Partnership through Owl Financial. Fast forward to 2021, and he took a leap, launching Trulife Financial with the ambition of building a values-led, growth-focused advice business. Today, Trulife has over 50 advisers, with plans to reach 75 by the end of 2025. The firm supports clients across protection, mortgages, and wealth, with a flexible model that empowers its advisers to choose between specialising or offering holistic advice. 

Enabling the growth journey 

Openwork’s infrastructure and proposition have played a vital role in enabling that growth.  

“We didn’t really consider another network. The Openwork proposition (spanning mortgage, protection and wealth) was exactly what we needed to create a genuine full-service offering.” 

Recruiting at scale is a challenge for any firm, but Lewis credits the Partnership’s tools and relationships as key enablers.  

“There are no secrets to recruitment, you need a clear profile of the right candidate and a consistent onboarding process. Openwork’s vetting team and Business School have helped us deliver that.” 

Lewis also values the collaborative approach to adviser development. 

“The Business School helped me personally gain my wealth qualification. They’ve also supported our protection advisers in gaining mortgage qualifications, and they’re open to feedback. They’re happy to work with us to refine how new advisers are prepared to meet clients confidently and compliantly.” 

Cultural alignment 

For Lewis, culture is just as important as growth.  

“The recent investment in the network shows the commitment to progress – standing still is not an option. Openwork is actively working on improvements, expanding support, and helping firms grow safely and sustainably. That’s how we reach more people who need our advice.” 

He also sees the self-employed model as a strength, not a risk. 

“Our advisers enjoy flexibility without sacrificing standards. You’re still accountable for delivering results, but you get to decide how you achieve that, managing your time and balancing work with life.” 

Looking ahead 

Trulife is investing in technology to improve the adviser and client experience and continuing to strengthen the bond with The Openwork Partnership.  

“Just as we’ve built something meaningful here, we’re passionate about creating similar opportunities for others who want to thrive in this profession. Being part of the partnership helps us achieve that common goal”