Financial planning is one of those areas many people know they should deal with, but often put off. It can feel complex, intimidating, and full of jargon. Flex Advisors was created to change that.
Founded by David Walsh, Flex Advisors is an independent financial advisory business now based at WorkIQ. David works primarily with small business owners and professionals, helping them make confident, informed decisions around pensions, savings, investments, and protection planning without unnecessary complexity or pressure.
Rather than pushing products, the focus is on understanding, clarity, and long-term outcomes.
Tell us what your company does and what you’re currently working on
I run an independent financial advisory business specialising in Pensions, Savings and Investments, and Protection planning. I work mainly with small business owners and professionals who want clear, practical financial advice without the jargon.
I am authorised to provide advice on several companies’ products such as Zurich, Irish Life, New Ireland, Royal London, Standard Life, Aviva, Davy, Cantor Fitzgerald and BCP. I believe that it is important to be able to compare and contrast products and not be tied to any one of them.
Right now, I’m focused on growing the business sustainably by connecting with as many people as I can, increasing my educational content on LinkedIn, and delivering workshops and lectures for small business owners through enterprise supports.
What problem are you solving, and why does it matter?
So many people, including business owners, feel confused and overwhelmed when it comes to financial planning.
My role is to simplify financial decision-making and give people clarity and confidence around their money. This matters because effective financial planning isn’t about products, it’s about giving people a better understanding of financial products, giving them confidence, reducing their stress, protecting their families, and helping people feel in control of their financial future.
What’s the biggest challenge you’ve faced recently as a company?
The biggest challenge has been building visibility and trust as a newer independent firm in a crowded market. I am (currently) a one man business, so competing with bigger firms with bigger budgets still feels daunting most days, but I keep telling myself that most successful businesses started the same way!
Moving from an established environment to running everything yourself, from compliance to marketing, is not easy but every small win and every new client earned feels great.
What’s one thing about your business that most people would be surprised to learn?
Many people are very surprised to learn that they don’t usually have to pay for my advice. Most people assume that getting good financial advice will cost thousands, when in reality it may not cost them anything at all!
In the vast majority of cases, any fees are paid by the insurance or investment company the business is placed with, meaning there is no direct cost to the client at all.
My focus is always on helping people understand their options first, without the worry of unexpected fees or pressure.
The initial consultation is always free so this really encourages people to ask the questions they have been putting off for so long!
What are you most proud of in your business so far?
I’m most proud of the level of trust clients place in me, particularly the number of referrals I have been lucky enough to receive from existing clients. I always try to go the extra mile and this has allowed me to grow organically, without relying on advertising or online content.
Knowing people feel comfortable recommending my advice to their family and friends is a strong indication that the business is being built on integrity and long-term relationships.
Why did you choose WorkIQ for your workspace right now?
I chose WorkIQ because of the location, because I like the team working there and because there is a nice ‘feel’ to the building! It offers a modern, focused working environment without the isolation of working from home, and being surrounded by other growing businesses creates energy, motivation, and opportunities for learning and connection.
What has been your first impression of WorkIQ and the community?
I haven’t had the opportunity to meet any of the community yet as I have just been getting settled in but I look forward to doing so. Eoghan, Lisa and you Jeanine have been lovely so far and very helpful and I hope to meet Daniel next week.
Connect with David
Flex Advisors adds another people-focused, service-driven business to the WorkIQ community. As David continues to grow the firm through education, workshops, and long-term client relationships, we’re looking forward to seeing how the business develops within the wider WorkIQ network. If you’d like to learn more about Flex Advisors or start a conversation, you can connect with David Walsh on LinkedIn.
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