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Brothers and self-proclaimed innovators Martin and Simon Andrews established their own software provider to help smaller IFAs navigate the fee option minefield and maximise the profitability of their businesses, having spotted a gap in the market.

The brothers have distinctly different yet compatible talents and perspectives, as Martin has been a practising IFA for 20 years and was the originator of the Switch on Solutions software concept, while Simon had a varied career starting off as a trader on the London Stock Exchange before the Big Bang of 1987 forced him down another path. He got involved with data management for transport firms and put his joy of number crunching to work on databases such as Excel and Access, positioning him well for his eventual role as database developer for SOS.

The concept for the software branch of Kent-based IFA firm, Martin Andrews & Associates, came from Martin's realisation that there were no easy to use, affordable software packages tailored specifically with the smaller IFA in mind, and suitable for the fee-only adviser model.

He said: "Initially, I wanted to integrate my spreadsheets and interrogate that data, which I was not able to do in their present format. I also realised that I needed to keep a log of how much time I spent with every client to assess their profitability to my business. The software that was available was high cost, charged for each user and on an ongoing basis. So, as your business grew so did the software costs."

Back office systems can certainly be a financial drag on small firms. Including VAT and available for three users, Plum Software would cost a firm £3102, Intellifilo would cost £3877, 1st Software would cost £4272 and Durell Solutions would cost £6000 a year. Instead of CMS - client management system - SOS advocates its Business Management System, Freedom, which costs £2500 a firm, one-off payment, or £1500 for 'silver' version. Its Fee Writer software costs £175 for each user, one-off payment and the Rate Setter software costs £145 on the same basis.

Martin also felt that the systems were too client-focused and not business-focused enough, not providing the level of easily navigable yet comprehensive input and output data required. While many advisers seem to fear that taking a corporate and professional line with their business might be construed as being some-how neglectful of their clients' needs; Martin is unashamedly business-focused and that is where, he says, many IFAs go wrong with their view of remuneration options.

Martin, who worked as an adviser for Barclays Insurance Services for eight years, said: "I am totally sold on the fact that you have to charge a fee to give impartial advice. Commission-only firms need to sell a product to cover their costs. I think it is going to happen that a customer can go ahead and find a cheaper product online and cut out the IFA. My process is that I am going to advise you and that may not necessarily result in a product in the end. You pay for the advice. IFA firms are generally becoming more commercially aware; they need to focus on their businesses as well as their clients."

He even goes so far as to say that SOS's Fee Writer is "actually customer agreed remuneration in process" and that IFAs which offer clients a choice of commission or fee remuneration are in a "dangerous" position in that the client can walk away after advice given leaving the adviser out of pocket. Martin said: "By offering a limited initial service to a client (initial meeting only) and then asking for a written commitment from that client before more work is undertaken, removes the liability threat and ensures that the client will pay for the impartial research the IFA undertakes. The IFA is then able to advise the client whether or not they need a new product."

Martin is a committed Christian and trustee of several religious-based charities, including the Association of Christian Financial Advisers. He believes his faith has guided him as an IFA. He said: "Most IFAs claim to be honest and have integrity but saying it and doing it are two different things. As a Christian, I struggled when asked to do things I did not agree with. The old IFA way was all about selling products; over-selling is not a position I wanted to find myself in. There was a conflict there and I wanted to be a financial adviser, not a salesman."

This philosophy has prompted Martin to launch his own generic advice software for those unable to access good financial advice at a price they could afford. Called My Financial Plan, the unregulated tool draws on financial planning strategies and draws together an individuals' financial information, goals and aspirations.

The proliferation of wrap platforms has sparked the interest of many previously technologically-disinclined IFAs. However, SOS believes advisers are switching clients out of certain products in order to bring their whole portfolio onto the chosen platform, because not all products are compatible on a single platform yet. This is counter-intuitive, said Martin, as the system should suit the client's circumstances, not the other way around.

The Andrews brothers do not necessarily feel that IFAs are technophobes. It is just that the current software is unnecessarily complicated and daunting and, for smaller firms in particular, they can be easily overlooked by larger software providers who charge on an ongoing basis for each user and therefore focus their attention on firms with 50-plus IFA employees.

It is not just having Martin's insider IFA perspective that is useful in the development of SOS software, but it is also a useful testing ground. Simon said: "Systems are as much about testing as writing databases. We have to cover every conceivable angle although generally we can test something on Simon's IFA firm first and if it works, then we roll it out. But it is fatal to develop things for development's sake. We are not going to release a different version every few months. We are of a consensus that it has got to stay simple to use and the more you do to it, the more complicated it becomes."

Simon's technological know-how is tested in every facet of his role at SOS. He is based full-time in Spain, while his brother and the business is based in Kent. But according to him, this is not a problem at all. He said: "You can work from anywhere now, using email and software like Go To Meeting; if we had to visit a client directly it would take hours at least, but this way within two minutes we can all have a virtual meeting."

Not bad, considering that Simon has no formal technology or database training but simply says "you pick up a lot" having worked closely with database companies throughout the 1980s and early 1990s. Pairing up with his brother and getting SOS off the ground in 2006 started with a "chat over a pint" which coincided with Simon looking for a new challenge and Martin looking for a database developer.

Now that they have their products up and running, the duo face perhaps their toughest challenge yet: getting the attention of advisers with a "very tight" marketing budget while competing against the large stalwarts of the software business.

Martin said: "The product speaks for itself when we get in front of people but competing with the big budgets is very, very difficult."

With their amount of gumption this duo share, one doubts they will let this barrier hinder them or SOS.

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CV: MARTIN ANDREWS

2007: Founder of My Financial Plan LLP

2006: Co-founder of Switch on Solutions LLP

2001: Joined the executive committee of the Association of Christian Financial Advisers (ACFA)

1996: Founder and chief executive of IFA firm, Martin Andrews & Associates

1995: Founded an IFA subsidiary of an accountancy practice

1987: Financial Adviser at Barclays Insurance Services

CV: SIMON ANDREWS:

2004 - present: Co-founder and developer ofSwitch on Solutions LLP

2002: Moved to Spain with family and spent two years settling in

1987: Data management and processing within the transport industry

1982: Dealer on the London Stock Exchange