Richard Wake

Chief Operating Officer intelliflo

Last Reviewed: September 27, 2026

Executive Summary

Richard Wake is Chief Operating Officer of intelliflo, whose intelliflo office platform is used by financial advice firms in the UK and Australia for practice management, advice, cashflow modelling and client engagement. The company says it supports more than 29,000 advice professionals and around £505 billion in assets under advice. Wake has spent years on the customer side of intelliflo. He led its customer relationship management team in 2020 and was Chief Customer Officer before becoming COO in 2025. His role spans a change of owner: Invesco completed the sale of intelliflo to Carlyle in the fourth quarter of 2025.

Career Highlights

• Chief Operating Officer of intelliflo, a title on his bylines from October 2025 through June 2026.
• Chief Customer Officer of intelliflo in March 2024, and Chief Customer Officer for the UK and Australia by April 2025.
• Led intelliflo’s Customer Relationship Management team at the time of the October 2020 restructure of its UK sales organisation.
• Presents the company’s research on advice-firm efficiency, including its 2025 survey of 238 firms and its 2026 survey of 209 respondents.

Professional Journey

Wake’s time at intelliflo goes back at least to 2020. When the company reorganised its UK sales team that October, trade press described its new cashflow sales lead as working closely with “the Customer Relationship Management Team led by Richard Wake”. By March 2024 he was writing for intelliflo as its Chief Customer Officer, arguing that advice firms should make better use of client data to personalise service. In April 2025, with the title Chief Customer Officer, UK and AUS, he wrote about the intergenerational advice gap, drawing on intelliflo’s Advice Map finding that advised clients are concentrated among men over 50 in London and the South East.

He had become Chief Operating Officer by late October 2025. In a piece published by intelliflo and IFA Magazine, he presented the company’s advice efficiency survey of 238 firms and made the case that the most useful “outsourcing” for an advice business is to technology rather than to a third party. In June 2026, citing a newer survey in which 74% of advisers reported using AI in their advice process, he argued for AI embedded throughout the advice workflow over generic or standalone tools. That argument is the basis of intelliflo’s intelliflo IQ product.

His move into the COO role came during a change of ownership. intelliflo had been part of Invesco. Invesco’s 2026 proxy statement records that it completed the sale of intelliflo to Carlyle in the fourth quarter of 2025, as part of a push to sharpen its focus. intelliflo now describes itself as owned by Carlyle, serving customers in the UK and Australia from offices in the UK, Australia and India.

Education

No education record was found in a first-party or press source.