Since its launch in 2008, this mentoring award, which is aimed at recognising the potential within Financial Planning firms, has already established itself as a clear value-add for firms.

Through the award, the IFP is looking to identify good Financial Planning firms which are seeking to become great ones. In particular, firms are sought who could use expert mentoring and business support to help them make that final step up to the levels needed to become an Accredited Financial Planning FirmTM . As usual, the range of prizes for the winning firm is particularly attractive.

The winning firm will receive two days of mentoring with Brett Davidson of FP Advance, one day of marketing consultancy with Abbie Tanner of A Business Innovation, a day with Carrie Bendall of the Inspire Design Consultancy and a day of PR consultancy from Holt PR as well as a day with Tracey Underwood CFP^CM of Pace Solutions Ltd.

This is an outstanding package, the value of which will help transform the winning business. Previous winners have found the experience to be of huge value in helping them refine and develop their business effectiveness, brand and profile.

However, the value does not rest solely with the winner. Many report that the application process itself has proved particularly useful. The panel of judges remains the same, with Barry Horner CFP^CM (Paradigm Norton), Brett Davidson (FP Advance) and Steve Gazzard CFP^CM (IFP).

Online applications can be made via www.financialplanning. org.uk until the closing date of Friday 4 May. Shortlisted firms will be informed of their success on Friday 25 May.

The winning firm will be announced at the IFP Annual Conference 2012 at the Celtic Manor Resort in Wales in October.