Mike Godfrey, the former head of London and the South East at Axa-owned Bluefin, has launched his own advisory firm, Cube Financial Planning.

Godfrey has teamed up with financial planner Neil Emburey, who also previously worked at Bluefin, to form the Hampshire-based company, which received FSA approval last week.

Godfrey’s sons, Jonny and Leigh, will also join Cube as a paraplanner and as company secretary respectively. Compliance at the firm will be outsourced to Paradigm Support Services

Godfrey joined Bluefin in 2008, when the firm bought his financial advisory company FS3 for £3.6 million ($5.8 million), and left in May 2010. He has also worked at Robert Fleming Benefit Consultants, Smith Adams and CLM Financial Services.

Cube, which aims to attract clients with at least £300,000 to invest, will adopt the Nucleus, James Hay and Axa Elevate platforms.