Our clients can expect a detailed and committed service from us. We take our duty of care very seriously and have a ‘quality over quantity’ mantra. Before taking on any client, we have a first meeting with no obligation, to see if we’re a good fit. Confidentiality is respected and honoured at all times. Check out our video (approved by The Openwork Partnership on 30th May 2024) which explains our process in more detail.
We’re a friendly bunch of highly-qualified and experienced people, who love to help our clients navigate the ever-evolving world of money. With guidance, support and advice, we can ensure the people we work with stay on track over the long term. The strong and close relationships we have with our clients is why most of our work comes from referrals from existing clients and professional connections that we have worked with for many years. We are a trusted partner in the local community.
We are first and foremost, financial planners. Our job is to work with you on your financial journey in the most effective way and in line with what you care about.
We keep you on track through coaching you, educating you and keeping both you and ourselves accountable.
We advise you on how to put your planning into place, where to put it, what to invest it in and how to extract long-term value from it.
The first meeting with us is at our own expense and comes with no obligation whatsoever.
Our goal is to provide clients with confidence in their present and future planning.
Clarity matters. Refining and solidifying your goals into an actionable strategy makes them more achievable.
We all have different values and priorities. Compassion is what drives the advice we give.
Chairman & FINANCIAL PLANNING CONSULTANT
Founder Director of WD&A, Will has been in the industry for over 33 yrs as a self-employed financial adviser with Allied Dunbar, Zurich and Openwork. Will still looks after his clients, is Diploma 4 qualified, helps them with advice on pensions, investments, inheritance tax and estate planning needs as well as trusts and business protection. Will sits on the board of WD&A Ltd and is a regular lecturer and mentor with the CII accredited Openwork Business School.
In his free time, Will is a keen pursuer of country pursuits, including walking, running, dog training, beekeeping. Will is also a family man, enjoying spending time with his 3 grown up daughters, extended families and first granddaughter born in 2025.
Managing director & FINANCIAL PLANNING CONSULTANT
Rob was one of the founder directors of WD&A Ltd when it was formed in 2010. Prior to that he worked for NatWest, Pearl and as a self-employed financial adviser with Allied Dunbar, Zurich, and Openwork. As Managing & Finance Director of WD&A, Rob has a varied role, but his passion still lies in advising his clients. Rob has over 30 years’ experience and is Diploma 4 qualified. He mainly helps clients with their Pension, Investment, and Inheritance Tax and Estate Planning needs, as well as Trusts and Business Protection.
Rob likes to relax by playing golf, having played county standard tennis for 25 years. He also enjoys spending time with his wife and two grown up daughters.
FINANCIAL PLANNING DIRECTOR & CHARTERED FINANCIAL PLANNER
Adam joined the board in 2021 and has been with WD&A for 8 years. He is responsible for heading up, developing and mentoring the advisory team as well as looking after his own clients. Adam is a published author, Chartered Financial Planner and Fellow of The Personal Finance Society. He has also recently completed a Masters degree in Economics. When not working, Adam loves to read, write, exercise and spend quality time with his wife and young children.
OPERATIONS
DIRECTOR
Helen joined the practice in 2010 as a Personal Assistant to both Will and Rob and has been instrumental in running the business ever since. During this time, she has also achieved her Mortgage and Protection licences and then in 2024, Helen proudly became a Director in the firm.
Helen helps drive the development of the practice and works closely with her fellow Directors, staff and advisers to ensure a smooth and positive experience for clients and team members alike.
Helen is well known for her warm and welcoming nature. Outside of work, she enjoys spending time with her husband, daughter and 3 dogs. Helen is also an ambassador for The Openwork Foundation. She has already completed three overseas cycling challenges in support of the charity — keep an eye out for updates on her latest adventure!
Chartered Financial
Planning consultant
Cath is a Chartered Financial Planning Consultant and Fellow of the Personal Finance Society. In her work as a Financial Adviser, Cath endeavours to find out what’s important to clients rather than purely looking at the numbers. Pensions are a focus of many client meetings and being able to establish what’s important to clients and their existing provision are a fundamental part of the process, plus of course the opportunities that exist to improve retirement plans are integral to this work.
Cath has over 26 years in the Financial Services industry. Cath joined WD&A in 2012 as a Financial Adviser, having spent the previous 15 years in a Training & Development role.
Engaging with a Financial Adviser is a choice and Cath sees her role as helping clients to make these informed decisions that get them to where they want to be.
Hobbies wise Cath loves playing tennis and Padel, visits to the gym have much less appeal!
Financial
Planning Consultant
Dan joined WD&A in 2022, bringing with him experience gained in both client facing financial planning and prior to this, experience within back-office roles within financial planning firms. Dan enjoys working closely with clients to provide clear, practical advice across all areas of holistic financial planning, with a particular passion and specialism in pensions and investments. Dan prides himself on avoiding jargon and making complex conversations easy to understand and accessible. He is Level 4 qualified via the Chartered Insurance Institute and is currently working towards further Level 6 qualifications.
Financial Planning
Consultant
Cole is a Level 4 qualified Financial Adviser and CeMAP qualified Mortgage Adviser, recently recognised by the London Institute of Banking & Finance in a published interview highlighting his unique journey and commitment to the institute. Always striving to grow, he has also completed a Sustainable Investments course through King’s College London. Outside of work, Cole enjoys taking part in community projects, networking and is a dedicated father to three boys, including twins! When he can, he enjoys collecting film and comic memorabilia and playing guitar. Cole’s work is driven by a simple belief: financial advice should empower people to achieve their goals and build a future they can feel confident about.
Financial Planning Consultant
Sam joined WD&A Ltd as a Financial Planner, following the successful completion of a four-year graduate training programme at an international accountancy firm. During this time, he gained a strong technical foundation and completed the Diploma in Regulated Financial Planning, equipping him with the knowledge and skills to provide high-quality, client-focused advice.
Outside of work, Sam enjoys a round of golf and spending time walking his dog.
Financial Planning Consultant
Colin joined WD&A Ltd in 2024 after 25 years in financial services, primarily as a Business Development Manager with companies including Zurich and Scottish Widows, where he supported financial advisers and their businesses. Familiar with WD&A, he saw them as the ideal next step in his career. Colin holds a Level 4 Diploma in Financial Planning and brings a deep knowledge of many aspects of financial advice. Outside work he enjoys spending time with his family, watching most sports, running, and training at the gym.
Financial Planning Consultant
Mike joined the WD&A Ltd team in 2025, as an experienced Mortgage and Protection advisor. Mike has worked in financial services for a number of years, initially as a protection advisor, then gaining his CeMAP license. Mike enjoys helping both his experienced and inexperienced property owners get their foot on the property ladder though to growing property portfolio’s for portfolio landlords. In his personal time, Mike is an avid F1 fan and loves to spend time with his wife and his new-born son.
Senior Executive Assistant
Clare joined WD&A Ltd in 2014 to provide maternity cover—and never left! With over 25 years’ experience in administration and strong project-management skills, Clare works closely with Will and Adam, while also supporting and training the wider administration team.
Outside of work, Clare enjoys spending time with her husband and two children, going for long walks, and relaxing with the occasional glass of wine.
Project & MI analyst
Rachel has been working in finance since 2008, and for WD&A Ltd for 6 years. She has experience as a mortgage and protection adviser, and an executive assistant and now uses this experience to train new members of the team. She has also developed and manages our internal management information systems and pay run processes. Rachel also facilitates our client communications as well as creating reports to support the advisers and directors with client management and any project work as the business requires.
Rachel is based in South Wales with her family and dogs and has been supported by WD&A to qualify as a counsellor, and now runs a private practice based in Pontypridd, In Focus Therapy.
Executive Assistant
Michelle joined the company in 2019 working as an Executive Assistant, mainly alongside Rob. She has over 30 years of administration experience, her first role being within Corporation Tax and last role Account Managing within a manufacturing business. Michelle spends her spare time in her newly acquired allotment, walking her sausage dog and loves planning a good holiday/city break.
Executive Assistant
Emma is our newest member of Administration staff, joining WD&A Ltd with over 25 years of administrative experience. Emma works alongside Dan and Josh, supporting them with administration and the processing of client business.
When Emma is not working, you can find her out walking, spending time with her family or travelling.
Executive Assistant
Mandy joined the team in Jan 2024 to work part-time alongside Helen with the administration of the business. She has previous experience of project management and administration within the public sector and most recently within the Education sector. In her spare time Mandy likes to bake for her 3 children and will often be found in the garden, accompanied by her two dogs and six chickens!
The Openwork Partnership is one of UK’s largest and longest-established financial advice and investment companies.
Through many changes and challenges we have been a constant presence for over 45 years. We have served over two generations of clients and together seen a lot of change.
We’re proud to support the Openwork Foundation registered charity (number 1184592).
Their mission will always be to make a positive difference to vulnerable children and adults; from new-born babies to those in later life.
It’s an easy thing to say, but for us it’s also easy to prove. We’d love the opportunity to showcase our approachable yet professional culture to you.
