More than 30 years of service
Contact us:
01753 889090

People & expertise

Andrew Potter APFS, Chartered Financial Planner

Andrew Potter APFS, Chartered Financial Planner

Managing Director & Senior Pension Adviser

Andrew has been a senior IFA with SFS since 1996 specialising in all aspects of pension planning. Andrew was originally with Scottish Widows Group where he developed his initial passion for pensions. “More than ever before, thoughtful pension planning is central to a robust financial plan, whether you're at the start of, or later into, your career.” Andrew is a Chartered Financial Planner and, as with all our advisers, he too maintains a continual professional development programme to ensure he is up to date with changes within the financial services sector. 

In 2022, Andrew became Managing Director and Compliance Officer and as head of our Senior Leadership Team, continues to ensure SFS Ltd delivers best outcomes for our clients.

Tom Beckett DipPFS

Tom Beckett DipPFS

Director of Client Strategy & Senior Investment Adviser

Tom joined SFS in 2004 from Ernst & Young. Specialising in advising high net worth individuals, Tom brings to the team a wealth of experience on investment, inheritance tax and care fee planning. Currently progressing towards Chartered status, Tom also holds the CF8 ‘Long Term Care’ qualification, required when advising on long term care issues.

As Director of Client Strategy, Tom is a key member of our Senior Leadership Team, developing and implementing client investment and ongoing service strategies, ensuring 'client care' remains at the heart of our business.

Tom is a ‘media’ IFA and a regular contributor to BBC radio and national press.

Liz Farmer

Liz Farmer

Company Secretary & Office Manager

Having joined the firm in 2021, Liz is a valued member of our Executive Committee. Liz has an eclectic skillset and started her career as international long-haul cabin crew for Japan Airlines and is multilingual including French and Japanese. She is passionate, driven and thrives in our dynamic environment and ensures the smooth running of our Gerrards Cross Office.

Harriet Trendell

Harriet Trendell

Associate Adviser

Harriet is an associate mortgage adviser for us via Mushroom Ltd. As a leading specialist in Mortgages, Equity release, Lifetime mortgages and Long term care she provides advice directly to our clients.

Harriet’s career started at Abbey National but now via Mushroom Ltd. provides financial advice to corporate and private clients. Harriet has also served as Chair and Area Liaison Officer for The Personal Finance Society our professional body in the Surrey & Kent Region.

Harriet’s qualifications include HNC in Business & Finance, Cefa, Ce-Map, J01 – (Personal Tax) ER1 & QFC – (Equity Release), CF8 – (Long Term Care Insurance) and J08 – (Financial Planning).

Please call our main office in Gerrards Cross (01753 889090) with your requirements and we will ask Harriet to contact you.

Mathew Booth

Mathew Booth

Senior Pension Administrator

Mathew joined SFS in 2020 and is our Senior Pension Administrator. Mathew is currently progressing towards achieving his Diploma in Financial Planning.