Heron House

Our Team

We understand you want easy access to someone who knows and understands your financial affairs. That is why we take a team approach to everything we do. Come to Heron House and you will be assigned a small team of experienced people who will understand your financial picture and assist with organising your affairs. Over time, they will become your trusted team.

Saran Allott-Davey
Saran Allott-Davey Managing Director and Chartered Financial Planner

Saran Allott-Davey

Managing Director and Chartered Financial Planner

FPFS CFP Chartered Fellow FCSI (Financial Planning)
Chartered Financial Planner
Chartered Wealth Manager
Fellow of the Personal Finance Society
BSc Hons Management

Saran founded Heron House in 1994 and is the former Chair of the South Wales Branch of the Institute of Financial Planning (IFP).  Saran has been involved in providing financial planning services to companies and individuals for over 30 years. She is one of the most highly qualified Financial Planners in the UK.

Saran enjoys working with a wide range of individuals, from children of her key clients, to those who have sold businesses or retired from employment and are looking for investment advice on large sums. She has a personal interest in ethical investment and specialises in investment and inheritance tax planning.

Her experience as a Financial Planner and businesswoman have been recognised with three outstanding national awards: Winner of the Woman IFA of the Year, Winner of the Financial Adviser Investment IFA of the Year, and as Managing Director, along with the team, Saran has steered HHFM to be recognised by Citywire ten times in their annual awards as the top Welsh investment and financial planning firm, most recently in 2024.

Saran is delighted to be a part of the board of the Heron House Employee Ownership Trust which has a controlling interest in HHFM. The Trust is the culmination of several years of succession planning to ensure that our clients and team are protected for the long term.

Chris Jordan
Chris Jordan Financial Director and Chartered Financial Planner

Chris Jordan

Financial Director and Chartered Financial Planner

FPFS CFP Chartered Fellow FCSI (Financial Planning)
Chartered Financial Planning
Chartered Wealth Manager
Fellow of the Personal Finance Society and the Investment Management Certificate.
BA (Hons) Economic History

Chris has been providing independent advice to individuals and companies for over 30 years. In 2001 he joined Saran at Heron House as an equal partner.

He is a life planner, holistic financial planner and wealth manager who specialises in investment management and advanced retirement planning strategies such as exit strategies for successful business owners and senior executives.

Chris’s expertise in all these areas has been recognised with a string of national awards including the Financial Times’ Financial Planner of the Year in 2008; the Financial Times Money Management Personal Pension Planner of the Year; Directors’ Pension Planner of the Year and Ethical Investment Planner of the Year. He is an Institute of Financial Planning (IFP) Team Challenge winner and past Chair of the IFP in South Wales. Chris has also played an instrumental part in steering HHFM to be recognised by Citywire ten times in their annual awards as the top Welsh investment and financial planning firm, most recently in 2024.

As one of the most highly qualified Financial Planners in the UK, Chris has regularly been asked to be a contributor on the BBC News Channel and to BBC Radio programmes.

After several years of succession planning to ensure that our clients and staff are protected for the long term, Chris will continue as Financial Director at Heron House, and he will work with the trustee board of the Heron House Employee Ownership Trust which has a controlling interest in HHFM.

Cassy Lewis
Cassy Lewis Operations Director and Compliance Officer

Cassy Lewis

Operations Director and Compliance Officer

Cassy joined Heron House in 2006 within the Client Services team and became Chris Jordan’s PA in 2009.

Due to her invaluable experience, she became a member of the Management team in 2014, providing ongoing support to the Directors and Financial Controller of the business along with ensuring staff skills and knowledge are kept up to date. As part of our ‘Future Leaders Programme’, Cassy was promoted to Operations Director in 2019 meaning that she now oversees and manages the day to day running of Heron House whilst continuing to support Chris and his clients. Cassy is also responsible for HR, Accounts and Payroll.

In 2019, Cassy started studying again in order to further develop her knowledge in the Compliance area of Financial Services. Since then, her interest, knowledge and expertise in compliance matters meant that in early 2025, she took on the position of Compliance Officer for the firm.

In between her other responsibilities, Cassy still works closely with Chris to provide a high level of support to both Chris and his clients, many of whom she has been able to build strong ongoing relationships with over the years, and this is part of her job that she still very much enjoys.

Andy Willemite
Andy Willemite Investment Director and Chartered Financial Planner

Andy Willemite

Investment Director and Chartered Financial Planner

BA (Hons) History
MSc Management (Finance)

Andy joined Heron House in 2014 as part of our graduate scheme, became qualified as an adviser in two and a half years and attained Chartered Financial Planner status in 2019.

Andy has also held the role of Head of Investment Research at Heron House for many years, which involves leading our regular in-house investment committee meetings, ongoing fund research and meeting with fund managers. Due to his invaluable knowledge and experience in this role and in general, Andy joined the Board and was promoted to Investment Director in 2022.

Andy is now directly responsible for many of his own clients whilst also continuing to support both Saran and Chris with their existing clients and managing the Technical Support team.

Liam Fowler
Liam Fowler Financial Planning Director, Chartered Financial Planner and Investment Analyst

Liam Fowler

Financial Planning Director, Chartered Financial Planner and Investment Analyst

BA (Hons) Business Management

Liam joined Heron House in June 2015 after he graduated with a First Class BA (Hons) degree in Business Management with Finance from Cardiff Metropolitan University. After 3 years, he became a qualified Financial Adviser and he obtained Chartered Financial Planner status in June 2020. In September 2025, Liam was promoted to Financial Planning Director, meaning that he now oversees and manages the day to day running of Heron House whilst continuing his client work and various other responsibilities.

He has featured in the New Model Adviser ‘Top 35 Next Generation Adviser’ numerous times and was Highly Commended in his category of ‘Rising Star of the Year’ at the Professional Adviser New Talent Awards 2019.

Liam is also part of the investment committee team, analysing investments and markets along with researching different products and providers.

Elizabeth Evans
Elizabeth Evans Trustee Director, Chartered Financial Planner and Solicitor (Non Practising)

Elizabeth Evans

Trustee Director, Chartered Financial Planner and Solicitor (Non Practising)

LLB Law
Postgraduate Diploma in Legal Practice

Solicitor (non-practicing)

Cert Cii

Diploma in Regulated Financial Planning

Elizabeth joined Heron House in April 2021 following a decision to change careers. Elizabeth previously worked as a Senior Associate solicitor for a specialist employment law firm, having qualified as a solicitor in 2009.

Elizabeth attained the Diploma in Regulated Financial Planning within a year of changing careers and  continued to work hard to obtain Chartered Financial Planner status in May 2026

Elizabeth is a passionate advocate of Financial Planning as a career for women and also as a second-career option. She continues to support our other advisers with their existing client reviews, whilst also looking after her own clients.

Elizabeth was also appointed on the board of the Heron House Employee Ownership Trust in 2024.

Louis Ingamells
Louis Ingamells Trainee Financial Planner

Louis Ingamells

Trainee Financial Planner

Diploma in Regulated Financial Planning

MSc International Management

BSc Economics

Louis joined Heron House in April 2025 as a Trainee Financial Planner, after spending two years on a Graduate Scheme at a large firm where he worked closely with advisers and actively supported them throughout the entire advice process.

Louis holds the Diploma in Financial Planning and is currently working towards the Advanced Diploma. He’s looking forward to developing his skills further and building strong client relationships.

Helen Drew
Helen Drew Senior Technical Support

Helen Drew

Senior Technical Support

BA (Hons) Law and Psychology

Diploma in Regulated Financial Planning

Helen joined the team in January 2016 with a BA (Hons) degree in Law and Psychology and also holds the Diploma in Financial Planning.

She has over ten years’ experience within the Financial Services Industry and continues to study for further financial planning exams in order to keep her knowledge up to date.

Matt Taylor
Matt Taylor Trustee Director, Senior Technical Support and Investment Analyst

Matt Taylor

Trustee Director, Senior Technical Support and Investment Analyst

BA (Hons) Accounting and Finance

Diploma in Regulated Financial Planning

Matt joined the Technical Support team at Heron House in September 2018. He has a 2:1 degree in Accounting and Finance and deservedly achieved the Diploma in Regulated Financial Planning in 2023.

Matt supports the technical team with administration, client reviews, reports and investment research. He also assists with running the in-house quarterly investment committee meeting, alongside Andy.

Matt was also appointed on the board of the Heron House Employee Ownership Trust in 2023.

Abby Rose
Abby Rose Senior Technical Support

Abby Rose

Senior Technical Support

Diploma in Regulated Financial Planning

Abby joined the Technical Support team at Heron House in October 2018. Soon after this, she passed the award in Financial Administration and she has since achieved the Diploma in Regulated Financial Planning in 2023.

Abby supports the Adviser and Technical Support Team with administration, client reviews and reports.

Gemma Wilding
Gemma Wilding Technical Support

Gemma Wilding

Technical Support

BSc (Econ) Banking and Finance

Diploma in Regulated Financial Planning

Gemma joined Heron House in August 2021, after graduating with a First Class Honours degree in Banking and Finance (BSc Econ) from Cardiff University. She is working through her exams alongside her ongoing training within the technical support team.

Gemma supports the Adviser and wider Technical Support team with administration, client reviews and reports.

Rachel Copsey
Rachel Copsey Business Support Manager

Rachel Copsey

Business Support Manager

BSc (Hons) Geography

Rachel joined Heron House as part of the Client Care team in 2017 and became Saran’s Personal Assistant in 2018.

Rachel provides a high level of support to Saran and over the years has enjoyed building many close and working relationships with her clients. In 2023, Rachel became Business Support Manager, a role which sees her work across a variety of areas within the business, including ongoing projects, supporting the Directors and marketing.

Karen Cowles
Karen Cowles Technical Support

Karen Cowles

Technical Support

BSc (Hons) Mathematics with Actuarial Studies

Karen holds a BSc (Hons) degree in Mathematics with Actuarial Studies and has been with Heron House since 2002. She supports the team  with administration, client review reports, new business, management reports and takes minutes of the quarterly investment committee meeting.

Cath Carey
Cath Carey Client Care Manager

Cath Carey

Client Care Manager

Cath provides valuable administrative support to the business in general and has been in this role since 2008.

She works alongside other members of the team to provide an efficient client support service and she is the first point of contact for telephone calls and visitors to the office. Cath also assists the PAs with arranging client review meetings with their financial planners.

Danielle Lee
Danielle Lee Client Care Leader

Danielle Lee

Client Care Leader

Danielle provides valuable administrative support to the business in general on a part-time basis and has been in this role since 2013.

She works alongside other members of the team to provide an efficient client support service and she is the first point of contact for telephone calls and visitors to the office. Danielle also supports the PAs with arranging client reviews with their financial planners.

Emma Shakespeare
Emma Shakespeare Client Care Leader and Trustee Director

Emma Shakespeare

Client Care Leader and Trustee Director

Emma joined the team in 2019 and she provides valuable administrative support to the business in general on a part time basis.

She works alongside other members of the team to provide an efficient client support service and she is the first point of contact for telephone calls and visitors to the office. Her main duties are generated around general administrative tasks as well as support the new business processing team. Emma became a Trustee of our Employee Ownership Trust in December 2025.

Janice Callaghan
Janice Callaghan Client Care Leader

Janice Callaghan

Client Care Leader

Janice joined our Client Care Team in April 2025, with a wealth of experience as an Executive PA and Office Manager.

She provides valuable administrative support to the business in general, working alongside other members of the team to provide an efficient client support service, and she is the first point of contact for telephone calls and visitors to the office. Janice also provides support to some of our Directors.

Gemma Carr
Gemma Carr Administrator

Gemma Carr

Administrator

Gemma joined the team in January 2016 on a part time basis. She provides support to the administration team and Cassy.

Her main duties are generated around the new business process, fee processing, compliance and management reporting.

Kieran Sullivan
Kieran Sullivan Technical Support

Kieran Sullivan

Technical Support

Kieran joined Heron House in September 2024 as Trainee Technical on our Graduate Scheme. He is enjoying supporting the advisers and wider technical support team with client reviews and reports, and is also studying towards the Diploma in Regulated Financial Planning.

Amy Morris
Amy Morris Technical Support

Amy Morris

Technical Support

Amy joined Heron House in September 2024 as Technical Support on our Graduate Scheme. She is enjoying supporting the advisers and wider technical support team with client reviews and reports, and is also studying towards the Diploma in Regulated Financial Planning.

Many of us are Chartered Financial Planners and Chartered Wealth Managers. When you see the word 'chartered' you can be sure that we are professionally qualified and committed to the highest levels of technical knowledge and competence. It also shows that we have signed up to a professional code of ethics which if broken, has severe disciplinary sanctions.

We will happily work alongside your other professional advisers such as your accountant and solicitor to ensure we are all heading in the same direction.

Our team of highly qualified planners and researchers are available to undertake independent work relating to investments, estate and trust planning and retirement planning, at a very cost-effective hourly rate. We are very fortunate to have a range of specialist skills within our team and to offer expertise across the whole financial planning spectrum.

Technical Support Team - The members of the technical support team are responsible for supporting the financial planners and their clients. Their roles are; preparing reports, client reviews and financial plans for our varied clients. This involves them in direct contact with clients and each will have a full list of clients with whom they build long term relationships and so they are often the first point of contact for day to day issues.

Investment Committee Team - The members of the investment committee team, which involve the whole technical and advisory team, meet quarterly to review our preferred fund list in light of changes to the global economy. We assess how our selected fund managers have reacted to those changes by adjusting the asset allocation of their funds. Performance is reviewed on a risk related basis to determine who remains on the list.

Heron House Financial Management Ltd is authorised and regulated by the Financial Conduct Authority. Reference number 170982. Heron House, 1 Bryngwyn Road, Newport, NP20 4JS. Registered in England and Wales. Company registration number 3170656.

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