Relax – you’re in safe hands
our Guiding principles
We launched William James with one aim – to provide the best possible service to our clients.
With a wealth of experience in the financial services sector, we saw that change was needed, so we are now leading the way in modernising how the sector works.
We will always give our clients the best advice. We’re totally independent, so we can offer the most suitable solutions and services to reach our clients’ goals.
We know that to give clients the best advice we need to understand their goals and ambitions, so we work hard to build a strong relationship with our clients that results in successful outcomes for all.
Directors
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Philip Stepp
Managing Director
Philip has more than three decades of experience in financial services, combining deep technical expertise with senior leadership experience.
In 1993, he founded the Newell Palmer Group, which grew to become one of the UK’s largest Independent Financial Adviser firms. In 2016, the business was ranked among the Top 50 largest financial adviser firms in the UK by the Financial Times Adviser. Although later acquired, the firm continues to operate nationally — reflecting the strength and longevity of the platform Philip helped create.
In 2023, Philip co-founded William James Financial Services with Matthew, driven by a shared belief that a modern advisory firm should combine high-quality independent advice with a strong, values-led culture.
Today, William James supports more than 700 personal and corporate clients and has grown to a team of over 25 professionals, delivering expert, friendly and socially responsible financial advice built on long-term relationships and trust.
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Hayley bayliss-cotton
Director/Chartered Financial Planner
Hayley began her financial services career in 2010 after graduating from university and has since built a strong reputation as a trusted and highly respected financial planner. Having previously worked with several members of the team, she was delighted to join William James as an Independent Financial Adviser and was appointed as a Director of the firm in April 2026.
As a Chartered Financial Planner and Fellow of the Personal Finance Society, Hayley brings a high level of technical expertise and professional insight across the full spectrum of financial planning. She is particularly valued by clients for her ability to simplify complex financial matters, providing clear, practical advice that is easy to understand and tailored to individual needs.
Hayley is passionate about building long‑term client relationships and delivering thoughtful, well‑structured financial plans that give clients confidence and clarity about their financial future.
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Thomas Kelly
Director of Operations
Thomas began his financial services career in banking and has since built extensive experience across technical and operational leadership roles. This progression led to his appointment as a Director of William James in April 2026.
He has held senior positions as Head of Operations within both a pension provider and a financial advice business, giving him a broad and practical understanding of operating effectively within a highly regulated environment. Throughout his career, Thomas has developed strong expertise in operational governance, regulatory frameworks, and process improvement.
At William James, Thomas is focused on strengthening the firm’s operational and regulatory foundations. He believes that sustainable growth is achieved through investing in people, continuously improving processes, and harnessing the right technology—ultimately ensuring clients receive a high‑quality, trusted, and valued service.
Advisers
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Matthew Kidd
Independent Financial Adviser
Since founding WJFS with Philip, in addition to managing his own client portfolio, Matthew has built and leads, together with Philip, an expert team of highly qualified and experienced advisers providing advice and wealth management to more than 700 business and personal clients.
With over thirty years' experience in the financial advice sector, Matthew is focused on building honest and respectful long-term relationships and protecting wealth for his clients. His clients value his straightforward advice, trusting him to build value and security for their estate and overall wealth management.
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Jeremy Baugh
Independent Financial Adviser
With a career spanning more than 25 years, Jeremy has dedicated himself to helping individuals achieve their financial goals. Jeremy’s expertise lies in comprehensive financial planning and advising on investment solutions that meet his clients' needs. He prides himself on building long-term relationships with clients, having helped the vast majority for up to 20 years.
Jeremy believes in an all-round approach when providing advice, from protecting the family to tax planning. He also undertakes corporate work advising small businesses on pension planning.
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Aaron Dakin
Independent Financial Adviser
Aaron has been a professional in the financial services industry since 2018. Combined with a background in accounting, Aaron has a keen eye for detail and has gained extensive experience with managing financial matters.
Having joined us as an Independent Financial Adviser, Aaron works closely with clients, understanding their unique aspirations and creating personalised strategies to help them achieve their financial goals. Aaron enjoys the process of guiding clients through various financial options and helping them navigate the complex landscape of financial planning, so that they are well-informed to make sound financial decisions.
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mandy fencott
Independent Financial Adviser
Mandy has more than 30 years’ experience in the financial services industry and is both a Chartered and Certified Financial Planner. She is also a member of the Chartered Insurance Institute (CII).
Mandy specialises in advising private clients on a wide range of financial planning needs including investments, pension planning, protection, and succession planning. She also supports local businesses by providing corporate advice on pensions and protection for Directors and employees.
Throughout her career, Mandy has cultivated strong and enduring professional relationships with her clients, built on trust, expertise, and a deep understanding of their financial needs and goals. Delivering exceptional advice has helped many individuals and businesses navigate complex financial decisions with confidence.
Mandy enjoys working closely with clients to deliver comprehensive financial advice at every stage of their lives. This includes guidance on later‑life planning, family considerations, and intergenerational wealth strategies.
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Sam Gregory
Independent Financial Adviser
Sam has been working in financial services since 2004 and as an IFA for the past 13 years.
He has experience in a wide range of financial planning areas; he particularly likes helping clients to achieve their retirement goals through planning to provide a tax efficient income at their target retirement age.
Sam likes helping clients to understand complex financial issues so that they can make informed decisions on financial matters, such as how their funds are invested and the impact on their personal tax position.
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Jenny Hubble
Independent Financial Adviser
Jenny has worked with Philip since 1997 as an Independent Financial Adviser, initially providing specialised advice to small business, in particular around SSAS and SIPP pension schemes.
Currently Jenny enjoys advising in the corporate market and also provides advice on pensions, Inheritance Tax planning, family and business protection and wealth advice. She builds fabulous relationships with her clients, some of whom have been with her for many years and works to help them to identify their needs and plan to achieve their goals.
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Chris Stevens
Independent Financial Adviser
Chris has been an IFA since 1992 and has many loyal clients that he has advised for 20 to 30 years, reflecting the quality of his advice and service. Chris specialises in providing technical advice to high net-worth clients in the areas of investment, pensions and inheritance tax planning.
Chris was previously a director and Investment Committee member at Newell Palmer, but the opportunity to join Philip and Matthew in building a boutique IFA practice that focuses on putting the client first in all that they do is one that he could not let him pass him by.
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Richard Worrall
Independent Financial Adviser
Richard has been working in financial services for twenty years. As an IFA, Richard has experience in all areas of financial planning to assist clients in securing their goals.
This is especially true with Corporate Clients, where Richard specialises in advising companies of all sizes. His expertise includes providing tailored advice in Corporate Protection, Workplace Pensions and Employee Benefit Schemes. With this experience, Richard is able to communicate effectively with Managing Directors and employees alike.
Richard joins William James to share his knowledge with the adviser team and launch our Corporate Advice proposition.
Paraplanners
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Amie Wood
Paraplanner Team Leader
Amie has worked in the financial services sector since 2017 and has been a Paraplanner for seven years. She enjoys the variety offered by the role and the opportunity to help clients meet their financial objectives, and ultimately make the most of their finances through careful planning and investment.
Amie has the Diploma for Financial Advisers, CII Certificate in Paraplanning and is now working towards becoming CII Chartered.
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Andy Brindley
Paraplanner
Andy has worked in Financial Services since 2015, where he started as an administrator. He has worked as a paraplanner since 2017 and has dealt with most elements of financial planning during his time in the industry, with a particular interest in complex Inheritance Tax (IHT) planning cases.
Andy has a Frist Class honours degree in Finance & Investment as well as the Diploma in Regulated Financial Planning.
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callum brown
Paraplanner
Callum has worked in Financial Services across administration, advising and paraplanning roles and has for the last three years been a paraplanner primarily focused on Pension cases. Callum is LIBF Level 4 qualified in Financial Advice and also holds the CeMAP Level 3 qualification in Mortgage Advice and Practice.
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Craig Drew
Paraplanner
Craig has worked in the financial services sector since 2004, and in that time has worked alongside many of our current advisers. For many years, he specialised in Small Self-Administered Schemes (SSASs) and Self Invested Personal Pensions (SIPPs), and is now taking the opportunity to widen his breadth of knowledge in a paraplanning role.
Craig holds the CII Advanced Diploma in Financial Planning - evidence of his dedication to continuous improvement.
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TRUDI EMERSON
Paraplanner
Trudi has worked in the financial services sector since 2018 and brings several years of experience in her role as a Paraplanner. She holds the Diploma for Financial Advisers and plays a key role in supporting advisers to deliver tailored recommendations to clients.
Trudi enjoys the variety the paraplanner role offers and is highly committed to helping clients improve their financial wellbeing.
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Julie Wycherley
Paraplanner
Julie has worked in financial services since 2008, with experience as a paraplanner in two previous roles. She has extensive experience in many areas of financial planning.
Julie enjoys the variety offered by the role and working with financial planners to ensure the best outcome for clients.
risk and compliance
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Zoe Connolly
Risk & Operations Manager
Zoe has worked in Financial Services since 1990, with extensive experience across Personal Pensions, SSAS, and the SIPP sector since 2007. She brings a strong understanding of complex pension arrangements, regulatory requirements and client servicing within a highly regulated environment.
She holds industry qualifications including CF1, FA2, FA6, FPC1 & FPC2, and the Level 3 Award in Pension Administration, underpinning her knowledge of pensions, regulation, and financial planning.
Zoe is committed to maintaining high regulatory standards, strengthening governance, and improving client outcomes. She is also passionate about developing and mentoring others, supporting colleagues to grow and reach their potential.
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stacey george
Risk & Compliance Officer
Stacey has worked in financial services since 2008, specialising in Complex pensions.
As Compliance & Risk Officer at William James Financial Services, she supports the business in maintaining strong governance, regulatory oversight, and positive client outcomes through her technical expertise.
Support
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Shante Jennies
Financial Administration Team Leader
Shante has extensive experience gained from a career working with a number of financial services companies. She has joined us as a Financial Administrator, ensuring the smooth running of our client services.
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Laura Law
Financial Administration Team Leader
Laura has spent more than 16 years working in financial services. She is currently studying and has completed her RO1 and FA2 exams. Outside of work, Laura has a toddler who likes to keep her extremely busy!
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Isabella Cooper
Senior Financial Administrator
Isabella has been working in Financial Services for more than five years. She especially enjoys liaising with clients and takes pride in ensuring their needs are met in the most efficient and effective way possible.
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Sammy Nixon
Senior Financial Administrator
Sammy has more than 9 years’ experience working in financial services, having built her career across a number of firms within the industry. She particularly enjoys liaising with clients and takes pride in ensuring their needs are met in the most efficient and effective way possible.
Outside of work, Sammy enjoys spending time with her family and exploring new places to walk her two dogs, Teddy and Izzy.
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Jackie Rutter
Senior Financial Administrator
With a career spanning four decades in financial services, Jackie brings a wealth of experience to her role.
She holds the FPC 1, 2 and 3 qualifications and is dedicated to putting clients’ needs first, leveraging her extensive expertise to ensure a smooth and successful journey for every client.
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Sam Carrier
Financial Administrator
Sam has worked in the financial services industry for more than a decade, specialising in group personal pensions and auto enrolment.
He enjoys applying his corporate knowledge to meet client needs effectively and supporting colleagues with their professional development.
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Nick Cotton
Financial Administrator
With a wealth of experience from his previous role as an administrator in the debt management department at RBS, Nick brings a strong foundation in financial services to his new role supporting our independent financial advisers. He enjoys the ever-evolving nature of the industry, priding himself on his flexibility and problem-solving skills.
Already holding the certificate in Mortgage Advice and Practice, Nick is now studying for the Diploma for Financial Planning.
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Richard Fencott
Financial Administrator
Richard has more than 25 years’ experience within the financial services industry, having worked across a wide range of administrative and operational roles. Throughout his career, he has developed knowledge of pensions, investments, and financial services processes, with a strong focus on accuracy, organisation, and client support.
Richard is particularly passionate about improving processes, resolving complex queries, and ensuring work is completed to the highest standard. His many years of experience and dedication have enabled him to build a strong understanding of the financial services sector and its ever-evolving demands.
In his spare time, Richard is very keen on keeping fit and enjoys spending time at the gym.
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Isobelle Kidd
Financial Planning Administrator
Isobelle is the inaugural participant in our Graduate scheme, bringing exceptional academic achievements including a First-Class degree from Leeds and a Masters from Liverpool. The programme is designed to nurture talented individuals, offering full support, guidance, and real-world experience, to help graduates grow with confidence and purpose towards a fulfilling career within the Wealth Management profession. We feel fortunate to work alongside someone as bright, driven, and full of potential as Isobelle.
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Sandy Patel
Financial Administrator
Sandy has been in the financial services sector for more than 20 years, working with different companies in a range of roles. She enjoys the role of an administrator, as each day brings a different challenge and allows her to have a connection to the industry and our clients.
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Fenella Phillips
Client Care Adviser
Fenella has worked in Financial Services for a variety of organisations since 1997. She is focused on building excellent working relationships with clients by offering a much valued and personable appointment service, ensuring both client satisfaction and retention. Having worked with Philip and Matthew previously, she is delighted to have joined them again at William James as a Client Care Adviser.
trusted independent advisers
Our team of trusted financial advisers support our clients to achieve their goals.
We get to know our clients, making sure we understand their situation and ambitions, as well as their appetite for risk. We make recommendations designed to meet those goals, making the most of all the options available to grow our clients’ wealth.
We keep clients’ plans under regular review, making sure they respond to the financial climate, or changes in their needs and goals.
We communicate clearly and openly and provide access to documents at any time through our secure portal.
Our advisers are experts, fully up to date with the latest financial regulations and options available and all focused on helping clients to achieve their goals.
What our clients say about us:
I’ve known Philip since 1991 when he became my former company’s financial adviser, making us one of his very first clients in his previously owned Wolverhampton business. As I got to know Phillip, I asked him to look after my personal pension as both corporate and personal financial advice are very big decisions, so it was most important to me that I had the right company.
As a client for over 25 years now, I would personally recommend any company headed by Phillip Stepp, therefore, I have complete trust and confidence in William James Financial Services Ltd.
Frank B
corporate social responsibility
At William James, we’re always conscious of the impact we have on our environment, people and communities.
We aim to minimise our impact on the environment. We encourage the use of both electric and hybrid vehicles where possible and the usage of public transport when it is suitable to do so and we’ve minimised the amount of energy and materials we use. Our energy comes from a green supplier and we recycle as much business waste as possible.
We support our employees to work in a way which suits them and our business, including supporting flexible hybrid working and we are an equal opportunities employer. We encourage internships and apprenticeships.
We recognise the importance of socially responsible investing and can provide advice on sustainable investments as part of our service.
REgulatory information
William James Financial Services Ltd is authorised and regulated by the Financial Conduct Authority.
The guidance and/or advice contained in this website is subject to UK regulatory regime and is therefore restricted to consumers based in the UK.
The Financial Ombudsman Service is available to sort out individual complaints that clients and financial services businesses aren't able to resolve themselves. To contact the Financial Ombudsman Service please visit www.financial-ombudsman.org.uk.
company information
William James Financial Services Ltd.
Company number 13854592. Registered in England and Wales.
Registered office: Azzurri House, Walsall Business Park, Walsall, West Midlands WS9 0RB
Correspondence address: Spaces, The Lewis Building, Bull Street, Birmingham B4 6AF
t: 0121 392 9897 e: info@williamjamesfs.co.uk
William James Financial Services Ltd is authorised and regulated by the Financial Conduct Authority.
Contact us
If you like what you see we’d love to talk to you about how we can help you to achieve your goals and ambitions. Just click on the button to complete our enquiry form and we’ll call you at a time that suits you.

