Welcome to Ella Rose Financial

Bespoke Financial Planning;

Tailored for Today, Empowering Your Tomorrow

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Breaking New Ground in Financial Planning

At Ella Rose Financial, we do more than offer investment advice—we craft bespoke financial plans that form the foundation of your success. By crafting a plan around your unique objectives, we can then identify the financial products and investments that align directly with your goals, ensuring every step is purposeful and focused on your future.

Our independent status, transparent fixed fee structure, and exceptional expertise set us apart in an industry that often relies on a one-size-fits-all approach. With a focus on delivering clarity, confidence, and results, we ensure that every step of your financial journey is tailored for today and empowering for tomorrow.

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Services

  • We shy away from transactional work and always look at the bigger picture for our clients.

    We help you formulate and prioritise your objectives and goals, using these as the basis for your bespoke financial plan.

    We will never try and make a square peg fit a round hole.

  • The pension landscape is complex. When it comes to your retirement options, there is greater choice now than ever before, reinforcing the need for professional advice.

    With constant changes to pension legislation it can be hard to keep up, it is therefore worth reviewing your position to ensure your accounts are in the best place and you are making use of valuable funding options.

  • Investments are an important element of most financial plans. We will help you understand what level of investment risk you feel comfortable with and source tax efficient, low cost solutions for you.

  • Careful inheritance tax planning can significantly reduce how much inheritance tax you and your family will have to pay. We work to minimise your liability and maximise your legacy by implementing a range of different strategies.

    One of our favourite pieces of estate planning advice is for you to spend and enjoy your wealth, life is for living after all! And once we have finalised your long term plan, we can calculate how much you can afford to either spend, or gift to your loved ones.

    As our fees aren’t based on assets under management, our advice is conflict free.

    Seeing our clients enjoy their wealth and make memories with their families is the most rewarding part of our job.

    The Financial Conduct Authority does not regulate tax and estate planning.

  • Life can be unpredictable, and many people fail to protect what is most important in their lives; their family and themselves.

    Whilst it can often be a difficult conversation, there is huge importance in protecting you and your loved ones in the event of challenging situations.

  • We offer financial coaching for those going through a life event, such as a divorce or preparing for a business exit.

    We can coach you through, without any jargon or hard sells. We can simply help you understand your current position and provide you with the knowledge you need to decide on your next steps, helping you navigate and understand the impact of these decisions.

    We offer coaching and education sessions to corporate businesses looking to improve their employees wellbeing.

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What Makes ERF Different?

At Ella Rose Financial, we’re redefining the landscape of an industry rooted in tradition.

Founded by Ella Davies FPFS, one of the UK’s most highly qualified female financial planners, we bring a fresh, modern approach that’s entirely focused on you.

We’re not just about numbers – we’re about understanding your life, your goals, and your values. By blending deep technical expertise with a personal touch, we provide financial planning that’s as unique as you are. 

 

Our approach is: 

Without Conflict: We focus solely on finding the most suitable solutions for you, without any need for you to invest money for us to be compensated. We believe in bespoke advice, never forcing a square peg into a round hole.

Empathetic: We take the time to listen and truly understand your vision. 

Tailored: No cookie-cutter plans here, every recommendation is bespoke and designed to suit your needs today and your aspirations for tomorrow. 

Transparent: With clear, fixed fees, you’ll always know what you’re paying for, with no surprises along the way. 

Forward Thinking: We embrace innovation and creativity to provide solutions that are as dynamic as the world around us. 

Approachable: Financial planning doesn’t need to feel intimidating. We break down the complexities, offering clarity and confidence every step of the way. 

 

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“Ella takes time to get to know us, our circumstances and our priorities in the short, medium and long term. She has been proactive and pragmatic. She listens to what is important to us and then advises.
I only wish I had moved across to her sooner!”
— VouchedFor Review
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“Pensions and investments can be extremely difficult subjects to navigate, but Ella breaks it all down and guides/helps me to make informed decisions. Ella has invested time to understand me and what’s important to me, which has shaped the advice I have received. Ella also looks to the wider family and provides advice and guidance on their own pension arrangements. This has been particularly useful for my two children as they have started their own careers. My investments are performing really well and I am confident I will have a very comfortable retirement.”
— VouchedFor Review
Client Reviews

Why Choose ERF?

Choosing ERF means partnering with a firm that values transparency, independence, and your long-term success. We’re here to provide clear guidance and practical solutions, so you can focus on what matters most—your family, your goals, and your future.

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A Long-Term Partnership: We’re here for the journey, evolving your plan as your life changes.

Truly Independent Advice: Our recommendations are unbiased and tailored to your needs

Fixed Fees, Total Transparency: Transparent costs with no hidden surprises.

Unrivalled Expertise: Complex matters made simple, so you feel in control.

Knowledge is Power: Clear advice that empowers confident decisions.

At Ella Rose Financial, we understand that financial planning is deeply personal. That’s why we take the time to build meaningful relationships with our clients.

By truly understanding your goals, your family, and what matters most to you, we can create a plan that reflects your unique priorities and aspirations.

About Us

Don’t Just Take Our Word For It…

“I initially engaged with Ella as my adviser when I decided to review my various workplace pensions. She was great to work with, very thorough and provided all of the necessary information for me to come up with a decision.
Ella has a great ability to explain pensions clearly and builds excellent relationships with her client base. She took time to understand our retirement wishes and proactively helped bring these to reality.
When Ella set up Ella Rose Financial I had no hesitation in transferring our pension advice to her. While she is meticulously professional our meetings do not make it feel like a purely business relationship. She has our utmost trust and continues to deliver cost effective solutions which have enabled us to achieve our retirement goals.”
— D & C Gemson

FAQ’s

  • At ERF, you won’t receive generic or templated advice. Every plan is tailored and truly bespoke to you and your family, delivered in a friendly, personable way.

    We believe financial planning should be as individual as you are, and our approach mirrors that.

    We shy away from, transactional work, focusing on long-term relationships, walking alongside you as life evolves.

    We operate on a fixed fee basis, we are highly qualified and completely independent, the combination of which is quite unusual in the financial advice sector.

  • We price the planning, not the portfolio, so we support clients at every stage of wealth, regardless of whether you are accumulating or decumulating wealth.

    We help professionals, families, couples and business owners find clarity and confidence in their finances, covering retirement planning, pensions and investments, inheritance tax (IHT) and estate planning, as well as protection advice.

    If you already have advisers (legal, tax, mortgage), we collaborate to keep everything joined up.

  • We work on a fixed fee basis, based on scope and complexity, similar to how a tax adviser or legal professional would work.

    Importantly, our fees are not a percentage of your investments and therefore uncorrelated to the size of your portfolio or investment returns. That means you know the cost before work begins and can judge value on the planning we deliver.

  • It’s a simple, no-obligation introductory chat, for you to get to know ERF and how we may assist, and for us to understand you, your family and what you want to achieve.

    We’ll explain how we work and the stages of advice: first, a tailored financial plan built around your goals; then, where appropriate, separate product related recommendations and implementation.

    Thereafter, you’ll receive a clear fixed fee proposal outlining scope, timings and where we believe we can add value.

    There’s no product pressure, just clear, next steps tailored to you.

    Our aim is to build a long-term relationship, so this first meeting is simply about getting to know each other.

  • We’re financial planners, not investment managers.

    We choose not to run an in-house portfolio service or push a single “house view.”

    Instead, we remain truly independent and outsource to experienced, regulated investment managers for your pensions and investments.

    We design the strategy with you; risk level, investment style, costs, then select and oversee appropriate managers for your needs. This approach helps minimise conflicts of interest and keeps the focus on what’s right for you.

    We’ll always set out total costs clearly (our fixed fee for advice, plus any platform/provider/investment charges). So you know exactly who is getting paid, and at what level, and the effect these charges have on your investment returns.

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