FINANCIAL SERVICES IN HERTFORDSHIRE
About Us
Strategy Financial Ltd is a boutique practice providing ongoing holistic financial planning, bespoke advice, and direction to both individual and business clients.
We build close, long-term relationships with our clients to ensure the delivery of a personalised service.
Our Vision
To have a small boutique Practice that can deliver a high-quality Financial Planning Service to individuals and small businesses, helping them to achieve Financial Independence and peace of mind.
Our Mission
Creating Financial Freedom by addressing client needs.
Providing Peace of Mind by handling client finances.
Empowering our Clients through guidance, coaching & education.
Integrity & Transparency at the heart of everything we do.
Building Trust by fostering long-lasting relationships.
Providing bespoke, exceptional service.
Your Team
Meet the experts who are dedicated to guiding you towards financial success.
Our team of experienced professionals brings a wealth of knowledge and personalised care to every client.
Tony Ward
Practice Principal
Tony is the Practice Principal at Strategy Financial Limited and is passionate about cultivating genuine, lifelong relationships with his clients to help them create Financial Independence.
He has developed Strategy Financial Limited using his expertise and knowledge that he has gained through nearly 40 years of experience in the Financial Services industry.
Sophia Ward
Financial Adviser
Sophia is a Financial Adviser who specialises in Wealth, Mortgages and Protection. She savours coaching the younger generation starting out on their financial journey as well as assisting those who have complex tax needs.
Sophia joined Strategy Financial Limited as a Client Services Administrator in 2019. Her background includes an Integrated Masters in French, Russian and Linguistics as well as Audit at KPMG.
In 2025, she graduated from the CII accredited Route to Principal programme where she studied the core competencies of running a financial advice business.
Chris Owen
Financial Adviser
Chris has worked in financial services for over 20 years, and in that time has learned that good financial planning is about far more than money — it’s about people, their goals, and the life they want to live. He loves sitting down with clients, getting to know what matters most to them, and creating a plan that helps turn those goals into reality.
Over the years, Chris has had the privilege of supporting clients through all stages of life — celebrating milestones, navigating challenges, and adjusting plans as circumstances change. Chris’s aim is to be a trusted partner, offering guidance and reassurance every step of the way, so clients can move toward the future they’ve imagined with clarity and confidence.
Ewa Siatecka
Client Services Administrator
Ewa is the Client Services Administrator at Strategy Financial Ltd, where she ensures the smooth running of daily operations and coordinates the delivery of client services and communications.
With many years of experience in customer service and relationship building within the retail industry, Ewa has developed a deep understanding of what it means to truly listen to people and support them in achieving their goals.
Now part of the Strategy Financial team, she is expanding her expertise by working closely with advisers and clients, gaining hands-on experience in financial planning, and deepening her knowledge of the technical and regulatory aspects of the industry.
Looking to join us?
We are looking for the right people to be a part of our team. If you are interested in a career in financial services, please use the enquiry form on the Contact Us page and send a CV.
We do not work with agents so if you are an agent, please do not contact us.
Our Partners
& Foundation
We believe in building strong partnerships to deliver exceptional financial solutions and give back to our community. Learn more about the organisations we collaborate with to provide comprehensive financial planning and support worthy causes.
The Openwork Partnership
The Openwork Partnership is one of UK’s largest and longest-established financial advice and investment companies.
Openwork are proud of the personal difference that can be made in helping clients and their families look forward to a better future with confidence and optimism.
The Openwork Foundation
The Openwork Foundation work together and with UK registered charities to improve the lives of people in our communities at home and overseas, who are socially, physically, or mentally vulnerable.
Each year the Openwork advisers and colleagues raise on average over £500,000 to those in need from newborn babies to people later in life.
Ash Wills
Ash Wills support Strategy Financial Limited in providing an effective Will writing service by drafting tailored documents suitable for your circumstances and needs to give you peace of mind.
Caring for
our clients
We understand that from time to time our clients may find themselves dealing with circumstances which could mean they are potentially vulnerable. For example, a change in health, caring for a family member or coping with the loss of a loved one. There are many different types of vulnerability, and what makes one person vulnerable might not affect someone else. When we are vulnerable, our need for financial advice may change. However, admitting vulnerability or seeking help can sometimes feel hard.
If this is something you would like to discuss with us, please ask for a copy of our support guide or download a copy here. This guide is designed to help explain vulnerability and the ways in which we might be able to support you. If you feel any of the circumstances in the brochure apply to you, please talk to us.
FCA Register
We are regulated by the Financial Conduct Authority.
Please see the link below