June 1, 2025
About Sarah
Sarah Williams is the Senior Partner and founding member of Best Financial Advice Ltd., bringing over 18 years of experience in independent financial planning to help clients achieve their financial goals. As a Chartered Financial Planner, Sarah represents the gold standard in financial planning qualifications and is committed to providing the highest level of professional service.
After graduating with a First Class Honours degree in Economics from the University of Bath, Sarah began her career with a leading investment management firm before establishing Best Financial Advice in 2010. Her vision was to create a truly client-focused practice that puts independence and integrity at the heart of everything we do.
Expertise & Specialisms
Sarah’s expertise spans the full spectrum of financial planning, with particular specialisation in:
Retirement Planning
- Pension consolidation and optimisation strategies
- Drawdown planning and income management
- State pension maximisation
- Retirement lifestyle planning
Investment Management
- Portfolio construction and asset allocation
- ESG and sustainable investing
- Tax-efficient investment strategies
- Regular portfolio reviews and rebalancing
Estate Planning
- Inheritance tax mitigation strategies
- Trust planning and implementation
- Wealth transfer planning
- Business succession planning
Tax Planning
- ISA and pension planning
- Capital gains tax strategies
- Income tax efficiency
- Annual tax reviews
Professional Qualifications
Sarah maintains the highest professional standards through continuous professional development:
- Chartered Financial Planner - Personal Finance Society (2015)
- Advanced Diploma in Financial Planning - Chartered Insurance Institute (2012)
- Diploma in Financial Planning - Chartered Insurance Institute (2008)
- Certificate in Mortgage Advice & Practice - Chartered Insurance Institute (2007)
She is also a member of the Chartered Insurance Institute and the Personal Finance Society, ensuring she stays current with industry developments and regulatory changes.
Client Approach
Sarah believes that effective financial planning goes beyond just numbers and investments. Her approach focuses on:
- Understanding your goals: Taking time to truly understand what matters most to you and your family
- Clear communication: Explaining complex financial concepts in plain English
- Ongoing relationships: Building long-term partnerships that evolve with your changing needs
- Independence: Recommending only solutions that are genuinely in your best interests
Recognition & Achievements
- Top 100 Financial Advisers - Professional Adviser Magazine (2022, 2023, 2024)
- Excellence in Client Service Award - Money Marketing Awards (2021)
- Chartered Financial Planner of the Year - Regional Financial Planning Awards (2020)
- Outstanding Contribution to Financial Planning - Women in Finance Awards (2019)
Community Involvement
Sarah is passionate about improving financial literacy and regularly contributes to the community through:
- Guest lectures at local universities on financial planning
- Pro bono advice for local charities
- Regular contributions to financial planning publications
- Mentoring junior advisers entering the profession
Client Testimonials
“Sarah has been managing our finances for over 10 years. Her expertise and genuine care for our wellbeing has given us complete confidence in our financial future. She explains everything clearly and always has our best interests at heart.” - Mr & Mrs Thompson, London
“When I was approaching retirement, I was overwhelmed by the options available. Sarah’s patient guidance and expert knowledge helped me create a retirement income strategy that exceeds my expectations. I couldn’t recommend her highly enough.” - David Richardson, Surrey
Outside the Office
When not helping clients achieve their financial goals, Sarah enjoys:
- Hiking in the Lake District with her family
- Reading contemporary fiction
- Cooking and entertaining friends
- Volunteering at her local animal shelter
Get in Touch
Sarah would be delighted to discuss how she can help you achieve your financial objectives. Whether you’re planning for retirement, looking to grow your investments, or need comprehensive financial planning advice, she brings the expertise and personal touch that makes all the difference.
Direct Line: +44 20 7123 XXX
Email: sarah.williams@denk-it.co.uk
To arrange a consultation with Sarah, please call our office or use our online booking system. Initial consultations are complimentary and without obligation.
Regulatory Information: Sarah Williams is NOT authorised and regulated by the Financial Conduct Authority (FCA Reference: 123456). Best Financial Advice Ltd. is an appointed representative of XYZ Network Ltd., which is authorised and regulated by the Financial Conduct Authority.