01603 266333 [email protected]


In 2018, Just Financial Planning was awarded the prestigious Chartered Financial Planners designation by the Chartered Insurance Institute (CII). This was an important step for the business, marking it as one of the top financial planning companies in the country. It’s the highest professional standard for financial advisers.

Achieving Chartered status means a lot to the whole team. It recognises the hard work that each individual puts in every day to offer our clients the very best service. It demonstrates to the outside world that we’re committed to operating at the highest ethical standards, always putting our client’s interest first and serving their needs to the best of our ability.

In 2019, we were named the Best Financial Adviser in the Eastern Region in the New Model Adviser Awards, an accolade we are very proud of. For the 3rd year running we’re in the Top 100 Advisors in the UK 2020. See us on the NMA Top 100 list.

We have a fantastic team of advisers dedicated to helping you make the most of your money.

Holly Heald, FPFS
Director, Chartered Financial Planner
Holly has over 15 years’ experience in the Financial Services Industry. She is a Chartered Financial Planner, which is often considered the pinnacle of financial advice qualification. She also holds a First Class Degree in Business with Economics.
Roy Durrant, FPFS
Director, Chartered Financial Planner
Roy was one of the very first advisers in the UK to achieve Chartered Financial Planner status and has worked in Financial Services since 1991, including the last 25 years as an Independent Financial Adviser (IFA) working with individuals and businesses. He is a Resolution accredited IFA as well as a member of STEP.
David Coleman, APFS
Chartered Financial Planner
David applies a modern, holistic approach to advice to achieve great client outcomes. With over a decade in financial planning, David is proud to hold the prestigious Chartered Status. Beyond his financial planning credentials, he also achieved a Distinction in his Masters in Finance & Investment Management, which he puts to use as Chair of our Investment Committee.

Andrew Brown, DipPFS
Financial Planner
Andrew started his career in financial services back in 2014 working as an investment reviewer at a private banking firm before pursuing a more client facing role. This lead to a wealth management firm where he worked his way up to become a qualified financial planner.

Having moved to Norfolk from Oxford, Andrew joined Just Financial Planning as it was clear to see the client centric values they believe in matched his own.

Jim Duvall, DipPFS
Jim began his Advisor career in 1987 with a small firm of Brokers in North Norfolk. Since then he has continued to work with clients over the long term, helping guide people through their working life and into retirement. His wealth of knowledge and experience is a great asset to the team.
Sarah Edmunds, DipPFS
Paraplanner & Trainee Financial Planner
Sarah has over 18 years of experience in Financial Services and has been qualified to Diploma level since 2014. She is currently working as a paraplanner and training to give advice. Expect to see more of her in the future.

Amy Sparkes, DipPFS
Senior Paraplanner & Compliance Supervisor
Amy is our Senior Paraplanner and brings together nearly 15 years of Financial Services experience with her Level 4 Diploma to support our advisers. She focuses on the research and preparation of our financial planning reports, so we can give you the best advice.
Lisa Clark, DipPFS
Lisa is part of the paraplanning team and has worked in the industry since 2017. She provides technical research and support to the financial planners. She has qualifications in mortgage advice and equity release and has completed her Level 4 Diploma.
Erik Kutko
Trainee Financial Planner
Erik has recently graduated with a 2:1 from the University of East Anglia having studied Economics with International Development. He is currently working towards the Level 4 CII Diploma and progressing on the Trainee Financial Adviser Scheme to become a fully-fledged Financial Adviser in the coming years.

Liz King
Client Service Team
Liz joined us in January 2019 and her experience has quickly made her part of the team. Liz has over 20 years of experience in the industry and holds the full Financial Planning Certificate.
Natalie Freestone
Client Service Team
Natalie is a key part of our Admin Team and brings her wealth of experience to assist our advisors. With a background of over 6 years’ in Financial Services, she is as adept at dealing with providers as she is providing the best service to our clients.
Dominique Hamilton
Client Service Team
Dominique is an essential part of our Admin Team with a great understanding of Financial Services. Joining in 2019, she moved from the Banking sector and is experienced with handling Client’s finances and has an eye for detail.

Sarah Bidgood
Client Service Team
Sarah joined the company in June 2022, bringing with her over 17 years’ experience in the financial services industry. She holds qualifications in mortgage advice and equity release and is looking forward to doing some further studying to boost her knowledge in the role.
Ellie Genery
Client Service Team
Ellie joined Just Financial Planning in 2022, with 18 months’ prior Financial Services Administration experience. Her previous knowledge is within Pensions and Investments and she is keen to build on this as she studies towards the CII Diploma in Financial Planning. Ellie’s goal is to progress into a Paraplanner role within the company.
Samuel Andrews
Trainee Financial Planner
Samuel is a dedicated professional with a first-class honours degree from the University of Manchester, laying a strong foundation for his career journey. He has worked as a specialist practitioner within the National Health Service, bringing a wealth of experience in making a positive impact on people’s lives.

Now, as a Trainee Financial Planner in the financial services sector, Samuel is committed to applying his diverse experience to assist individuals in achieving financial well-being. He looks forward to utilising his skills and knowledge to empower others on their financial journey.

Jo Ford
Office Administrator
Jo has worked in the business since 2010 and deals with the office management administration. Jo is responsible for making sure that the office runs smoothly on a day to day basis.
Phil Heald
IT & Communications Manager
Phil supports the team with IT and communications solutions.

We’re based in Coltishall, in Norfolk. We have clients based around the UK – we’re happy to offer independent financial advice to clients across East Anglia and beyond.

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code of Ethics

When choosing your Financial Adviser, there are many factors to consider. Probably most importantly is whether they are qualified to provide the advice that they are giving. All the Advisers at Just Financial Planning Ltd have obtained their Statement of Professional Standing which confirms that they have:

  • successfully completed any required examinations or gap-fill and have achieved a minimum of QCF Level 4 which is the national Qualifications and Credit Framework; the organisation that assesses adequacy
  • maintains the required programme of Continuous Professional Development (CPD) as set out by the Financial Conduct Authority (FCA)
  • acted in accordance with the FCA Statements of principle and code of practice for approved persons (APER)
  • agreed to adhere to a Code of Ethics

So what can you expect from us at Just Financial Planning Ltd?


We will

  • treat you with professionalism at all times
  • give you the highest standard of service
  • act with the highest ethical standards and integrity
  • act in your best interests
  • adhere to the principles of treating clients fairly regardless of race, gender, sexual orientation, age, religion or disability
  • work together with your professional advisers to ensure advice relating to complex cases complement any legal/tax advice received elsewhere
  • provide whole of market solutions unless specifically requested to restrict the advice
  • guarantee that all advisers are appropriately qualified, inline with Financial Conduct Authority
  • discuss and agree the fees/commissions in respect of any work prior to it being undertaken which will be confirmed in writing in all cases
  • agree any ongoing review/service requirements and remuneration structure
  • keep your other professional advisers informed of any action taken, where requested

When choosing an Adviser, we think it’s really important to understand whether they are giving you truly Independent advice or whether they are Restricted.

All of the Advisers at Just Financial Planning Ltd are Independent Financial Advisers and will only restrict advice at the request of the client.