Introducer appointed representative
This firm can only introduce you to its principal, and cannot give financial advice, recommend products, or arrange deals alone.
- Appointed for 2 years
- Protected through the principal
- No FCA actions
- Active company since 2019
- Accounts filed up to 31 March 2024
Responsible principal firm
Equity And General Financial Services Limited Reference number: 474163 View firm →What does this mean?
- An introducer appointed representative can only pass your details to its principal firm. It cannot recommend products, give financial advice, or arrange deals on its own.
- Alexanders Financial Planning Ltd (FRN 1017979) introduces customers to Equity And General Financial Services Limited (FRN 474163). Any regulated advice or arranging is done by the principal, not Alexanders Financial Planning.
- Example: if Alexanders Financial Planning refers you to a financial adviser, the advice should come from the principal firm, not from Alexanders Financial Planning itself.
- Before you proceed, confirm contact details match the official FCA register for both firms. Scammers sometimes clone legitimate AR names and FRNs but use fake phone numbers and websites.
Website, phone number and address
Compare these against whatever you were given. Scammers clone real firm names and reference numbers but use their own phone number and website, so a detail that does not match the register is the clearest warning sign there is.
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No website on the FCA register
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Phone number
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Address
12 Granary Wharf Business Park, Wetmore Road, Burton-On-Trent, Staffordshire, DE14 1DU, United Kingdom
In the full report: 2 background checks
- What kind of line 01283 743851 is
- Who else gives the postcode DE14 1DU
FCA permissions and consumer protection
- Protection through the principal firmProtection works through Equity And General Financial Services Limited, the principal firm responsible for this firm's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
- Complaints Ombudsman, freeYou can refer a complaint about this firm to the Financial Ombudsman Service for free, whichever activity it relates to.
FCA disciplinary action and complaints
No FCA disciplinary action.
The Financial Ombudsman Service only publishes complaint figures for firms with 30 or more new complaints in six months, so there are none here for this firm.
Companies House record
The company behind the firm: its status, age, registered office and directors.
- Company name
- ALEXANDER'S FINANCIAL PLANNING LIMITED
- Company number
- 11914597 (opens Companies House in a new tab)
- Company status
- Active
- Company type
- Private limited company
- Incorporated
- 29 March 2019 (7 years old)
- Registered office
- 12 Granary Wharf Business Park, Wetmore Road, Burton-On-Trent, Staffordshire, DE14 1DU, England
- Nature of business
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- Life insurance (SIC 65110)
- Pension funding (SIC 65300)
- Other activities auxiliary to insurance and pension funding (SIC 66290)
Directors and company secretaries
| Name | Role | Born | Appointed | Other companies |
|---|---|---|---|---|
| Wayne Thomas Penlington | Director | Nov 1970 | 29 Mar 2019 | 2 other companies |
Other companies run by its director
A firm is run by people, and their other companies are their track record: what they built, what closed, and anything that failed. It is the check most people never think to make.
- other companies
- 2
- closed down
- 1
- still active
- 1
In the full report: all 2 companies, named
- What each company does, and whether it is still trading
- Which of its director sits on each board, and since when
- Any that went into liquidation or administration
- All 2 people who have ever been directors, with their dates
Filed accounts and finances
Net assets
£100
No earlier figure to compare
These accounts were filed as dormant: the company reported no significant trading in the period.
Net assets
In the full report: all 5 years of accounts
- Every year from 2020 to 2024
- The chart, over every year
- Every filed figure, year by year
About these figures
- Turnover
- Money taken from sales in the year, before any costs.
- Profit before tax
- What was left after the year’s costs, before corporation tax. A minus figure is a loss.
- Net assets, or total equity
- Everything the company owns minus everything it owes. A minus figure means it owes more than it owns.
- Total assets and total liabilities
- Everything the company owns, and everything it owes, on the last day of the year. The gap between them is its net assets.
- Cash at bank
- Money in the company’s accounts on the last day of the year.
- Owed within a year, owed after a year
- Debts and bills due in the next twelve months, and those due later.
Accounts filed at Companies House for company 11914597. Figures are exactly as filed; nothing is estimated.
Key dates in its history
Alexanders Financial Planning’s history from the FCA register and Companies House, newest first.
2025
28 July 2025
- David Alexander stopped being a part-owner
- Philip Edward Brailsford stopped being a part-owner
- Richard Faulkner stopped being a part-owner
- Wayne Thomas Penlington stopped being a part-owner
Companies House
2024
18 November 2024
- Philip Edward Brailsford became a part-owner (25–50% of shares)
- Richard Faulkner became a part-owner (25–50% of shares)
Companies House
23 August 2024
- Changed its registered name from "Alexander's Financial Planning Ltd"
- Became an introducer appointed representative
FCA register
31 March 2024
- Branston Consultancy Services Ltd stopped being a part-owner
- David Alexander became a part-owner (25–50% of shares)
- Proactive Fd Ltd stopped being a part-owner
- Wayne Thomas Penlington became a part-owner (25–50% of shares)
Companies House
2019
29 March 2019
- Incorporated at Companies House
- Branston Consultancy Services Ltd became a part-owner (25–50% of shares)
- Proactive Fd Ltd became a part-owner (25–50% of shares)
Companies House
In the full report: all 18 events
- All 18 events in its history (15 shown here)
- Every director appointment and resignation: 3
Firms connected to Alexanders Financial Planning
Other FCA-listed firms that share a director, phone number or address with Alexanders Financial Planning. A link shows who the firm is tied to, not whether either can be trusted.
- connected firm
- 1
- share its postcode
- 1
In the full report: the connected firm, named
- How it is linked: the same postcode (1)
- Who links it to this firm: the named directors, with dates
Firms like Alexanders Financial Planning
Other firms of the same type (financial adviser), nearest first.
In Burton-On-Trent
Firms are listed by type and location, best known first. Being listed is not a recommendation: check any firm before you deal with it.
Get the full report on Alexanders Financial Planning
Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.
- 2 other companies its directors have run, named
- 2 background checks on its contact details
- 5 years of accounts, charted
- All 18 events in its history
- 1 connected firm, named, and who links them
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Frequently asked questions about this firm
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Sources and links
- Its entry on the FCA register register.fca.org.uk
- Its Companies House record gov.uk
- Complaints the Financial Ombudsman Service can help with financial-ombudsman.org.uk
- Report a scam to the FCA fca.org.uk