Alliance Financial Protection Limited

Reference number: 1034779

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Authorised by the FCA

This firm is on the FCA register and authorised to carry out regulated activities.

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.

In the full report: 3 background checks

  • When allianceadvisoryservices.co.uk first appeared online, and whether it can receive email
  • What kind of line 0121 663 0171 is
  • Who else gives the postcode B72 1BL
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Other names (1)

If you were contacted under any of these names, it is this firm.

  • Alliance Advisory Services Trading name

FCA permissions and consumer protection

  • Give regulated advice FSCS may apply
    A claim for unsuitable advice is itself FSCS-protected, up to the limit that applies to the product you were advised on.
  • Manage or trade investments FSCS may apply
    Eligible investment and pension claims are typically FSCS-protected up to £85,000 per person, depending on the product and your circumstances.
  • Lend or arrange credit No FSCS cover
    Consumer credit is not covered by the FSCS, so there is no compensation scheme if the firm fails.
  • Complaints Ombudsman, free
    You can refer a complaint about this firm to the Financial Ombudsman Service for free, whichever activity it relates to.
Show FCA detail (4 permissions)
  • Advising on investments (except on Pension Transfers and Pension Opt Outs)
  • Arranging (bringing about) deals in investments
  • Credit Broking
  • Making arrangements with a view to transactions in investments

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 number
16223618
Company status
Active
Company type
Private limited company
Incorporated
3 February 2025 (1 year old)
Registered office
84 Penns Lane, Sutton Coldfield, B72 1BL, England
Nature of business
  • Activities of financial services holding companies (SIC 64205)

Directors and company secretaries

Name Role Born Appointed Other companies
Desmond Anthony Richards Director Jun 1964 3 Feb 2025 1 other company

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 company
1
closed down
1

In the full report: all 1 company, 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
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Key dates in its history

Alliance Financial Protection’s history from the FCA register and Companies House, newest first.

Key events (4) All events (8)

2025

25 September 2025

  • Regulated by the FCA from this date
  • Became authorised by the FCA

FCA register

3 February 2025

  • Incorporated at Companies House
  • Desmond Anthony Richards took control (75–100% of shares)

Companies House

In the full report: all 8 events

  • All 8 events in its history (4 shown here)
  • Every director appointment and resignation: 1
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Firms like Alliance Financial Protection

Other firms of the same type (insurance broker), nearest first.

In Sutton Coldfield

Gomm (2000) LimitedSutton ColdfieldAuthorisedMarks Insurance Consultants LimitedSutton ColdfieldAuthorisedMr Gerard John O'HalloranSutton ColdfieldAuthorisedYour Company Matters LimitedSutton ColdfieldAuthorisedMrp Healthcare LimitedSutton ColdfieldAppointed representativeCentral Financial Services (UK) LtdSutton ColdfieldAppointed representative

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 Alliance Financial Protection

Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.

  • 1 other company its directors have run, named
  • 3 background checks on its contact details
  • All 8 events in its history

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Frequently asked questions about this firm

Is Alliance Financial Protection Limited FCA authorised?
Yes, Alliance Financial Protection Limited (FRN 1034779) is authorised by the FCA to carry out regulated activities. It has held its current authorisation since September 2025 and works as an insurance broker. The FCA has placed no limits on its permissions.
What is Alliance Financial Protection’s phone number and website?
The FCA register lists the phone number 0121 663 0171 and the website allianceadvisoryservices.co.uk for Alliance Financial Protection. If you were given different contact details, use these to check with the firm before going any further.
Is Alliance Financial Protection a scam or clone?
Alliance Financial Protection is a genuine FCA-listed firm, and the FCA has published no warnings about fake versions of it. Scammers do copy real firms, though, so check that any contact details you were given match the ones on the register.
Is my money safe with Alliance Financial Protection?
Its FCA permissions do not allow it to hold or control client money. It depends on the product, but eligible claims may be protected by the FSCS. You can also refer complaints about Alliance Financial Protection to the Financial Ombudsman Service, free of charge.
Who owns Alliance Financial Protection?
Companies House lists one person with significant control of Alliance Financial Protection: Mr Desmond Anthony Richards (75–100% of shares).
Who runs Alliance Financial Protection?
Companies House lists one director of Alliance Financial Protection: Desmond Anthony Richards.
How long has Alliance Financial Protection been in business?
The company was formed on 3 February 2025, and has held its current FCA authorisation since September 2025.
Does Alliance Financial Protection use any other names?
It trades as Alliance Advisory Services.

Sources and links

The full report on Alliance Financial Protection Limited

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