Asda Financial Services Limited: FCA regulated?

Appointed representative

This firm does not hold FCA authorisation of its own, and acts under a principal firm, which is legally responsible for its regulated business.

Appointed for 22 years
Protected through the principal
No FCA actions
Active company since 2002

Responsible principal firm

INSURE & GO INSURANCE SERVICES LIMITED Reference number: 309572 Authorised View firm →

What does this mean?

An appointed representative (AR) can carry out regulated financial services, but is not directly authorised by the FCA. A principal firm holds the authorisation and is legally responsible for the AR's conduct.
Asda Financial Services Limited (FRN 230174) is an AR of INSURE & GO INSURANCE SERVICES LIMITED (FRN 309572). When you use Asda Financial Services's services, the FCA authorisation sits with the principal firm.
Example: if you take financial advice from Asda Financial Services, complaints and compensation usually follow the same rules as dealing with the principal, but this depends on the product and your circumstances.
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.

Website

money.asda.com (opens in a new tab)
Phone number

0113 826 1116
Address

Asda House Southbank, Great Wilson Street, Leeds, West Yorkshire, LS11 5AD, United Kingdom

In the full report: 3 background checks

When money.asda.com first appeared online, and whether it can receive email
What kind of line 0113 826 1116 is, and the 2 other firms that give it
Who else gives the postcode LS11 5AD

Other names (2)

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

ASDA Money Trading name: A name it trades under now.
Asda Financial Services Ltd Former name: A name it was registered under before.

FCA permissions and consumer protection

Protection through the principal firm
Protection works through Insure & Go Insurance 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, free
You 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 number: 04562707 (opens Companies House in a new tab)
Company status: Active
Company type: Private limited company
Incorporated: 15 October 2002 (24 years old)
Registered office: Matches the FCA register address ✓
Nature of business: Non-trading company non trading (SIC 74990)

Directors and company secretaries

Name	Role	Born	Appointed	Other companies
Michael Gleeson	Director	Mar 1969	24 May 2023	112 other companies
Helen Kathryn Selby	Director	Mar 1969	16 Dec 2024	43 other companies
Helen Kathryn Selby	Secretary	Not published	6 Apr 2020	–

Other companies run by these 2 directors

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: 124
closed down: 8
went insolvent: 1

In the full report: all 124 companies, named

What each company does, and whether it is still trading
Which of these 2 directors sit on each board, and since when
The one that went into liquidation or administration
The 3 on the FCA register, including one no longer authorised
The 31 companies these 2 directors run together
All 30 people who have ever been directors, with their dates

Key dates in its history

Asda Financial Services’s history from the FCA register and Companies House, newest first.

Key events (4) All events (61)

2025

27 March 2025

Changed its registered name from "Asda Financial Services Ltd"

FCA register

2016

6 April 2016

Asda Group Limited took control (75–100% of shares)

Companies House

2003

12 December 2003

Became an appointed representative

FCA register

2002

15 October 2002

Incorporated at Companies House

Companies House

In the full report: all 61 events

All 61 events in its history (4 shown here)
Every director appointment and resignation: 56

Firms connected to Asda Financial Services

Other FCA-listed firms that share a director, phone number or address with Asda Financial Services. A link shows who the firm is tied to, not whether either can be trusted.

connected firms: 2
share a director: 1
share its phone number: 2

In the full report: all 2 connected firms, named

How each is linked: shared directors (1), the same phone number (2), the same postcode (2)
Who links each one: the named directors, with dates
2 past links through former directors

Firms like Asda Financial Services

Other firms of the same type (mortgage adviser or broker), nearest first.

In the Leeds (LS) postcode area

A F Commercial LimitedIlkleyAppointed representative Advantage Mortgage Services (Yorkshire) LimitedLeedsAppointed representative Alison TroughtLeedsAppointed representative Apex Mortgage & Protection UK LtdLeedsAppointed representative Applied Financial Lines International (UK Branch)LeedsAppointed representative AVRM LtdPudseyAppointed 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 Asda Financial Services

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

124 other companies its directors have run, named
3 background checks on its contact details
All 61 events in its history
2 connected firms, named, and who links them

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Frequently asked questions about this firm

Is Asda Financial Services Limited FCA authorised?

Asda Financial Services Limited (FRN 230174) is not directly authorised. It is an appointed representative acting under the responsibility of a directly authorised principal firm.

What does appointed representative mean for Asda Financial Services?

An appointed representative (AR) can carry out regulated financial services, but is not directly authorised by the FCA. A principal firm holds the authorisation and is legally responsible for the AR's conduct. Asda Financial Services Limited (FRN 230174) is an AR of INSURE & GO INSURANCE SERVICES LIMITED (FRN 309572). When you use Asda Financial Services's services, the FCA authorisation sits with the principal firm. Example: if you take financial advice from Asda Financial Services, complaints and compensation usually follow the same rules as dealing with the principal, but this depends on the product and your circumstances. 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.

What is Asda Financial Services’ phone number and website?

The FCA register lists the phone number 0113 826 1116 and the website money.asda.com for Asda Financial Services. If you were given different contact details, use these to check with the firm before going any further. The same number is also given by 2 other FCA firms.

Is Asda Financial Services a scam or clone?

Asda Financial Services 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 Asda Financial Services?

Protection works through Insure & Go Insurance Services Limited, the principal firm responsible for Asda Financial Services's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.

Who owns Asda Financial Services?

Asda Financial Services is owned by Asda Group Limited, which holds 75–100% of shares, 75–100% of votes and can appoint and remove the board, since 6 April 2016.

Who runs Asda Financial Services?

Companies House lists 2 directors of Asda Financial Services: Michael Gleeson and Helen Kathryn Selby.

How long has Asda Financial Services been in business?

The company was formed on 15 October 2002.

Does Asda Financial Services use any other names?

It trades as ASDA Money. It has previously used the name Asda Financial Services Ltd.