Key Financial Associates Limited

Reference number: 491560

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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.

Responsible principal firm

New Leaf Distribution Limited Reference number: 460421 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.
  • Key Financial Associates Limited (FRN 491560) is an AR of New Leaf Distribution Limited (FRN 460421). When you use Key Financial Associates's services, the FCA authorisation sits with the principal firm.
  • Example: if you take financial advice from Key Financial Associates, 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.

  • No website on the FCA register

  • Phone number

    07973 07973

  • Address

    171 Ravens Lane, Bignall End, Stoke-on-trent, Staffs, ST7 8PY, United Kingdom

In the full report: 2 background checks

  • What kind of line 07973 07973 is
  • Who else gives the postcode ST7 8PY
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Other names (3)

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

  • Key Financial Associates Ltd Former name
  • Key Financial Partnership Ltd Former name
  • Protection Supermarket Former trading name

FCA permissions and consumer protection

  • Protection through the principal firm
    Protection works through New Leaf Distribution 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
06574873
Company status
Active
Company type
Private limited company
Incorporated
23 April 2008 (18 years old)
Registered office
171 Ravens Lane, Bignall End, Stoke On Trent, Staffordshire, ST7 8PY
Nature of business
  • Financial intermediation not elsewhere classified (SIC 64999)

Directors and company secretaries

Name Role Born Appointed Other companies
Andrew Arthur Evans Director Sep 1960 8 Jul 2008 2 other companies
Hercules Diederick Botha Director Jun 1983 16 Jul 2025 2 other companies
Jon Halbert Director Jun 1970 16 Jul 2025 None
Andrew Arthur Evans Secretary Not published 15 Jan 2010 –

Other companies run by these 3 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
4
closed down
2
still active
2

In the full report: all 4 companies, named

  • What each company does, and whether it is still trading
  • Which of these 3 directors sit on each board, and since when
  • Any that went into liquidation or administration
  • All 5 people who have ever been directors, with their dates
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Filed accounts and finances

16 months to 31 August 2026Small company accountsNot audited

Net assets

£27.3k

Up £26.1k from £1,191

Cash at bank

£60.1k

+462% from £10.7k

Employees (average)

1

Same as 1

Net assets

In the full report: all 8 years of accounts

  • Every year from 2019 to 2026
  • The chart, over every year
  • Every filed figure, year by year
Instant PDF download
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.

There is no turnover or profit: small companies do not have to publish them.

Accounts filed at Companies House for company 06574873. Every figure is as filed, apart from total assets and total liabilities, which are added up from filed figures. Nothing is estimated.

Key dates in its history

Key Financial Associates’s history from the FCA register and Companies House, newest first.

Key events (7) All events (14)

2025

15 December 2025

  • Hercules Diederick Botha became a part-owner (25–50% of shares)
  • Jon Halbert became a part-owner (25–50% of shares)

Companies House

2024

6 August 2024

  • Changed its registered name from "Key Financial Associates Ltd"

FCA register

2016

6 April 2016

  • Andrew Arthur Evans became a part-owner (25–50% of shares)

Companies House

2009

15 January 2009

  • Changed its registered name from "Key Financial Partnership Ltd"

FCA register

2008

17 November 2008

  • Became an appointed representative

FCA register

23 April 2008

  • Incorporated at Companies House

Companies House

In the full report: all 14 events

  • All 14 events in its history (7 shown here)
  • Every director appointment and resignation: 5
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Firms like Key Financial Associates

Other firms of the same type (pension transfer adviser), nearest first.

In Stoke-on-trent

Philip BaggleyStoke-on-trentAppointed representative

Elsewhere in the UK

Financial Service Solutions LtdLondonAppointed representative&together Advisory LimitedCanterburyAppointed representative3Dmt LtdLondonAppointed representativeA New View LtdLondonAppointed representativeA-Star Financial Solutions UK LimitedLondonAppointed 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 Key Financial Associates

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

  • 4 other companies its directors have run, named
  • 2 background checks on its contact details
  • 8 years of accounts, charted
  • All 14 events in its history

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Frequently asked questions about this firm

Is Key Financial Associates Limited FCA authorised?
Key Financial Associates Limited (FRN 491560) 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 Key Financial Associates?
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. Key Financial Associates Limited (FRN 491560) is an AR of New Leaf Distribution Limited (FRN 460421). When you use Key Financial Associates's services, the FCA authorisation sits with the principal firm. Example: if you take financial advice from Key Financial Associates, 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 Key Financial Associates’ phone number?
The FCA register lists the phone number 07973 07973 for Key Financial Associates. If you were given different contact details, use these to check with the firm before going any further.
Is Key Financial Associates a scam or clone?
Key Financial Associates 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 Key Financial Associates?
Protection works through New Leaf Distribution Limited, the principal firm responsible for Key Financial Associates's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
Who owns Key Financial Associates?
Companies House lists 3 people with significant control of Key Financial Associates: Mr Jon Halbert (25–50% of shares), Mr Hercules Diederick Botha (25–50% of shares) and Mr Andrew Arthur Evans (25–50% of shares).
Who runs Key Financial Associates?
Companies House lists 3 directors of Key Financial Associates: Andrew Arthur Evans, Hercules Diederick Botha and Jon Halbert.
How long has Key Financial Associates been in business?
The company was formed on 23 April 2008.
What do Key Financial Associates’ latest accounts show?
Its latest accounts, to 31 August 2026, show net assets of £27.3k (up £26.1k from £1,191) and cash at bank of £60.1k (+462% from £10.7k).
Does Key Financial Associates use any other names?
It has previously used 3 other names: Key Financial Associates Ltd, Key Financial Partnership Ltd and Protection Supermarket.

Sources and links

The full report on Key Financial Associates Limited

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