Lona Financial Ltd

Reference number: 989935

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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

GPS FINANCIAL LTD Reference number: 975825 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.
  • Lona Financial Ltd (FRN 989935) is an AR of GPS FINANCIAL LTD (FRN 975825). When you use Lona Financial's services, the FCA authorisation sits with the principal firm.
  • Example: if you take financial advice from Lona Financial, 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.

In the full report: 3 background checks

  • When lonafinancial.co.uk first appeared online, and whether it can receive email
  • What kind of line 029 2003 4911 is
  • Who else gives the postcode CF24 5FA
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FCA permissions and consumer protection

  • Protection through the principal firm
    Protection works through Gps Financial Ltd, 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
14465739
Company status
Active
Company type
Private limited company
Incorporated
7 November 2022 (3 years old)
Registered office
S05-S06 Forgeside Close, Cardiff Bay Business Centre, Cardiff, CF24 5FA, United Kingdom
Nature of business
  • Financial intermediation not elsewhere classified (SIC 64999)

Directors and company secretaries

Name Role Born Appointed Other companies
Matthew Lee Jones Director Nov 1987 7 Nov 2022 4 other companies
Andrew John Rowlands Director Oct 1985 7 Nov 2022 5 other companies

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
7
closed down
3
run together
2

In the full report: all 7 companies, named

  • What each company does, and whether it is still trading
  • Which of these 2 directors sit on each board, and since when
  • Any that went into liquidation or administration
  • The 2 companies these 2 directors run together
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Filed accounts and finances

Year to 30 November 2025Micro-entity accountsNot audited

Total equity

£80.9k

No earlier figure to compare

Employees (average)

2

Same as 2

Owed within a year

£182k

+334% from £42.0k

Assets and liabilities

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 14465739. 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

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

2023

13 January 2023

  • Became an appointed representative

FCA register

2022

7 November 2022

  • Incorporated at Companies House
  • Andrew John Rowlands became a part-owner (25–50% of shares)
  • Matthew Lee Jones became a part-owner (25–50% of shares)
  • Andrew John Rowlands appointed as a director
  • Matthew Lee Jones appointed as a director

Companies House

Director appointments and resignations, and trading names, appear under All events.

Firms like Lona Financial

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

In the Cardiff (CF) postcode area

1st Choice 4 MortgagesBarryAppointed representativeABP Mortgages LtdBargoedAppointed representativeAcura Mortgage & Life LtdCowbridgeAppointed representativeAgeis LtdBarryAppointed representativeBocc Finance LimitedCardiffAppointed representativeCA Mortgage Services LimitedHengoedAppointed 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 Lona Financial

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

  • 7 other companies its directors have run, named
  • 3 background checks on its contact details
  • All 6 events in its history

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Frequently asked questions about this firm

Is Lona Financial Ltd FCA authorised?
Lona Financial Ltd (FRN 989935) 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 Lona Financial?
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. Lona Financial Ltd (FRN 989935) is an AR of GPS FINANCIAL LTD (FRN 975825). When you use Lona Financial's services, the FCA authorisation sits with the principal firm. Example: if you take financial advice from Lona Financial, 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 Lona Financial’s phone number and website?
The FCA register lists the phone number 029 2003 4911 and the website lonafinancial.co.uk for Lona Financial. If you were given different contact details, use these to check with the firm before going any further.
Is Lona Financial a scam or clone?
Lona Financial 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 Lona Financial?
Protection works through Gps Financial Ltd, the principal firm responsible for Lona Financial's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
Who owns Lona Financial?
Companies House lists 2 people with significant control of Lona Financial: Mr Matthew Lee Jones (25–50% of shares) and Mr Andrew John Rowlands (25–50% of shares).
Who runs Lona Financial?
Companies House lists 2 directors of Lona Financial: Matthew Lee Jones and Andrew John Rowlands.
How long has Lona Financial been in business?
The company was formed on 7 November 2022.
What do Lona Financial’s latest accounts show?
Its latest accounts, to 30 November 2025, show total equity of £80.9k (no earlier figure to compare).

Sources and links

The full report on Lona Financial Ltd

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