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 20 years
- Protected through the principal
- No FCA actions
- Active company since 2001
- Accounts filed up to 31 July 2025
Responsible principal firm
Pi Financial Ltd Reference number: 186419 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.
- Priceguard Ltd (FRN 455502) is an AR of Pi Financial Ltd (FRN 186419). When you use Priceguard's services, the FCA authorisation sits with the principal firm.
- Example: if you take financial advice from Priceguard, 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.
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No website on the FCA register
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Phone number
-
Address
Unit 12, Burway Trading Estate, Bromfield Road, Ludlow, Shropshire, SY8 1EN, United Kingdom
In the full report: 2 background checks
- What kind of line 01584 877711 is
- Who else gives the postcode SY8 1EN
FCA permissions and consumer protection
- Protection through the principal firmProtection works through PI 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, 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 number
- 04247300 (opens Companies House in a new tab)
- Company status
- Active
- Company type
- Private limited company
- Incorporated
- 6 July 2001 (25 years old)
- Registered office
- 12 Burway Trading Estate, Bromfield Road, Ludlow, Shropshire, SY8 1EN
- Nature of business
-
- Life insurance (SIC 65110)
- Non-life insurance (SIC 65120)
- Pension funding (SIC 65300)
- Other business support service activities not elsewhere classified (SIC 82990)
Directors and company secretaries
| Name | Role | Born | Appointed | Other companies |
|---|---|---|---|---|
| Richard Charles Price | Director | Jul 1963 | 27 Jul 2001 | 5 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
- 5
- closed down
- 4
- still active
- 1
In the full report: all 5 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 3 people who have ever been directors, with their dates
Filed accounts and finances
Total equity
£24.8k
−5.8% from £26.3k
Employees (average)
2
Same as 2
Owed within a year
£7,111
−2.9% from £7,325
Assets and liabilities
In the full report: all 7 years of accounts
- Every year from 2019 to 2025
- 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.
There is no turnover or profit: small companies do not have to publish them.
Accounts filed at Companies House for company 04247300. 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
Priceguard’s history from the FCA register and Companies House, newest first.
2022
17 October 2022
- Sandra Price stopped being a part-owner
Companies House
2016
6 April 2016
- Richard Charles Price took control (75–100% of shares)
- Sandra Price became a part-owner (25–50% of shares)
Companies House
2006
3 August 2006
- Became an appointed representative
FCA register
2001
6 July 2001
- Incorporated at Companies House
Companies House
In the full report: all 10 events
- All 10 events in its history (5 shown here)
- Every director appointment and resignation: 5
Firms like Priceguard
Other firms of the same type (financial adviser), nearest first.
In Ludlow
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 Priceguard
Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.
- 5 other companies its directors have run, named
- 2 background checks on its contact details
- 7 years of accounts, charted
- All 10 events in its history
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Frequently asked questions about this firm
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What does appointed representative mean for Priceguard?
What is Priceguard’s phone number?
Is Priceguard a scam or clone?
Is my money safe with Priceguard?
Who owns Priceguard?
Who runs Priceguard?
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What do Priceguard’s latest accounts show?
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