Strategy Financial Limited

Reference number: 431155

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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

Openwork Limited Reference number: 408285 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.
  • Strategy Financial Limited (FRN 431155) is an AR of Openwork Limited (FRN 408285). When you use Strategy Financial's services, the FCA authorisation sits with the principal firm.
  • Example: if you take financial advice from Strategy 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.

  • No website on the FCA register

  • Phone number

    0345 200 9848

  • Address

    HatTech Business Centre, Beaconsfield Court, Beaconsfield Road, Hatfield, Hertfordshire, AL10 8FF, United Kingdom

In the full report: 2 background checks

  • What kind of line 0345 200 9848 is
  • Who else gives the postcode AL10 8FF
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Other names (10)

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

  • Tony Ward Trading name
  • Strategy Mortgages & Loans Limited Former name
  • Strategy Mortgages & Loans Ltd Former name
  • SM & L Former trading name
  • Strategy Commercial Former trading name
  • Strategy Commercial Mortgages Former trading name
  • Strategy Commercial Solutions Former trading name
  • Strategy Loans Former trading name
  • Strategy Mortgages Former trading name
  • Strategy Property Solutions Former trading name

FCA permissions and consumer protection

  • Protection through the principal firm
    Protection works through Openwork 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
04078888
Company status
Active
Company type
Private limited company
Incorporated
27 September 2000 (26 years old)
Registered office
55 Station Road, Welham Green, Hertfordshire, AL9 7PF
Nature of business
  • Financial intermediation not elsewhere classified (SIC 64999)

Directors and company secretaries

Name Role Born Appointed Other companies
Martin Tony Ward Director Sep 1959 27 Sep 2000 5 other companies
Sophia Marina Ward Director Jan 1996 5 Mar 2026 1 other company

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
6
closed down
3
still active
3

In the full report: all 6 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
  • All 4 people who have ever been directors, with their dates
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Filed accounts and finances

Year to 31 December 2025Micro-entity accountsNot audited

Net assets

£21.6k

+68% from £12.9k

Employees (average)

3

−25% from 4

Owed within a year

£60.9k

+24% from £49.0k

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
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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 04078888. 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

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

Key events (5) All events (28)

2016

6 April 2016

  • Martin Tony Ward took control (75–100% of shares)

Companies House

2014

2 July 2014

  • Changed its registered name from "Strategy Mortgages & Loans Limited"

FCA register

2007

9 February 2007

  • Changed its registered name from "Strategy Mortgages & Loans Ltd"

FCA register

2005

18 April 2005

  • Became an appointed representative

FCA register

2000

27 September 2000

  • Incorporated at Companies House

Companies House

In the full report: all 28 events

  • All 28 events in its history (5 shown here)
  • Every director appointment and resignation: 4
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Firms connected to Strategy Financial

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

connected firms
2
share its postcode
2

In the full report: all 2 connected firms, named

  • How each is linked: the same postcode (2)
  • Who links each one: the named directors, with dates
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Firms like Strategy Financial

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

In Hatfield

Law Capital Wealth LtdHatfieldAppointed representativeNaomi HaynesHatfieldAppointed representativePlan4You LtdHatfieldAppointed representativeOne Life Wealth Planning LtdHatfieldAuthorisedSouth Herts Financial Services LtdHatfieldAuthorised

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 Strategy Financial

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

  • 6 other companies its directors have run, named
  • 2 background checks on its contact details
  • 7 years of accounts, charted
  • All 28 events in its history
  • 2 connected firms, named, and who links them

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Frequently asked questions about this firm

Is Strategy Financial Limited FCA authorised?
Strategy Financial Limited (FRN 431155) 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 Strategy 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. Strategy Financial Limited (FRN 431155) is an AR of Openwork Limited (FRN 408285). When you use Strategy Financial's services, the FCA authorisation sits with the principal firm. Example: if you take financial advice from Strategy 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 Strategy Financial’s phone number?
The FCA register lists the phone number 0345 200 9848 for Strategy Financial. If you were given different contact details, use these to check with the firm before going any further.
Is Strategy Financial a scam or clone?
Strategy 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 Strategy Financial?
Protection works through Openwork Limited, the principal firm responsible for Strategy Financial's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
Who owns Strategy Financial?
Companies House lists one person with significant control of Strategy Financial: Mr Martin Tony Ward (75–100% of shares).
Who runs Strategy Financial?
Companies House lists 2 directors of Strategy Financial: Martin Tony Ward and Sophia Marina Ward.
How long has Strategy Financial been in business?
The company was formed on 27 September 2000.
What do Strategy Financial’s latest accounts show?
Its latest accounts, to 31 December 2025, show net assets of £21.6k (+68% from £12.9k).
Does Strategy Financial use any other names?
It trades as Tony Ward. It has previously used 9 other names, including Strategy Mortgages & Loans Limited, Strategy Mortgages & Loans Ltd and SM & L.

Sources and links

The full report on Strategy Financial Limited

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