Willow Bay Financial Partners Ltd
Reference number: 695485
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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.
- Appointed for 11 years
- Protected through the principal
- No FCA actions
- Active company since 2018
- Accounts filed up to 28 February 2026
Responsible principal firm
St. James's Place Wealth Management Plc Reference number: 195351 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.
- Willow Bay Financial Partners Ltd (FRN 695485) is an AR of St. James's Place Wealth Management Plc (FRN 195351). When you use Willow Bay Financial Partners's services, the FCA authorisation sits with the principal firm.
- Example: if you take financial advice from Willow Bay Financial Partners, 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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Phone number
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Address
2 Hythe Crescent, Seaford, East Sussex, BN25 3TU, United Kingdom
In the full report: 3 background checks
- When willowbayfp.co.uk first appeared online, and whether it can receive email
- What kind of line 01323 652106 is
- Who else gives the postcode BN25 3TU
Other names (3)
If you were contacted under any of these names, it is this firm.
- Samuel Lukes Former name: A name it was registered under before.
- Samuel Lukes Wealth Management Ltd Former name: A name it was registered under before.
- Samuel Lukes Wealth Management Former trading name: A name it used to trade under.
FCA permissions and consumer protection
- Protection through the principal firmProtection works through St. James's Place Wealth Management PLC, 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
- 11205909 (opens Companies House in a new tab)
- Company status
- Active
- Company type
- Private limited company
- Incorporated
- 14 February 2018 (8 years old)
- Registered office
- C/O Precision Accountancy Llp Suite 48/49 Bradbourne House, New Road, East Malling, Kent, ME19 6DZ, England
- Nature of business
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- Other activities auxiliary to insurance and pension funding (SIC 66290)
Directors and company secretaries
| Name | Role | Born | Appointed | Other companies |
|---|---|---|---|---|
| Samuel Robert Charles Lukes | Director | May 1978 | 14 Feb 2018 | 1 other company |
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 company
- 1
- still active
- 1
In the full report: all 1 company, 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
Filed accounts and finances
Net assets
£54.3k
+68% from £32.2k
Cash at bank
£26.8k
+373% from £5,654
Employees (average)
2
Up 2 from 0
Owed within a year
£96.6k
+21% from £79.7k
Assets and liabilities
In the full report: all 7 years of accounts
- Every year from 2020 to 2026
- 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 11205909. 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
Willow Bay Financial Partners’s history from the FCA register and Companies House, newest first.
2025
11 June 2025
- Changed its registered name from "Samuel Lukes Wealth Management Ltd"
FCA register
2018
30 May 2018
- Changed its registered name from "Samuel Lukes"
FCA register
14 February 2018
- Incorporated at Companies House
- Samuel Robert Charles Lukes took control (75–100% of shares)
Companies House
2015
15 May 2015
- Became an appointed representative
FCA register
In the full report: all 8 events
- All 8 events in its history (5 shown here)
- Every director appointment and resignation: 1
Firms like Willow Bay Financial Partners
Other firms of the same type (financial adviser), nearest first.
In Seaford
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 Willow Bay Financial Partners
Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.
- 1 other company its directors have run, named
- 3 background checks on its contact details
- 7 years of accounts, charted
- All 8 events in its history
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Frequently asked questions about this firm
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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