Freddie Ansah, DipPFS Cert CII (FS)

Founder & Financial Planner

MSc Investments & Economics

BSc Accounting & Finance

M | (+44) 7460 503 039 T | (+44) 20 8092 0618

Office Address: 1 Fore Street Avenue, City of London, EC2Y 9DT

I’m a financial planner who firmly believes that finance should be friendly, human and—dare I say—enjoyable. 

Over the years, I’ve had the privilege of working with some of the world’s leading financial institutions, including investment banking giants Citi, BNY Mellon and Santander, followed by financial advisory firms such as St. James’s Place and Succession Wealth (part of Aviva Plc). 

Today, I’m proud to have founded Shore Wealth, part of Saltus & Abacus Advisers, where my mission remains the same: helping people turn their dreams into reality through thoughtful, strategic financial planning.

My approach is simple: clarity, warmth, and real conversations. I pride myself on being the kind of adviser you can sit down with—whether you're tackling your first budget, navigating a major life milestone, or exploring a complex investment—and feel instantly at ease. Finance can be intimidating, but with the right guidance, it becomes an empowering tool for shaping the life you want.

My journey has been a little international, In Brussels and London, I like to think I bring a continental mindset paired with a Londoner’s directness (and yes, an enduring loyalty to Belgian chocolate). This blend of cultures has given me a broad perspective and an ability to connect with people from all backgrounds while keeping my explanations refreshingly jargon-free.

I’ve been passionate about personal finance for as long as I can remember—enthusiasm I realise most people reserve for football or music. I’m the person who finds budgets fascinating and considers investment strategy a form of entertainment. More importantly, I believe financial education is the foundation of true financial independence. I’m committed to empowering my clients with knowledge so they can make confident, informed decisions every step of the way.

Academically, I’ve backed up this passion with an MSc in Investments (Finance & Economics) from the University of Birmingham and a First-Class BA (Hons) in Accounting & Finance from Staffordshire University. These studies equipped me with the technical expertise and analytical mindset to solve even the most complex financial puzzles—though I promise to spare you the heavy jargon.

Professionally, I’ve worked across the full spectrum of financial planning: retirement strategies, investments, protection, wealth management and more. One of my core specialisms is cashflow modelling—helping clients visualise their financial future in a clear, intuitive way that adapts as life evolves. My holistic approach ensures every piece of your financial world aligns seamlessly, giving you clarity, confidence, and control as you work toward your long-term goals.

Outside the world of finance, I’m a keen traveller and self-confessed foodie, always on the lookout for the next destination or the best local dish. I’m also an enthusiastic watch aficionado—capable of talking about timepieces almost as passionately as I talk about pensions. Most importantly, I treasure time with my family. They are a daily reminder of why financial planning matters: to create security, freedom, and the ability to fully enjoy life’s most meaningful moments.