Please Rotate Your Device

About us

prw_team prw_team__mobile

PR&W is an independent, well established City-based firm of Chartered Financial Planners.

We are a highly qualified, close knit group, with a strong team ethic. Our size makes us both flexible and dynamic, enabling us to provide a high level of client service and personal interaction.

Whilst retaining a traditional approach to client care, we are always looking to seek new, innovative technological developments within our profession. This combination of embracing change and new technology, whilst retaining our personal touch, has led to us being described as a modern practice with traditional values.

1 man 3

PR&W Finance Hub

Our app brings together all your finances in one place.

The PR&W Finance Hub, which can be accessed through our app or website, helps you to organise all of your finances in one place, allows us to communicate with you securely and can be used to store important financial documentation electronically. Your savings, pensions, investments, insurances, bank accounts, credit cards, mortgages and property all organised and updated in one place, accessible via your smartphone or laptop.

watch video

PR&W was formed in 2013 by David Penney and Peter Ruddy. The company was created with a simple premise – to build a company that offers personalised, independent advice with a high level of client care.

David and Peter first started working together in 2007, but the company’s ethos and client relationships have been developed over almost half a century. Peter has been taking care of some of our clients since the 1970s, and many of their extended families and friends remain clients of PR&W today.

We really do care for our clients, which is demonstrated by the longevity of our relationships and the continuous flow of recommendations and referrals from our existing clients. As a privately owned business, we are not driven by public shareholders’ interests or sales targets – our clients’ needs come first.

We have a proud heritage in the City, with a nucleus of clients coming from within financial services. Peter is a Liveryman and five members of the team hold the Freedom of the City.

We pride ourselves on going above and beyond what is expected of us. There have been many instances where we have helped our clients with more than financial advice, and we have a strong voice in the financial planning community. We have been able, in some cases, to have an influence over protecting consumers and influencing the shape and accountability of our profession.

Meet our team

David Penney FPFS

Director and Chartered Financial Planner

David has been in the financial services industry since 1999, after graduating from the University of Birmingham. He started out at the Financial Conduct Authority (then known as the FSA), then had roles with a number of financial organisations including Barclays and Deloitte, before becoming Chartered in 2007 and joining a national advice firm alongside Peter Ruddy.

David helps his clients and their families achieve their objectives, enjoy their retirement and take control of their financial affairs. His role, as a Chartered Financial Planner, is to help people plan their finances, with a focus on tax-led, technical advice, with particular expertise in pensions. David is an Affiliate member of Resolution, an organisation of family lawyers, and a pension transfer specialist.

For David, the best aspect of his job is meeting people and building long lasting relationships.

Peter Ruddy ACII ACIarb ABIBA

Director, Chairman and Financial Planner

Peter had a background in general insurance prior to moving into financial services, reaching the level of Chartered Insurance Practitioner at the General Accident. In 1977, Peter Ruddy & Partners was registered at Companies House. After 30 very successful years, Peter sold his business, but continued to work as a self-employed consultant until 2013, at which point he established PR&W with David.

Peter’s knowledge of financial services, tax and investments is founded on over 40 years’ experience.

Whilst he gives a broad spectrum of financial advice, Peter has always considered that the client comes first and the importance of communication with them. He helps families across the generations plan their finances and many clients turn to Peter when making a wide range of big decisions in their life.

Peter has been fortunate to have established long term relationships with clients, most of whom have become ‘friends’.

Charlie Edwards Dip PFS

Director and Compliance Officer

As Director and Compliance Officer, Charlie is responsible for ensuring PR&W meets the ongoing compliance requirements of the Financial Conduct Authority and other relevant regulators. He has been working in the financial services industry since 1985, working in a variety of roles including sales and technical training, before moving into compliance.

Charlie has extensive compliance and regulatory experience, having worked for national compliance support companies including The Tenet Group, and for over ten years with Bankhall PMS Ltd. He joined Penney, Ruddy & Winter Ltd as a Director and Compliance Officer in August 2016.

By ensuring PR&W meets all our regulatory requirements Charlie can ensure the business always treats our customers fairly and that appropriate advice is given at all times.

For Charlie, the best aspect of his job is working with the people at PR&W – a small close knit group and like a family.

Chris Jarrold DipPFS

Senior Paraplanner

Chris has worked in financial services since 2005 and joined PR&W in January 2023. Prior to joining PR&W, Chris spent nearly 6 years in the technical team with a financial planning firm on the Essex / Hertfordshire border.

Chris holds the Diploma in Regulated Financial Planning and is working towards Chartered status. He also holds the CII Certificate in Long Term Care.

Chris prides himself on his technical knowledge surrounding complex financial planning matters – including the structuring of investments, pensions, taxation and inheritance tax – and is a keen thinker who will always challenge situations to ensure better outcomes for clients. The most enjoyable aspect of Chris’s job is the challenge of simplifying these complex areas and presenting them in a clear and concise manner.


Practice Manager

Jane has extensive experience in financial services gained within a wide range of businesses, including insurance providers, retail banks and financial advisers, as well as the Financial Ombudsman Service. She has held research, technical and analyst roles focusing on financial planning, pensions, investments, compliance and regulation, including working on Financial Conduct Authority thematic reviews.

In her role, Jane supports the business to deliver the service to our clients wherever needed, assisting with work processes, use of technology and helping with research, analysis and technical report writing.

For Jane, the best aspect of her job is the ever evolving nature of the provision of financial planning and advice. There is always something new to learn and implement to continually improve the PR&W client experience.


John Latchford

Senior Administrator

John has a degree in business studies and has RO1 (financial services, regulation and ethics) and RO2 (investment principle and risk) in finance. He is currently studying for his RO3 exam (personal taxation) working toward a diploma in Regulated Financial Planning. John graduated in 2005 and started working in financial services in 2011, when he started working with Peter Ruddy and David Penney. He joined PR&W in 2014.

In order to help clients of PR&W, John produces reports for clients and carries out investment instructions. He liaises directly with investment companies on behalf of our clients and keeps their accounts up to date.

The best aspect of John’s job is the people he works with and the opportunities he has with career progression. He likes the fact that we always behave in the best interests of our clients and act with integrity.

Karen Spencer-Ruddy

Accounts Manager

Karen started her career in 1970 as an Accounts Assistant. In 1981 she was employed to help build and run a new Architectural Employment Agency. In 1993 she went into Partnership and ran her own Agency. Since 2001 Karen has been self employed working for various small companies dealing with their accounts. Karen joined PR&W in 2014 as Accounts Manager.

Karen is responsible for managing the payroll, bank accounts and invoicing. Karen also liaises with the company accountants to ensure the accounts are maintained correctly.

Kim Gould

Office Manager & PA

Kim is our Office Manager and PA to our Director and Chairman. Kim joined PR&W in July 2018. In the 9 years prior to joining PR&W, she worked for a Family Office involving the management of trusts and the investment of the trust funds. Kim’s previous roles include working in a Mergers and Acquisitions firm and as an Estate Agent. Kim holds the Level 3 CPD Award in Office Management gained with a distinction.

As first point of contact for PR&W, Kim prides herself on being friendly and helpful to everyone.

The best aspect of Kim’s job is that no day is ever the same and the great team atmosphere in the office.