About Us
Located in the vibrant market town of Altrincham, we serve clients across Cheshire and the North West. However, our reach extends nationally, supporting clients throughout the UK— wherever you are based, we are ready to support you.
Ella Rose Financial, is a boutique financial planning firm dedicated to simplifying the complexities of financial planning and helping you achieve both your financial and personal goals.
We understand that life is complicated enough, so we aim to demystify the opaque nature of the financial services industry.
Our fixed fee, independent model offers full transparency, ensuring our client relationships are built on the right footing from the start.
Our fees are based on the complexities involved, not the assets under management, eliminating any conflict of interest in the advice we provide.
Our priority is to learn about you, not because we need to, but because we want to. We see the value in this and work collaboratively with other professionals to build a trusted support network around you and your family. We have built a community where clients feel safe and looked after.
Learn more about how we work with our clients…
In this short video, our Founder & Chartered Financial Planner Ella Davies FPFS introduces ERF and explains how we work with our clients and what makes us unique.
Our Founder And Chartered Financial Planner
Ella Davies FPFS
Ella Davies FPFS is a Chartered Financial Planner and one of the first female Fellows of the Personal Finance Society.
After a longstanding corporate career, Ella established Ella Rose Financial in February 2023 with a vision to make financial planning less complex and more transparent. Ella provides holistic advice to individuals, families, business owners, and entrepreneurs, helping clients formulate their objectives and goals and putting long-term plans in place.
Outside of work, Ella enjoys the outdoors, walks with her dog Bruce, keeping fit and healthy, and spending quality time with her loved ones.
A note from Ella:
“The financial services industry is (slowly but surely!!) evolving for the better and I am delighted to be part of that.
Ella Rose Financial was established to embrace and drive forward those changes, removing any barriers to advice and providing a safe place for clients to explore and unlock their financial potential.
I love working closely with my clients and their families, getting to know them and what they are looking to achieve. Whether that be to plan for a business exit, save for retirement or perhaps factoring in a specific expense….such as following their favourite band around the world…yes this is actually written into a financial plan for one of my amazing clients, and I am 100% here for it!
It is my job to understand how my clients would like to live their life and help them make that happen. Life is for living after all”
“Ella has been advising me for years. Her thoughtful and thorough approach to investing is so helpful and supportive. She listens and guides you to best meet your long-term needs. We are on track for my goals and her guidance remains superb. ”
Trainee Financial Planner
Hannah Riches
Hannah has joined Ella Rose Financial as a Trainee Financial Planner, bringing a fresh perspective and a natural ability to connect with people.
Before moving into financial planning, Hannah worked as a professional musician and saxophone teacher. This background has shaped her communication skills, attention to detail, and ability to build strong, trusting relationships, all of which are central to the way we support our clients.
Hannah is now working towards her professional qualifications while supporting the wider planning process, helping to ensure each client experience feels organised, personal, and considered.
Her transition into financial planning reflects the evolving nature of the profession, where empathy, communication and understanding are just as important as technical knowledge.
Outside of work, Hannah continues to enjoy music, alongside keeping active and spending time with friends and family.
A note from Hannah:
“Changing careers into financial planning felt like a natural next step for me. I’ve always enjoyed working closely with people, understanding what matters to them, and helping them move forward with confidence.
What really stood out to me about ERF is the focus on building genuine relationships and creating financial plans that are completely tailored to each client’s life. It’s not just about numbers, it’s about understanding people.
I’m excited to be starting this journey, developing my knowledge, and being part of a firm that is doing things differently.”
At Ella Rose Financial, you are never just a number.
We afford ourselves the time to explore, research, and discount options, ensuring we source the best solutions for you. Your financial plan will always be bespoke to you and your family because we believe that everyone is on their own individual journey, and your financial plan needs to be as unique as you are.
We believe ‘it takes a village’ and work collaboratively with other professionals to build a support network around our clients. Where appropriate, we also involve all relevant parties in our clients' financial plans, whether that be a spouse, children, or other financial dependents. We believe the value of human connection in these conversations is immeasurable.
Our clients range from young families to retirees and include founders and entrepreneurs, medical professionals, and people going through significant life events.