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The most rewarding part about providing financial advice is building meaningful relationships with my clients, whilst helping them achieve their financial planning goals at the same time. To see a client buy a house, retire early, or save tens of thousands of pounds in tax because of my financial advice is very satisfying.

Allan Ross, Independent Financial Adviser (IFA), Ware, Hertfordshire

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Allan Ross
Independent Financial Adviser, IFA, Ware, Hertfordshire


Financial Planning Specialisms: Investment Planning, Estate Planning, Protection, Pension Advice & Retirement Planning, Tax, Cash Flow Modelling, Trust Investments


After obtaining a BSC Hons in Psychology Allan began his financial career at Edward Jones in 2001, where he worked for nearly 9 years as a stockbroker. He advised clients on various investments, including individual stocks and shares, gilts and corporate bonds.

RPA Awards Best Individual Pensions Advice FirmAllan joined Lonsdale Wealth Management as a Financial Adviser at the beginning of 2010, and set up the Ware office. He has successfully established a loyal client base, which continues to grow. Allan’s areas of expertise is advising clients on how to properly mitigate inheritance tax, and how to fund long term care. This is done, amongst other things, by working alongside local solicitors in Ware, Hertford and Loughton, the client or their legal representatives to ensure Wills and Lasting Power of Attorneys are in place. Allan has qualifications in Long Term Care and Equity Release.

In August 2015 Allan passed the Chartered Institute of Insurance (R08) Pensions Update examination, ensuring Allan is qualified to give retirement advice on new pension legislation.

Solla AssociateIn 2019 Allan became an Associate of the Society of Later Life Planners (SOLLA) and he is currently studying to become accredited which gives independent recognition of his skills and experience in working with, and understanding the needs of older people and their families.

In 2018 Allan Ross was ‘Highly Commended’ in the Retirement Planner Awards Estate Planner Adviser category, and Lonsdale Services won the Retirement Planner Award (RPA) for Best Individual Pension Advice firm in the South East and Anglia. In 2017 Lonsdale Services won the RPA Outstanding Customer Care award.

Three Peaks ChallengeIn June 2018 Allan Ross joined other Lonsdale colleagues on the Trek26 Alzheimer’s Yorkshire Three Peaks Challenge. The team raised £3,457 for Alzheimer’s Society.

On a personal note, Allan lives in Benington with his lovely wife Jo. They have three children – Annabel, Will and Emma. He loves cycling back and forth to work, whatever the weather!

Allan Ross – To learn more about Allan’s investment career, please read his LinkedIn profile.

Independent Financial Advisers in Ware – Read more about our team.

I have no hesitation recommending my clients to Mr Allan Ross. He is very professional and works tirelessly to provide appropriate financial advice on inheritance tax tailored to the needs of the individual client. Mr Ross has the ability to work closely with the client making them feel involved and their personal circumstances understood whilst using his professional knowledge and experience to provide sound financial advice.”

Jayne Kesbey, Solicitor, Attwaters Jameson Hill Solicitors

I have been lucky to have the financial advice of Allan Ross for fourteen years. His well-balanced advice has been specific for my circumstances and has proved to be very successful. Together with Allan over many years I have achieved a very favourable position on IHT; he has shown significant expertise and experience in this area. We have worked very well together.”

Mr & Mrs C, Ware, Hertfordshire

Case Study

Mitigating inheritance tax and meeting education costs for grandchildren

How Allan Ross adds value with his independent financial advice.

Thank you very much for all you've done over the past few months. You kept on top of the various parties so ensuring everything was sorted as quickly as possible and with minimal fuss - great work!”

Ms P, Norwich, Norfolk

News from our Financial Advisers


22-10-2019

Lonsdale Runners complete 10-mile challenge for Alzheimer’s Society

Lonsdale colleagues Deb Nolan, Tracy Gannon and Allan Ross completed the 10-mile Asda Foundation York challenge on the 20th October.

12-12-2018

Lonsdale Services launch ten point plan to support clients living with dementia

Financial advisers have a duty of care to protect the interests of clients living with dementia

Read more about our team of Independent Financial Advisers in Ware, Hertfordshire.

Book a Free Initial Consultation

Book a consultation with Financial Adviser Allan Ross.

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