Trustworthy Advice

We aim to be your Adviser of choice for The City of London, Greater London, Rickmansworth and The Chilterns areas


We take our time to understand and correctly identify your individual financial goals, so we can put in place a structured but flexible approach to improve financial stability and prosperity. Ours isn’t a ‘sign the papers and bye-bye’ business. We aim to play the long game, provide on-going reviews as your circumstances change over time and make suitable recommendations when required.

We’re about individuality, and a very personal service so we’re available to talk, almost anytime. Meetings are scheduled to suit you, daytime or evening, before, during or after work, your home, our offices or Caffe Nero – whatever works for you.

We don’t charge for initial client appointments, which doesn’t impact on products or services recommended to our clients.

Clarity of information means all aspects of our advice are always fully discussed. As much time as you need is taken to make sure you completely understand and are comfortable with every detail along the way.

Client confidence depends on us fulfilling expectations and this is central to our business practice. We advertise our services accurately, clearly and fairly.

Frog’s a local company, working with and within the local community so our reputation is solidly built on the satisfaction of our clients and our business has grown significantly through word of mouth and most of all, client recommendation.

Our role is to provide you, our clients, specialist advice. We are dedicated to helping you make informed choices.

Meet the team

We are made up of a vibrant team of experts offering financial advice

After gaining my qualifications as a graphic designer, I entered the world of corporate advertising, specialising in the high-end retail market. It wasn’t quite “Mad Men”, but it was an interesting time working with B&Q, Renault, Safeway, MFI and the like. They were very demanding and precise in what they expected from their advertising partner. As my reputation grew, I was invited to join a subsidiary of Abbot Mead Vickers who were, at the time, the largest in their field, as their Client Services Director, a long title that basically meant it was my fault if anything went wrong!

Running staff and partnerships with companies like Renault, Sainsburys and BT was challenging, but extremely rewarding, a lot of fun and the learnings were worth the hassle alone. I was then invited to join a niche player who had just acquired a major client, RBS Group, and this led, after over 26 years, to me looking at the finance world. I did all the exams and attained competent adviser status in my own time, whilst still holding down a very challenging role. The company CEO, who is also a respected Premiership football club owner, was not happy I was leaving, to say the least!

I became an IFA based in Spain and London, although it was enjoyable, I wanted to specialise as a mortgage broker and to set up Frog Financial Management.

I had the complete support of the best partner anybody could have, in my wife Ruth, and she is the backbone of our business. The business has gone from strength to strength and the team has grown, providing specialist mortgage advice and estate planning.

16 years has gone by very quickly!

Understanding that putting the client first is at the centre of our core brand values, gives us the focus to deliver the right advice, to the right people, at the right time.

Prior to establishing Frog with her husband, Ruth worked in London for 11 years as Personal Assistant to the Managing Director and Financial Director of one of the UKs largest Media Buying Agencies. Her role also included working as Office Manager for the business with around 100 staff.

The role was fast moving and the extensive experience she gained has taught her clear organisational and client management skills.

Ruth explained “I was delighted to find that these hard-won skills transferred very well into the financial services industry, so this has really helped me, whilst I hold our clients hand throughout all aspects of the home buying and remortgaging merry-go-round!”

Having always had an interest in the property industry, after leaving university, I looked for a role in estate agency and was awarded a position with an established and well-regarded company based in the Home Counties.

Over a period of a decade, I gained valuable experience and understanding of the industry, going on to gain professional qualifications in residential lettings, becoming a specialist in the field and helping many hundreds of clients successfully buy, sell, rent, or let their homes across the Chilterns. Over that period, we rose to market leader in our area and won a number of national awards for service standards and performance.

Despite enjoying great success as an agent, I was hungry for a new challenge and, having worked alongside other property-industry services, including financial services, conveyancing, and surveying, felt my interest and skill suited mortgage advice.

After qualifying and receiving my Certificate for Mortgage Advice and Practice (CeMAP) with distinction from The London Institute of Banking and Finance, I was recruited by one of the country’s largest and most successful estate agency and financial services chains, as part of their mortgage and protection advice team.

After a successful period with the company, I was offered a role with a fast-growing Oxfordshire based company, with a nationwide client-base and was selected to head one of their largest accounts, for a London-based estate agent.

The opportunity to work with Frog Financial Management provides another exciting challenge and affords me the opportunity to draw on all my industry experience and local knowledge to provide the best possible service to our clients.

Danni spent her early career gaining experience in the property market as a Sales Negotiator for two prominent Estate Agencies in the Hertfordshire and Buckinghamshire areas. This gave her a lot of key skills and a great understanding of how the industry works, which she has found invaluable in her new role in financial services, when she joined in early 2017.

Since joining, Danni has embarked on a lot of training and is currently in the process of completing a higher qualification for protection advice and obtaining her CertPRO. Danni provides advice in all areas of advising and paraplanning for Will and Estate planning and also provides advice for protection and life insurance side of the business for Frog Financial Management.

After completing further education in 2011, Charley began working for an international courier firm local to Heathrow aged 18. Being with this firm for almost eight years, Charley worked her way up through the company in numerous roles, ranging from UK Sales Liaison to Customer Service Supervisor.
Charley gained extensive knowledge and skills in the corporate world throughout this period. Part of her role was to negotiate and close sales agreements with clients, as well as provide dedicated Account Management services. In Charley’s latter years, she provided senior level of support to the Customer Service department, whilst managing the administration for both sales and account management. These experiences further developed strong organisational and client relationship building skills.

In April 2019, Charley stepped away from an office environment to embark on a new chapter with British Airways, flying as Cabin Crew. Charley was trained on an intensive six-week course to be armed with the knowledge and tools of every eventuality; technically and medically, as her role also meant she was responsible for the safety of the cabin across a variety of aircraft.

Charley’s determination to succeed and pursue a career meant she had long considered options diversifying into the financial industry. Given the circumstances around the recent world climate and ever-changing times, Charley decided to leave British Airways and followed her passion, joining us at Frog Financial Management as Buildings and Contents Adviser and Office Administrator in August 2020.

After leaving school, I knew I wanted to gain confidence in the workspace, so I threw myself straight into a job at Grundon Waste Management, working as an Administration Assistant in their Hazardous Waste department. After a few years there, I decided I wanted to take some time and visit South Africa to volunteer. I gained some amazing experiences that will stick with me forever.

Upon returning home, I found a new job in Sales Administration, working for AC Entertainment Technologies LTD, helping companies with lighting for shows, festivals, clubs, etc.

I then became a mum to a beautiful little girl and took some time out to enjoy raising her. I proceeded to work in events, where I could work around my daughter, up until recently (mostly Covid put a stop to it!).

I went on to have a little boy and took some time out again, leading me here, at Frog Financial Management, ready to focus on starting a new career supporting clients.

Lee has enjoyed more than 30 years’ experience as a Financial Adviser specialising in Business Continuity, Business Resilience as well as Personal and Business Dynasty Planning. Lee has now joined forces with Frog Wealth Management as an Associate Director. Lee makes complex financial matters simple and understandable, he works with business owners, high net worth individuals and those that are inspired to achieve.

Lee is a life member of the Chartered Insurance Institute, a life member of the Personal Finance Society and a life and past member of the ‘Top of the Table’ from the Million Dollar Round Table, the world’s premier association for financial professionals. Membership has enabled Lee to accumulate a network of specially selected experts to provide the highest level of specialist client advice.

Lee is a public speaker, giving more than twenty talks each year on subjects such as How to Eliminate Debt, Take Control of Your Money, Ringfence Your Wealth, Create Your Own Dynasty, as well as “Die Rich and Tax Free”.

Client Reference: “I Trust Lee. I have known him for more than 20 years. I’m a serial Entrepreneur, successful in business. My financial affairs are international, complex and often difficult to understand. Nothing is too much trouble for Lee, he always goes the extra mile and delivers results. Business can sometimes be brutal, frustrating and downright difficult, this is when Lee and his team of experts really shine. His help and advice is extraordinary.” Barry Dunn. 20th July 2020.

We offer a fresh approach to Asset Protection and putting people before paperwork!
Craig Scott
Team Shot