LEADING Chester-based financial expert Simon Yates has been appointed as a founder member of Alternative – a pioneering new concept in financial planning conceived by money guru, Paul Armson.

Simon, a director of family firm Yates & Co, is the first finance professional in Cheshire to bring this unique concept of organising personal finances to achieve personal ambitions and dreams to the general public.

“Alternative brings a very different approach to financial advice that enables clients to achieve and secure their desired lifestyle,” said Simon, 40, speaking at his Grey Friars office.

“The fundamental difference about Alternative is that we provide strategic advice while most financial advisers are too tied up in selling products – probably because the policies, savings and investment schemes they recommend generate their commissions.

“As a certified financial planner and a member of the Institute of Financial Planning, I shared many of the views and much of the approach utilised by Paul and his followers. So I was delighted to become a founder member of Alternative.”

Unlike other financial advisers the first questions Simon asks of a new client will be about their ambitions and their hopes for the future. When do they want to retire? What type of lifestyle do they want to enjoy?

“That way I can recommend the financial measures required for them to achieve those goals,” added Simon, who has worked in the sector for more than 20 years.

Paul Armson, who is based in the Midlands, said: “I am delighted to welcome Simon on board. He is one of a group of founder members on the Alternative panel.

“The help and advice we can offer has never been in greater demand,” added Paul. “People are confused and worried about the so-called pensions gap, the retirement debate and a challenging economy.

“What they need is truth and a lifestyle financial plan which Alternative can deliver thanks to the expertise and hard work of founder members like Simon.”

The Alternative system was devised for those with assets, investments and savings that add up to £750,000 or more.