Why I Started Astute: building a life, not just a business
If you’d told me a few years ago that I’d be running my own financial planning business, I’d have smiled politely while silently wondering how I’d ever find the courage. But here we are. Astute Financial Planning is officially a year old and it’s been one of the most fulfilling decisions I’ve ever made.
The truth? I realised I was living someone else’s dream. I was working in a business where the vision no longer aligned with my own, and I often found myself disagreeing with decisions that didn’t feel right. It made me take a long, honest look at what I truly wanted, not just professionally, but personally too.
I didn’t want to be part of a machine churning out advice that focused on products and performance. I wanted conversations that felt human. Planning that was centred on what really mattered to people: their memories, their joy, their sense of freedom.
That’s what lifestyle financial planning means to me. It’s not about chasing numbers. It’s about creating a clear direction of travel, one step at a time. It’s about helping people avoid regrets. I want my clients to feel reassured that they can do what they want, as long as they keep to the lifestyle plan.
Freedom, family, and financial planning that puts life first
Astute was built on that belief and also on my own desire for freedom. Freedom to work in a way that felt right. Freedom to be present for my boys. Freedom to plan my long-promised solo trip to Italy (yes, I talk about Italy a lot). I help my clients build lives that reflect their values, and I’m determined to do the same.
I’m a proud twin mum of two ten-year-old boys (see image Ted is on the left and Elliott on the right, credit to the lovely man in London for the drawing) who are growing taller by the day, full of opinions, and constantly keeping me on my toes (mostly at the side of a football pitch). Life is wonderfully full, and Astute allows me to show up for both my clients and my family in a way that feels real and balanced.
What brings me the most joy in this work? Seeing clients reach their goals. Like the ones who finally retire and start their next chapter even though they were afraid to let go of work. We talk so much about financial freedom, but for me, it’s about emotional freedom too. The confidence to choose what’s next, and to live it fully.
I know there’s scepticism out there. Financial advice has had bad press. People think it’s all about products and fees, with little value. But if all you want me to do is set up a pension and collect contributions, I’m not the right planner for you. I’m here for the real conversations, the messy parts, the exciting parts and the planning that ties it all together.
This blog isn’t going to be boring. It won’t always be about financial planning either. Sometimes it’ll be about lifestyle. Sometimes it’ll be about things that are annoying me (you’ve been warned). But above all, it’ll be honest, helpful, and hopefully a bit thought-provoking.
So, if any of this resonates with you if you’ve been thinking it’s time to get a bit more intentional with your money and your life, I’d love to talk. No jargon. No pressure. Just a conversation about where you are, and where you want to be.
Because this isn’t just about building a portfolio. It’s about building a life you love.
Tax Planning is not regulated by the Financial Conduct Authority
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If you would like to arrange a meeting with Sarah, please complete the attached form you can schedule in a 15 minute initial telephone call.