The team

Meet our team

Find out about our professional and experienced team - who they are, how they can help you and how you can contact them.

Mark AppletonFounder / Chartered Wealth Manager

With over 25 years working in the financial services, I am a Chartered Fellow of the Chartered Institute for Securities & Investment. I believe that financial planning is the backbone to people addressing their financial needs and objectives.

Having enjoyed senior roles within investment management and private banking at Rensburg Sheppards (now Investec), Barclays Wealth and BCfm, starting Principled Financial Planning Ltd in February 2018 with the aim of delivering high-quality trusted advice. This builds on my beliefs that a highly empathetic personalised service is needed to establish and develop valued long-term client relationships, which deliver greater value for clients.

I enjoy the diverse nature of our clients, their needs and how my role as financial adviser is a key component in creating bespoke and innovative solutions for their highly personal objectives.

We at Principled Financial Planning Ltd, focus on our clients and their own journey by taking time to understand them and what is important to them, before creating their financial plan and that makes our proposition valued and different.

In my spare time my wife Victoria and daughters Daisy and Poppy (the Apples of their father’s eye!!) keep me very busy. Family time is spent golfing, skiing or as Dad’s taxi to gymnastics, ballroom etc. An active sportsman I have enjoyed playing rugby for Waterloo, LSH and New Brighton, cricket for Hightown and football for the Liverpool Ramblers, enjoying some occasional success! But now you will find me actively involved at Formby Golf Club enjoying a stubborn handicap of 11.

Victoria AppletonAdministration Manager

Before joining my husband Mark Appleton in his new business, Principled Financial Planning Ltd I have been a full-time mum the past 12 years to two daughters Daisy and Poppy.

To fit in with the children, I have worked as a Welfare Assistant at my daughters’ primary school. I have run a number of small ventures assisting friends and neighbours to allow me to fit in and around school hours and be the parent I wanted to be.

I have enjoyed a lot of voluntary work within our daughter’s primary school over the years and been an active committee member of that PTA, being involved in various school fund-raising events.

I am now ready and enjoying this new chapter working with Mark & Alex at Principled Financial Planning and relishing the steep learning curve into the world of Financial Advice.

Away from family life, I have a love of the Spanish culture and language, which I have loved since school and take every opportunity to use it when travelling.  I keep myself fit cycling, skiing and my new passion for ballroom dance classes. 

E: T: 01704 828120

Company address: Principled Financial Planning Ltd, Horse & Jockey Stables, 81A King Street, Southport, PR8 1LQ

T: 01704 828120 E:

Principled Financial Planning Ltd is an appointed representative of Quilter Financial Services Limited and Quilter Mortgage Planning Limited, which are authorised and regulated by the Financial Conduct Authority. Quilter Financial Services Limited and Quilter Mortgage Planning Limited are entered on the FCA register ( under reference 440703 and 440718.

Principled Financial Planning Ltd is registered in England and Wales, No: 11207310. Registered Address: The Horse and Jockey Stables, 81a King Street, Southport, Merseyside, PR8 1LQ.

The guidance and/or information contained within this website is subject to the UK regulatory regime, and is therefore targeted at consumers based in the UK.

Approver Quilter Financial Services Limited and Quilter Mortgage Planning Limited 17/10/2023.


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