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.

Kevin WatkinsSenior Financial Planning Consultant

I joined NatWest after leaving King George V Grammar School, and in 1991 moved on to the Wealth Management side of the bank as a Financial Adviser. During this period, until NatWest pulled out of face to face advice, I provided advice to both private and commercial clients throughout the North West. I was also responsible for managing a team of advisers.

On leaving NatWest in 2016 I considered many options following my redundancy, I wanted a firm who were client focussed and joined Butler Capital in Southport taking a senior role. I was introduced by Mark Appleton, a partner, who was instrumental in me joining. I have known Mark for many years and in 2018 Mark left Butler Capital to set up his own practice, Principled Financial Planning Ltd. When Butler Capital subsequently merged to form Spinningfields Lifetime Partners and relocated to Manchester, the opportunity arose for me to join PfP in February 2019. Mark and I share many client focussed beliefs and I am delighted to be part of the team.

The part of my role that I enjoy the most is seeing my existing clients on a regular basis and meeting new clients. I find everyone has different aims and no meeting is the same. I see my role as understanding the needs and objectives of my current and prospective clients and providing suitable long-term advice to help achieve those aims, in a friendly professional manner.

I especially enjoy meeting clients in their own environment thus understanding what is important to them. I find that clients are more relaxed on home turf, and it provides more of an insight to their work and family circumstances.

I am married to Trish, and have two daughters, Sophie and Katy. In my spare time I enjoy playing golf, and I am a member of Formby Golf Club. I previously played rugby for Southport RUFC and tennis for Ainsdale LTC and Carlton LTC.

In March 2021, after 42 years of working in finance and financial services, I have decided to retire, shortly prior to my 60th birthday. I am delighted that Mark and the team at Principled Financial Planning Ltd have agreed to continue looking after my clients, some of which have been my clients and friends for 30 years plus. There should be a smooth transition for everyone, but to ensure that this is the case, I will be staying on as a Consultant for a few months.

E: T: 01704 828120
Alex GilbertOffice Manager

I have been in the financial services industry since early 2016 after working in the fashion sector of retail for over 13 years. Following a successful career in this field I sought a different role to challenge myself, build a career and to open future opportunities.

Having known Mark personally for a number of years, he was instrumental in my career move to Butler Capital and the beginning of my journey into financial services. When the opportunity arose to join Principled Financial Planning and to continue towards my goal of being an adviser in my own right, I jumped at the chance. Having begun my studies for my own qualifications, the renovation of my house has taken a  back seat!

I have brought with me a strong skill set and a benefit that the client relationships I have acquired over my time in retail can be successfully mirrored and applied to the future growth of PFP.

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 references 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 & Quilter Mortgage Planning Limited. 05/09/2022


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