Senior Partner Practice of
St. James's Place Wealth Management

James Booth, Director

I set up Prudent FPA in 2005 and our office is in the heart of Lancaster City Centre. I wanted to be able to offer financial advice in a way which mirrored my own values with an aim to build a long relationship with clients and be able to help them with any area of financial advice they may need.

I've worked in financial services since I graduated. I actually have an engineering degree, which I think has been particularly useful to me in my career. Engineering is about solving problems and this is what we try to do every day at work.

When I speak to clients, I want them to feel at ease and I want them to believe and trust what I am saying and I want them to feel reassured, whatever their situation. It is very important that the foundation of our relationship is trust.

If you’d like to stay connected, I’m on LinkedIn, find me here.

Tel: 01524 849955
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Martin Yates, Financial Planner

I have lived and worked all my life in the Morecambe and Lancaster area, working for a large bank for over 30 years. I have covered many departments, but I finally ended up working in the Business Banking Department which I enjoyed very much.

I joined the team at Prudent in November 2018 and feel I have joined a great team who have made me feel welcome. I am looking forward to working here for years to come.

I enjoy working with clients and establishing long term relationships in order to give the best advice possible in a down to earth way.

When not at work I enjoy an outdoors lifestyle with climbing, camping and walking in the Lakeland Fells being a passion of mine. I also enjoy socialising and drinking craft beers or decent whisky.

Victoria Green, Office Manager

I'm Victoria, and I have worked at Prudent FPA since July 2019. I'm a marketing enthusiast and a passionate people person. I have particularly high standards, which is why I love making marginal gains for clients. Encouragement, authenticity, curiosity and understanding are among some of my personal core values.

Joining the team at Prudent was an easy decision for me after having worked with the team for many years. Their knowledge and enthusiasm are infectious, and James leads all his team to be world class. This is something I really wanted to be part of. There is no one I'd trust more, James and his team are like a family, and to me, family really matters.

I'm a big reader and love an audiobook, especially on marketing and business topics! My recent favourites: Robert Cialdini's Pre-Suasion and Mark Schaefer's Marketing Rebellion. I'd love to hear your recommendations too.

I have two beautiful children, Jack who is 16 and Isabella 13 that keep me on my toes.

Emma Thompson, PA to James Booth

I was born and raised in Morecambe and went to school at Ripley St. Thomas in Lancaster.

I first started working for James in April 2014, having previously lived and worked in London for 8 years. When James set up another company in March 2016, I worked there for the next 18 months managing the ongoing administration of their mortgage cases.

In October 2017 I came back to work at Prudent as their Receptionist and Client Servicing Manager, a new role within the business which I really enjoyed developing. Since January 2019 I have worked as James’s PA. I really enjoy working with our clients and hope I can help maintain the high level of service that Prudent have become well known for.

My hours work around doing the school run for my little girl, and I really value working for a company who value family life and working parents. I try to cycle to work every day and in my spare time I enjoy socialising with my friends and family and watching as much theatre as I can.

I have a new challenge in April 2020 as I’m off to have my second baby. Jen will be looking after you all in my absence and I’ll be back in 2021!

Kelly Brown, Case Manager

I have worked at Prudent since July 2018 having previously worked in retail as well as spending time working and living abroad with my family.

I started working for James as an administrator and now work as a case manager. This role means that I help submit business as well as making sure that cases progress as efficiently as possible and I like that I play a part in our clients achieving their financial goals.

In my spare time I enjoy spending time with my family and my gorgeous Grandson.

Zoe Dainty, Personal Assistant

Two years deep in mortgage case progression, adviser support and client care in James’s mortgage company gave me the skills I needed to move seamlessly to support our adviser Martin in Financial Services. I like building long lasting relationships with our clients as they are part of our story, just like we are part of theirs. I strive to do the best for each and every one. I enjoy that each day is different and I love overcoming a challenge. The one thing that I value more than anything is the training we have at our fingertips. It has given me the opportunity to continually learn, provide our clients with everything they need and I even know what the fund managers are doing for our clients too!

I have a degree from Lancaster University and I’ve performed at the Grand Theatre, I’m a big fan of box sets, feel good films, spending time with my family and I love trying new things.

Sharon Booth, Case Manager

I have worked for Prudent since February 2007 but have known James all my life as he is also my brother.

My role has changed considerably over the time I have worked for Prudent, including having worked as James’s secretary and as an administrator. I am now working as a Case Manager, which I really enjoy.

I work remotely from home as I live in Surrey. This allows me the flexibility of mixing work and childcare for my son. In my spare time I enjoy spending time with my family and our 2 dogs.

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Karen Wood, Operations & Technical Assistant

I have relocated to Lancaster from Leeds through my husband’s work.

I have worked in Financial Services for the past 30 years and after looking at a few Financial Companies, based in Lancaster, I knew that Prudent Financial Planning was the company that I wanted to work for. Prudent’s ethics and values are evident in everything they do.

I am looking forward to working with a close knit team and building strong relationships with clients. I believe that my desire to provide exceptional customer service, attention to detail and ability to continually improve and refine process will help me to achieve this.

I have three children, Laura is 22, Alysia 15 and William is 10. When I am not working I enjoy spending time with my family and I am a dedicated Castleford Tigers rugby league fan as are my kids and all my in-laws. We also enjoy watching my son William play football and rugby, which certainly helps to fill our weekends.

Helen Parkinson, Mortgage Case Manager

Having been in estate agency case progression for many years, mortgage case management seemed a natural jump as I had a background to overcoming hurdles here. I’m a natural organiser, love lists and I know that structure is the cornerstone to optimum performance. I run a tight ship, love the feeling of having completed my day successfully. I like personal development, and finding ways to make things more efficient.

I have a really good home/life balance, two young boys and a wonderful husband. Time with the family is my weekend priority and we make every second count.


Sasha is our Practice dog and an integral part of the team, her main duties include welcoming clients, napping and bringing fun to the office.

She loves her days in the office, sharing snacks, meeting new people and making friends.

In her spare time she enjoys long walks, chasing squirrels and cuddles.