• Swindon & Wiltshire Professional services
• Thursday July 30 2026

Finance needs to be more accessible for women, says advisor

Financial adviser Jenny Ashfield has been awarded a diploma in Regulated Financial Planning and has a passion for helping women seeking financial advice.

Jenny, 33, originally from Bedfordshire, spent ten years in the motor trade, moving from sales to finance management.

Last year, she joined Southby & Co to build a new career helping people, especially women, feel more confident around money.

This month, Jenny was awarded a Diploma in Regulated Financial Planning. She undertook a year of study and six exams to achieve the qualification.

“Working whilst studying for this qualification was a challenge, but one I’m incredibly proud to have achieved,” said Jenny.

“When I started working at Southby & Co, I knew I would be able to seek more qualifications to develop my career as a financial adviser. Now I’ve gained my additional qualification, I’m looking forward to supporting more people gain financial confidence.”

Throughout Jenny’s career, she has thrived on problem-solving and helping people achieve their goals.

“The skills I learnt and developed within my previous career have given me the perfect foundations to excel as a financial adviser. Southby & Co’s commitment to putting people first is shown in how they treat their clients as well as their team. They invest in people and it really shows.”

Jenny is passionate about fostering confidence and financial literacy for women.

“I’ve met so many women who think finance isn’t for them or that it’s too complicated. It doesn’t have to be. I want to help break that stigma and show that financial confidence is something anyone can learn,” she said.

Research shows women are significantly less likely than men to have received financial advice, with around 69 per cent reporting they have never consulted a qualified adviser.

“This was one of the reasons I now do this job, because I was one of those women,” she reflects. “Now I want to help other women to be more financially aware.

“Finance needs to be more accessible to women and I’m hoping we can be a stepping stone for women accessing clear, trusted and no-jargon financial advice that helps them understand their options and feel empowered to make decisions that are right for them.”

After starting at Southby & Co in July 2025 as a training financial adviser, Jenny has become a qualified financial adviser and an invaluable member of the team.

Founder Dave Southby said: “Everyone at Southby & Co is incredibly proud of Jenny’s recent qualification. We saw how much work and dedication it took to get it. She’s already supporting many individuals and we can’t wait to see that continue.”

Southby & Co offer financial advice to individuals, families and business owners across Swindon and North Wiltshire. Founded by award-winning adviser Dave Southby, the business is known for its honest advice and strong community ties.