Emma Allen Cert PFA


Emma is our back-office saviour. Using her extensive experience in offshore finance, she brings a very different viewpoint to UK Financial Services. Currently studying towards her Level 4 Diploma, Emma is responsible for administration, reviews and client relations.


Away from work, Emma is passionate about Neonatal care having experienced the need herself when her son was born extremely prematurely and has presented at several conferences addressing this issue.


To maintain a healthy wellbeing, Emma enjoys reading, listening to music and taking long walks.



Carl Rich BA (Hons) FPFS 


Carl is a Chartered Financial Planner with Fellowship status at Goals Based Planning. He has a wealth of knowledge and experience of dealing with successful business owners and helping them achieve their goals and aspirations.

He loves nothing more than catching up with clients to discuss where they are in relation to their goals and how they can get there faster. Carl helps them work out their number. Not what their business is worth but what they need for their life afterwards.

Outside of work he enjoys spending time with his two small children. Both of whom have had pensions since they were 6 weeks old, and he loves talking about that. You won’t be surprised to hear that he loves to plan and always has a project on the go. He is a keen cyclist and enjoys BBQing for friends and family. He’s also been known to jump out of a helicopter with a snowboard and trek through the Himalayas from time to time.

James Softley Dip PFS

James is a financial planner with a uniquely analytical approach. Combined with his several years industry experience, he specialises in helping business owners make the most of their companies and focus on what really matters to them. Passionate about professional development and enhancing client experience, James is further extending his qualifications working toward Chartered status.


For fun, James loves to cook and entertain as well as setting a ‘bad’ example for his young nieces. He is also actively involved in rugby playing for the Wymondham Rugby Club.




Goals Based Financial Planning| St. George's Works, 51 Colegate | Norwich | Norfolk | NR3 1DD

Tel: +44 1603 859480 |

CSR Planning Ltd trading as Goals Based Financial Planning is authorised and regulated by the Financial Conduct Authority registration number 750069.

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