He launched IFAP’s pioneering Find an IFA service nine years ago and spearheaded the growth of a business which last year matched over half a million consumers with relevant advisers. The IFA cause has been greatly enhanced by Elms’ commitment in promoting the virtues of independent advice to consumers, politicians and the mainstream media.
He has fought hard to defend IFAs in a positive manner, often when few others were willing to do so, and his drive and determination will certainly be missed by the advisers, journalists and providers he dealt with.
Money Marketing would like to thank Elms for all he has done to highlight the value of the work of our readers and wish his successor Karen Barrett all the best. She certainly has big shoes to fill.