The financial services industry has paid tribute to former IFA Promotion chief executive David Elms, who died last Tuesday at the age of 46 after a short battle with cancer.
He announced in early October that he was stepping down due to ill-health and was replaced by marketing director Karen Barrett.
Mr Elms has been applauded by the industry for “working tirelessly” to raise the profile of IFAs in his 10 years at Ifap.
Ifap chairman David Graham says: “Although fully aware of the health issues which resulted in David’s early retirement last October, his sudden death on Tuesday was both unexpected and shocking. I will miss him a lot.
“David’s drive, enthusiasm and total commitment to promoting the positive benefits of independent, professional financial advice to both consumers and the media, have put Ifap in the strong, influential position it holds today.
“All of us at Ifap will continue to fulfil his ambitions for the betterment of the whole of our industry. Our thoughts and support are with his family and friends at this sad time.”
Syndaxi Chartered Financial Planners managing director Rob Reid says: “The success of Ifap in what has been a difficult environment over the past few years was down to David’s single-minded determination to get the message across. It is sad that he will not be here to see a professional marketplace come to fruition.”
Technology & Technical director Kim North says: “I have worked very closely with David Elms over the past 10 years. He was one of the most passionate pioneers of online marketing the industry has ever seen.
“He understood very early on that consumers would use search engines to find information on financial products and advice and moved Ifap to be the biggest and the best search engine to find an IFA and now a solicitor and an accountant.
“He was a very earthy man. He was very kind and very concerned about what we were doing to the planet as human beings. He was extremely passionate and will be greatly missed. I will miss his personality and drive in financial services.”
David Elms requested that no flowers for the funeral but welcomed donations to the Dorothy House Hospice. These can be made online at www.dorothyhouse.co.uk. Cards to David’s family should be addressed to: Gerry and Janet Elms at First Floor Flat, 19 The Royal Crescent, Bath BA1 2LT.