An exceptional team of experts in financial planning, mortgages and insurance.

Our relationship

with you

Whoever you are, we take the time to get to know; To understand what makes you tick. That means developing a personal understanding and an enduring connection. Only by building a strong relationship with you can we have the honest, personal conversations that will enable us to create the plan that will achieve your goals. We want to offer you the confidence that comes from a better understanding of your financial situation and the options available to you. Free from financial distractions, you can devote more time to what you really enjoy doing.

What we do


We’re Chartered Financial Planners working with private clients and companies across the UK. We help them take control of their finance and plan for a secure future.

What we can

offer you

We have the technical skills to make the most of opportunities to protect and grow your wealth. But more than that, our ability to build strong relationships means we can create the bespoke financial plans and investment portfolios that will meet your unique ambitions and deliver peace of mind that your interest are in the right hands.

How our business grows


When clients join us, they stay with us. Their loyalty and willingness to recommend us to their colleagues, friends and family means we rarely advertise. They tell us we’re different from the financial advisers and brokers they’ve dealt with before and you can read their comments around this site.

Independent Minds

We are bound to no corporate group, so offer unbiased recommendation from a broad universe of investment opportunities.

Meet The Team.

Edward James Willday

Director & Chartered Financial Planner

Managing Director and Founder of E.J. Willday Financial Management, he has worked in financial services for the past 11 years, 6 of which were spent as a Senior Financial Consultant with Tudor Court Financial Planning and he was also a Personal Bank Manager at Lloyds Bank.

He has attained the Charted Status as member of the London Institute of Banking & Finance, covering all aspects of Financial Services Industry.

He provides advice on all aspects of retirement planning, investments, personal and business protection and works extensively with clients who are building their pension funds now (through either personal pensions, SIPPs or SSASs) and also those who are retiring and taking benefits. He is also responsible for ensuring that all of the company’s systems, processes and procedures are compliant.

During his career, he has worked with a wide variety of clients with varying needs. When considering financial planning, his focus is on looking at the entire financial picture and providing a holistic solution.

Outside of work he enjoys playing football, and a keen supporter of Leicester City Football Club. In the summer Edward likes to pursue his passion for sailing after passing his RYA Day Skipper (Tidal) qualification and is keen to complete a Coastal & Yachtmaster Qualification in the next 3 years

Benjamin Grundy

Administration & Trainee Mortgage Adviser

Ben started working for E.J. Willday Financial Management in October 2017 on which he has enjoyed a vast range of different responsibilities in developing his career.

Bens main responsibilities are to support Edward & Kayley and to help manage client relations whilst keeping all client records up to date. Going to extra mile for their clients to offer a constant support in their many requirements.

Ben has recently become a member of The London Institute of Banking & Finance and it in the process of gaining completing a Certificate in Mortgage Advice and Practice (CeMAP) His ambitions and future goals is to become a Financial Adviser whilst maintaining an integral part of the business.

In his free time, Ben plays football for two football teams on a Saturday and Sunday. The Sunday team is a local youth team based in Weston Park, called AFC Bardo. E.J. Willday Financial Management sponsor the local team to improve local support for unfunded teams.

Kayley Brant

Senior Mortgage and Protection Adviser

I currently work as Mortgage and Protection Adviser at E.J Willday Financial Management and have worked in financial services for the past 15 years, 3 of which were spent as a Mortgage and Protection Adviser with Furnley House and prior to that I worked at Santander covering numerous roles from Personal Bank Manager to an Investment Sales and Service Advisor.

I have attained my CF1 and CF6 qualification allowing me to advise on all aspects of Mortgage and Protection.

I enjoying helping clients achieve their goals in this area whether it’s buying their dream home, first home, saving them money on their current mortgage, or raising additional funds for their personal needs. I also help portfolio landlords manage their current portfolio and help them to grow it further.

During my career, I have worked with a wide variety of clients with varying needs and work with them to come up with the best solution.

Outside of work I enjoy spending time with my partner and daughter Maya, going to gym, and socialising with friends. In the summer I enjoy family holidays and days out.

In the near future I hope to continue developing my professional skills in order for me to advise on more aspects of financial advice.

What our clients say about us.

  • I have used E J Willday for both financial and mortgage advice and would highly recommend the whole team and their personable and professional service.
    Kirsty Davis
    Account Manager
  • Ed and the team have been superb from day one, they respond immediately to any queries giving sound sensible financial advice. I’m now mortgage free for the first time in 30 years thanks to them. I highly recommend Ed and his team, you won’t be disappointed.
    College Lecturer
  • I’m overwhelmed with the service provided by Edward and the team on my recent investments. Edward is a knowledgeble individual that has been pivotal in advising the options available for me to grow my investment portfolio. Many thanks.
    Marshall James
    Management professional
  • Ed and the team helped me with many solutions regarding my business and planning for my future. I would highly recommend E.J. Wilday management to anyone.
    Harjeeve Bath
    Small business owner
  • Top class service from the start to finish with my remortgage. EJ Willday managed to secure me a great deal. I will certainly be recommending their services to friends and family.
    Supply chain analyst
  • Fantastic and very professional fianancial services provided for my mortgage. Pleasure working with Edward and the team!
    Christopher Cox
    IT Design and Training Developer
  • Amazing advice from highly knowledgable people. I would recommend their service to anyone.
    Jim Smith
  • Very helpful throughout every stage of completing my mortgage would recommend EJ Willday financial management to anyone!
    Peter O'Flynn
    Grounds maintenance
  • Great help with recent remortgage
    Stefan clarke
  • Ed and the team went the extra mile for my first mortgage. Keeping me informed at every step, finding the best deal for me and my circumstances & always answering any questions we had. Great service
  • I have known Edward for 14 years and I can honestly say he has not just been an excellent financial adviser, but in this time he has become a good friend of mine. Helping me redeem my mortgage and take early retirement. If you're reading this review, I would recommended Edward to anyone seeking trust worthy financial advice. Good luck with the new business Edward and once again thank you for your time.
    Thakor Patel
  • So happy with the advice!
    Tom Wilson
  • Amazing, Super Friendly Advice!! Thank you
    Rebekah Sharpe
  • Super Good Service, Would Recommend 100%
    Daniel Haas

Read More