Leadership

Leadership grounded in expertise, education, and human understanding

Meet the people responsible for shaping the vision, values, and client experience behind Roxton Wealth.

Financial planning is ultimately a people business.

The quality of advice depends on the quality of the relationships behind it.

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Leadership grounded in expertise, education, and human understanding

IndependentFinancial advice

Whole-of-marketMortgage advice

AccessibleClient journeys

VisibleMedia voice

Founder Biography

Nouran Moustafa is the leadership voice behind Roxton Wealth's mission to make financial and mortgage advice more accessible, more human, and more connected to the way people actually live, think, and make decisions.

As Founder, she leads the firm's strategic direction, public education initiatives, partnerships, and advice philosophy, helping shape a modern advice business built around understanding people as well as understanding finance.

Her approach combines technical expertise with behavioural economics, financial education, and a strong belief that advice should empower rather than intimidate.

Today, she continues to lead the firm's strategic direction while championing financial wellbeing, workplace education, and long-term client relationships.

Areas of Expertise

✓ Financial Planning

✓ Mortgages & Property Finance

✓ Behavioural Economics

✓ Workplace Financial Wellbeing

✓ Retirement Planning

✓ Financial Education

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The person behind the vision

Technical advice should still feel human

Why does financial advice still feel difficult for so many people?

For Nouran, that question has shaped much of her professional journey.

Many people do not avoid financial decisions because they do not care. They avoid them because they feel overwhelmed, confused, intimidated, or worried about getting something wrong.

Traditional financial services often focus heavily on products, processes, and technical detail.

Technical advice should still feel human

Clearer advice. Stronger decisions. Better client confidence.

While those things matter, Nouran believes something equally important is often overlooked:

The person.

Their goals.

Their concerns.

Their confidence.

Their relationship with money.

That belief became the foundation upon which Roxton Wealth was built.

A firm designed to combine technical expertise with communication, education, behavioural understanding, and genuinely personalised support.

Built for scale, but not at the expense of clarity.

She holds a First Class degree in Economics and a Distinction in Financial Engineering and Risk Management from the University of Essex. Her professional qualifications span financial planning, mortgages, protection, equity release, specialist property finance, and later-life planning.

Before founding Roxton Wealth, Nouran worked 7 years across finance and property within the City of London, gaining experience in environments where financial decisions, risk, property ownership, growth, and long-term planning play a central role.

However, she would be the first to say that qualifications alone do not make somebody a trusted adviser.

Knowledge becomes valuable when it can be translated into advice that people can genuinely understand and use

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Leadership philosophy

The person matters as much as the numbers

Income matters.

Assets matter.

Investments matter.

Pensions matter.

But none of these tell the full story.

Good advice also needs to understand what sits behind the numbers.

A person's goals.

Family responsibilities.

Career ambitions.

Financial habits.

Past experiences.

Confidence levels.

Decision-making style.

This philosophy has become one of the defining principles of Roxton Wealth.

Rather than beginning with products, the firm's approach begins with understanding what the client is trying to achieve and how they make decisions under pressure.

The result is advice that feels more connected to real life rather than disconnected from it.

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The person matters as much as the numbers

One of Nouran's strongest areas of interest is behavioural finance and behavioural economics.

Financial decisions are rarely driven by numbers alone.

They are influenced by confidence, emotion, life experience, family expectations, risk perception, uncertainty, and the stories people tell themselves about money.

This thinking influences how Roxton Wealth approaches advice.

The goal is not simply to identify what somebody can do.

The goal is to help them understand why a particular route may or may not fit their circumstances, goals, and decision-making style.

This education-led approach sits at the centre of the firm's wider philosophy and helps clients build confidence rather than dependency.

Accessibility and inclusion

Making advice work for different ways of thinking

A key part of Nouran's leadership is her advocacy for accessibility within financial services.

She believes the future of advice should recognise that people absorb information differently, communicate differently, and make decisions differently.

This thinking helped shape Roxton Wealth's ADA Advice Approach:

Accessible

Making financial information easier to understand.

Different

Looking beyond products and considering the wider person.

Adapted

Tailoring communication and support around individual needs.

The firm's approach also considers the needs of neurodivergent clients, including individuals with ADHD, autism, and dyslexia, alongside wider accessibility requirements where possible.

For Nouran, accessibility is not a specialist service.

It is part of what good advice should look like.

Our ADA Advice Approach

Making advice work for different ways of thinking

Her work has been featured in national publications, and she has contributed commentary on topics including: Mortgages → Financial planning → Consumer finance → Property markets → Protection → Pensions → Investments → Behavioural finance → Financial education → The future of advice

With more than 100 media features and recognition in national adviser rankings, she is regularly invited to provide insight on issues affecting households, professionals, businesses, and communities across the UK.

Her objective remains consistent.

To help make financial topics easier to understand for the people they affect most.

Speaking and education

Turning complex financial topics into practical understanding

Nouran regularly delivers talks, workshops, and educational sessions for organisations, employers, professional groups, and community networks.

Press enquiries

Topics frequently include:

⁓ Financial wellbeing

⁓ Mortgages and property decisions

⁓ Financial planning for professionals

⁓ Behavioural finance

⁓ Protection and family security

⁓ Pension awareness

⁓ Investing fundamentals

⁓ Workplace financial education

⁓ Financial confidence

⁓ Career transitions and income changes

⁓ Neurodiversity and money

⁓ Women and financial decision-making

Rather than focusing on technical jargon, these sessions are designed to help people feel informed, empowered, and more confident in the decisions they face.

Women’s football and financial education

Supporting confidence beyond the pitch

Nouran is also passionate about improving access to financial education within women's sport, particularly women's football. As the game continues to grow professionally, players increasingly face important financial decisions around contracts, career transitions, income management, injury risk, and long-term planning.

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She believes financial education can play an important role in helping athletes build confidence, resilience, and greater long-term security throughout their careers and beyond.

This reflects a broader belief that financial confidence should not be reserved for people who already understand finance.

It should be taught, supported, and made accessible.

Her wider ambition is simple: fewer barriers to financial confidence, more women able to build sustainable careers, and a sporting world where talent is not lost because support came too late.

Building Roxton Wealth

Creating a modern advice business for the next generation

While Nouran remains the public face of the firm's vision and philosophy, Roxton Wealth is being built as a growing national advice business designed to support clients, organisations, and communities across the UK.

The ambition is not simply to build another advisory firm.

It is to help shape a future where advice is:

✓ More understandable

✓ More inclusive

✓ More educational

✓ More behaviour-led

✓ More connected to real life

That vision influences everything from client experience and workplace programmes to partnerships, technology, financial education, and the firm's long-term growth strategy.

Creating a modern advice business for the next generation

Professional Qualifications

» DipFA

» CeMAP

» CeRER

» CertPro

» CPSP

» CertLTCP

» Statement of Professional Standing (SPS)

Recognition

» Featured in The Times Top Rated Guide (2025 & 2026)

» Featured in The Telegraph Top Rated Guide (2025 & 2026)

» Defaqto Financial Adviser of the Year 2026

» 200+ media features and expert contributions

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Leadership with a long-term view

The financial services industry is changing. Clients expect more transparency, more education, more flexibility, and more personalised support than ever before. Nouran believes the firms that succeed in the future will be those that combine technical expertise with genuine human understanding. That belief continues to guide Roxton Wealth as it grows. Not simply as a financial and mortgage advice firm. But as a business committed to helping people feel more informed, more confident, and better equipped to make important decisions throughout life. Finance that fits you, not fitting you into finance.

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