Dan Alder

I provide individuals and families with peace of mind and complete clarity over their finances.  My clients see me as a partner in all their financial decisions, empowering them to make fully informed and confident decisions about the present, and their longer-term futures and helping the next generation.

I have a lot of experience working with business owners, ensuring that they have a joined-up approach to their personal and business finances.  I work very closely with their accountants and provide a very proactive and forward-looking service so that every opportunity is considered and nothing is missed.

I joined The Private Office because it embodies the values I believe are vital for top-quality financial planning.  By leading with Planning and using the latest technology, we can make evidence-based decisions for our clients’ finances.  As part of a diverse team, I am hugely appreciative that I can bring in an industry expert to help with one of my clients’ complex financial matters.  As salaried advisers, we have no financial incentive for you to follow any particular course of action. 

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What drives me?

In my role, I enjoy hearing peoples’ stories and learning what is uniquely important about money to them.  I then make sure that their finances are aligned with what they want out of life and make it my mission to make this happen for my clients. 

Unfortunately, I know first-hand the destructive impact that poor financial advice can bring about on a family and so I joined the industry to help not let this happen.

I am a family man at heart, with my spare time mainly dedicated to Daisy, my wife, and Theo, my young son, in and around Bath.  Otherwise, you would find me cooking for family and friends, playing squash in the winter, or fly fishing in the long evenings of spring and summer.

My qualifications

I am an advanced diploma qualified financial planner and my qualifications are:

  • Chartered Financial Planner
  • Advanced Diploma in Financial Planning
  • Investment Management Masters with Distinction, Henley Business School

We also have a team of in-house specialists who can help with matters such as safeguarded benefit pension transfers, long-term care or equity release. If you require assistance with these areas contact us today.


We are Chartered Financial Planners, publicly committed to a customer-first approach and values that align with a professional Code of Ethics.

We’ll provide solutions relevant to your needs, maintaining our knowledge through qualifications and ongoing professional development.

This sets us apart from other financial advisory firms and demonstrates our commitment to the industry and our vision and values - to protect and grow our clients’ wealth through a service built on the foundations of integrity, confidence and partnership. 

Find out more about our accreditations

FCA regulated

The FCA regulates and oversees the conduct of more than 50,000 firms in the UK, which provide financial advice, products and services to retail clients and private investors.

You can view the financial services register to check that any firm is suitably authorised; The Private Office’s firm registration number is 789482

> View The Private Office's profile on the FCA Register

You can view my personal listing in the Adviser Directory by visiting the link below, which confirms I am authorised and qualified to advise you.

> View my profile on the Adviser Directory

All the Advisers at TPO undergo a rigorous in-house training and approval process in accordance with the FCAs guidelines. We are regularly re-assessed and checked to ensure our competence and conduct is of the highest standard for looking after our clients.

You can check their qualifications and credentials by visiting the Personal Finance Society’s website.


How I can help you

  • Objectivity – to help take emotion out of money decisions and provide a sounding board to the big decisions.
  • Bring organisation to your financial life – making sure each product has a purpose and is helping you get to be where you want to be.
  • Be proactive – to work with you to anticipate any life changes/events so that you are financially prepared for them.

Meet our expert team 

Our team members have extensive experience in the UK financial and investment industries. From specialists to support members, The Private Office is home to some of the finest Chartered independent financial advisers in the UK.

View all our experts