Making the complicated simple

Joan Gray is the Managing Director of Gray’s Group, who provide independent financial advice along with Wills and Probate services. Joan Gray is an Independent Financial Adviser with Chartered status and works in association with Abacus Financial Services Ltd authorised by the Financial Conduct Authority, to offer financial planning services.


MSc, BSc (Hons) ACII AFPC Cert HSC (Open) MPBsS

Covering the whole UK

“I cannot rate Joan highly enough, she makes everything so easy.”


Over 35 years of experience.

About Me

I pride myself on being down to earth and good old fashioned customer service is something I believe passionately in as we seem to live in a world where very often it has ceased to exist. I have 35 years of experience as an independent Financial Advisor and of running my own business so whatever your concerns get in touch.

my services

Experience simplicity in financial planning with me. Turning the money maze into a breeze, I’ve got your back on investments, life assurance, pensions, and early retirement planning. Let’s make money matters easy, for a secure financial ride.


Life Assurance


Early Retirement Planning

“I've known Joan since she was a manager at Lloyds Private Banking in London over 30 years ago. She founded her own practice in 1992 and everyone loves her bubbly, but very honest character.”

— Kerrieann Durham

“I cannot rate Joan highly enough, she makes everything so easy.”

— Candy Turner

“Having undertaken a detailed analysis of my financial situation you were able to offer a substantive solution to my pension investments. We have recently had a six-month review and I am very pleased that the investment choices you suggested has seen the pension pot increase considerably, this demonstrates to me your absolute understanding of the financial market and your ability to maximise these investments. I have no hesitation in recommending you as you clearly have the experience and expertise.”


"Joan has restored my faith in Financial Advisors! She guides me through the financial maze and endless paperwork with enthusiasm and professionalism. She has worked tirelessly and with good humour to my endless questions and calmed my fears! Thank you Joan!”


“Joan is unlike any other Financial Advisor I have ever met! She is bright, bubbly and is a fabulous character! Joan has all the right qualifications to ensure that you Are kept safe and your finances grow! It been a pleasure working with you for the last 5 years!


“My wife and I have been clients of Grays for over 15 years and cannot recommend Joan highly enough. Her commitment to her clients allied with outstanding market knowledge and her ability to explain complex matters in simple terms is second to none. Her ‘sexy’ investments have been financially beneficial to us in the past and I’m confident will continue to be so in the future.”


“I have recently used Joan Gray to discuss my life insurance policy. Joan communicated to me in a straightforward manner and checked that I understood everything in the policy and was happy to proceed. Joan was able to offer a new life insurance policy for less money than my old policy from a high street bank. I will be speaking to Joan about other financial products as I was very impressed with Joan's knowledge and integrity. I am very happy to recommend Gray’s Financial Services to my family, friends and customers.”


“Joan has been to our house on three occasions to sort out our insurances and pensions. Every time Joan is professional and explains to us in layman’s terms about what we have at present, what we need and what we no longer need. There has not been any pressure to set up new policies or disregard any policies that we may have that aren’t working for us, it has all been done as Lenny and I would expect it to be done. Joan is a true professional and i would gladly recommend her services to anyone here and our family and friends. Lenny always says he knows about car phones and I know about printing so we are happy to listen and take adive from any professional who knows their trade. Thanks again Joan for all your help and we look forward to seeing you again in 6/12 months for further reviews.”

Tracey and Lenny

“I contacted Joan Gray to arrange life cover for myself and my fiance. With the birth of our baby approaching rapidly we thought it was the best time to have protection in place for the future. Joan was a huge help to us both and her knowledge and advice was first-class. We both could see that she was an expert in her field and had out best interest at heart. I can highly recommend Joan Gray for life insurance and financial guidance and we have already referred several clients to her.”


I’ve known Joan since 2016 when I started walking her beloved “furries” and she was recommended to me as a financial advisor. Joan combines an effervescent personality with professionalism and provides sound and effective advice. She has helped me to build my pension pot and will be guiding me through easing into retirement - although I’m not allowed to stop walking her furries!



Here you’ll find a carefully curated collection of commonly asked questions to simplify your understanding of my services. Whether you’re navigating investments, budgeting, or planning for the future, I’m here to help. If you have additional questions or need personalised advice, don’t hesitate to reach out.

Do you offer financial advice via Zoom or teams or are you only based in Cheltenham?

Absolutely, yes, since COVID this is something that I do all the time and it means anyone anywhere an benefit from my advice.

How often do I need to review and update my financial plan?

Generally, we review clients on an annual basis but I am always available for clients at anytime should they need advice..

How will our relationship work?

I pride myself on adapting to my clients needs so for example we can discuss matters over the phone, zoom or TEAMS, any advice is provided in writing and it is very much a two way relationship with client needs at the forefront.

Snips of my tips

Welcome to ‘Snips of My Tips’ – your go-to hub for the latest and greatest in financial wisdom!

This is the place to be if you’re eager to stay ahead of the curve with my top-notch advice on managing your finances. Keep a close eye on this space, as I’ll be updating it regularly with fresh insights and tips.

PO Box Address

1231 Cheltenham
GL50 9XP




Grays-group is a trading style of Tavistock Partners (UK) Limited which is authorised and regulated by the Financial Conduct Authority. FCA No: 400007.