About Us

Our aim is to make our clients feel like they are the most important people in the world, because to us, they are.

Zenith Asset Management was born in May 2007, after Alan (the founder) became disillusioned with the typical IFA’s he had met who were driven by sales and commission; this included one managing director of an IFA firm who said “I can’t be bothered with doing qualifications I’m too busy earning lots of money”.

In 2007, good quality IFA’s were rare, Alan met two IFA’s who inspired him to create his initial business model. Since then, it has been tweaked, as technology and innovation has moved on but, principally, the aim of providing service, not sales, has been retained and forms the foundation of our business.

Alan advocates the FSA’s ban on commission and the increase in minimum qualifications stating “This is good for consumer confidence in financial advice and brings the advice industry a step closer to being recognised as a profession. I only hope that other IFA’s continue with their professional qualifications.”

In June 2013, due to Zenith Asset Management’s success the company turned Limited.


Meet the Team


Alan Cox

Chartered Financial Planner, APFS, Cert CII (MP & ER)

Alan, Managing Director, has been a working in financial services for over 25 years, he is highly qualified and is passionate about ensuring people have access to excellent financial advice.

Alan was a voluntary Treasurer and member of the board of Trustees at Age Concern (Stafford & District) and coached & managed local children’s football and futsal teams. Alan enjoys spending time with his wife Julia (walking and watching TV dramas & comedy series) and Natalie & Zac.

His main hobby is playing futsal (the official FIFA and UEFA version of indoor 5-a-side); currently he is ‘emergency’/reserve goalkeeper for Birmingham Futsal Club development team (alongside his son Zac)  and also plays with the recreational / veterans.

Contact Alan on 07963 642 766 or email

Heather Smith

Apprentice Financial Adviser 

Heather started working for Zenith back in 2015, as a part time job, alongside school. She is now a trainee financial adviser and has recently just passed her Diploma in Financial Planning. Heather is an outgoing and friendly member of the team who enjoys meeting with clients, alongside Alan. In her free time Heather enjoys walking over Cannock Chase with her friends, going to the gym and baking.

Contact Heather on 07535853426 or email 


Julia Cox

Accounts Manager

Julia’s job is to ensure we receive the correct income for the work we do for clients. She also makes sure clients are being charged correctly. As Zenith has increased in size, she has also become responsible for HR within the business. Outside of work, she enjoys gardening, crafting, baking (particularly for Alan, who loves a bit of cake while he’s working), playing piano and walking.

Natalie Lockett

Client Data Administrator

Natalie is the newest member of team and supports with accounts, conducts research and assists the client facing team. Outside of work, she enjoys spending time walking her dog.

Contact Natalie on 07494748246 or email


Zac Cox

Review and Research Assistant

Zac is the youngest member of the team and is responsible for gathering information to prepare files for client meetings. He is currently studying for his Alevels, He loves playing football and is an avid gamer.