Matthew Jones

What is your average day like:‍

The average day is a good day (when working from my home office). I walk my son to school in the village, come back and go on the Peloton for 25 mins before the day really begins! I then get onto my laptop, work through emails and prep for the various client meetings that will be approaching in the next few days/week. I will check the same 3 spreadsheets & Salesforce – as a business owner as well as an adviser, it is crucial I know where things are on a daily basis. Lunch will be a dog walk over Three Cliffs, and then back to the laptop for the afternoon to work through the rest of the day or meet clients as planned.

What do you like most about your job?

It is definitely helping families. They come to you for the knowledge & experience to assist them in crucial decisions that will affect their livelihoods. There is nothing better than giving a family the confidence to retire, or the plan to help them achieve their financial goals / dreams.

How long have you worked in Financial Services

11 years. Started as a Next Generation Academy graduate within my Father’s business, before he retired and I set up Apex in 2020.

Meet Matthew

What Matthew's Client Have to Say

Client 1

Matthew has advised me for six years, helping with a care fees annuity and inheritance tax planning. He provides excellent guidance and service, and I highly recommend him.

Client 2

Matthew streamlined my portfolio and gave clear, effective advice during my early-retirement planning. He handled a complex process quickly, and I’d highly recommend him for any financial guidance.

Client 3

We’ve worked with Matthew for years and value his guidance. His cashflow modelling gave us confidence in our financial plan, and we trust him to guide us into retirement. We’d happily recommend him.

Client 4

Matthew & team offered our family specialist inheritance tax advice – also working with other professionals – which has completely changed the estate for the better.

Client 5

Matthew’s advice helped my Wife & I retire early – there is no better recommendation than that! We can’t thank him enough and would recommend his services.

These testimonials are from current clients of advisors in the Trusted Advisor Network. No compensation (non-cash or otherwise) was provided in exchange for these testimonials. Trusted Advisor does not have any material conflict of interest with the persons giving these testimonials.

Matthew Alan Jones is a Diploma-qualified Financial Adviser and Director of Apex Financial Services, where he provides holistic, face-to-face financial planning to clients across the South West and Wales. With 11 years of experience in financial services — beginning in the St. James’s Place Next Generation Academy and later establishing Apex — Matthew specialises in helping families make confident, long-term financial decisions.

Drawing on his background as an educator and former England U18s Schoolboy Football International, Matthew brings discipline, clarity, and a genuine desire to help people achieve meaningful goals. He works closely with clients with £500k–£1m+ in investable assets, supporting them with retirement planning, investment management, and strategies designed to protect and grow family wealth.

A typical day blends family life and business ownership: walking his son to school, training on the Peloton, managing his client pipeline, and preparing bespoke recommendations. Lunch often means a dog walk across Three Cliffs, before an afternoon of client meetings and financial planning.

Matthew’s favourite part of the job is helping families make life-changing decisions — from retiring with confidence to mapping out the financial future they truly want.

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