About Alchemy

Alchemy Advisory Services is a small family owned business operating from offices in St. Asaph, North Wales and Ellesmere Port, Cheshire. We pride ourselves not only in having attained Corporate Chartered Financial Planning status but also having previously held the coveted Investor in People award, recognising the investment we make in the training of our staff.

All employees including our highly experienced administration team have formal financial services qualifications and are members of the Chartered Insurance Institute. You can be assured that professionalism by qualification is embedded in our practice.

We founded Alchemy Advisory Services in 2004 with the sole aim of being able to supply clients with a unique and highly qualified personal financial planning service, at a competitive price.

Gaynor Lyth

Gaynor Lyth

Director Gaynor Lyth has been employed in financial services since 1979 and has been a Certified Financial Planner since 2003. She became Chartered in 2008, soon after the qualification was launched, these are two of the highest accolades for Financial Planning in the UK today. In 2012 Gaynor also became one of the first 100 Registered Life Planners in the country with the Kinder Institute of Life Planning
Stephen Lyth

Stephen Lyth

Director Stephen Lyth has operated in Financial Services since 1982 after a period in Her Majesties Royal Air Force. As well as having a wealth of experience Stephen is also formally qualified to Diploma Level and became an Independent Financial Planner in 1993. Steve is often asked for his views and commentary by many leading financial publications, his input in the media is highly valued.
Geoff Goodwin

Geoff Goodwin

A familiar friendly face to many in the Conwy area of North Wales, Geoff has worked as a leading bank financial adviser for over twenty years. A trusted and experienced adviser providing continuity for clients who prefer 'face to face' advice.
Chartered Financial Planners

Chartered Financial Planners

As the leading professional body for the global financial services profession, the Chartered Insurance Institute (CII) exists to promote higher standards of integrity, technical competence and business capability. With over 112,000 members in more than 150 countries, the CII is the world's largest professional body dedicated to insurance and financial services.


Alchemy Advisory Services Ltd is authorised and regulated by the Financial Conduct Authority (FCA). Our FCA registration no. is 408025 and can be checked at www.fca.org.uk. The FCA do not regulate some of our services such as pure Life and some Tax Planning. The guidance contained within this website is subject to the UK regulatory regime and is therefore targeted at UK residents.
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