The Advanta Group leadership team brings together decades of experience across financial planning, mortgages, protection, investments and business leadership. United by a shared commitment to excellence, they guide the strategic direction of the Group while ensuring every client, adviser and partner receives the highest standard of care.
Mark Cliff serves as non-executive chair of Hastings and Advanta Wealth, and chairs Avid Insurance while sitting on the Hiscox UK board. He is a non-executive director at Advanta Solutions and mentors’ leaders across the insurance sector. Previously, he was executive chairman and then CEO of Brightside Insurance (2015–2018). Mark has also led the retail and distribution at Ageas UK, overseeing broker and affinity channels and brands including Kwik Fit Financial Services, RIAS and Castle Cover. Earlier roles include markets managing director at AXA and a 15-year career at Royal Sun Alliance.
Mark has fond memories of representing his home county, Staffordshire in both cricket and cross-country.
Craig is CEO of Advanta Wealth, Founder and Director of Advanta Solutions. He oversees the business while advising his high-net-worth client portfolio, as a Chartered Financial Planner.
Born in Shropshire but with a personal international outlook, he considers himself a true “citizen of the world” and serves as Trustee of the Advanta Foundation, a 20-year-old children’s charity centred on improving children’s lives here in the UK and overseas.
A member of the Jesters Club, Craig is a committed sports enthusiast. Outside of work, he enjoys travel, food and wine, and aspires to combine these passions by attending major sporting events around the globe.
Mark oversees commercial strategy, business development, client relationships, and strategic partnerships, driving growth and high-quality service delivery. He is responsible for Advanta Wealth’s advice propositions, routes to market, new business acquisition, marketing strategy, brand, and PR.
With over 40 years in financial services, Mark is a respected press commentator, speaker, and contributor to industry think tanks. He has authored key pension initiatives, including the Pension Transfer Gold Standard and DWP-led Code of Conduct and is a member of the Pension Income Taskforce and Retirement Income Taskforce. His expertise includes growth, change management, and client strategy.
A keen athlete and qualified rugby coach, although he’s 6’2” he’s still the shortest male in his family!
Chris is a Chartered Accountant with 25 years’ experience in financial services. Over the past decade, Chris has operated as a Finance leader within private equity-backed, buy-and-build businesses, partnering closely with leadership teams across financial reporting and analysis, treasury and cash management, debt raising and refinancing, buy-side Mergers and Acquisitions, and equity sponsor exits. Chris brings a commercial, practical and hands-on approach to driving growth and value creation.
Outside of work, Chris has a keen interest in sport, particularly football, Formula 1, and rugby, and is actively involved in voluntary roles within the local community and swimming club.
Chief Executive Officer, Advanta Invest
Matthew is responsible for the strategic leadership, management, and oversight of both the firm and its Managed Portfolio Service. He has over 25 years of multi-asset portfolio management experience, having joined Advanta Invest from Abrdn plc, where he served as a Senior Investment Manager. During this tenure, he held several senior roles, including Senior Analyst, Fund Manager & Research Manager, and was responsible for the development and implementation of the firm’s investment research process.
Earlier in his career, Matthew worked as a Fund of Funds Manager at Co-operative Asset Management and for Mazars Financial Planning and Investment consultancy, Old Broad Street Research.
A keen golfer from an early age, at the age of 18, Matt achieved a hole-in-one in golf; an accomplishment he has yet to repeat despite over 30 years of trying!
With over 15 years’ experience in wealth management, Jade serves as Chief Client Officer at Advanta Wealth Ltd. A Fellow of the Personal Finance Society, she combines strong technical expertise with a clear focus on delivering excellent client outcomes, driving business growth, and encouraging innovation.
Widely recognised for developing advice businesses and improving client engagement, she also champions collaborative approaches across the financial planning profession. Jade is particularly passionate about helping families navigate complex financial decisions and achieve positive, lasting outcomes.
Outside of work, as a self-confessed “cricket widow” during the summer months, she can confidently score a cricket match!
Strong governance sits at the heart of everything we do. Advanta Group is committed to maintaining the highest standards of professionalism, compliance and ethical conduct across every area of the business.
Our governance framework is designed to protect clients, support advisers and ensure decisions are made with integrity, transparency and long-term responsibility. Through robust oversight, clear processes and a culture of accountability, we create confidence for the individuals, families and businesses we serve.
We continually review our practices, policies and controls to ensure they reflect regulatory requirements, industry best practice and the evolving needs of our clients and partners.
Our Commitment
Good governance is not simply a requirement. It is the foundation that allows us to deliver trusted advice, lasting relationships and confidence for the future.
Tell us what matters now, and we’ll help you think clearly about what comes next.