PLAN 100 - Key Persons


Alex Baron

Job Titles:
  • Staff Member
Alex is a qualified bookkeeper with many years' experience under her belt. As Operations Director, she's a core part of the Plan 100 team where her technical expertise is key to looking after our clients efficiently. With her keen eye for detail, she deals with the nuts and bolts of investment management and maintains close working relationships with all our service providers to ensure the smooth and seamless running of client portfolios. Previously, Alex worked for Tucana Financial Planning from its inception and spent 10 years in administration and training at McKinsey & Company. Outside work, her great loves include her daughters, her dogs and daydreaming about travelling in the sun. Whatever the season, sport is a favourite subject for Alex, so you might want to brush up on your knowledge before speaking to her!

Lance Baron - Founder

Job Titles:
  • Founder
Lance is the founder of Plan 100. The company name tells you what you get in the first instance - a plan to predict your cashflow until the age of 100. In financial services all his working life, clients benefit from Lance's deep expertise delivered simply, sincerely, and with a dash of humour. Lance is an efficient, thoughtful guy - an extension of the family.

Sara Smart

Job Titles:
  • Client Services Manager
As our Client Services Manager, Sara is always happy to go the extra mile to make sure Plan 100's clients receive the best service possible. She's spent her working life organising people, whether that be small children when she managed a stage and dance school, or individuals and teams when she worked in various administrative roles across a variety of industries, including design-and-build architecture, an airport authority and a leading firm of chartered accountants. She loves building strong relationships with people and approaches all aspects of her life with enthusiasm and an ability to see the lighter side of even the most challenging situations! Always keen to get to know our clients better, here are some topics you might find yourself discussing when you meet Sara:

Si n Davies Cole

Job Titles:
  • Co - Director and Co - Owner of Plan Works
Si n is a co-director and co-owner of Plan Works, an outsourced paraplanning firm, which supports Plan 100 in putting together everything we need to provide a great service to our clients. We work closely together, as two heads are better than one when it comes to financial planning! She's been working in financial planning firms since 2011, supporting financial planners to ensure clients receive the best possible advice. She's also spent a lot of time studying, is on the path to achieve certified financial planner status and already holds chartered status with the London School of Banking & Finance. As well as coping with all the challenges of being a mum, Si n is deeply involved in the financial planning community - she runs a mentoring scheme for paraplanners and a book club for financial planners. She's obviously not one for a quiet life! When speaking to Si n, if not talking about everything financial planning, she will often be talking about: