# Fortuna Financial Planning

Fortuna Financial Planning is an independent financial adviser based in Hertford, Hertfordshire, serving clients throughout the South-East of England. Established in 2005 and headquartered in London, the firm has strategically expanded to include a dedicated Hertford office, enabling them to provide localised, face-to-face advice alongside their broader regional expertise.

The firm specialises in comprehensive financial planning across multiple disciplines. They work with individuals and business owners to address complex financial needs, from investment strategy and retirement planning through to estate management, tax planning, and protection arrangements. Their independence means they can recommend solutions from the entire market rather than being restricted to proprietary products.

What distinguishes Fortuna is their integrated approach combining financial planning with specialist mortgage brokerage and accounting services. Ben Whatnall, a fully diploma-qualified financial planner with 15+ years' experience, leads the planning function, whilst Jordan Ryan provides whole-of-market mortgage and equity release advice as a CeMap-qualified specialist. Janine Leal, a chartered accountant with 18 years' experience, brings tax and business advisory expertise, creating a multi-disciplinary team uniquely positioned to address interconnected financial matters.

The firm operates a refreshingly transparent pricing model: initial introductions are complimentary, allowing prospective clients to discuss their situation and understand how the firm can help without financial obligation. This approach removes barriers to seeking professional advice.