Advanta Solutions Ltd has acquired Penney, Ruddy & Winter Ltd (PRW) for an undisclosed sum adding a further £240m of AUM under its stewardship.  PRW is based in the City of London, established in 2012 and directly authorised since 2015.

This is Advanta’s first acquisition in 2024 and the eighth in total. 

Commenting on the transaction, Peter Ruddy and David Penney, Directors and co-owners, made the following statement: 

“Becoming part of the Advanta family enables us to continue to grow the business that has its origins over 50 years ago, when Peter first started out as an IFA. We have built up a base of fantastic clients, many of whom have become personal friends, making it essential for us to find the right company to partner with. 

It is paramount that our clients are protected for the longer term and for the next evolution of PRW. We believe that Advanta is the right company for our clients, staff and for both of us. 

This process was made much easier knowing that Advanta shares the same values, professionalism and client service standards that we believe in, adding to the synergies that exist between our two companies.

Advanta will help to develop and enhance the advice and service levels we offer our clients and provide the resources to help grow the business to the next level”.

Craig Webster, CEO of Advanta, added:

“Adding a City of London office to our London footprint enhances our ability to service our growing client base and the firms we work with in the City so we are delighted that Penney, Ruddy & Winter has decided to become part of the Advanta team and that David and Peter, their clients, and staff are joining us. David and Peter have built a fantastic reputation with their clients, and we look forward to working with them on the next phase of their journey.

Clients are, quite rightly, demanding more from the firms they trust their financial planning to. With both Advanta Wealth and Penney Ruddy & Winter being Chartered firms, we are firmly focused on our clients by providing insight and understanding married with service, experience and qualifications. Raising the standards of advice and service is central to our strategy of creating a professional environment for our clients.”


If you are looking to sell your business, find out more about the selling process and how Gunner & Co. can help you. Book a meeting with our MD Louise here