JF Financial is a small yet highly experienced team of qualified accountants operating near London and serving clients online across the UK.

The team consists of three full-time senior accountants, as well as external consultants for added expertise in VAT and tax.

We have no juniors, so your finances will only ever be handled by an experienced and qualified accountant. We get to you know you, and you get to know us.

Are we the right fit for you?

We pride ourselves on being a small, tech-savvy accounting practice with close client relationships and considerable experience in small business, freelance and contractor accounting.

No expensive high-street offices, no support staff and no huge client lists – just personal, jargon-free support to keep your accounts organised so you can focus on growing your business.

If you like the sound of that, then we could be the perfect fit for you.


Meet the team


John Falcon (ACMA) (Founder & Chief Accountant) [Bromley, South London / Kent]

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“Hi there. I’m John. I’m a Qualified Chartered Management Accountant (CIMA) and the chief accountant at JF Financial. I’ve worked in business as an accountant for over 15 years, and held senior board level roles for companies in the media, technology and leisure industries. I’ve also worked in companies ranging from start-ups to well-established £100m turnover businesses.

A while back, I became un-inspired with the corporate life and decided I wanted to be my own boss, which resulted in me starting my own accounting practice, JF Financial, with a focus on freelancers, contractors and small businesses.

My LinkedIn profile can be viewed here which will give you further information on my experience as well as testimonials from clients, which you can also find here.

The majority of accounting practices still charge hourly rates, have big fancy offices, large overheads and don’t really care about their smaller clients. They also do not understand modern technology such as FreeAgent. We run our business with low overheads and use cutting edge software to enable us to work efficiently. This means we are able to offer clients strong value for money and a top quality, personal service.

If you have any further queries, please do get in touch. We’d love to chat.”


Rob Murphy (FCA) (Senior Partner) [Beeston, Nottingham]

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“I’m Rob. I’ve worked in various sized accountancy practices for over 14 years – ranging from a top 5 company to a boutique firm focused on tax-planning for owner-managed businesses. I bring to JF Financial a range of experience which includes tax compliance and strategies, along with friendly, jargon-free support regarding client tax affairs. I’ve been qualified for over 10 years with the Institute of Chartered Accountants in England & Wales (ICAEW).“


Shelley Falcon (ACMA) (Management Accountant) [Bromley, South London / Kent]

FullSizeRender“I’m Shelley. Before joining JF Financial, I worked with Addison Lee for 4 years and then went on to spend 10 years as a management accountant in the insurance industry. Here at JF Financial, I bring my accounting, bookkeeping and management reporting skills along with considerable VAT experience. I’m also qualified with CIMA (Chartered Institute of Management Accounting) as a chartered management accountant.”


Allison Broadey (VAT Consultant)

Allison provides VAT consulting services to JF Financial through her practice and allows us to offer specialised VAT support to our clients.

Following 12 years working with HMRC, Allison joined PwC and in 1999 she joined a small VAT practice in Hampshire. For the last 16 years she has offered practical VAT advice and solutions to professionals and businesses from PLC’s to one man bands.


Richard Baldwyn (Tax Consultant)

Richard is ex-HMRC and a highly experienced tax advisor providing additional tax support to JF Financial.

He is an associate of the Chartered Institute of Taxation, as well as a member of the Association of Taxation Technicians – the UK’s leading bodies for tax professionals – and he has significant experience of tax planning for small businesses.


Any questions? Just get in touch with us here