About

The Foundations

Financial planning begins with understanding you.

Founded in 2017 and directly authorised by the Financial Conduct Authority in 2021, Pura Wealth was established by Anthony Edwards inspired with a clear vision: to build a firm rooted in authenticity, integrity, and purpose.

The name Pura, derived from the Latin word for ‘pure’, reflects the genuine, sincere, and transparent ethos that defines the organisation. Pura Wealth exists to help real people confidently navigate their financial lives, offering guidance, reassurance, and clarity to help them achieve their goals and personal aspirations.

At the heart of the brand stands the white stag, a powerful symbol of purity, spiritual growth, and transformation. Its distinctive white coat represents innocence and integrity—values that remain steadfast in every aspect of Pura Wealth’s service and philosophy.

Our Values

The principles that guide every relationship, every recommendation, and every decision we make.

  • Pure

    At Pura Wealth, integrity lies at the heart of everything we do. We are guided by a genuine desire to help our clients achieve their personal and financial goals, acting with complete transparency and honesty. Doing the right thing by our clients is always our foremost priority, ensuring every decision we make reflects fairness, sincerity, and trust.lives.

  • Passion

    We are passionate about inspiring and empowering our clients, leading them with dedication and enthusiasm throughout their financial journey. Our team’s energy and commitment are at the core of Pura Wealth—driving us to create meaningful relationships and deliver exceptional service with heart and purpose.

  • Prosperity

    We believe true prosperity extends beyond finances—it encompasses emotional wellbeing, confidence, and peace of mind. As a trusted support network, we stand beside our clients every step of the way, offering guidance, reassurance, and clarity to help them thrive in all areas of their lives.

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Client Focused

Our Team

Anthony Edwards

Wealth Manager & Director

Anthony is the Founder and Director of Pura Wealth, established in Stevenage in 2017. With extensive expertise in pensions, investments, tax, and estate planning, Anthony is dedicated to helping clients achieve financial clarity and long-term security. His approach is built on trust, transparency, and enduring relationships, ensuring that each client receives tailored advice and a clear path toward their financial goals.

Outside of work, Anthony lives in Stevenage and leads an active lifestyle. He enjoys spending time at the gym, playing tennis and golf, and takes great pleasure in an annual ski trip. Anthony also values time with family and friends, balancing his professional commitment with a vibrant and social personal life.

Emily Beach

Financial Planning Administrator

Emily plays a key role in ensuring the smooth and efficient running of the Pura Wealth office, providing comprehensive support across all stages of the client journey. With a strong background in branding and events, Emily brings creativity, organisation, and attention to detail to her role, helping to deliver a seamless and personalised experience for every client.

Based in Knebworth, outside of work Emily leads a busy family life with her husband and two girls.

Testimonials

Christine, 51
Pensions & Investments

I started working with Anthony around the time I became a self-employed freelancer. His help was invaluable in getting my finances, insurance and pension set up for this new way of working. He has helped me organise my personal finances too and to feel confident about saving regularly and choosing the right investments. Anthony takes a genuine interest in his clients so I’ve always felt comfortable that his advice has been really well suited to my personal, family and work life.

Louise, 55
Pensions & Investments

Anthony has taken the time to understand me, my circumstances and what I need from my investments now and in the future. He explains opportunities clearly and provides well-structured reports that make everything straight forward to follow. He is enthusiastic, organised and always available to talk things through. With his guidance I have been able to rationalise my investments and pursue opportunities that are delivering healthy returns. I particularly value the trust and clarity he brings to our conversations and feel very confident having him advise me

We trust him implicitly to do his best for us.

Nigel, 57
Pensions & Investments

I was very cautious about approaching someone I did not know to manage my financial investments. However, after our first meeting, Anthony quickly gave me confidence in his professional competency, and more importantly I felt he took the time to understand my current financial position and long-term goals.

Many people consider paying a fee for someone to manage your money as an unnecessary loss of profit to your investments, but six years on I genuinely feel the fee for Anthony’s services is far outweighed by the advice and returns my investments have achieved through his financial management support. He provides clear and informative reports when we catch up to review performance and is always quick to respond to any ad hoc questions or advice I need.

I now consider him a friend, not just my financial advisor.

Paul, 74 & Jeanette, 72
Estate Planning

Anthony has been our IFA for seven years. We have had a number of advisers previously but Anthony is, by some distance, the best we have had. It is unlikely we will ever look elsewhere. He has been extremely professional in all our dealings in which he has always provided sound advice. He has recently helped us set up three trust funds which we would never have managed ourselves.

We trust him implicitly to do his best for us.