About Us

Forget me not flowers made into a heart on wooden background.

About us

Big financial decisions are always hard to make; finding the right help to make them can be even harder.

Our approach is to get to know you so we can offer you bespoke advice, guiding you through financial pitfalls and reaching the right destination for you.

We’ve helped many clients find their dream homes, including first-time buyers getting their foot on the property ladder, families looking to up-size without breaking the bank, and folks who thought their credit scores were a non-starter.

We take huge pride in arranging insurance for clients so they can fully protect themselves and their loved ones. From home insurance to income insurance, for us, it’s all about finding a brilliant deal that delivers on all fronts.

Since early 2019, we’ve had the privilege of supporting a wide variety of clients in the Staffordshire area and beyond. In March 2021, we began welcoming clients to our new premises in Stoke-on-Trent.

Enough about us! How can we help you?

Our office in Blythe Bridge, Stoke-on-Trent

Meet the team

Mortgage advisor Helena Davies

Helena Davies

Founder and Senior Advisor

Helena is passionate about making the tough stuff simple for our clients, whether they’re buying their first home or protecting their family with the right policy.

While working successfully in the financial sector for 15 years, Helena gained invaluable knowledge and experience in the industry. She loved helping people create the lives that they wanted, but she knew she could provide a better, more personalised client experience under her own banner.

Helena uses her keen professional insight and expansive network of providers to secure the very best result for our clients. But more importantly, her friendly, empathetic approach keeps you and your personal experience at the heart of what we do here at HDFS.

Paraplanner Millie

Millie Pattison


Millie ensures the H.M.S HDFS is always sailing smoothly. Like Helena, Millie is based in our Blythe Bridge office ready to answer questions, offer guidance, and give anyone who drops by a warm welcome.

As a paraplanner, Millie draws on her five years of experience working with estate agents and mortgage brokers to support our clients from the moment they get in touch with us.

Millie provides invaluable administrative support alongside managing relationships with solicitors, lenders, and providers (and luckily for us, she’s not afraid to chase on behalf of our clients!).

Simply put, without Millie, we wouldn’t be able to help the people of Stoke-on-Trent secure their dream homes or protect their families with the right policy.