Jo Baker

Jo Baker is the Co-Founder and MD of Yorkshire Financial Planning, an all female boutique financial advice practice based in Hessle. Jo has over 20 years’ experience advising individuals and businesses on their finances.

Jo started her career in financial services in 2002 working in a building society, which provided a strong foundation. Jo believes financial advice is about doing the right thing every time and this is fundamental to the work that Yorkshire Financial Planning do. Jo lost her mum at a young age which gave her first-hand experience of why this is important, as less than a year prior to this event, her parents received advice that meant financially they had options and the opportunity of a future.

As a result, Jo takes her job incredibly seriously and understands the difference the right conversations, even really tough ones can have.

After a long career at Nationwide, Jo took the opportunity to make a change and in 2021, alongside Caroline Allen launched Yorkshire Financial Planning Ltd as they wanted to provide a uniquely personal financial advice service that feels different to other practices out there.

The decision to set up their own practice was easy as for a long time they shared a vision about how financial advice should be focused on client relationships and being there for every life event – be it big or small.

Yorkshire Financial Planning work with people at all different stages of life and believe that it’s never too early or too late to receive fully tailored financial advice, which is why their clients range from forward-thinking young professionals to seasoned employees, business owners, entrepreneurs, families and retirees.

They chose to become a proud ‘Partner Practice’ of the prestigious St. James’s Place Wealth Management plc to take advantage of their distinct investment approach; their wealth of knowledge and expertise and their advice guarantee for clients. This enables them to provide the most suitable advice and solutions through holistic bespoke advice to their clients.

As a Financial Planner Jo can provide advice in many different areas including, Cash Flow Modelling, Investment Management, Retirement Planning and Inheritance Tax Planning. They are also accredited to provide Financial Education, meaning they are qualified to run interactive workshops in both schools and in the workplace.

Since setting up Yorkshire Financial Planning in 2021, YFP are very proud to have been nominated for various awards including the EY Chairman’s Awards in 2024 and the Goole and Howdenshire Awards.

Outside of work Jo is a Governor at her local school, which provides the opportunity to give back to the local community. Other passions include travel and exploring. Jo is not really one for sitting still, so whether she is out walking, exercising, spending time with friends and family, tinkering with a project or dismantling and rebuilding something life is often a hive of activity. She also shares a passion for Rugby with her Dad, and this led Yorkshire Financial Planning to proudly sponsor Hull FC PDRL team this year.