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    <loc>https://www.jjfs.com/about-us</loc>
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    <lastmod>2025-04-14</lastmod>
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      <image:title>About us</image:title>
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      <image:title>About us</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531566261193-PKKS3A9OJIYW6E7YHP4L/1.-Doing-Right.png</image:loc>
      <image:title>About us</image:title>
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      <image:title>About us</image:title>
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      <image:title>About us</image:title>
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  <url>
    <loc>https://www.jjfs.com/how-we-help</loc>
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    <priority>0.75</priority>
    <lastmod>2020-06-02</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1534359831567-A66OSNGO4YB6L5ZX7RXD/AdobeStock_70696276+EDIT.jpg</image:loc>
      <image:title>How we help</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531432975254-JVGBMM97BSQ29R8PX02N/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - I’d like to help my children on to the property ladder without it affecting my financial situation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433055522-F9TILMZS3CLCJ9950LDL/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - Over the years I’ve invested when I’ve been able to, but I’m not sure if the funds are right</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433111918-QR52XQQ617PSRCEQIHXL/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - I don’t know if I can afford a new car or take more holidays</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531432999142-3FRVW7L37Q3L1GFQUOZ0/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - I’m not sure I’m saving enough</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433071596-KXSCRUN706SF5NQ6FM7Y/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - What would my family do if anything happened to me?</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433133647-TZFK0GCOWTS8BGP2ISQ1/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - I don’t know if I can afford to sell my business</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433029121-YW1MFVF9JDV25TMTCKW2/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - Is there any chance I can afford to retire before my State Pension begins?</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433091977-PMP0SR55NZYZMEPQ53QB/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - Will my family need to sell the family home to pay any Inheritance Tax?</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531433158043-Y7X7TEQ3UAFBPVYAGOCB/JJ-Watermark-%28Purple%29.png</image:loc>
      <image:title>How we help - I want to know when I can stop worrying and start living!</image:title>
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  <url>
    <loc>https://www.jjfs.com/welcome</loc>
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    <priority>1.0</priority>
    <lastmod>2023-03-16</lastmod>
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      <image:title>Welcome</image:title>
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      <image:title>Welcome</image:title>
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      <image:title>Welcome</image:title>
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      <image:title>Welcome</image:title>
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      <image:title>Welcome</image:title>
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      <image:title>Welcome</image:title>
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    <image:image>
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      <image:title>Welcome</image:title>
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      <image:title>Welcome</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531436020337-3WBL51QCIAX31IYP0UNJ/cross-country-skiing-with-dog-in-jasper-national-park-alberta-canada_800.gif</image:loc>
      <image:title>Welcome</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531664105414-90UKY4Z2YKFYWTO3S4IW/simon-matzinger-633741-unsplash.jpg</image:loc>
      <image:title>Welcome</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531435958046-NZ7V3STVHND67TDBDSEH/rawpixel-649916-unsplash+%281%29.jpg</image:loc>
      <image:title>Welcome</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531665264959-E5L9UTRDQPX863I1QDSC/1.-Pensions-alt.png</image:loc>
      <image:title>Welcome</image:title>
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    <image:image>
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      <image:title>Welcome</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531565237206-9MBJ6AU9U8MD4OXVUMTQ/3.-Savings.png</image:loc>
      <image:title>Welcome</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531565276883-TNAMZO085VOMRPE4PGWH/4.-Protection.png</image:loc>
      <image:title>Welcome</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531565300701-KUYKW9YOGKCT257S70E9/5.-Inheritance-Tax-Planning.png</image:loc>
      <image:title>Welcome</image:title>
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  </url>
  <url>
    <loc>https://www.jjfs.com/about-you</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2019-01-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531428164890-2FMIWWGWGRFK9RG6CWUR/juliane-liebermann-542688-unsplash.jpg</image:loc>
      <image:title>About you</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531502740666-IR71S4BMJOD1OG09BQLN/AdobeStock_204199467_Preview.jpeg</image:loc>
      <image:title>About you</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531565972897-WEX955G6287T7HGMXOWA/AdobeStock_204199467.jpeg</image:loc>
      <image:title>About you</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531436020337-3WBL51QCIAX31IYP0UNJ/cross-country-skiing-with-dog-in-jasper-national-park-alberta-canada_800.gif</image:loc>
      <image:title>About you</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531765371317-VTKV6LUB2K6UR0FAZ0CW/simon-matzinger-633741-unsplash.jpg</image:loc>
      <image:title>About you</image:title>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531435958046-NZ7V3STVHND67TDBDSEH/rawpixel-649916-unsplash+%281%29.jpg</image:loc>
      <image:title>About you</image:title>
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  <url>
    <loc>https://www.jjfs.com/meet-the-team</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-04-27</lastmod>
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  <url>
    <loc>https://www.jjfs.com/client-stories-1</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2019-03-25</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1553161390485-I1DVB7R2TPJATEIXTI5U/Screenshot+2019-03-21+at+09.42.24.png</image:loc>
      <image:title>Client stories</image:title>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1553100462207-SWH3C54L763DR51IISSN/pexels-photo-914929.jpeg</image:loc>
      <image:title>Client stories</image:title>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1553100617784-S2F8LD20WXAYKWAR0DKK/JJFSCaseStudyLisa.jpg</image:loc>
      <image:title>Client stories</image:title>
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      <image:title>Client stories</image:title>
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  <url>
    <loc>https://www.jjfs.com/new-gallery</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-07-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1553276015216-5U1JNNYVITYKSILSRMC6/John+Joseph.jpg</image:loc>
      <image:title>Team gallery</image:title>
      <image:caption>JOHN JOSEPH Founder John spent almost 12 years in Financial Services before founding the company in 1984 and is extremely proud that some of his existing clients have been with him since day one. With almost 50 years in the profession, John gained a strong reputation in Life and Critical Illness Protection. This led to his creation of the Guide to Critical Illness Assurance in 1993, which won 19 Protection awards, culminating in the prestigious ‘Lifetime Achievement’ award in 2010. John is a keen Bridge player, which he enjoys even more when he wins. He also loves hosting family get togethers, where he can show off his expertise on the BBQ, or slicing a salt beef brisket, a skill he learned as a young boy at his parent’s deli.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1553276015216-5U1JNNYVITYKSILSRMC6/John+Joseph.jpg</image:loc>
      <image:title>Team gallery</image:title>
      <image:caption>JOHN JOSEPH Founder John spent almost 12 years in Financial Services before founding the company in 1984 and is extremely proud that some of his existing clients have been with him since day one. With almost 50 years in the profession, John gained a strong reputation in Life and Critical Illness Protection. This led to his creation of the Guide to Critical Illness Assurance in 1993, which won 19 Protection awards, culminating in the prestigious ‘Lifetime Achievement’ award in 2010. John is a keen Bridge player, which he enjoys even more when he wins. He also loves hosting family get togethers, where he can show off his expertise on the BBQ, or slicing a salt beef brisket, a skill he learned as a young boy at his parent’s deli.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1553276447959-096S7XEINN8W83IBENEV/image-asset.jpeg</image:loc>
      <image:title>Team gallery</image:title>
      <image:caption>JIMMIE JOSEPH Managing Director (Chartered Financial Planner), BA(Hons) DipPFS Chartered MCSI As Managing Director, Jimmie’s passion lies in seeking opportunities to learn about business development and ways to move the business forward. Jimmie is also the primary Financial Adviser and thoroughly enjoys helping clients achieve their goals and being a part of the evolution of his clients’ lives. Jimmie is a member of Ideas Exchange; a group of the top Financial Advisers in the country, who meet throughout the year, swapping insights and attending seminars to constantly further their knowledge. When not working, Jimmie enjoys playing tag rugby, hosting games nights with friends and pub quizzes - anything to let his competitive nature shine through! His dream would be to attend an overseas Rugby World Cup match…preferably one where England do well. Jimmie’s pet hate: Beansprouts</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1580227290836-LQ67LVDDBPFDDJ0EJ95L/photo+to+follow+jpg.png</image:loc>
      <image:title>Team gallery</image:title>
      <image:caption>LYN BALDWIN Client Relationship Manager Lyn joined JJFS in 2019, with 16 years of prior experience within financial services. As Client Relationship Manager, Lyn strongly believes that it is not just about managing a client’s wealth, but more about understanding their needs, their beliefs, their humour and approach to life. Lyn is furthering her financial education by working towards attaining her Diploma in Financial Planning and, when she is not at work, she is learning to master the art of Bachata dancing and loves spending time with her young son who keeps her extremely active! Top on Lyn’s bucket list: Hike and camp the Inca Trail to Machu Picchu</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1671550082157-S1G4CYUBHU5CFWOHKH9V/image-asset.jpeg</image:loc>
      <image:title>Team gallery</image:title>
      <image:caption>STEFAN MAJEK Associate Planner Stefan joined JJFS in 2021 as an Associate Financial Planner. Stefan is a keen believer in Mitch Anthony’s philosophy that, “You need enough purpose to wake up in the morning and enough money to sleep at night”. Stefan is furthering his financial education by working towards attaining his Diploma in Financial Planning and, when he is not at work Stefan is a keen photographer who enjoys walking in nature and spending time with family and friends. Stefan’s pet hate: People who stop right in the middle the pavement with no concern for those walking behind them!</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.jjfs.com/charities</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-09-20</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1531523023386-YI32HBIYSMU7W9HAHXXD/park-troopers-221402-unsplash.jpg</image:loc>
      <image:title>Charity</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/f10fec62-9a90-48df-91b0-6d7ad40c306d/SC-logo_1620919969.png</image:loc>
      <image:title>Charity</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1591975365482-XGK04HUHW7D6URYYMWF1/In%2Bsupport%2Bof%2Blarge.jpg</image:loc>
      <image:title>Charity</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1591282239718-IZBUFQ1KGBYKA35KAAEX/image-asset.jpeg</image:loc>
      <image:title>Charity</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1591282054037-QR0OH84CBHLGG8LIRA2S/image-asset.jpeg</image:loc>
      <image:title>Charity</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1591282105752-I5PWIFLQGPA3PIOIMIG3/Street_Child_Logo.jpg</image:loc>
      <image:title>Charity - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.jjfs.com/new-gallery-2024</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-04-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1720186298000-O8SA7EZ5XASQFF1TZVST/240228-KTW-Photography-Corporate-JJFS-8152%2Bcopy.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>JIMMIE JOSEPH Managing Director &amp; Chartered Financial Planner As Managing Director, Jimmie’s passion lies in seeking opportunities to move the business forward. Jimmie is also the primary Financial Adviser and thoroughly enjoys helping clients achieve their goals and being a part of the evolution of their lives. His knowledge and warmth has enabled him to continue John’s legacy of building exceptional relationships with his clients. It's no wonder he is working with the fourth generation of some of the earliest JJFS clients. Jimmie is a member of Ideas Exchange; a group of leading Financial Advisers who swap insights into best practice and attend seminars to further their knowledge. When not working, Jimmie enjoys spending time with his wife and two young boys and playing tag rugby. His dream would be to attend an overseas Rugby World Cup… preferably one where England do well.</image:caption>
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      <image:title>New Gallery 2024</image:title>
      <image:caption>JIMMIE JOSEPH Managing Director &amp; Chartered Financial Planner As Managing Director, Jimmie’s passion lies in seeking opportunities to move the business forward. Jimmie is also the primary Financial Adviser and thoroughly enjoys helping clients achieve their goals and being a part of the evolution of their lives. His knowledge and warmth has enabled him to continue John’s legacy of building exceptional relationships with his clients. It's no wonder he is working with the fourth generation of some of the earliest JJFS clients. Jimmie is a member of Ideas Exchange; a group of leading Financial Advisers who swap insights into best practice and attend seminars to further their knowledge. When not working, Jimmie enjoys spending time with his wife and two young boys and playing tag rugby. His dream would be to attend an overseas Rugby World Cup… preferably one where England do well.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1763415034874-YTNB68CUC5ZHTJ20KC7Y/Laura+Headshot.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>LAURA MORRIS Director of Operations Laura is the motivating force behind implementing the business strategy and ensuring the company is achieving its goals. Laura ensures that the team operates smoothly and efficiently, empowering everyone to reach their full potential allowing JJFS to deliver exceptional service to our clients. Laura is a member of the Master Practitioners Club, allowing her to collaborate with peers in other Financial Planning firms dedicated to achieving operational excellence. Outside the office, Laura enjoys spending time with her husband and two young boys, making lifelong memories. When not running round after her boys you will find Laura practicing yoga or listening to podcasts.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1720186335920-N9BKFUPMT4BB046MCU3O/240228-KTW-Photography-Corporate-JJFS-168%2Bcopy.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>GEORGIA GRAHAM Senior Client Service Manager Georgia is our Senior Client Service Manager who brings warmth and enthusiasm to every interaction. While primarily working remotely, Georgia frequently visits our Bushey office for client meetings and collaborative team days. With a genuine desire to help others, she goes above and beyond to ensure every client's needs are met with care and attention. When not working, Georgia can be found lost in the magical world of Harry Potter, her favourite series. Her friendly demeanour and passion for service make her an invaluable member of our team.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1726824213163-DN1NQ0A4CKGQLNB35N1C/Jess+Cropped.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>JESSAMIN WINTER-FLYNN Client Relationship Manager Jess is our enthusiastic Client Relationship Manager who brings a fresh perspective to our team. After completing two summer internships at JJFS, Jess has returned full-time following her graduation from Reading University. Her passion for helping clients shines through in every interaction, and her creativity adds a unique flair to our services. Jess is not only a reliable team member but also a true asset, always ready to go the extra mile to ensure our clients feel valued and supported. Outside of work, Jess loves spending time with her family and friends, exploring new travel destinations, and discovering the best spots for eating out. We're thrilled to have Jess back with us, continuing her journey and contributing to our team's success.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1776249842829-0ZFK5M2FC0BVHD5HN7IF/IMG_3809.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>MAIA SETTECASI Client Relationship Manager Maia is our dedicated Client Relationship Manager and is often a client’s first point of contact at JJFS. She takes pride in being there when clients need support, answering questions clearly and helping them feel looked after every step of the way. Maia is naturally caring, dependable and attentive, and she approaches her role with the same values that sit at the heart of JJFS. She works closely with the team to make sure clients feel confident, informed and supported, and that nothing is overlooked along the way. Outside of work, Maia enjoys going to the gym, eating out, shopping and spending time with family and friends. She is also a twin, something that has shaped her strong sense of teamwork and connection with others.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1726822351311-RY051E0TOE7C3B3HEB0Q/Annike.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>ANNIKE FINN Executive Assistant Annike is our indispensable Executive Assistant and master of all thing’s organisation! When she's not expertly managing Jimmie's busy diary and ensuring smooth operations behind the scenes, Annike is spending time with her husband and two young children. With a passion for efficiency and a love for spreadsheets, Annike is the go-to person for all things Excel, effortlessly juggling schedules, and deadlines with precision.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5b43eeed7c9327022d08eb88/1720186387755-Q13HGUMTRV85Z9DUHH8L/John.jpg</image:loc>
      <image:title>New Gallery 2024</image:title>
      <image:caption>JOHN JOSEPH Founder John spent almost 12 years in Financial Services before founding the company in 1984 and is extremely proud that some of his existing clients have been with JJFS since day one. With almost 50 years in the profession, John gained a strong reputation in Life and Critical Illness Protection. This led to his creation of the Guide to Critical Illness Assurance in 1993, which won 19 Protection awards, culminating in the prestigious ‘Lifetime Achievement’ award in 2010. John is a keen Bridge player, which he enjoys even more when he wins. He also loves hosting family get togethers, where he can show off his expertise on the BBQ, or slicing a salt beef brisket, a skill he learned as a young boy at his parent’s deli.</image:caption>
    </image:image>
    <image:image>
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      <image:title>New Gallery 2024</image:title>
      <image:caption>MONTY Chief Happiness Officer Monty is the unofficial heart of the JJFS office and takes his role as Chief Happiness Officer very seriously. You’ll usually find him stationed under desks, on patrol across the office, or keeping a close eye on any food-related activity. While he doesn’t sit in client meetings, Monty has an exceptional instinct for when things are going well. He’s responsible for boosting morale, encouraging lunchtime walks, and reminding the team to pause, smile, and take a breather when needed. His enthusiastic tail wags are a daily highlight for both the team and visitors. Monty’s favourite things include treats, belly rubs, and any conversation that ends with “Shall we take Monty for a walk?”</image:caption>
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      <image:title>Your Journey with JJFS - Make it stand out</image:title>
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