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If you ask Andy Bennett what he does for a living, he won’t talk to you about pensions, ISAs or interest rates. Instead, he’ll ask about your dreams, your lifestyle, and what you want life to look like when you stop working.
That’s because, for Andy, financial advice isn’t really about money at all. “Money is just a tool,” he says. “What matters is how it helps you live the life you want.”
Andy runs Hartcliff Ltd, a lifestyle financial planning company based at The Business Village in Barnsley. He’s been in the industry since 1984, back in the days when advice often came with a clipboard and a knock at the door. After years working for big banks like HSBC and Santander, Andy set up Hartcliff in 2017 with a clear goal. He wanted to offer a truly personal service for his clients. That meant being fully independent, with no restriction on the products he could recommend.
“I used to joke, ‘Good morning Mr and Mrs Square Peg, I’ve got a series of round holes to fit you into,’” Andy laughs, reflecting on his banking days. “Now I get to ask people about their dreams and aspirations, and what they want their life to look like. I help them work out when then can afford to retire and what they’re going to do once they finish work. It’s brilliant.”
At Hartcliff, growth isn’t about speed, it’s about doing things the right way. Andy runs the business with a small, experienced team, including Helen and Heather, who he says “do all the real work”.
The company is deliberately selective about who they take on. “We work with nice people who we genuinely get along with,” Andy explains. “I add the most value to clients with complex needs that require thoughtful, tailored solutions. We’re not a big firm, and we don’t want to be.”
Most of Hartcliff’s clients come via referrals, often from existing clients or local solicitors and accountants. They tend to come looking for help in their 40s or 50s when retirement starts to feel more real. That’s when Andy steps in, builds a detailed cashflow model, and helps them figure out what “enough” looks like. He even gives every new client a copy of the book Enough, so they can start thinking things through before their first meeting.
“It’s not about being rich,” Andy says. “If someone tells me they were going to buy a new car this year and haven’t, I want to know why. What’s the point in saving and saving if you’re not going to enjoy it?”
It’s this blend of financial advice and lifestyle planning that makes Hartcliff different. “We ask the tough questions and challenge assumptions. Unless you want to be the richest corpse in the graveyard, your money should be there to improve your life now. Why save for the rainy day if there’s already something set aside for a light shower? That’s what we help people work out. There’s no one size that fits all,” Andy says.
When Andy started Hartcliff in 2017, there was only one place he wanted to be: The Business Village. He’d already worked out of the site with a previous company and knew the space well.
“The flexibility here is fantastic,” he says. “We started in a small unit, just me and an administrator, then we grew and needed more space. So far, we’ve moved offices six times! We’ve upsized, downsized and, more recently, moved into the newest building. All that without needing to change our letterheads or email signatures – it saves so much hassle.”
Free parking, 24/7 access, an on-site reception, and a gym downstairs only add to the appeal. “Being able to get furniture delivered at the weekend, or pop back if I’ve forgotten something makes a big difference,” Andy says.
The community spirit is another big plus. When Hartcliff upgraded their office furniture recently, they gave away their old desks and chairs. “It’s gone full circle,” Andy says. “When we first started, we got some of our furniture that way too. It’s nice that people here help each other out.”
Andy also values the opportunities for collaboration. A recent chat while delivering a desk to another office turned into a referral for one of his clients. “I didn’t know what the business did until I went in to help. That’s the kind of thing that makes this place special.”
Having been part of The Business Village community for many years, Andy has seen it evolve and grow, and remembers his early days there fondly. “When we first moved in, we had a lot of interaction with the Business Village team. They’d pop in, say hello, and see how we were settling in. It made us feel part of something.”
Hartcliff isn’t chasing fast growth, but Andy is always thinking about the future. He knows he won’t be doing this forever, and a succession plan is already in place. “Our clients will still need looking after when I eventually hang up my cashflow model,” he says. “Having continuity matters.”
That said, there’s no rush. Andy still loves what he does. The work is mentally stimulating, full of variety, and he’s not planning to step away anytime soon. “I’m not over the hill yet,” he laughs. “I stay active, I use the gym downstairs, and I enjoy the challenge. Retirement’s an outdated concept anyway. Experience doesn’t have an expiry date.”
With the flexibility and ease of being at The Business Village, Andy can stay focused on what really matters – running the business and supporting his clients. “It’s all about building relationships and helping people live the lifestyle they want,” he says. “People don’t really care about pensions and ISAs. They want to know whether they’ll have enough to live the life they want. Money is just the vehicle, and you only need enough of it to get where you want to go.”
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