Clarity first
If a recommendation cannot be explained simply, we have not finished our job. Written summaries accompany every plan we present.
About Finance Prime Place
An independent financial services firm built on clear conversations, careful planning and relationships that last.
Who we are
Financial guidance rooted in your everyday reality
Finance Prime Place was created for people who want financial advice that feels human. Too often, important decisions about borrowing, investing and protection are made in a fog of jargon, rushed appointments and products that were chosen before the conversation even started.
We work differently. Our advisers begin by understanding your household, your responsibilities and the outcomes you care about. Only then do we look at the options available across lenders, insurers and investment providers — and explain them in language that makes sense at your kitchen table, not just in a boardroom.
From our office in Gainesville, Florida, we support individuals, couples, professionals and small business owners across the region, in person and by phone or email. Many of the families we serve today arrived through a recommendation from someone we already work with.
Our principles
What guides the advice we give
These commitments shape how we work with every client, on every piece of advice.
Your interests first
We recommend what suits your circumstances, even when that means suggesting you borrow less or wait before investing.
Relationships over transactions
We are here for the long term — through purchases, promotions, growing families, business changes and retirement.
Evidence-led planning
Budgets, affordability checks and risk assessments are built from your real position, not optimistic assumptions.
Steady, not speculative
We favour strategies that can survive difficult markets and unexpected events, reviewed at a sensible pace.
Confidentiality always
Your documents and discussions are handled securely and shared only where you have asked us to act.
Working together
What you can expect from an engagement
A structured experience, with no obligation to proceed at any stage.
Discovery meeting
We discuss goals, commitments, timelines and your comfort with risk — at no cost and with no pressure.
Written recommendation
You receive options with costs, benefits and risks set out clearly, so you can compare and consider.
Applications handled
We coordinate lenders, insurers and providers, chase progress and keep you updated at each stage.
Regular reviews
Annual check-ins and event-driven updates keep your plan aligned as your life moves forward.
Common questions
Questions clients ask before they begin
Do I need to prepare anything for a first meeting?
It helps to bring a rough picture of your income, regular commitments and any loans or policies you already hold, but nothing is essential. If you are unsure, we can build that picture together during the conversation.
Is the first conversation really without obligation?
Yes. The discovery meeting is an opportunity for both of us to decide whether working together makes sense. You are free to walk away with the information you gathered, whatever you decide.
Can you help if I already have loans or policies elsewhere?
Absolutely. Many clients come to us with existing arrangements. We review what you have, explain where you stand, and highlight whether restructuring or consolidating would genuinely help.
Do you work with small businesses as well as individuals?
We do. Alongside household planning, we support owners and self-employed clients with borrowing, cash-flow structuring, tax planning and protection for the business and its people.
Let us start with a conversation
Tell us what prompted you to look for advice. We will explain how we can help and what the next step would look like.