Alex Cheema
BSc (Hons) MSc MSc APFS
Independent Financial Adviser
Located in Norwich Office

Q & A with Alex

How did you get into financial services?

I started my career in the Financial Institutions Group of a consultancy firm working with Private Equity and Venture Capital firms in 2004. I then went on to do a MSc in Financial Risk Management before working in the front office of a Tier 1 investment bank. I then started my own wealth management business in 2012. I joined Insight in June 2026.

What are your areas of expertise?

Retirement Planning, Insurance structuring, Inheritance Tax Planning and Business Advice.

What do you love helping clients with?

I enjoy watching my clients benefit from the planning we have done together.

What advice have you given that helped a client and you proud?

I worked on a case where my client had serious health issues and a potentially limited life span. He couldn’t work anymore and needed to understand if his retirement options quickly. We structured his pension payments, so he paid minimal tax and still met his expenditure. The way the payments were structured meant he did not trigger a LTA charge (this has now been abolished). I also structured a 10-year fixed rate mortgage for him at an extraordinarily low-rate securing his financial security & cashflow for a decade.  We have developed a rewarding client-adviser relationship and we continue to enjoy working together.

Alex's golden nugget

It is a fact that people and businesses that work with good financial advisers are much more likely to achieve their long-term goals than if they were trying to do it themselves.

Alex our trusted adviser

Alex has been our trusted financial advisor for over 15 years. What began with mortgage support has since grown into a long-standing relationship covering our savings and pensions. His advice has consistently been excellent, combining deep expertise with a proactive and client-focused approach. In particular, his ability to anticipate and respond to significant market changes has been invaluable—often reaching out ahead of time with clear, thoughtful recommendations. Thanks to Alex’s guidance, we’ve felt confident and well-supported in making important financial decisions over the years. I would highly recommend him to anyone seeking a knowledgeable, reliable, and forward-thinking financial advisor.

More about Alex

What’s the most unusual thing you’ve ever helped a client fund?

A lavish wedding!

What’s your personal financial freedom dream?

To help my children through university and for my wife and I to be able to live comfortably in retirement. My goals are much the same as many of the people and businesses that I advise. So, its money where my mouth is!

What’s the one luxury you could never give up?

Clean healthy food.

What’s something colleagues would be surprised to learn about you?

I played youth county Rugby, Hockey, Cricket and Athletics. As a youngster, I won the youth Berkshire Judo championships and came third in the youth British Nationals. I captained the Liverpool University Boxing club. I enjoy shooting and I hold a Master Shot certificate with .22 rifle. I have been a keen fisherman since I was a lad, spending many a Summer on the riverbank. Nowadays, I enjoy Fly fishing with my sons and Tennis when family and work commitments allow.

Tip to my younger self

Start saving early and invest, even if just into an index like the Nasdaq, for example. Invest consistently into stocks that you believe in a hold, never mind the volatility.