AMYR ROCHA LIMA, MSc FPFS CFP®
I help successful professionals age 50+ reduce taxes, invest smarter and retire on their terms.
My investment philosophy isn’t centred on trying to “beat the markets”. I believe that financial decisions are as much about behaviour and emotions as they are analytical.
Amyr Rocha Lima is a multi-award winning CERTIFIED FINANCIAL PLANNER® who specialises in helping successful professionals age 50+ reduce taxes, invest smarter and retire on their terms.
Amyr is a TEDx speaker, having delivered a talk on the importance of retirement planning, sharing insights to inspire individuals to take charge of their financial futures. He has served as a Non-Executive Director of the Chartered Institute for Securities & Investment (CISI) and was the youngest person to serve as Chair of the CISI's Financial Planning Forum, working with members to champion the financial planning profession in the UK. Today, he serves as a Non-Executive Director of the Financial Planning Standards Board (FPSB), the global body that develops and upholds standards for financial planning and the CERTIFIED FINANCIAL PLANNER® certification worldwide.
A graduate of the Bayes Business School (City, University of London) his professional accreditations include:
• MSc in Wealth Management
• Advanced Diploma in Financial Planning
• Chartered Fellow of the CISI
• Fellow of the Personal Finance Society
• Chartered Financial Planner
• Chartered Wealth Manager
• Certified Financial Planner™
• Registered Life Planner®
Amyr is a frequent commentator on financial planning and wealth management matters for both national and specialist media.
In 2017, 2019 and 2020, he was included in Citywire's "The Top 35 Next Generation Advisers," recognising his work in shaping the financial planning profession in the UK. In 2023 he was named "Adviser Personality of the Year" at the Money Marketing Awards, for his outstanding work championing the profession. In 2025 he received the "Champion of Advice Award" at the Professional Adviser Awards, which recognises an individual leading the way in best practice across the profession.
Originally from Brazil, Amyr has lived around the globe, spending his childhood in Australia and completing his education in the USA and the UK. His summers were spent back on his family’s farm, where he got involved with raising cattle and horses – even helping set up an apiary.
Amyr and his wife, Patricia, have two young children.
Outside of the office, Amyr enjoys spending time with his family and friends. He is a keen traveller, has a passion for world cinema and can often be found in one of London’s eclectic array of restaurants.
Official Biography
A trusted financial planner who helps you live a life with purpose.
From Brazilian Farmland to Financial Planning: Finding a Life’s Work
Behind the Advice Newsletter
The secret behind this financial planner's success
Nucleus Illuminate
Five minutes with: Amyr Rocha Lima, CFP®
Money Marketing
Advice from a 'NextGen' Financial Planner
FP Advance
Why I... Meditate
Advicefront
Becoming a planning-centric financial planner
NextGen Planners
Selection of press for Amyr
Video Interviews w/ Amyr
How Much Do You Need to Retire? | Financial Planning Secrets
Talk FS
Doubling Down on Being Human
Octo Members
Creating a Golden Civilization
Kinder Institute of Life Planning
Podcast Interviews w/ Amyr
A Positive Imprint: Building a Visionary Firm with Amyr Rocha Lima
Adviser 3.0
In Conversation With… Amyr Rocha Lima, managing director, Strategic Wealth Partners
Money Marketing
Just do the work
The Perfect RIA Podcast
When the penny dropped
Innovating Advice Show
Rage, rage against the dying of the light
The Financial Life Coach Podcast
Power Podcast - Episode 21
The Personal Finance Society
Why do you want to be a financial adviser?
The Adviser Gap Podcast
The impact of the CFP® certification
Your Financial Planning Maestro Podcast
Proud to be Chartered
The CFP® certification is the only globally recognised mark of excellence in financial planning and is a degree level qualification. CFP® professionals have proved their extensive theoretical and practical knowledge.
The Chartered Wealth Manager qualification is a postgraduate level specialist qualification which encompasses the breadth of knowledge needed to provide a highest quality investment management services to clients.
”Amyr has been excellent in cutting through all the noise and simplifying our decision making for our future retirement plans."
Alexander Butt
(Head of Risk Management, Heathrow Airport)
*****
”Amyr has been a huge help to my wife and I in providing much needed reassurance in relation to our financial planning. For honest, high integrity financial advice, I strongly recommend him.”
William Baker
(Merit Researcher, Royal Botanic Gardens)
*****
”I found the whole financial planning process an informative, enlightening and pleasant experience, and I would like to thank Amyr for his efforts”
Martin Bulmer
(Professor of Sociology, University of Surrey)
*****
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Full Disclosure: Nothing on this site should ever be considered to be advice, research or an invitation to buy or sell any financial products.
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Chartered Financial Planner | Kingston upon Thames
