Our people

  • James Daley LinkedIn

    Managing director

    James Daley has been a consumer campaigner and financial journalist for more than 18 years. Before launching Fairer Finance, he worked for the consumer group, Which?, where he campaigned for a better deal for customers of banks and insurers in the wake of the financial crisis.

    James is frequently interviewed on national television and radio, and has regularly appeared on shows such as Watchdog, Rip-off Britain, Dispatches and Supershoppers.

    Before working at Which?, James spent 10 years as a business and finance newspaper journalist, latterly as the The Independent's personal finance editor and cycling columnist.

    He lives with his wife and two children in Tooting, where he is also a local councillor.

  • Bobby Lyons LinkedIn


    Bobby is a director in Fairer Finance's consultancy and research division, and is the primary contact for most of the companies we work with. 

    Prior to joining Fairer Finance Bobby worked for Bank of Ireland UK, as part of the team managing the Bank's partnership with the Post Office.

    Bobby has over 15 years experience within the financial services industry, principally in retail and commercial banking. He has worked with a number of well-known companies in both Ireland and the UK - specialising in marketing and sales, strategy and business planning.  

    He lives in East London and has a keen interest in business, rugby and football…albeit as a Liverpool fan.

  • Dr Thomas Ridley-Siegert LinkedIn

    Head of Research & Consultancy

    Tom is Fairer Finance's Head of Research & Consultancy, responsible for ensuring the quality of our research as well as the work that we do for companies. 

    Prior to joining Fairer Finance, Tom was the Research Manager at the Direct Marketing Association, where he led research into customer engagement and social data integration. He has a PhD in Psychology and Neuroscience from the University of Sussex.

    Tom is a lifelong Arsenal fan and has a secret desire to be a contestant on Masterchef.

  • Ruth Gilbert

    Head of Fairer Finance Scotland

    Ruth is the Head of Fairer Finance Scotland, which launched in September 2017.

    She is an experienced consultant who has advised major firms in the insurance and technology sectors on product design and communications. She has designed life and health insurance products, helping companies adapt to their customers needs. 

    Writing the terms and conditions in financial services has featured at many points in Ruth’s career. From the early days, she believed helping the reader to understand is even more important than crossing the legal t's and dotting the compliance i's. Her law degree allowed her to take more conservative colleagues some way on this journey. There’s no surprise then that she has joined Fairer Finance’s team to do more of this for financial services companies in Scotland and beyond.  

  • Andrew Freeman

    Non-executive director

    Andrew founded Fairer Finance with James in 2014. He has over 25 years of experience as a risk manager, think-tank director, consultant and journalist. Among his activities, Andrew runs The Finance Foundation, a not-for-profit think tank. Since 2012 he has been a Risk Fellow at the Centre for Risk Studies, part of the Judge Business School at the University of Cambridge.

    Prior to setting up Fairer Finance, Andrew enjoyed spells at Deloitte and McKinsey, where he was a founding member of the firm's Global Risk practice.

    Andrew started his career in journalism, working on the Lex column at the Financial Times before going on to spend 14 years at The Economist. 

    Andrew lives with his family in Cambridge. He is also a Governor of St Mary's School, Cambridge.

  • James Endersby

    Non-executive Director

    James Endersby is Managing Director of Opinium Research, which carries out the customer polling that sits behind Fairer Finance’s league tables. Before joining the research industry, James spent time working for Monitor Group management consultants (now Monitor Deloitte) in their London and New Delhi office which he helped set up. He has global experience having lived and worked in the USA, India, South Africa and the UK and carried out projects for clients around the world.

  • Stuart Graham

    Non-executive director

    Stuart Graham is the finance director of the independent research company Opinium Research, which carries out all the survey work for Fairer Finance.  He is also the joint managing director of the public relations company, Lansons. Stuart has more than 20 years of experience in the media and research industry, and is a Fellow of the Association of Chartered Certified Accountants. 

  • Hilary Cooper

    Senior associate

    After completing a masters degree in economics, and spending a short period as a banking intern, Hilary worked for more than 20 years as a government economist and senior policy maker across a wide range of departments, and served as an adviser and trustee of the youth charity Theatre Is... from 2008-12. 

    Author of the Bluffer's Guide to Economics, and occasional feature writer, she has pursued a freelance career since leaving the civil service in 2011.  She is a Senior Associate with the think tank The Finance Foundation and is the director and author of their forthcoming research on the financial challenges faced by the very elderly in today's increasing digital world. In 2014 she published Putting Customers First a report on retail finance regulation for Demos Finance, where she was a senior associate researcher.