Sterling Savvy



About page for Sterling Savvy

Sterling Savvy is an independent financial comparison website and educational hub for all things investing, trading, saving, and more.

In 2023, Sterling Savvy emerged from the vision of Will Fenton, a Heriot-Watt University graduate with a Master’s in Economics and Finance.

After gaining extensive experience in London’s financial sector, Will embarked on a mission to share his expertise in personal finance with the UK.

In London, he worked for a “trustworthy and respected provider of news, education and market analysis for the everyday investor”.

He worked alongside some of the biggest financial services companies in the world, giving him experience with trading apps, brokers, online investment platforms, and various budgeting, savings, and banking apps.

His journey, from corporate life to starting a successful music business, shaped his desire to create Sterling Savvy – a platform dedicated to educating and empowering individuals in personal finance.

Understanding the problem

We recognise the UK’s current financial crisis, with soaring mortgage rates and increasing living costs, leaving many struggling to enjoy life’s basics.

  • ‘One in six UK adults have no savings.’ – Money & Pensions Service
  • ‘A quarter of UK adults have less than £100 put away.’ – Money & Pensions Service
  • ‘36% of adults currently paying rent or mortgage payments are finding it very or somewhat difficult to afford them.’ – ONS

Sterling Savvy is here to address these challenges.

Our mission

At Sterling Savvy, our goal is to transform financial understanding and capability.

Will’s own journey is a testament to the power of informed financial decision-making. From side hustles to smart investing, we aim to provide guidance and knowledge that lead to financial freedom.

Our approach is simple and direct, making complex financial concepts accessible to everyone.

Building trust and transparency

Our commitment to you is based on trust and transparency.

We delve deep into various financial products and strategies, offering clear, unbiased guidance.

Our reviews and advice are grounded in real-world experience and thorough research, ensuring you receive trustworthy and practical information.

We have developed our comprehensive methodology for reviewing, testing, and rating platforms based on 9 key criteria.

You can read more about how we test here.

The Sterling Savvy difference

What sets us apart is our holistic approach.

We don’t just review or compare financial services; we provide a comprehensive educational experience.

Whether you’re a beginner or an experienced investor, our content is tailored to meet your needs, helping you make informed decisions that align with your financial goals.

Our team

Sterling Savvy is powered by a dedicated team of personal finance, investment, and content specialists, each bringing a wealth of real-world knowledge and expertise.

Our team’s years of experience in finance and clear, insightful communication are at the core of what we offer.

Visit our team page.

Will Fenton – Founder

Will Fenton, founder of Sterling Savvy

Personal finance geek. Music lover.

  • Writes about the future of music at MIDDER

Read more about Will here.

Connor Sephton – Journalist

Connor Sephton, journalist at Sterling Savvy

Finance journalist.

Read more about Connor here.

Tobi Opeyemi Amure – Finance Writer

Tobi Opeyemi Amure writer at Sterling Savvy

Crypto, blockchain, and investment writer.

Read more about Tobi here.

Your financial ally

While we don’t offer direct financial advice, we’re here to guide you in the right direction.

We encourage interaction and are always available to address your queries and concerns.

Email us at and join our social media community for regular updates and tips.


Will Fenton is the founder of Sterling Savvy. He is a personal finance expert and writes about trading, investing, budgeting, and other financial topics.

Along with his education in Economics & Finance, he has experience working in the financial services industry in London working for one of the UK’s leading financial companies, “a trustworthy and respected provider of news, education and market analysis for the everyday investor”.

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Advertiser Disclosure

We may receive compensation from our partners for placement of their products or services, which helps to maintain our site. We may also receive compensation if you click on certain links posted on our site. While compensation arrangements may affect the order, position or placement of product information, it doesn’t influence our assessment of those products.