Sturgeon Ventures have incubated 130+ firms since inception in 1998. They have included: hedge funds, venture capital funds, corporate finance firms, private equity firms, capital introduction firms, family offices, energy market participants, both start ups and established firms.

At the appropriate time, we have assisted them through their FSA (now FCA) application, and continued their compliance monitoring, until they grew large enough to have an in-house department.

Have a look through our testimonials from satisfied customers.

How To Become An Appointed Representative

Becoming an Appointed Representative (AR) is an option that you have if you wish to practice regulated activities in the United Kingdom. Full FCA authorisation is another option, but becoming an appointed representative is an acceptable interim arrangement and can be a permanent arrangement.

To become an AR you must first decide which activities you intend to undertake. These regulated activities can then be matched up with a Principal (Sturgeon Ventures) . If you have many aspects to your business, you may have more than one principal.

This way of doing business was originally for insurance market salesmen so they could build a brand and sell their Principal’s products. It then developed into the Independent Financial Advisor Networks, again for retail clients. Then, in 2003, Sturgeon Ventures created the first Wholesale Appointed Representative for Corporate Finance.

How Does the Relationship Work?

The Appointed Representative (AR) works with a Principal such as (Sturgeon Ventures), who are a firm directly authorised by the Financial Conduct Authority, FCA. An AR works on behalf of the Principal as an agent. The Appointed Representative is not Authorised or Regulated by the Financial Conduct Authority – FCA; and must never hold itself out as being Regulated.

Approved Persons

Persons who are a CF30 within a Framework of an Appointed Representative can only arrange or advise a Client within the Permissions of a Directly FCA Authorised Firm.

The Individuals are Approved by the Financial Conduct Authority as Controlled Functions in the Appointed Representative Firm to Govern as a CF1 Director or CF4 Partner.

The Approved Person, who may be giving advice or arranging is the CF30, sits within the Principal Firm and is linked to the Appointed Representative Firm. The CF30s activities are monitored by the Principal Firm.

Prior to On-boarding of an Individual Person to be within an Appointed Representative Firm, the Principal FCA Regulated Firm must ensure that the individuals are Fit & Proper to carry out both the Approved Persons Roles and the Governance Roles and are continually following a monitoring regime and maintaining Competence.

That relationship means that Sturgeon Ventures has full access to the paperwork, staff and offices of the Appointed Representative Firm. As an Appointed Representative Firm, you must show complete transparency at all times.

Sturgeon Ventures comply with the FCA’s requirements for Treating Customers Fairly.

Tied Agent Services

Getting ready for BREXIT? You can set up an office in the EEA as a Tied Agent of Sturgeon and if we loose the EEA Passport, upgrade to a local EEA license.

Further Help

In the first instance, if you have a question, need further information about your activities or an appointed representative application form, get in touch with Sturgeon Ventures. Or, contact the FCA Customer Contact Centre.


Tel: 0203 167 4625

The information on this page is available as a PDF download. Click here to download PDF