About us

As the voice of women’s wealth, it has never been business as usual for Addidi and its founder Anna Sofat.


Anna set up Addidi in partnership with her husband Janardan in 2008. She didn’t much like the hard sell, opaque products, all-about-the-bottom line world of the financial services industry, so she set out to redefine the culture of wealth by creating a sustainable business with women at its heart.


Her vision was to help women grow their wealth, build their businesses, nurture their families and lead richer lives. The business and Anna have won numerous awards for their forward-thinking approach and excellent service.


Addidi continues to nurture its independence and work for a more equal, balanced and sustainable future in collaboration with its clients.


Addidi is beautifully different.



I was born in Mauritius, am fluent in 3 languages and I have an MBA and a Masters in accounting and finance. I make sure things happen at Addidi on the ground, ensuring New Business is transacted efficiently.

Interesting fact – I recently got married and family life is very important to me.


I am a Chartered Financial Planner and I am passionate about combining my technical knowledge and experience to create bespoke plans for clients.

Interesting fact – I have a Masters in chemistry but don’t ask me to cook anything.


I’m founder of Addidi and more importantly; a Mum of 2. I love setting high standards, pushing boundaries and making a difference.

Interesting fact: I dabbled in politics but hated the back stabbing!


Using my experience as an adviser and technician, I currently support the team with technical issues, research and report writing.  I come with a genuine passion to ensure the highest quality of advice is provided.

Interesting Fact – I was one of the first few thousand Chartered Financial Planners in  we are now over twenty three thousand strong.


I am delighted to be training as a Financial Planner at Addidi and building up relationships with our wonderful clients. My previous incarnations were Stockbroking, Trading and Accountancy, during which I completed CFA and CIMA.

Interesting fact – I’ve run 5 marathons but I can’t ride a bike!


I am a Certified Financial Planner and love working with numbers. I am responsible for ensuring the ongoing reviews are completed efficiently and reducing the workload for the London office.

Interesting fact – I am a trained dancer and have performed over a 100 shows in India Bharat Natyam (Indian classical dance), Bollywood, Salsa, with a bit of Jive and Hip hop too.


I like orderly and logical systems and processes which is why I am operations manager here at Addidi. I have a handy talent for battling with misbehaving tech. I also enjoy running, cycling, climbing and taking my 2 dogs on long country walks

Interesting fact – I once shared a stage with Rupert Grint, known for playing Ron Weasley in the Harry Potter films


A numbers man by trade, but now love helping grow our people and the business. I am usually found in the office supporting the team and talking to businesses looking for funding

Interesting fact – I am responsible for most of the foodie conversations in the office and opening the fizz on the odd Friday afternoon


Addidi’s first non-financial member of staff! I look after all things marketing, PR and love designing

Interesting fact – I am part of the 0.4% of the female population that is colour blind.


I work for the administration department and am responsible for our ongoing reviews and getting clients’ information updated. In addition to my full time job I am also pursuing my MBA in finance.

Interesting fact – I sing soprano for my band; Dioxys, I represented my national team in athletics and played for the state soccer team in 2010.


I spend my day looking after our clients, making sure they are up to date and get booked in for their annual review. I also keep everyone organised and on track.

Interesting fact – I learnt to play the bagpipes and was a girl piper!


I work as part of the planning team helping our advisers to implement effective strategies for our clients. I am usually found talking to providers and working on annual reviews to make sure all the latest information is ready to report back.

Interesting fact – In my spare time I run a grass roots football club who are part of an FA league.

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