Daniel Godfrey has been involved in retail financial services for almost 35 years. His professional career has covered life assurance, pensions and asset management. His functional experience covers sales, marketing, product development and executive management at CEO level. He has worked at Mercury Asset Management (now BlackRock) Flemings (now JP Morgan) and Phoenix Group. He has also let two trade associations for a total of 14 years, The Association of Investment Companies and the Investment Association, the trade body for the UK's €7 trillion asset management industry. Throughout his career, Daniel has been very focused of the importance of financial services to clients and beneficiaries and the value that serving customers better could bring to the broader economy. Since leaving the Investment Association a year ago, Daniel has joined the Boards of Moneybox, a mobile phone based savings app aimed at Millennials, which uses "round-up" technology to make it easy and fun to use "digital spare change" for long term investment. He also sits on the Board of Big Issue Invest, a social impact investment firm, owned by The Big Issue, which is the original "street paper" enabling homeless people to earn an income. He is currently working on a project to establish a new mutual investment fund, to be 100% owned by its customers to make a long-term savings approach accessible to the mass market.