Our team

Michelle Hoskin

(The WOWW!)


Where they live: Hitchin, in the heart of beautiful Hertfordshire.

Their family and interests: My quality free time is super-special to me. Being a mummy to my little Ruby Mae  takes up most of my free time, so when we are together we make sure that we do lots of fun stuff. When I do get a chance to focus on myself, I enjoy hanging out with my yummy mummy girlfriends, doing things that give me goosebumps, making green smoothies (don’t ask) and keeping myself in tip-top shape!

Their role in the company: I am the founder of Standards International and the Director of WOWW!

What they love most about their role: I think I have the best job in the world! I get to create magic and share my passion with my team and our clients every day. I love spending time with clients and learning about their biggest challenges so that I can design the best solutions to support them to create a truly WOWW! life and business. I am so lucky to be supported by an amazing team who are committed to delivering their best in everything they do, all the time.

Martin Collett

(The Calculator)


Where they live: Hitchin, in the heart of beautiful Hertfordshire.

Their family and interests: I am a very proud father to my daughter Ruby  and spend every minute I can with her. When I’m not with her, you’ll find me either fine tuning my handicap on the golf course or cheering on the mighty Spurs.

Their role in the company: I am the Finance Manager for the business, managing everything to do with the day-to-day finances of Standards International.

What they love most about their role: I’ve worked closely with Michelle since  Standards  International  was founded and I love to see great ideas return great value for both the business and our clients. From hard times to good, so many of our clients have been with us the whole way!

Dee Ruan

(The Designer)


Where they live: Leafy south-west London, not far from where a few tennis balls get hit every now and then!

Their family and interests: Hailing from the Caribbean, for me happiness is the sea, sand and sunshine, but now I’m a Londoner I get my annual tropical fix at Notting Hill Carnival.

I love the South Bank, Schnauzer  walks and firmly believe that chocolate is the answer to everything!

Their role in the company: As Head of Service and Propositions I work alongside Michelle to design and bring to life the best possible experiences for our clients – ensuring plenty of  WOWW!   is included!

What they love most about their role: Working with really great people,  both inside WOWW! HQ and beyond. Every day is an exciting opportunity!

Richard Ruston

(The Conductor)


Where they live: A small village five miles north of the beautiful medieval city of Lichfield in South Staffordshire. I am very fortunate to live a stone’s throw from the Area of Outstanding Natural Beauty that is Cannock Chase, and just down the road from the Derbyshire Dales and Staffordshire moorlands.

Their family and interests: I’m married to Catherine, and we have a son called Matthew and a daughter called Rebecca. Also a very intelligent, slightly crazy border collie called Bella. In my spare time I enjoy music, film, theatre and a good book. I also enjoy travel and history, and have over the years spent time exploring my family tree. No unclaimed inheritances or rich and famous relatives so far – but I will keep looking!

Their role in the company: I am the Business and Quality Manager and keep our internal operations running smoothly.

What they love most about their role: I am passionate about the development of people. I feel privileged to be working in an organisation that believes in raising the understanding of individuals so they are able to be the best versions of themselves, for the benefit of their businesses and their clients.

Kelsey Kimsey

(The Champion)


Where they live:  The historic market town of Hertford  in  Hertfordshire.

Their family and interests: I live with my  fiancé Paul and when I’m not spending time with family and friends,  you’ll find me travelling. I’ve been lucky to visit  many countries  over  the  years, from Indonesia to South Africa to New Zealand, and plan on exploring many more!

My evenings consist of gym classes and long walks in the countryside with our  family pups. I also have a slight obsession with Nando’s – my friends think I’m addicted to chicken!

Their role in the company:  As Client Services Manager  I oversee  the delivery of our client journeys and ensure that our processes are in tip top shape. It’s plenty to keep me on my toes!

What they love most about their role:  There’s never a dull moment in the world of WOWW! And I love  our  ethos, our clients  and the fab team we are building.

Bronte Davis

(The Heart)


Where they live: In Saffron Walden, a beautiful market town just outside of Cambridge.

Their family and interests: Being a bit of a petrolhead, I love classic cars. My  husband and I currently own a 1967 VW Beetle and a 1989 VW campervan between us.

In our spare time we love visiting the Norfolk coast with our dog Honey. We order a portion of chips and eat them on the beach whilst taking in the beautiful scenery.

Their role in the company: As the  Client Services  Assistant I take care of our amazing clients.

What they love most about their role: The team are all extremely creative, they encourage individuality and empower you to be the best you can be.

Deborah Davenport

(The Straight-Talker)


Where they live: I live with my husband and cat in a lovely village near to Stamford, Lincolnshire, but in fact within Northamptonshire. 

Their family and interests: My hobbies and interests include walking (there’s some great countryside around us), cooking and entertaining, reading, and generally being involved in village life. It’s a very sociable place and I am involved in a number of groups and societies which help to maintain it as a great place to live.

Their role in the company: I am a Certification Scheme Assessor.

What they love most about their role:  I am really keen to ‘get stuck in’ and everyone within Standards International is so positive and passionate – it’s infectious!


Derek Evans

(The Mechanic)


Where they live:  Crawley, surrounded by the fantastic West Sussex countryside and lucky to be able to drop down to the coast within 40 minutes.

Their family and interests: I live with my wife, Tracey, a Life Planner and Financial Planner. There is a cat, Reg the Ripper, who lives in the house with us. Our three adult sons have now flown the nest and are carving their separate paths in life, which is a joy to see. I love travelling to faraway places, following Formula 1 motorsport and drinking craft gins.

Their role in the company:  I am a Certification Scheme Assessor and WOWW! Coach

What they love most about their role:   Every day is different, and the broad challenges that this role brings allow me to draw on my experience to help clients improve and succeed. This gives me a real buzz and a sense of achievement. It’s also fabulous to be part of a team who all share a united passion for our incredible financial planning profession.

Arah Perrett

(The Mentor)


Where they live:  Painswick, a beautiful Cotswold town in Gloucestershire.

Their family and interests: I spend much of my free time enjoying town and country life with my partner and our two cats. We walk, cook, read and spend an enormous amount of time talking about how we can be fitter. ‘Talk’ being the operative word!

When I’m not with my partner, a perfect day might be a visit with my now-adult children, or lunch and a spa with friends.

Their role in the company:  I am a Certification Scheme Assessor and WOWW! Coach.

What they love most about their role:  Working with a team who really love what they do!    

Joanne Mullen

(The Sparkle)


Where they live:  I  live in a Grade II listed property in a quintessentially English village at the foot of the beautiful Yorkshire Wolds.

Their family and interests:  With a  passion for travel,  I believe in making the most of every day. I love experiencing the great outdoors, whether that be the coast, in the countryside or the garden (usually in the vegetable plot!).

After losing my Mum too early,  I really value my health and enjoy spending time in the weights room with the big boys, spinning or Pilates and even the odd game of tennis!

Their role in the company:  I am a WOWW! Coach.

What they love most about their role:  Being able to have the opportunity to work alongside, and to share my experience and best practice ideas with like-minded, energetic, awesome individuals, who all have the same values, vision and passion for  financial services!    

Alina Burlacu

(The Thinker)


Where they live: The (sometimes) sunny and most definitely leafy Reigate, surrounded by the outstandingly beautiful Surrey Hills.

Their family and interests: Like most full-time working mums out there, life is relentless while we keep multiple plates spinning! But I am most grateful to be the proud mum of two witty and inspiring boys. They teach me new things every day, especially how you can find joy in little things such as picking up funny-looking conkers.
Free time is scarce; however, I carve out time for my indoor cycling class in the early hours and love to feed my mind with the latest thinking of the great and the good.

Their role in the company: I am a WOWW! Coach.

What they love most about their role:  I have a part to play in the very best profession. The challenges of our unknown future are so much more exciting than the stories of our past accomplishments. So, my mission is to help clients, as individuals and businesses, to shape a vivid vision of their best selves, unleash their superpowers, and feel empowered to go after their dreams with a sound plan, boundless energy and clear purpose.