Meet our
Dedicated Team

Our team bring a wealth of experience from a variety of backgrounds who work consistently to
deliver the service and reputation we are renowned for.

Phil Moore - Managing Director

Phil Moore

Managing director

Phil is the founder and Managing Director of Innovation 4 Business. He is a well-established leader with over 20 years in both the finance and property industries. With a strong business acumen and client centric work ethos Phil is passionate about delivering an exemplary client service whilst forging long lasting relationships.

Arianne Atkinson - Operations Manager

Arianne Atkinson

Operations manager

Arianne is a results-driven operations specialist with a clear, logical and practical approach to problem solving. With over 10 years operational management experience and having studied criminal law she is able to combine her academic background and experience to support the team and the company in exceeding their objectives.

Aulfat Bi - Head of Capital Allowances

Aulfat Bi

Head of capital allowances

Aulfat previously spent 18 years with Deloitte. Aulfat was Associate Director of tax, responsible for providing all aspects of client service from identifying opportunities, preparing proposals to completion of reports and delivery to clients. Being both CTA and ATT qualified and with her wealth of experience she maximises the true potential in every claim.

Gemma Davies - R&D Tax Manager

Gemma Davies

R&D Tax Manager

Gemma has over 10 years’ experience in the R&D industry. Utilising her skillset, she has prepared over 1000 claims, equating to tax savings in excess of £35,500,000. Gemma is passionate about her clients nationwide and works extensively to benefit each of them, adding value where she can.

Alex Hughes - Head of Sales

Alex Hughes

Head of Sales – SDLT

As a Senior Account Manager, Alex brings with him a wealth of experience and extensive knowledge of the marketplace. His law degree and previous work as a Para-legal enables him to understand complex legislation, analyse and assess each case thoroughly and provide an excellent client journey.

Cecily Price - Admin Assistant

Cecily Price


Cecily works cohesively with all members of the team to provide support where necessary. Her previous experience in roles within sales and recruitment have equipped her with the necessary skill set. Her bubbly personality and strong work ethic allow her to build effective relationships with colleagues and clients alike.

Neil Bartlett - Capital Allowance Consultant

Neil Bartlett

Capital allowances consultant

Neil has eight years’ experience in capital allowances, having joined the company from international law firm Gateley. With a strong client focus, Neil has extensive experience of producing claims for private and public real estate investment companies, in the retail and restaurant sectors and for private individuals.

Umma Parekh - Account Manager

Umma Parekh

Account manager

Umma has over 20 years’ experience in the property industry. Her wealth of knowledge regarding both the property market and SDLT reliefs means she is able to provide an excellent service to each of her clients. Umma’s organisational skills allow her to manage her caseload with ease and efficiency.

Luke Moseley - Account Manager

Luke Moseley

tax analyst

Luke has progressed quickly through the ranks at Innovation 4 Business. His law degree, great work ethic and client manner has helped him to excel at his role and offer an unparalleled client experience.

Luke McSkimming - Sales Representative

Luke McSkimming

Account Manager

Luke studied his A-Levels at Arden Sixth Form, where he studied politics, history and psychology. Soon after, he began a role in the hospitality industry, where he developed the skillset to work in a fast-paced environment and hone in on his customer service offering.

James Driscoll - Sales Representative

Siobhan Clancy

Account Manager

A highly motivated individual with excellent people skills, Siobhan joined I4B after a long career in client facing roles. Siobhan prides herself on the skills she has built up in her previous roles. Her philosophy in her business and personal life is honesty and integrity and she believes this is the only way to build long term trusted relationships with clients, colleagues and friends alike.

James Driscoll - Sales Representative

Zak Fatta

Trainee Account Manager

Zak has joined us following completion of his A Levels at Arden Sixth Form in Solihull. He works well both independently and as part of a team and is ambitious, thorough and determined. Zak is a conscientious and motivated individual who strives to achieve high standards in everything he does.

Amy Ryan - Account Manager

Simon Davies


Simon works looking to build relationships on behalf of Innovation 4 Business. Covering the Midlands region, Simon uses his network and past experience to strive to introduce new contacts into the company, covering SDLT, R&D and Capital Allowances work.

Mike Elphick - Consultant

Mike Elphick


Prior to working with I4B Mike spent nearly 40 years with NatWest, in their commercial banking division. Mike now utilises his finance background and understanding of the sector to add value to historical and new clients alike. He is also passionate about his local community and is the Chairman of Wolverhampton Cricket Club.

James Driscoll - Sales Representative

Stephen Thomas


Stephen is a Consultant in our business, looking to introduce clients and develop new relationships on our behalf across SDLT, R&D and Capital Allowances work. Stephen uses his past career background and the vast network of contacts he has built to make introductions for I4B and help us grow our client base.

James Driscoll - Sales Representative

Esta Jephcott

Health & Wellbeing consultant

Esta is the life and health coach at Innovation 4 Business. Her ‘Well, Well, Well’ coaching technique focuses on building a Well Body, a Well Mind and a Well You! Esta offers confidential one on one coaching to any staff member that would like to open up new possibilities within their life and wellness journey.

Russell Martin - Chairman

Russell Martin


Russell is an entrepreneur, investor and adviser. He is the founder of Finance 4 Business, the largest commercial finance business in the UK. As such he has advised on real estate and alternative finance deals worth over £1 billion in aggregate. He is Chairman of the ARMCO. Group of Companies, who collaboratively deliver clients’ aspirations in the most efficient and beneficial ways possible.

Darryl Eales - Deputy Chairman

Darryl Eales

Deputy Chairman

Darryl has worked in corporate finance and private equity for over 30 years. He is the former CEO of LDC, which under his leadership, invested over £2.6 billion in more than 150 companies and ultimately delivered capital gains of over £1.2 billion.

David Totney - Partner

David Totney


David has over 30 years of leveraged finance, alternative finance and corporate finance experience. He has an extensive record of helping businesses access new sources of debt capital and also manage their existing facilities.

Phil Moore

Phil Moore

Sales & MARketing director

As Sales & Marketing Director, Phil is responsible for looking after the sales and marketing strategy for ARMCO and its portfolio of companies. Phil oversees all activity across the portfolio, ensuring any opportunity is maximised and that all of the companies work cohesively together to ensure the best results for clients. Phil uses his entrepreneurial skills to support each business, ensuring their success and longevity in the market.

Mike Kelly - Senior Business Development Manager

Mike Kelly

Senior Business
Development Manager

Mike is the Senior Business Development Manager for ARMCO with over 40 years’ experience in the industry, developing new contacts and introductory sources for the Group by engaging with professional services in Birmingham and the greater West Midlands area.

Sarah Jordan - Head of Marketing

Sarah Jordan

Head of Marketing

Sarah is Head of Marketing for ARMCO. She supports the many group companies with cross referrals, events, PR, branding, CRM, comms, digital, social and general business development. Sarah has over 20 years’ experience in marketing and business development in professional services firms and has a strong background in communications, events and business development.

Dave Morrey - Compliance Manager

Dave Morrey

Compliance Manager

As ARMCO’s Compliance Manager, David’s experience across risk, compliance and change delivery positions him perfectly to support ARMCO in the changing regulatory landscape. David previously spent 28 years within Lloyds Banking Group predominantly within the commercial sector, where he was responsible for delivering significant change initiatives within the Commercial Risk division whilst ensuring ongoing compliance.

Caroline Chapman - Accounts Manager

Caroline Chapman

Accounts Manager

Caroline has become part of the team at ARMCO, joining as an AAT-qualified Accounts Manager. She has previous experience in the construction and engineering industries. Working in the Finance & Risk department, she is responsible for transactional accounting and the payroll for the ARMCO Group of Companies.

Wellbeing & Culture

The physical, mental health and wellbeing of our entire team is crucial.

Want to Join Us?
Get in Touch Today For Career Opportunities

Want to work with a growing company that values and rewards its employees? We are always looking for enthusiastic and passionate individuals who will be of great fit to join our team.