Press Release: Charles Counsell appointed chief executive of the Money Advice Service

Tuesday 11 April 2017

Charles Counsell is to be the new Chief Executive of the Money Advice Service it was announced today. The appointment was made by the Financial Conduct Authority and approved by HM Treasury.

Charles is currently Executive Director and Board Member at The Pensions Regulator where he has played a key role in the successful introduction of automatic enrolment into workplace pensions. He succeeds Caroline Rookes who announced she would be stepping down as Chief Executive of the Money Advice Service in the Autumn.

Charles was awarded an OBE in the 2017 New Year’s honours for services to workplace pension reform. He joined the Pensions Regulator in 2011 after a career leading major transformational change as a consultant.

Announcing Charles’s appointment, Andy Briscoe, Chair of the Money Advice Service said today: “I am delighted that Charles Counsell will be joining us as CEO. I believe he is ideally qualified to continue the successful delivery of the Money Advice Service’s work across the UK, and to manage the transition to the new Single Financial Guidance Body proposed by Government.”

“Charles has a wealth of experience in a number of key areas. He is passionate about tackling financial capability, understands the challenges surrounding crisis debt advice, and combines this with an excellent track record in managing complex transition projects. He is also very experienced in managing complex stakeholder relationships and is well-known and respected within Government and the sectors we engage with.”

Charles Counsell said:

“Making sure people have easy access to the guidance they need to steer through critical financial issues is very important to the UK, and I am both honoured and excited to have the chance to build on the Money Advice Service’s work so far. My experience of guiding organisations though periods of profound change will I’m sure be invaluable as we move towards establishing the new single financial guidance body.”

Charles will join the Money Advice Service on 5 June 2017. He will formally join the Board at its meeting in June. Caroline Rookes will continue as CEO until Charles joins, to ensure a smooth transition.

FCA Chairman John Griffiths-Jones commented: “I look forward to working with Charles and maintaining the good relationship between the FCA and MAS whilst building on the good progress made by MAS under Caroline’s leadership.”


For more information, contact Money Advice Service Press Office

020 7943 0593 or 07767 438 670 /


1. The appointment was made by the Financial Conduct Authority and approved by the Treasury in accordance with the Financial Services and Markets Act 2010.

2. Charles has been appointed on a contract of up to two years. The exact date is to be confirmed.

About the Money Advice Service

The Money Advice Service is an independent organisation. It gives free, unbiased money guidance online at or via free phone on 0800 138 7777. Debt advice is also provided through a variety of partners across the UK. The Service was set up by Government and is paid for by a statutory levy on the financial services industry, raised through the Financial Conduct Authority. Its statutory objectives are to enhance the understanding and knowledge of members of the public about financial matters (including the UK financial system); and to enhance the ability of members of the public to manage their own financial affairs.