About us

There is no set formula when it comes to financial planning – everyones dreams, goals and ambitions are different. Life should be about discovering new things. For years, humans have dreamt of pushing themselves and exploring the unknown. Pico is the highest mountain on the moon. We didn’t step foot on the moon without an immense amount of planning, and continual monitoring throughout the whole mission in order to deal with any unforeseen problems that arose on the journey.

The goals and dreams people have throughout their lifetime, usually don’t just happen without taking a similar approach. You need to have a plan, and need to stick to the plan, and when something unexpected happens, you need to know the plan can cope or adapt.

That’s where we come in.

Simon Dendle Director and Financial Planner

After almost 15 years in financial services, Simon Dendle decided to form Pico Financial Planning.

Simon’s goal is to help people achieve their lifelong dreams and goals without worrying about money, through robust financial planning and ongoing guidance to ensure everything stays on course.

At the heart of Pico Financial Planning is Simon’s commitment to keeping things simple. No jargon; just clear explanations that will help you to understand your financial future better.

Simon’s expertise lies in helping people to plan for the future by assessing the impact that making certain choices now might have in years to come. Many of our clients want to understand where they are now and where they need to be to achieve the things they want to. That’s exactly what we do.

Outside of work, Simon loves being outdoors, and is happy in any weather. He loves a challenge and is often planning a crazy adventure in his head, or a hobby that he wants to try out. As a keen motorcyclist, Simon recently discovered the excitement of track days at Cadwell Park.

Last but by no means least, Simon is an on-call firefighter in his ‘spare time’. He loves the challenge and variety it can bring to his day – you never know when you may be needed, or what you may have to deal with.


All regulated financial advisers must be authorised by the Financial Conduct Authority (FCA) and therefore appear on their register. You can find Simon’s entry here.

Furthermore, all advisers must have an up-to-date Statement of Professional Standing (SPS). This shows they are suitably qualified and have carried out the required amount of Continuous Professional Development (CPD). You should be wary of any advisers who refuse to provide copies of their SPS. You can click here to view Simon’s.



  • Snakes
  • Mayonnaise
  • Heights
  • Cold-brew coffee


On an ideal weekend, you can find me:

“Enjoying a full English breakfast, drinking freshly ground coffee. If I have managed to get there on the motorbike in the sunshine, then even better.”

My favourite holiday destination is:

“Anywhere that can get you off the beaten track – I love losing myself (quite often literally) in the mountains, soaking in the views and peace and quiet. If it can involve doing something a bit crazy and adventurous, then I’m in.”

My favourite song to play in the car is:

“Since discovering podcasts and audiobooks I haven’t listened to much music in the car. You will often hear me listening to some form of self-development and improvement book.”

The first album I bought was:

“Nirvana‘s Nevermind.”

If I could be any fictional character, I would be:

“Iron Man.”

If I could turn any activity into an Olympic sport, I would win a medal in:

“Drinking coffee.”

When the dessert menu arrives, I’m looking for:

“Chocolate brownie or churros.”

The three qualities that draw me to new people are:

“Easy going, ambitious people who know what they want.”

The three people at my dream dinner party would be:

“Steve Jobs, Elon Musk and Einstein.”

The three small things that make my day better are:

“Coffee, laughter, and knowing I’m making a difference.”

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Alan, Grimsby

I had a Final Salary pension that I wanted to take money from, but I had to transfer it first. Simon did all the research for me and put a plan together for my future. I am very pleased with the outcome. Simon was always available and explained everything I didn’t quite understand.

Testimonial left November 2019

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Richard, Leicester

I needed to change my life insurance to suit my circumstances better, and also sort out my wife's pension. Simon delivered a new life insurance policy that suited me and my family, and also saved us money on monthly premiums. He has looked after my work pension for the past five years and, when my wife changed jobs, he then sorted out the best options for her pension. So far the outcome has been excellent.

Testimonial left January 2019

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James, Louth

Simon managed to obtain a mortgage for us in what was an unusual situation. I am a seconded nursing student, undertaking a full-time degree, and an on-call firefighter, so on paper, neither job falls under the "normal" bracket for getting an easy mortgage. Even though it was a long, drawn-out experience to succeed, Simon worked very hard and went above and beyond in achieving a very successful result without needing to overspend on our budget to do so. I do not believe Simon could have done any more, so in our opinion, he really did give the best service.

Testimonial left January 2019

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Steve, Alfreton

I wanted to retire and needed a financial adviser to do this for me. Simon arranged an appointment to visit me at home one evening, which was very convenient as during the day I am at work. We discussed what my options were. I have been very pleased with the service Simon has provided. He is very patient when explaining the details, has never rushed me into a decision and has communicated regularly with me either by phone, email or visiting me at home.

Testimonial left July 2018

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What our clients say


If you’d like to reach out to us to learn more or book a free discovery meeting, please leave your details and we’ll get in touch.