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Get in touch

Daniel Waugh

Financial Adviser with True Potential

Sunderland, Tyne & Wear
Get in touch
Headshot of Daniel Waugh

As a Financial Adviser with True Potential Wealth Management, I am passionate about helping clients make informed financial decisions so they can enjoy life with greater confidence and peace of mind.

For me, financial planning is about far more than numbers alone. It’s about understanding the people, ambitions, priorities, and lifestyles behind them, and creating strategies that are aligned with what matters most to each individual and family...

After graduating from university with a degree in Economics, I began my career in financial services in the City of London in 2005, and I now have over 20 years of industry experience, including more recently with True Potential Wealth Management for the last 4 years, I provide clear, practical, and personalised financial advice tailored to your individual circumstances and long-term objectives.

I work with clients across a broad range of financial planning areas, including retirement planning, investments, inheritance tax planning, and wealth preservation strategies. My approach is focused on building long-term relationships based on trust, transparency, and helping clients feel confident and informed about their financial future.

Whether you are looking to review your existing arrangements, plan for retirement, protect family wealth, or simply gain greater clarity around your finances, I aim to provide straightforward advice and ongoing support designed around your needs and goals.

Please feel free to get in touch to arrange a complimentary initial consultation.

Qualifications
  • AF5 - Financial Planning Process - Chartered Insurance Institute - 01/01/2016
  • AF3 - Pension Planning - Chartered Insurance Institute - 01/01/2014
  • Diploma in Financial Planning - Chartered Insurance Institute - 01/01/2009
  • Certificate in Mortgage Advice - Chartered Insurance Institute - 01/01/2007
  • Certificate in Life & Pensions - Chartered Insurance Institute - 01/01/2007

My Services

Investment & Savings

Investment & Savings

I can review your investment and savings accounts, and create a bespoke financial plan that you’ll be able to track 24/7
with award-winning technology.

Retirement & Pensions

Retirement & Pensions

Whether you need to set up a retirement plan or review your existing strategy, I can offer no-fee tax wrappers and can ensure that you are taking full advantage of new pension freedoms.

Inheritance, Estates & Tax

Inheritance, Estates & Tax

I can review all your accounts and create a bespoke plan that makes the most of your tax allowances and maximises the amount your beneficiaries can inherit.

Protection

Protection

I can provide protection cover in the various forms of life, critical illness, and disability solutions as well as guidance on Inheritance Tax.

My Team

Cheryl Rowley

Paraplanner

Cheryl is an experienced financial services professional with over 18 years in the industry. She has held roles at NatWest, RPMI, Brewin Dolphin, EY, and Lowes Financial Management, gaining expertise in pensions, investments, and financial planning...

A diploma qualified paraplanner, Cheryl now brings her skills to True Potential, supporting Daniel in delivering quality financial advice for his clients.

Paul Lancaster

Business Development Manager

Paul Lancaster is our Business Development Manager, based at our Sea Road office in Sunderland, working closely with Wealth Management Partner Daniel Waugh.

Paul has deep roots in the North East business community and is the founder, event producer and host of the monthly PLATFORM events...

He is also a key figure behind initiatives such as the UK Startup & Scaleup Week festival (which took place in Sunderland in June 2025) and the Newcastle Startup Week festivals before that, helping to connect entrepreneurs, business leaders and investors from across the region and beyond.

He has worked with a wide range of organisations over the years including the North East BIC, Nigel Wright Recruitment, Sage, British Airways, Shell, Dynamo North East, Tech Nation and Newcastle City Council.

Get in touch with Paul on 07734722716 or paullancaster@tpllp.com

Why True Potential?

We are award winning

Our aim is to revolutionise the way wealth management is delivered. We believe that by using award winning technology to deliver financial services, we empower financial advisers and their clients to take control of their futures.

We are award winning

20 awards
20 industry awards won in 2025

Find out more

We provide innovative investments

Whether you’re aiming to pay off your mortgage, cover university fees or just grow your money our Portfolios use a pioneering approach known as Advanced Diversifications to find opportunities for growth that others can’t replicate.

We provide innovative investments

£37 billion
Invested with over 600,000 clients

Find out more

We build revolutionary technology

Our clients can check their investments 24/7 and top up anytime with impulseSave. They also get access to exclusive features like True Potential Rewards, which enables them to earn cashback from over 4,000 retailers.

We build revolutionary technology

10 million
Over 10 million logins in 2025

Find out more

Get Started

Get in touch

Reach your True Potential.

We all have goals in life that we would like to achieve, these can range from long term retirement plans, being able to grow your finances, or to give something to the next generation. However, the longer you wait to act, the more difficult if could be to achieve these goals.

Please get in touch and I can help put together a plan to set you on the right path to achieving your financial goals.

Call me on 0191 5436445

How can I help you?

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Client testimonials

Levi

I strongly recommend Dan as a pensions/investment adviser. He took the time to understand my needs and explain the various options, and I am really happy with the pension fund I am now paying into. He also took some time to help me understand my existing pension schemes.…

Richard

Daniel has provided retirement advice to me and my family for a number of years, which always been exceptional. He is highly knowledgeable, thorough, diligent, and above all a pleasure to deal with.

Joan

Daniel has excellent knowledge and experience in pensions, investments and associated strategies. He has personally advised me on my pension options which I found extremely informative.

Bob

Dan unravelled for me the complexities of my company pension, turning data into information and therefore enabling me to make the most important personal financial decision of my life.

Paul

I've been a client of Daniel Waugh at True Potential Sea Road for just over 2yrs & during that time have had excellent advice on consolidating multiple pensions from previous employers into one, moving them into a True Potential Pension along with an ISA & other financial matters.…

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