Sarah Pennells

Sarah Pennells is an award-winning personal finance journalist and broadcaster who specialises in making complex financial topics accessible and engaging for wide audiences. With over 20 years' experience across BBC Radio 4's Moneybox, BBC Breakfast, and numerous national publications, she founded SavvyWoman, a dedicated platform empowering women to make smarter money decisions. Named Personal Finance Broadcaster of the Year in 2015, Sarah regularly appears on BBC, ITV, Sky News, and Channel 5 as a trusted voice on consumer finance. Her sessions equip audiences with practical financial knowledge, whilst her polished presenting skills and ability to chair panels and conferences ensure events run smoothly and deliver genuine value to attendees.

When Sarah Pennells launched SavvyWoman in the mid-2000s, she created something the personal finance industry had long overlooked: a dedicated platform addressing the specific financial challenges women face. The website emerged from her conviction that women deserved financial content that spoke directly to their circumstances, from navigating career breaks to managing money through life transitions. What began as a focused online resource has grown into a respected voice in personal finance journalism, with Sarah serving as editor whilst maintaining an active presence across broadcast and print media. Her approach has always been rooted in clarity rather than complexity, transforming intimidating financial concepts into practical guidance that audiences can immediately understand and apply.

Sarah's credentials span more than three decades in financial journalism, beginning as a producer and reporter on BBC Radio 4's Moneybox programme in 1993. She became the first member of that team to complete the Financial Planning Certificate, establishing early on her commitment to technical accuracy alongside accessible communication. Since going freelance in 1999, she has built a substantial portfolio across multiple platforms: regular appearances on BBC Breakfast's business reporting team, contributions to BBC2's Working Lunch and BBC World's World Business Report, and ongoing commentary for BBC, ITV's Good Morning Britain, Sky News, and Channel 5. Her print journalism has featured in publications including the Financial Mail on Sunday, The Independent, The Telegraph, Woman and Home, and Moneywise. Recognition came in 2015 when she was named Personal Finance Broadcaster of the Year in the Santander Media Awards for her work on Share Radio, validating her ability to make complex subjects engaging without sacrificing substance.

Sarah's value to corporate events extends well beyond her broadcasting expertise. She has chaired the Association of Residential Managing Agents annual conference for three consecutive years, introducing government ministers and legal experts whilst maintaining strict timing, a skill she describes as challenging but essential. Her experience moderating panel discussions on women and finance for Money Marketing and the role of independent financial advisers for HSBC demonstrates her ability to facilitate meaningful dialogue between industry professionals and diverse audiences. Whether delivering keynote sessions on personal finance topics, chairing conferences, or participating in panel discussions, Sarah equips attendees with actionable financial knowledge they can implement immediately. Her combination of technical expertise, proven presenting skills, and genuine commitment to financial empowerment ensures events deliver lasting value, leaving audiences better informed and more confident in their financial decision-making.