New Incentive was founded by Darren Ward, a successful professional footballer who has performed at the highest level, and continues to do so having recently signed with Millwall FC.

At every stage of his playing career, Darren found that the level of service offered by financial companies was poor. There were many companies offering advice but often this was merely an add-on to their other services and they failed to look holistically at the lifestyle of modern sports professionals and their needs. Consequently, their long-term requirements were often misjudged.

Darren and the team have set out to improve the levels of service offered within the industry by approaching it from inside the industry themselves. The motivation behind New Incentive results from Darren’s experiences and frustrations, further fuelled by feedback from many other professionals who felt they were lacking a personalised, dedicated and importantly a service where the integrity of the advice can be relied upon. Through New Incentive this service now exists with the endorsement of fellow professionals.