Ceri Jones came to understand the importance of financial support at an early age.

“My mum cried over money - it was really hard to see. I’m so passionate about the financial wellbeing aspect because when I speak to people who are struggling, there’s a reason,” she says.

 “There’s always a root cause. There’s always something that you can help and support with.”

This awareness stayed with Jones, who has worked at Cardiff-based Haffod Housing for nearly 14 years in a number of roles including welfare reform advisor, senior neighbourhood income coach and financial wellbeing and income manager.

In May, Jones’ dedication saw her rewarded with a promotion to the newly-created role of community investments and partnerships manager.