A Force for Finance
Toni Sheen is living proof that you can be successful in work and in sport – she has achieved a top job in the financial world and has earned her place representing GB in the European Championships this August.

The journey to her sporting success has been studded with pitfalls and challenges, but it began four years ago when Toni was challenged by her boss, Tim Sutcliffe, chief executive of Shrewsbury- based pi financial, to take part in the London Triathlon. At that point, Toni, then aged 31, hadn’t ridden a bike since she was 14.
She gamely purchased a ‘Triathlon pack’ and went down to the capital and gave it her all. Although she didn’t get placed, she didn’t disgrace herself either and discovered a joy in competing in the three disciplines of running, cycling and swimming. So much so, that she committed to the sport and found herself a training coach – Applied Triathlon Coaching.
“It is really hard; the diet and training regime is arduous and there are so many occasions when I would just rather eat junk food; Macdonalds and biscuits being my guilty pleasures,” Toni admits.
As a key member of the board at pi financial in her role as business development director, Toni juggles her sport and the demands of her work with a busy family life. As the mother of two young children – Mary aged two and Seren aged 10 and a hard working fiancee, Iain Hebborn, she is pulled in several directions.
Recently nominated for the Investment Week and HSBC Global Asset Management 2018 Women in Investment Awards, which have been established to recognise the inspiring achievements of women across all parts of the investment industry, Toni did not set out to become a ‘force for finance.’
Born in Welshpool in 1984, she left school at 16 and decided to take a role working as an AAT modern apprentice with ‘on the job’ training and secured a job with an insolvency company in Manchester. Just four years later, she moved to Shropshire and landed a job in the accounts department at pi financial and never looked back.
Toni said: “My role grew in tandem with the company’s growth. With increasing regulation in the financial industry, the need for further qualifications became an on-going requirement. So, I worked my way from accounts assistant to manager and then finance director, attaining my CII along the way. I continued to broaden my horizons and developed a variety of skills, securing further qualifications and evolving alongside the company, achieving distinctions in the ICA AML and financial crime exams and being awarded the position of money laundering officer.”
Now, business development director at pi financial, Toni has been with the company for 14 years and perceives her greatest achievement as believing in pi and allowing the company and its team to nurture her into the position she holds today.
“Tim has mentored me in financial matters and has also allowed me to develop my sporting achievements. My fiancee, Ian, supports a great deal of our family commitments,” Toni admitted.
With her heavy work commitments, what was her motivation to become a top performing athlete?
“After Mary was born almost two years ago, I felt so utterly tired. However, at that point, I experienced an epiphany and I thought I can either be a worn out person who is only defined by motherhood and crashes out at the end of each day or I can get my act together and bring my sporting aspirations to fruition,” she explains.
Toni chose the latter and embarked on a punishing training schedule which includes run sets, 20 to 60 kilometre bike rides, 3000 metre pace swims, hours on the Swiss ball, open water swims and stretches. With just one day off each week, Toni has striven for and then maintained a level of fitness that was just a pipe dream 10 years ago.
This dedication culminated in her earning a place on the British team (age group triathlon) at Thorpe Park last year where she came fourth. She said: “It was really hard but I was really determined as I knew there was a place on the British team at stake.”
As a result, Toni has just competed in the European Triathlon Championships in Glasgow for Great Britain and although she secured a place in the World Championship in Lausanne next year, the date conflicts with her wedding in Italy but she remains hopeful that she can replicate her success for 2020.
Her position in the Women in Investment Awards will be announced in November, but already this year has seen her reach unprecedented success and next year looks set to be a year to remember for the best of reasons.









