CETO AI LIMITED
Reference number: 1040781
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Appointed representative
This firm does not hold FCA authorisation of its own. It acts under a principal firm, which is legally responsible for its regulated business.
Responsible principal firm
D A Strategy Ltd Reference number: 927590 View firm →What does this mean?
- An appointed representative (AR) can carry out regulated financial services, but is not directly authorised by the FCA. A principal firm holds the authorisation and is legally responsible for the AR's conduct.
- CETO AI LIMITED (FRN 1040781) is an AR of D A Strategy Ltd (FRN 927590). When you use CETO AI's services, the FCA authorisation sits with the principal firm.
- Example: if you take financial advice from CETO AI, complaints and compensation usually follow the same rules as dealing with the principal, but this depends on the product and your circumstances.
- Before you proceed, confirm contact details match the official FCA register for both firms. Scammers sometimes clone legitimate AR names and FRNs but use fake phone numbers and websites.
Identity
Check their details
Compare these against whatever you were given. Scammers clone real firm names and reference numbers but use their own phone number and website, so a detail that does not match the register is the clearest warning sign there is.
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Verified website
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Verified phone number
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Verified address
Hoults Yard, Mailing Exchange 120, Walker Road, Newcastle Upon Tyne, N36 2HL, United Kingdom
Company details
From the company's Companies House record.
- Company number
- 12472339
- Company status
- Active
- Company type
- Private limited company
- Incorporated
- 19 February 2020 (6 years old)
- Registered office
- Labs, Hogarth House, 136 High Holborn, London, WC1V 6PX, United Kingdom
- Nature of business
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- Business and domestic software development (SIC 62012)
Current directors and secretaries
| Name | Role | Born | Appointed |
|---|---|---|---|
| Tony Ross Hildrew | Director | Jul 1994 | 19 Feb 2020 |
| Santosh Sankar | Director | Jun 1988 | 10 Apr 2025 |
Activities and protection
What they can do, and how you are protected
- Protection through the principal firmProtection works through D A Strategy Ltd, the principal firm responsible for this firm's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
Complaints: You can refer a complaint about this firm to the Financial Ombudsman Service for free, whichever activity it relates to.
Track record
FCA actions and complaints
No FCA disciplinary action, and no complaints recorded with the Ombudsman.
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