Ashok Sardana

Founder and Managing Director

Continental Financial Services


Ashok Sardana, Founder and Managing Director of the Continental Group, has been advising clients on a range of financial solutions for over 37 years. A dynamic individual, Ashok believes in leading from the front and is passionate about spreading financial awareness and the need for proper financial planning. He is a lifetime member of the MDRT and a ‘Top of the Table’ qualifier for over 20 years. He is an internationally certified financial advisor from the Chartered Insurance Institute of London and holds a Diploma in Business Management and a BA from Delhi University, India. Ashok’s views and thoughts on insurance and financial services in the UAE have been much sought after and published in newspapers and on radio talk shows. His articles have frequently been featured in various publications. The Continental Group is among the leading independent financial services organisations in the UAE. Under Ashok’s leadership, the Continental Group has grown from a threemember team providing insurance solutions to over 100 qualified professionals offering complete insurance and financial planning solutions, through offices spread across the UAE, Mauritius, Switzerland and India. A strong advocate of continuous learning and improvement, Ashok is an innovative thinker, who is also passionate about classic cars. He is married to the same lady for the last 44 years and has one son who has joined the business.

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