About Jones Croft
A firm built slowly, tended closely.
The firm is named deliberately. Jones is the founder’s family name. Croft is a small, enclosed plot of land — carefully worked, tended closely, bounded by design rather than accident.
Philosophy
Capital held close, rules followed honestly.
Jones Croft operates to one idea. A croft is a defined piece of land — bounded, enclosed, tended. Not a field that sprawls, not an estate that needs managing at arm’s length. A plot you know every corner of.
The firm runs the same way. Every position in the strategy is known. Every client whose capital is held is known. Every rule is followed. Nothing is outsourced to scale or hidden behind opacity. When the firm grows, it grows at a pace set by the strategy’s capacity, not by ambition.
Mission
To manage capital with the discipline of an institution and the care of a family firm — for a small group of clients who want both.
Most funds pick one. Large institutions run the discipline but lose the care. Small advisors hold the care but lack the rigour. Jones Croft is built on the premise that the gap between them is where a meaningful number of private clients actually want to sit.
Values
Four operating principles.
Discipline over instinct.
The strategy runs on rules, not moods. Market conditions do not change the process. Good months and bad months are executed the same way.
Honesty about what the firm does not know.
Jones Croft does not forecast and does not make market calls. It manages what it can manage — position sizing, risk, execution — and does not confuse motion for competence.
A deliberately small plot.
The firm grows at a pace set by the strategy’s capacity, not by ambition. Taking on the wrong capital would hurt the existing clients. The firm exists for the people already inside it before the people outside it.
The founder behind every account.
Felix Jones is on the other end of every client relationship. No relationship manager, no client-services team. The person whose name is on the door is the person who signs the letters.
The founder
Felix Jones.
Felix Jones founded Jones Croft in 2026 after six years of patient study of markets — beginning as a teenager studying foreign exchange, and progressively forming a view of how markets actually behave through live execution and constant measurement. He runs the firm’s strategy, signs every client contract, and puts his own capital through the same rules as every client.
“The strategy is rules-based because my own instincts are the least reliable thing in the room. Writing down the rules forces honesty about what’s actually working.”
Firm information
At a glance.
- Legal entity
- Jones Croft Capital Management Ltd
- Incorporation
- England and Wales
- Founded
- 2026
- Founder
- Felix Jones
- Domicile
- United Kingdom
- Contact
- felix@jonescroft.com
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