Hi all, I posted the cause previously.
The problem was simply that pfsense was not the default GW on the LAN.
GW @ 10.0.0.1
pfSense @ 10.0.0.254
pfSense was set up in parallel to the existing GW so it could be configured to replace the existing GW.
As pfSense was not the default GW none of the LAN traffic was being routed there and accordingly the modem GUI could not be accessed from the LAN.
Simply adding a 2nd GW of 10.0.0.254 to the workstation, temporarily, allowed the modem GUI to be accessed.