Affinity Independent was established by Doug Muirhead in June 2000, after he left Prudential having served 12 years. He had become increasingly disillusioned with the sales mentality of a corporation, their focus being policy sales rather than financial advice.

In a changing world, it is the advice and an ongoing relationship with their adviser that people value. Doug was proved right, because less than a year later the Prudential disbanded its entire sales force.
 
Affinity Independent now has 8 advisers based from our office in Bierton, near Aylesbury. Our advice is client driven (we designed our Affinity Wealthbuilder Programme with input from our clients) and we nearly always visit our clients at home. We are constantly reviewing our proposition to endeavour to meet the needs of our clients. 

Our core proposition is trust. This is achieved by investing in an ongoing relationship with our clients to provide superior financial advice and support whenever it is needed.

We do not look for short-term gain like many firms. We wish to work with motivated individuals who are serious about managing their wealth, who value their adviser and who wish to maintain a long-term working relationship.

Our clients benefit because they know they retain the services of a trusted adviser, someone they can call on whenever the need arises. Our clients tell us they want regular contact with no pressure to buy. They can discuss any area of financial planning without the fear of being sold a ‘ policy’ to remunerate their adviser. Our Testimonials prove our approach works.

For more information on our services please see the pages on the left.