Who we are

Gain the reassurance from a successful UK Group.

Benefit from our independence

AFH aims to be different from the crowd. We are first and foremost Independent Financial Advisers (IFA). Our independence means our focus is firmly on providing our members with the best solutions to execute their financial plan. We try to provide maximum choice across the whole market at the most competitive price. We also innovate to deliver options that our competitors simply don’t have access to or the resource to get the best out of. 

Our business does not rely on selling new products, funds, or platforms. We invest across the entire market. Our services are not product specific. We apply them to existing legacy products and only recommend change where we can demonstrate you will profit. 

The starting point

Our roots were laid back in 1990, when Chartered Financial Planner Alan Hudson founded the community in Bromsgrove, Worcestershire. Over the past few decades, AFH has grown from these firm foundations to become one of the UK’s largest Independent advisory firms. 

AFH Financial Group Plc, is one of only four listed businesses of our type in the UK. The board are committed to further growth of our community and have recruited non-executive directors with a wealth of knowledge and experience to oversee governance and help guide our progress. Success is as a direct result of our pioneering approach to financial- planning- led wealth management. Indeed, we have recently been described as the future of wealth management in the UK.

Maintaining a Client focus.

From the outset Alan’s objective was the security and welfare of his investors and bringing them into a community. His thinking was that building mutual trust and respect and creating the best outcomes would ensure the success of all. This philosophy remains our primary driver and explains why we are so serious about continually delivering more whilst using our scale to drive down costs for our members.

Harness the power of technology

We recognised early on in the digital revolution, how technology would help us achieve our objective and committed to becoming a business that’s right for today. It is a continuous process, but we are leading the field, streamlining processes, reducing paper and delivering efficiencies across the board. Our plans include mobile apps and secure, personalised client areas where our clients can view and manage their wealth under our guidance. And we are already delivering tangible benefits with initiatives like AFH Direct, a portfolio management resource that enables clients, where suitable, to significantly reduce the cost of investing.

Find out how being part of the AFH community could help you make a better future.

Get in touch

To discover how AFH's unique approach to wealth management can help you build a better future, please contact us.