AFH Wealth Management
AFH Wealth Management is a UK independent financial advisory firm managing £11bn in group client assets via 200+ advisers across 14 offices, offering financial planning, investment management, and estate services to retail, HNW, and business-owner clients.
- Company typePrivate
- Founded1990
- HeadquartersBromsgrove, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What AFH Wealth Management does
AFH Wealth Management is a UK independent financial advisory firm founded in 1990 by Chartered Financial Planner Alan Hudson and headquartered in Bromsgrove, England. Operating as a trading style of AFH Independent Financial Services Limited (a wholly-owned subsidiary of AFH Financial Group Limited), the firm provides regulated financial planning, investment management, private wealth, and trusts and estate administration services to individual retail clients, high-net-worth investors, and business owners across the United Kingdom. As of January 2026, the group manages £11bn in combined client assets (assets under management plus assets under influence) and operates through 14 regional offices with 200+ qualified independent financial advisers.
The firm's core products span financial planning (retirement, inheritance tax, protection, tax, and mortgage planning), investment management offered at three service tiers (Discretionary, Advisory, and Oversight), a bespoke AFH Private Wealth proposition (via the acquired St Johns Asset Management), and a trusts and estate planning practice delivered in partnership with Association of Lifetime Lawyers-member solicitors. The proprietary WealthHUB client portal supports portfolio tracking and account management, while the in-house Investment Committee and Investment Sub-Committee structures provide governance over investment strategy with monthly oversight and delegated execution authority. AFH also deploys an AI transcription tool (with client consent) for adviser meeting notes.
AFH generates revenue primarily through recurring fees on assets under management, advisory fees for financial planning engagements, and professional services fees for wills, probate, and estate administration work. The go-to-market combines direct-to-consumer acquisition (website, phone inquiries, free no-obligation consultations) with an aggressive acquisition strategy that has absorbed 125 independent IFA businesses over 20 years, retaining acquired brands as regional subsidiaries. Distribution is a hybrid model: face-to-face adviser consultations at 14 UK offices paired with the self-serve WealthHUB digital portal. Customer acquisition also occurs via content marketing (guides, webinars, newsletter), social media (LinkedIn, Facebook, Twitter), and referrals, while the firm's growth pipeline includes an Associate Adviser Programme and ongoing acquisitions of retiring IFA principals.
AFH Wealth Management firmographics
Firmographics- Name
- AFH Wealth Management
- Legal name
- AFH Independent Financial Services Limited
- Website
- https://afhwm.co.uk
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- AFH Wealth Management is a UK independent financial advisory firm managing £11bn in group client assets via 200+ advisers across 14 offices, offering financial planning, investment management, and estate services to retail, HNW, and business-owner clients.
- Ownership category
- akta.pro rank
AFH Wealth Management industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (525920)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industries
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Affluent / Mass-Affluent Private Banking (FSABADAC)
Keywords
Where AFH Wealth Management is headquartered
LocationHeadquarters
- HQ city
- Bromsgrove
- HQ country
- United Kingdom
- HQ region
- Europe
Offices14 records
Markets served
AFH Wealth Management business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Financial Advisory Services: Fee-based financial planning and investment management services. The company provides independent financial advice across retirement planning, inheritance tax, protection planning, tax planning, mortgage planning, and investment management. Revenue is generated through advisory fees, likely a combination of fixed fees, hourly rates, and percentage-based fees on assets under management.
- Investment Management: Discretionary, advisory, and oversight investment management services. Clients receive annual face-to-face review meetings. Revenue model includes management fees on assets under management (AUM). The company manages £11bn in group client assets.
- Trusts & Estate Planning: Probate and estate administration, will drafting, Lasting Power of Attorney applications, and Court of Protection applications. Services provided through solicitors who are members of the Association of Lifetime Lawyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | One-time | Free initial consultation |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
AFH Wealth Management product offering
Product offeringCore offering
AFH Wealth Management provides independent financial advice and investment management services to individual clients and business owners across the UK. Core offerings span financial planning (retirement, inheritance tax, protection, tax, mortgage), investment management (discretionary, advisory, oversight tiers), Private Wealth bespoke portfolios, and trusts & estate planning (wills, probate, LPAs). Services are delivered through 200+ qualified advisers across 14 UK offices with £11bn in group client assets under management.
Product overview
AFH Wealth Management operates as a financial planning and wealth management services company with a platform-plus-branches model. The core offering consists of Financial Planning Services (retirement, inheritance tax, protection, tax, and mortgage planning) and Investment Management Services (offered at Discretionary, Advisory, and Oversight levels), supported by a proprietary WealthHUB client portal. Additional services include Private Wealth (bespoke portfolio management), Trusts & Estate Planning (probate, wills, LPAs, Court of Protection), an Associate Adviser Programme, and an Acquisitions Programme for IFA businesses. The company operates through multiple regional subsidiaries across the UK (Cookham, Watford, St Albans, Stourbridge, Bishop's Stortford, Nantwich, and others), each formerly independent firms that have been acquired. With over 200 advisers managing £11bn in group client assets across 14 offices, the company is authorised and regulated by the FCA.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning Services
- Investment Management Services
Quantifiable outcome
- £11bn in group client assets managed (accurate at January 2026)
- +2 more outcomes
Companies that use AFH Wealth Management
Customer profileSegments3 records
Ideal customer profiles3 records
AFH Wealth Management technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AFH Wealth Management partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Margetts Fund Management LtdcoreMargetts Fund Management has worked with AFH since 2009, closely involved with the operation and management of the AFH fund ranges. Toby Ricketts, CEO of Margetts, is lead fund manager of the Margetts Risk Rated funds and has held this position for over two decades. Margetts has won multiple awards and industry recognition for fund performance.
- Association of Lifetime Lawyers (ALL)coreAFH provides access to solicitors through AFH who are members of the Association of Lifetime Lawyers (ALL), which sets the gold standard for the industry. ALL provides specialist training in meeting the needs of older and more vulnerable clients, as well as identifying signs of neglect or abuse. This partnership ensures clients receive professional, friendly service in wills, trusts, and estate planning matters.
Scale indicators5 records
Recent moves11 records
Expansion highlights6 records
AFH Wealth Management competitors and assessment
Company assessmentDirect peers
- St. James's Place: Largest UK wealth manager, distributing through a large adviser network on a fee-based model. Closest scaled UK analogue to AFH's IFA-led wealth management approach.
- Quilter plc: UK-listed wealth manager with an advised and platform business serving retail and HNW clients via a network of financial advisers. Comparable to AFH in target market and product mix.
- Rathbones Group: UK wealth manager offering investment management and advice to private clients, charities, and intermediaries. Comparable discretionary and advisory investment management capabilities to AFH.
- Brewin Dolphin (RBC Wealth Management UK): UK wealth manager with a national office network and discretionary/advisory investment management for private clients. Comparable distribution and service model, recently acquired by RBC.
- Evelyn Partners: UK wealth management and professional services firm offering financial planning, investment management, and tax/estate services. Comparable full-stack wealth offering to AFH.
- Sanlam Wealth UK: UK wealth manager built through acquisition of IFA networks (Five Wealth, etc.). Directly comparable to AFH as an IFA consolidator with a UK adviser-led model.
- True Potential: Large UK IFA network with a proprietary technology platform for advisers and clients. Closely comparable hybrid advice/distribution model to AFH's WealthHUB approach.
- Ascot Lloyd: UK IFA consolidator built through acquisition of smaller adviser firms, serving HNW and mass-affluent clients. Directly comparable acquisition-led IFA growth strategy.
- Charles Stanley: UK wealth manager offering discretionary and advisory investment management to private clients across a national office network. Comparable scale, services, and client profile.
Emerging players
- Moneybox: UK digital wealth and savings platform targeting younger mass-affluent clients. Not directly competing today, but represents the disruptive low-cost model that shapes AFH's competitive context.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights8 records
Customer concentration
AFH Wealth Management social profiles
Digital presenceAFH Wealth Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFH Wealth Management leadership team
Management profileNumber of profiles
Profiles13 records
AFH Wealth Management subsidiaries and ownership
Company hierarchySubsidiaries4 records
AFH Wealth Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFH Wealth Management M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AFH Wealth Management
What does AFH Wealth Management do?
AFH Wealth Management provides independent financial advice and investment management services to individual clients and business owners across the UK. Core offerings span financial planning (retirement, inheritance tax, protection, tax, mortgage), investment management (discretionary, advisory, oversight tiers), Private Wealth bespoke portfolios, and trusts & estate planning (wills, probate, LPAs). Services are delivered through 200+ qualified advisers across 14 UK offices with £11bn in group client assets under management.
Is AFH Wealth Management a public or private company?
AFH Wealth Management is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AFH Wealth Management founded?
AFH Wealth Management was founded in 1990. It employs 251 to 500 people.
Where is AFH Wealth Management based?
AFH Wealth Management is headquartered in Bromsgrove, United Kingdom, in the Europe region.
How does AFH Wealth Management make money?
Three revenue lines are on record. Financial Advisory Services are the primary driver. The others are investment Management and trusts & Estate Planning.
Who are AFH Wealth Management's main competitors?
Direct peers on record are St. James's Place, Quilter plc, Rathbones Group, Brewin Dolphin (RBC Wealth Management UK), Evelyn Partners, Sanlam Wealth UK, True Potential, Ascot Lloyd and Charles Stanley. Moneybox is listed as an emerging player.
Does AFH Wealth Management have an API?
No public API is recorded for AFH Wealth Management.
What industry is AFH Wealth Management in?
AFH Wealth Management's product category is Wealth Management. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.