Adler Fairways

What Adler Fairways does

Adler Fairways Insurance Brokers Limited is a UK-based independent Chartered Insurance Broker operating as part of UKGI Group under Group CEO Anthony Adler. The firm places commercial and personal lines insurance on a whole-of-market basis, sourcing coverage for clients ranging from individuals with high-value assets (classic cars, prestige homes, musicians' instruments) through to construction, motor trade, manufacturing, logistics, and property-owner/landlord segments. Its product platform spans four core service lines — Insurance for Businesses, Property Insurance (residential and commercial), Insurance for Individuals, and Private Medical Insurance — supported by a suite of specialist coverages including Cyber Liability, Trade Credit (in partnership with Allianz Trade), Professional Indemnity, Management Liability, Fleet Telematics, and Rent Guarantee Insurance. Sub-brands (Fizz Benefits, Brass Band Insurance Services, Musicians Insurance Services) and acquired entities (IREDD legal indemnities, Clifton Insurance Consultants, McCarroll McConnell, W B Baxter) extend the proposition.

The business runs on a sales-led GTM model in which brokers directly advise and place policies on behalf of clients, earning commissions and fees on placements and renewals (annual billing cadence, bespoke pricing). Underlying technology comprises the Acturis insurance platform for policy management and Client Portal access (hosted at adlerinsurance.acturis.com), Force24 marketing automation with first-party tracking cookies, and FCA-authorised conduct under Registration Number 309236. Distribution is multi-channel: direct broker sales, the self-serve Client Portal, and affinity/specialist scheme partnerships; geographic scope is UK-domestic across offices in Tunbridge Wells (HQ), Birmingham/Acocks Green (primary operations), Bristol, Brockenhurst, Canterbury, Evesham, Newbury, and London.

Recent operating history shows a programmatic M&A roll-up under UKGI Group: five acquisitions completed between December 2023 and May 2026, alongside organisational build-out (Professional Risks team expansion in 2026; new Claims and Regional Directors). Headcount is stated at 11–50 employees and revenue is not publicly disclosed; the firm holds Chartered Insurance Brokers status from the CII and is a member of BIBA.

Name

Adler Fairways

Legal name

Adler Fairways Insurance Brokers Limited

Website

https://adlerfairways.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Adler Fairways is a UK-based independent Chartered Insurance Broker that places commercial and personal lines insurance on a whole-of-market basis, serving businesses and individuals across construction, manufacturing, property, and high-net-worth segments via multiple UK offices as part of UKGI Group.

Ownership category

akta.pro rank

Headquarters

HQ city

Solihull

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Brokerage Commissions: Adler Fairways earns revenue through commissions and fees from placing insurance policies with insurers on behalf of clients. As an independent broker, they source solutions from across the whole of the market and work in partnership with leading insurers to provide enhanced products. Revenue is generated through the arrangement and renewal of insurance policies for both commercial and individual clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Adler Fairways is an independent Chartered Insurance Broker based in the UK placing property, construction, commercial and personal insurance for businesses and individuals. The firm works with a panel of leading UK insurers to deliver bespoke coverage, claims handling, and risk advisory services through its branch network and affinity partner schemes.

Product overview

Adler Fairways is a leading UK independent Chartered Insurance Broker with over 40 years of experience, operating as part of the UKGI Group. The company offers a comprehensive insurance broking platform consisting of four core service lines: Insurance for Businesses (covering construction, professional risks, cyber, trade credit, fleet, and sector-specific cover), Property Insurance (residential, commercial, and multi-occupancy), Insurance for Individuals (travel, motor, high-net-worth, and musicians), and Private Medical Insurance. The platform is supported by a Client Portal for policy management and Employee Benefits services. The portfolio includes specialized sub-products such as Cyber Liability Insurance, Trade Credit Insurance (via Allianz Trade partnership), Fleet Telematics, and Rent Guarantee Insurance. Recent acquisitions including IREDD (legal indemnities), Clifton Insurance Consultants, and W B Baxter have expanded both geographic presence and service capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Fizz Benefits: Employee benefits offering by Adler Fairways
• Brass Band Insurance Services
• Musicians Insurance Services

Products and services

• Insurance for Businesses

Quantifiable outcome

• 43% of UK businesses experienced a cyber breach or attack in 2024, with average serious cyberattack costing around £195,000
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• W B BaxtercoreStrategic or Co-development Partner · 7 May 2026Adler Fairways acquired the insurance broking arm of W B Baxter, a highly respected Chartered insurance brokerage based in Essex founded in 1911. The acquisition marks a milestone in Adler Fairways' growth and UKGI Group development. W B Baxter's IFA operation is not part of the transaction. Howard Lee remains as Managing Director.
• Clifton Insurance ConsultantscoreStrategic or Co-development Partner · 1 December 2025Founded in 1997, Clifton Insurance Consultants joined the Adler Fairways Group, further strengthening its commitment to personalised insurance solutions. Nigel Parkinson, Managing Director of Clifton Insurance, will continue under Adler Fairways. This was the third acquisition for Adler Fairways in the prior 12 months.
• Wright HassallminorImplementation/ SI/ Consulting Partner · 25 January 2024Wright Hassall law firm provided legal and strategic advisory support for Adler Fairways' acquisition of IREDD. This was a one-time engagement for the acquisition transaction rather than an ongoing partnership.
• Intelligent Real Estate Due Diligence (IREDD)coreStrategic or Co-development Partner · 4 December 2023Adler Fairways acquired IREDD, a London-based legal indemnity business specialising in real estate asset protection, as part of its expansion strategy. IREDD is now part of the Adler Fairways Group. The acquisition was Adler Fairways' third of 2023. IREDD continues to operate and was recently recognised with the CII Dr Alexander Scott Prize 2025.
• Allianz TradecoreStrategic or Co-development PartnerAdler Fairways works in partnership with Allianz Trade, a leading credit insurance provider with over 75,000 clients worldwide and 289 million businesses monitored in 160 countries. Together they help firms protect receivables, improve cash flow, and gain access to global credit insights. Allianz Trade provides AA-rated trade credit cover. Martyn Curnock, Corporate Development Manager at Allianz Trade, is quoted endorsing the partnership.
• Aviva Insurance plccoreStrategic or Co-development PartnerAdler Fairways worked closely with Aviva Insurance plc to provide a 'premier' insurance solution for Cargo Express, a leading UK logistics company. This partnership is highlighted as a case study on the Adler Fairways website.
• Premier Alarms LtdminorImplementation/ SI/ Consulting PartnerPremier Alarms provides intruder alarm system guidance featured on the Adler Fairways website. Sarah Humphreys, Sales Director at Premier Alarms, provides expert commentary on alarm system options for home security. The companies cross-refer clients for security and insurance needs.
• Total Security Installations (TSI)minorImplementation/ SI/ Consulting PartnerTSI provides expert guidance on fire alarm systems and home fire safety, featured in Adler Fairways content. Michael Cripps and Paul Mason at TSI explain the difference between fire alarms and smoke detectors and relevant regulations (BS 5839-6-2019). The companies cross-refer clients.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Marsh (Marsh Ltd, UK): Global insurance broker and risk advisor with a substantial UK presence offering commercial and specialty insurance placement, risk management, and claims services. Comparable on product breadth and broker-intermediary model, but at materially larger scale with broader international reach.
• Arthur J. Gallagher (Gallagher UK): Global insurance brokerage and risk management firm with significant UK operations spanning commercial, personal, and specialty lines. Comparable as a UK-focused insurance broker serving mid-market and corporate clients, with a similar acquisition-led growth playbook in the UK.
• Aon (Aon UK): Global professional services firm offering insurance brokerage, reinsurance, risk management, and HR consulting with a large UK operation. Comparable in commercial insurance placement and risk advisory, but operates at vastly larger scale with a wider product portfolio than Adler Fairways.

Direct peers

• Towergate Insurance Brokers: UK independent insurance broker offering commercial and personal lines to SMEs and individuals, with broad specialty expertise across construction, motor, property, and professional risks. Highly comparable on UK multi-vertical mid-market broker model.
• Howden Group Holdings: UK-headquartered independent insurance broker offering commercial, personal, and specialty lines across the whole of the market, with an active roll-up M&A strategy. Closely comparable on independent broker model, UK mid-market focus, and acquisitive growth profile.
• Bollington Insurance Group: UK independent commercial insurance broker serving SMEs and mid-market clients across construction, manufacturing, motor trade, and professional services. Directly comparable on UK independent broker model, sector specialism, and mid-market focus.
• Bluefin Insurance Group: UK independent insurance broker providing commercial, personal, and specialty lines to mid-market clients across multiple sectors. Comparable on independent whole-of-market model and UK mid-market focus, with similar specialty sector emphasis.
• PIB (Peter Imber Insurance Brokers): UK insurance broker group with an active acquisition strategy, serving commercial and personal lines clients across multiple specialist sectors. Highly comparable on roll-up M&A model, UK mid-market positioning, and independent broker approach.
• James Hallam Insurance Brokers: UK independent Chartered insurance broker offering commercial, personal, and specialty lines to businesses and individuals. Comparable on Chartered status, UK independent broker positioning, and specialty sector expertise including construction and professional risks.

Emerging players

• Gallagher (Specialty / Construction & Real Estate): Gallagher's UK specialty practice includes deep construction and real estate broking capabilities. Comparable on construction sector focus and legal indemnity / real estate due diligence adjacencies overlapping with Adler Fairways' IREDD acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Adlerinsurance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adler Fairways