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Our Ethics

AFWM Ltd is a highly principled organisation, with its own set of unique ethical principles at its core. These ethical principles form the foundation of every business decision we make and are what truly set us apart from the majority of IFA firms in the UK.

To take responsibility for client asset management, not to delegate this to third parties.

Whatever the economic situation we have a view on how your assets should be managed and will guide you accordingly. We will not sit on the fence and shrug our shoulders.


To not be afraid to give bold investment advice which we fundamentally believe is in each clients’ best interest. Our task is to communicate the logic for such advice to the client.

Many fund management solutions merely follow and copy an industry benchmark which vary little with changing economic circumstances. Sometimes this results in client assets being partially invested in asset types with very little medium term potential. If we don’t think it will grow, we won’t recommend it!


To develop our service entirely on customer need, rather than business interests.

We have a number of portfolios. Clients who wished to invest ethically expressed an interest in us providing an ethically invested portfolio. We duly obliged by creating our Porthgwarra service.


To never engage in strategic investment alliances – our duty as Independent Financial Advisers is to have a one-to-one alliance only with clients.

Independent means independent AND impartial. We will never have a personal preference for one organisation over another. The right solution for each client is all we are interested in.


Our duty is to provide long-term service and only to conduct new business when wholly in the interest of the client.

More than three quarters of our income is derived from looking after clients on a long-term basis NOT initial advice. Our Advisers are focused on looking after you for years to come, not earning high initial fees, never to be seen again.

Mortgages and Equity Release: After your loan completes, we will agree a time when we will next review your mortgage and protection needs to ensure that you continue to have a competitive mortgage and up to date protection to suit your lifestyle.


Where no new business needs to be written – to end an appointment happy that a good job has been done.

Our review meetings are just that. We inform you how things have gone and recommend alterations to your investments where required. If no further work is required then we are happy to say so. Our Advisers are motivated to provide service rather than sales.

Mortgages and Equity Release: When the time comes to review your mortgage we will inform you how things have gone and recommend alterations to your mortgage and protection as appropriate. If no further work is required then we are happy to say so. Our Advisers are motivated to provide service rather than sales.


All clients will be treated with the same courtesy irrespective of wealth or budget.

Many Adviser firms now have minimum fund sizes or minimum fees making it sometimes difficult to receive cost effective advice. We believe this to be unfair and unethical. Whether you have £10,000 or £10,000,000, we have no minimum fees or fund levels – you will receive quality advice, now and in the future.

Mortgages and Equity Release: Whilst we do have a minimum fee, this is sufficiently low to allow almost all mortgage and protection needs to be dealt with effectively.


Always to provide advice or recommendations which are wholly right for each individual client, not the most convenient to our business.

We provide the best solution to each client at any given time. In 2012, having consistently recommended a particular Fund Supermarket, when their administration became poor, we stopped recommending this provider, and found a better solution for clients.

Mortgages and Equity Release: Over time we will respond to estate agent and customer demand to continuously enhance our service.


As our business increases, we should not lose our ability to service clients to the highest standards through overburdening staff and Advisers

It is important that you always get a great service now and in the future. Our Advisers are limited to the number of clients they can look after. This means that your Adviser will not be overworked and will have the time to properly review your investments over the years to come. It also allows them to get to know you very well over time.


To relentlessly strive to provide ever higher service standards, including the most customer friendly office environment.

We will not stand still and pat ourselves on the back. In 2017 we increased the number of instances of fund switching and additionally introduced long-term care fees planning advice.

A trip to our offices will be a pleasant experience, with friendly staff and a great range of refreshments available.

Mortgages and Equity Release: We will not stand still and pat ourselves on the back. Helping you to buy your home, a holiday home or a buy-to-let is just the beginning of a long journey in an ongoing relationship. We will always strive to deliver the highest service standards and will be there to offer personal, friendly advice for all your future endeavours.

info@afwm.co.uk 01872 306422