our story

Affinity Financial Advisors has been based in West London since 1998 and Hillingdon has been our home since 2003. Our financial advisors cover the South East including London, Buckinghamshire, Middlesex, Oxfordshire, Hertfordshire, and Hampshire.

We really pride ourselves on being fully independent. This means we can deal with a wide range of companies and are not restricted to just one or two; that way it also allows us to tailor our recommendations to what will suit you best.

This independence is a critical part of how we work and means our advice is always based on a comprehensive analysis of the market and is completely unbiased.

We are professionally qualified and regulated by the Financial Conduct Authority.


We believe in face to face financial advice; our relationship with you is very important! Most of our clients have been with us for many years and we have developed long standing relationships based on trust.

If we think your existing arrangements and plans are good enough, we will tell you. Our relationship with you is more important than a quick transaction. On the other hand, if we think things need to change, we will explain why and will take care of all the paperwork to help you make the changes.

We believe there should always be someone available to speak to! Whilst technology helps and supports us in providing the best possible service to our clients, we are also keen to ensure that the personal touch and individual contact is always available. Communication that is personal, straightforward and easy to understand is what makes us different.


Together, our advisors have a wealth of knowledge and experience, ensuring the best possible results for our clients and their families.  All of Affinity’s financial advisors are members of both the Personal Finance Society (PFS) and the Chartered Insurance Institute (CII). They all hold the CII Diploma in Financial Planning and a specialist CII Certificate in Equity Release.

This means they are fully qualified to advise on Pensions (pre- and post- retirement), Investments, Life Protection, Tax Planning and Mortgages.  Some of our advisors have further specialist qualifications in certain areas of financial planning, enabling the firm to cover all aspects of advice.


Our support team, with its wealth of technical knowledge and financial services experience, enable our advisors to help our clients to achieve their objectives.

Analysis and administration are key our providing the highest level of service to our clients, ensuring we have the right systems in place to manage your finances.