What We Believe

At the core of our philosophy is a commitment to ensuring all actions are aligned with our clients' interests. Accordingly, our Affinity Partners use a transparent fee-for-service model and focus on holistic financial coaching. We have an equally strong focus on meeting our fiduciary commitments through the entire investment process.

Holistic Approach

Financial planning is an ongoing process, and we believe our role is to mentor clients through the wealth management journey. To ensure they remain on track to achieve their goals, Affinity Partners regularly ask their clients:

What their risk profile is;
The trade-offs they are prepared to make to reach their goals; and
The relative importance of money versus, say, leisure time.

At PFS we work with advisers who have a proven history of helping their clients articulate their unique definition of wealth and developing comprehensive plans to help them achieve and sustain their desired lifestyle.

Lifelong coaching

A PFS Affinity Partner coaches their clients to identify and confront their real objectives. A comprehensive strategy is developed to achieve those objectives with greater control and certainty over time.

The wealth management needs of clients vary according to life stage and individual circumstance. Priorities may move from wealth acquisition to wealth protection, or from investment growth to estate planning.

Realistic approach

Many financial advisers are paid fees from the groups to which they direct client funds. Investors are not always clear what proportion of their investment is being taken in fees. This paradigm does not lend itself to transparency, objectivity and, ultimately, trust.

By contrast, PFS Affinity Partners typically charge on a simple fee-for-service basis. As they are committed to being transparent and objective, their focus is always on the client's best interests. PFS advisers responsibly manage their client's money and ensure all actions are aligned with the long-term incentive to achieve their client's objectives.

Rigorous methodology

PFS is committed to the discipline of structured asset class investing. In an industry where investors are steered towards actively managed funds, PFS embraces the tenets of Modern Portfolio Theory. The theory is explained in the Nobel Prize winning research of Markowitz and Sharpe, which shows that portfolio structure, not stock selection and market timing, determine long-term investment performance.

It has been scientifically proven that a diversified and structured investment strategy delivers persistent returns over time at a reduced risk to the investor. As structured asset-class investing continues to evolve, PFS remains at the cutting edge of innovative and rigorous investment thinking.