What We Believe

Our Core Principles

Holistic Approach

We understand that wealth is defined in many ways besides money, and that a client's personal definition of wealth is as individual as they are.

While many financial advisers claim to adopt a holistic approach in advising their clients, in reality the majority lack the tools to identify:

What a client's risk profile really is.
The trade-offs the client is prepared to make to reach specific, desired goals.
The relative importance of money versus, say, leisure time.

Yet these are precisely the decisions that all clients face in their daily lives, and in planning for the future.

At PFS we only work with advisers who have an established reputation for helping their clients articulate their unique definition of wealth – and for devising coherent plans to achieve and sustain their desired lifestyle. Planning is a process – when effective, it makes clients continue thinking about the variables.

Unique, leading-edge tools

Unique ‘off-the-shelf’ tools do not exist for advanced diagnostic and predictive modelling, that is why PFS utilises the Plan B-developed True North technology as a bespoke, decision making framework to guide wealth management strategy.

Life-long coaching

A PFS Affinity Partner coaches their clients through a process to identify and confront their real objectives. Then, working with their adviser, 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 advice

A majority of financial advisers operate on the basis of fees paid by the groups to which they direct client funds. Investors are not always clear what proportion of their investment is being taken in fees and 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. Because they are committed to transparency and objectivity they are always focused on what is in the client’s best interest.

PFS advisers never forget that they are managing client’s money and that fees paid to advisers should create alignment with a long term incentive to achieve the client’s objectives.

Rigorous methodology

PFS is committed to the discipline of structured asset class based investing. In an industry where the majority of investors are steered towards actively managed funds, PFS embraces the tenets of Modern Portfolio Theory, explained in the Nobel Prize winning research of Markowitz and Sharpe, showing that portfolio structure (asset class allocation), not stock selection and market timing, determines long term investment performance.

A diversified, structured investment strategy has been consistently, scientifically proven not only to deliver persistent returns over time, but to do so at a reduced risk to the investor. As structured asset-class based investing continues to evolve, PFS remains at the cutting edge of innovative and rigorous investment thinking.

We also make sure in the future that PFS along with all advisers have:

Commitment to ongoing education and improvement.
Commitment to pursuing “best practice” business standards.