​Birmingham-based broker makes acquisition to broaden regional presence

Birmingham-based Adler Fairways has acquired the insurance broker arm of W B Baxter.

Adler said that deal strengthens its proposition and broadens its regional presence, while ”reinforcing the UKGI group’s focus on sustainable, high quality growth through businesses that share a commitment to long-term client relationships and trusted advice”.

W B Baxter’s iindependent financial adviser (IFA) operation is not part of the transaction. The acquisition relates solely to its insurance broking business.

Anthony Adler, group chief executive at Adler Fairways, said: “W B Baxter is a business with an exceptional heritage and a strong focus on delivering the best outcomes for their clients. Founded more than a century ago, they have built a reputation for professionalism, integrity and personal service, closely mirroring our own values across Adler Fairways.

“This acquisition is not only an important step in our continued growth, but a great cultural fit for our group. We are very much looking forward to welcoming W B Baxter’s colleagues and clients and working together to build on that strong foundation for the future.”

Integration process

Over the coming months, Adler and W B Baxter will work together to ensure a “smooth and considered” integration, maintaining continuity for clients and colleagues while identifying opportunities to share expertise and best practice.

Howard Lee, managing director at W B Baxter, said: “For more than 100 years, W B Baxter has focused on delivering professional, tailored insurance advice built on long-standing personal relationships. As we looked to the future, it was important to find a partner that respected that heritage while supporting the continued development of the business.

“Adler Fairways shares our emphasis on professionalism, integrity and truly understanding the individual needs of clients and we believe joining the group will enable us to continue providing the high standard of service our clients expect, while creating new opportunities for our colleagues as part of a wider organisation.”