Just four months ago, Affinia officially launched as a new force in the UK’s accountancy sector, bringing together seven regional firms under one banner.
Backed by private equity firm Sovereign Capital Partners, the firm has set ambitious goals: to double turnover and headcount within five years, all while maintaining the personal, relationship-led approach that defined its founding firms.
In this exclusive interview with Accountancy Age, CEO Darren Redmayne and Chief Commercial Officer Chris Annis discuss Affinia’s rapid evolution, its vision for the future, and what sets it apart from other private-equity-backed firms in the market.
Building a New Force in Accountancy
When Affinia launched, the firm sought to create more than just a collection of regional practices. Instead, it aimed to build an integrated business, one that combined the expertise and client relationships of its founding firms while offering a broader service range, deeper talent pools, and stronger market positioning.
“We realised that across these seven firms, we shared what we call the ‘three Cs’: a deep focus on clients, colleagues, and community,” Redmayne explains.
“By coming together, we’re able to provide better, broader advisory services to clients, offer stronger career paths for our people, and play a more impactful role in the regional economy.”
For Annis, who has been with the business for more than two decades, the move to Affinia has been transformational.
“What excites me most is how we’ve been able to enhance client experience and expand our capabilities,” he says. “We’ve brought in six other like-minded firms, not just to scale up, but to add depth. The talent and sector expertise we now have is unmatched in our market.”
What’s in a Name? The Story Behind Affinia
A business’s name often holds the key to its ethos, and for Affinia, the branding was no accident.
“Our name is derived from the word ‘affinity’—reflecting the strong relationships we build with clients, colleagues, and the communities we serve,” says Nicki Ramsbottom, Affinia’s Head of Marketing.
“But we also liked that ‘Affinia’ contains ‘fin’ for financial expertise and ‘IA’ for intelligent automation—highlighting our commitment to using technology to improve client services.”
This philosophy extends to the company’s visual identity as well. “Even our logo reflects connection,” Ramsbottom notes. “The two ‘I’s in Affinia represent people, with the ‘N’ symbolising the links we build between them.”
Scaling Up: A Growth Strategy with a Difference
Private equity-backed accountancy firms aren’t new, but Redmayne is keen to stress how Affinia is different from other firms on the same path.
“We’re not just about buying firms—we’re about building something truly integrated,” he explains. “Unlike other private-equity-backed models, where firms retain autonomy and operate
more like a network, we have invested heavily in creating shared enabling functions across the business. We’ve built a people and culture group, a dedicated technology team, and a brand and marketing function that brings everything together.”
One of the firm’s key differentiators is its focus on operational integration. “Other firms might adopt a common name, but behind the scenes, their offices still run independently,” Redmayne continues.
“At Affinia, we are fully integrated—working on shared systems, using a unified approach to service delivery, and ensuring a seamless client experience across our offices.”
Expanding Capabilities to Better Serve Clients
Beyond just bringing firms together, Affinia has actively expanded its service offering and geographic reach.
“By merging, we’ve added new sector specialisms and strengthened our capabilities,” Annis explains.
“For example, we now have a leading audit team specialising in education and schools, a growing digital solutions practice, and an enhanced M&A advisory function.”
Geographically, Affinia has expanded its footprint beyond its original base in East England. “LB Group, our original firm, was concentrated north of the Thames,” Redmayne says.
“Now, we’re in the East and South East, with offices in key locations such as Sidcup, Orpington, and Sutton—offering better proximity to clients.”
What’s Next? Future Growth and an Open Invitation
With strong momentum behind it, Affinia isn’t slowing down. Redmayne confirms that the firm plans to bring more firms into the group, particularly those with aligned cultures and complementary expertise.
“If you’re an ambitious firm with a strong local reputation, facing challenges like succession planning, talent retention, or technology investment, we’d love to have a conversation,” he says.
“We’re looking for firms with around 40-50 employees or more, established regional presence, and expertise that can add value to our growing client base.”
Annis echoes this sentiment. “It’s not just about size—it’s about fit,” he emphasises. “We’re looking for firms that share our relationship-driven approach to client service and want to be part of something bigger.”
Looking Ahead: A Year from Now
When asked about what success will look like in a year’s time, the leadership team is unanimous: growth must be meaningful, not just numerical.
“For me, it’s about making sure that as we grow, we maintain our culture and client-first approach,” says Ramsbottom. “We want to be known as the firm that delivers excellent service while also nurturing the next generation of talent.”
Redmayne, meanwhile, highlights the firm’s commitment to its people. “One of the things I love most is seeing our team members grow—passing exams, achieving promotions, and finding career paths they never expected,” he says.
“We’re building something that gives real opportunities to our people, and that’s what drives me.”
For Annis, it all comes down to impact. “We have a saying here: ‘Real people. Real growth. Real difference.’ That’s what we’re striving for—continuing to build a great team doing great things for our clients,” he says.
With a strong foundation, a clear vision, and an unwavering focus on clients, colleagues, and community, Affinia is on track to becoming one of the UK’s most respected mid-market accountancy firms.
The next 12 months will be critical—but if the past three are anything to go by, the firm’s future looks bright.