Adler Fairways has completed the acquisition of the insurance broking arm of W B Baxter, a highly respected and long-established Chartered insurance brokerage based in Essex, marking a further milestone in the growth of Adler Fairways and UKGI Group.
Founded in 1911, W B Baxter has built an exceptional reputation over more than a century for professionalism, integrity and delivering a highly personal, client-first service across both commercial and private clients. These values and service standards closely align with those of Adler Fairways, making the business a strong cultural and strategic fit.
For clarity, the acquisition relates solely to W B Baxter’s insurance broking business. Their Independent Financial Adviser (IFA) operation is not part of the transaction.
A shared focus on long-term relationships and quality advice
The addition of W B Baxter strengthens Adler Fairways’ 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.
Anthony Adler, Group CEO, commented:
“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.”
Howard Lee, Managing Director of W B Baxter:
“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.”
Looking ahead
Over the coming months, Adler Fairways and W B Baxter will work closely together to ensure a smooth and considered integration, maintaining continuity for clients and colleagues while identifying opportunities to share expertise and best practice.
Adler Fairways looks forward to welcoming W B Baxter’s team and clients as it continues to invest in businesses that share its values and long-term vision.
