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Adler Fairways welcome ACM Broking and Primassure

We are delighted to announce that Adler Fairways has recently completed on the purchase of two brokerages: ACM Broking and Primassure.

ACM Broking are an independent General Insurance Broker, predominantly providing Commercial Insurance (incorporating Employee Benefits), aligned by Private Client insurance solutions to an eclectic clientele, locally, nationally and overseas. ACM’s specialty business includes Leisure, Recruitment & Hair/Beauty.

Co-founded by Stuart Anderson, Managing Director and Gary Crowder, Director in 1999, ACM have built a strong reputation in the market through their proactive and personal approach to risk management and bespoke delivery of insurance solutions tailored to the unique needs of their clients.

Stuart Anderson, Managing Director said: “Adler Fairways approach to risk management and safeguarding the future of their clients, aligns with our own. At ACM, we pride ourselves on establishing long term relationships with our clients, enabling us to help mitigate their risk, provide expert advice, and implement cover that ensures they are protected and assist throughout the claims process. I know that through our combined expertise our clients will see huge benefits and we are excited for the future ahead of us.”

Gary Crowder, Director said: “ACM’s vision from the outset has been one of offering professionalism and added value to our clientele, and I am delighted that ACM’s future has been assured; our values and culture mirror that of Adler Fairways. Stuart and I have been conscious that any decision in relation to succession planning is not taken lightly. Our team and clients are in safe hands. Continuity is key to any successful migration, and I confirm that I will manage the St. Albans office as Branch Director with immediate effect. Finally, I would like to go on record and thank our long-standing clients, not forgetting the ACM team who underpin all to ensure we continue to flourish.”

Primassure, located in Southend-on-Sea were formed in 2007 to provide specialist insurance broking services to the UK diamond and jewellery industry. Following its success in this sector, they expanded into personal lines, and have continued to flourish into a well-established, trusted brokerage providing a range of services to personal and commercial clients throughout the UK.

Sharon Guyver, Director at Primassure, and her experienced team are committed to providing clients with exceptional and personalised service. Their market knowledge and specialist insight within the jewellery industry supports our strategy of growing the specialisms within our business. Sharon and the team, as well as Primassure clients completed their transfer into Adler Fairways on 1st January 2024.

Sharon said: “We are excited to be joining Adler Fairways and taking our expertise within the jewellery market, commercial and personal lines to a wider audience. Our attraction to Adler Fairways was not only their client-centric focus and dedication to delivering the best client outcomes, but to joining a truly independent UK broker with an exciting future and being able to provide further value to Primassure clients.”

Anthony Adler, CEO Adler Fairways said: “ACM Broking and Primassure bring with them extensive knowledge and experience, not solely within the general insurance market, but a range of specialisms too, allowing us to strengthen and enhance the range of services and advice we provide to clients. I am thrilled both businesses have joined Adler Fairways, their ethos and approach align with our own, and I would like to welcome all Primassure and ACM Broking employees and clients to Adler Fairways.”

ACM Broking and Primassure adds a further £8m of gross written premium to the business, now putting Adler Fairways within the Top 10 UK privately owned independent insurance brokers. We have now completed on five acquisitions in the last 12 months, a strong indicator of our strength in the market, desire to grow our business and further demonstrates our status as a strong independent broker for the future.


About Adler Fairways

Adler Fairways is a well-established and trusted Chartered independent insurance broker providing expert insurance and risk management advice, employee benefits, and health and wellbeing services to commercial and private clients throughout the UK. They are driven by an ambition to improve the industry and deliver better outcomes for clients. Their customer-first approach is delivered by a team of specialist insurance experts with an unwavering commitment to understanding their clients and the unique needs and challenges they face. They have seven offices throughout the UK and are recognised nationally within the insurance industry for their professional and personal approach and have been helping to protect clients for over 40 years.

For more information on Adler Fairways please call 0121 764 5500 or email