Life isn’t a rehearsal.
It's about being the best version of yourself and making life count.
Discovering traditional financial and insurance markets are outdated, we've set out to transform these markets.
This approach is all about you.
Combining science with technology to help you get clarity, confidence and control over your ideal future.
As far back as he remembers, our founder Sam wanted to serve.
After graduating, he was commissioned from the Royal Military Academy Sandhurst into the British Army.
Sam loved the military and its strong core values.
He ended up protecting The Queen at Buckingham Palace.
On starting a family, Sam reluctantly left the Army and joined a traditional 'wealth manager'. It took just a few days to realise stark differences... Gone were the core values, integrity and sense of service.
He quickly learnt self-interested firms and conflicted salespeople couldn’t be trusted. So he resolved to create a new way to help people make important decisions…
“Science and technology will be our weapons to help people get far better results.”
On a beautiful spring afternoon, way back when in 2004… AES International was born.
At first, it was just one man and an idea.
But within a few months, other military veterans joined.
Together, they poured their hearts and souls into making the idea a success… Soon, the seeds began to sprout…
AES initially focused on helping veterans... But over time, they discovered more about a global financial services industry intent upon rewarding itself, not clients.
Banks, fund companies, asset managers, insurance companies and salespeople created and sold products designed to confuse.
Opaque, expensive, inflexible products – scientifically proven not to work. Spotting an opportunity to help those who didn’t know where to turn, they decided to challenge the status quo.
To transform this outdated industry and pioneer a better way.
Their mission – to create 'Positive Change' for their clients and their profession...
By 2011, AES was the 4th fastest growing business in Britain, a top 50 financial firm by size and had won many accolades.
Richard Branson, Barclays Bank, Ernst and Young all awarded them.
The Economist Magazine called Sam ‘The Field Marshal of Finance'.
The team now numbered in the hundreds and AES held over 67 licences worldwide.
But something at the core was still not as good as it could be…
AES wanted to be at the forefront – but the industry wasn’t adaptable.
Traditional advisers resisted the introduction of higher standards. Insurance and investment providers resisted any form of change.
Clients often didn’t understand that far better options had now become available.
A battle commenced, between a self-interested financial services industry of the past and believers in a better way for the future.
It was a fight between the last generation and the next, mercenaries and missionaries, and firms that want to be big rather then the best.
But when change came, it was painful because it meant dramatic cuts.
AES said farewell to colleagues who wouldn’t embrace new ways to help get clients better results.
And explained why we believed past products and methods were now out of date.
Despite the challenges, this period proved to be our making.
Helping pivot us from big to best, follower to leader and accepted practice to best practice…
Ultimately helping clients get far better benefits than had ever been available before.
To challenge the ‘traditional industry’ - committing to thinking, acting and advising entirely differently to them.
To focus relentlessly on getting our clients much better results. Results not based on opinion, sales or spin… but results on scientific, academic and factually proven evidence.
To educate and inform, freely sharing our collective wisdom and expertise with clients (and competitors) to fuel change.
This motto encapsulates our vision since inception…
A modern business based upon traditional military values.
Relentlessly focused on getting the best for others.
Today, we aspire to deliver more value than any other business in our sector.
Offering a problem solving, possibility capturing partnership committed to making the world, "healthy, wealthy and wise"...
And we’re still just getting started.