<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=3003101069777853&amp;ev=PageView&amp;noscript=1">

‘Be all you can be'.


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Discovering traditional financial and insurance markets are outdated, we've set out to transform these markets.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 education with evidence to help you get clarity, confidence and control over your ideal future.

Sam on a horse our story page

Service and protection.


As far back as he remembers, our founder Sam, wanted to serve.  

After graduating, he 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.

The existence of a parallel industry.

On starting a family, Sam left the Army and joined a traditional 'wealth manager'.  It took just days to realise stark differences... Gone were the core values 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…

“Education and integrity would 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To transform this outdated industry and pioneer the creation of an international profession.

Their mission – to create 'Positive Change' for their clients and their profession...

Awards and recognition.

By 2012, 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 was still not right…

Many professions were rapidly changing. Standards were being raised, practices refined, options were improving. But international financial services was systemically broken and the industry wasn't adaptable.

AES wanted to be at the vanguard of the profession.

But 'traditional' advisers resisted the introduction of higher standards. Insurance and investment providers resisted any form of change.

Clients often didn’t understand far better options had now become available. 

A battle commenced, between a self-interested financial services industry of the past and believers in the creation of a future profession.

It was a fight between the last generation and the next, mercenaries and missionaries, and firms that want to be big rather than the best.

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 practices were now out of date.

The making of AES International.

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 better benefits than had ever been available before.

Three transformative promises.


Challenge the status quo

To challenge the ‘traditional industry’ - committing to thinking, acting and advising entirely differently to them.

Scientifically proven better results


To focus relentlessly on getting our clients better results. Results not based on opinion, sales or spin… but results on scientific, academic and factually proven evidence.

Education and knowledge


To educate and inform, sharing our wisdom and expertise with clients (and competitors) to fuel change and grow our profession.

From adviser to teacher.


Through an unrelenting focus on best practice, large corporates and ultra-wealthy clients approached us.

Our UK business became the first and only Corporate Chartered Financial Planner devoted to helping international clients.  Our international business the first and only independently certified fiduciary in the Asia, Middle East and Africa region.

By embracing technology and making our expertise and processes available online, AES gained more traffic, more followers and more enquiries than ever before.

Like mobile phones, many products of the past are now hopelessly out of date. Superseded by better options.

Knowing there is now a better way for clients to make evidence-based decisions – we embraced simplicity, flexibility and transparency.

The British Army’s motto is BE THE BEST.

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 trusted, problem solving, possibility capturing partnership committed to making the world, "healthy, wealthy and wise"...

And we’re still just getting started.