Sam Instone

Overview

A recognised leader in international financial advice - described by The Economist as "the field marshal of finance" - Sam has spent over 25 years championing a simple but radical idea: that globally mobile families deserve advice built around their lives, not around products. As the founder of AES, he has built the region's only certified fiduciary investment adviser, the Middle East's first Chartered Financial Planning firm, and a multi-award-winning practice that sets the standard for transparency and client-first thinking across AMEA and beyond.

Experience

Sam began his career as a British Army officer before moving into financial services with a clear conviction: that internationally mobile families deserved better than the commission-driven, product-pushing advice that dominated the market. He built AES around a different model - fee-based, fiduciary, and built around the client's life rather than a product. Over two decades, he's grown the firm into the leading evidence-based wealth practice for successful international families in the region, and in doing so established Financial Life Management as a distinct discipline.

Credentials

Specialisms