Adler Fairways has completed the acquisition of the insurance broking business of W B Baxter, a Chartered insurance brokerage based in Essex, in a deal the company described as a milestone in the growth of both Adler Fairways and its parent, UKGI Group.
The transaction covers only W B Baxter’s insurance broking operations. The firm’s independent financial adviser (IFA) arm was not included in the deal, according to a statement issued by Adler Fairways.
Founded in 1911, W B Baxter has served commercial and private clients across Essex for more than a century. The brokerage holds Chartered status, a designation that reflects a recognised standard of professionalism within the insurance industry.
Adler Fairways said the acquisition broadens its regional presence and strengthens UKGI Group’s focus on what it described as sustainable, high-quality growth through businesses committed to long-term client relationships.
Anthony Adler, group chief executive officer of Adler Fairways, said the transaction represented both a strategic and cultural alignment between the two firms.
“W B Baxter is a business with an exceptional heritage and a strong focus on delivering the best outcomes for their clients,” Adler said. “This acquisition is not only an important step in our continued growth, but a great cultural fit for our Group.”
Howard Lee, managing director of W B Baxter, said the firm had sought a partner that would respect its heritage while supporting the business going forward.
“For more than 100 years, W B Baxter has focused on delivering professional, tailored insurance advice built on long-standing personal relationships,” Lee said. “Adler Fairways shares our emphasis on professionalism, integrity, and truly understanding the individual needs of clients.”
Adler Fairways said it will work with W B Baxter over the coming months to ensure a smooth and considered integration, with the aim of maintaining continuity for existing clients and staff.
Financial terms of the transaction were not disclosed.
The W B Baxter deal is the latest in a sustained run of acquisitions for Adler Fairways. In December 2025, the group acquired Clifton Insurance Consultants, followed by the acquisition of McCarroll McConnell & Co. Ltd in February 2026.
