W B Baxter insurance broking business joins Adler Fairways

W B Baxter has completed the transition of its insurance broking business into Adler Fairways, a leading UK independent Chartered Insurance Broker, marking a positive new chapter in the firm’s long‑term development.

Founded in 1911, W B Baxter has built a strong reputation over more than a century for professionalism, integrity and delivering highly personal, client‑first insurance advice across both commercial and private clients. That heritage, and the long‑standing relationships at the heart of the business, remain central to how W B Baxter supports its clients today and into the future.

For clarity, this change relates solely to W B Baxter’s insurance broking business. The firm’s Independent Financial Adviser (IFA) operation is not part of Adler Fairways and continues separately.

What this means for clients

By becoming part of Adler Fairways, W B Baxter is able to preserve everything clients value about the business, while gaining access to further expertise and additional services. This combination supports continued investment in service quality, proactive risk management and tailored insurance solutions.

Importantly, there is no change to clients’ existing insurance arrangements or day‑to‑day service. Clients will continue to deal with the same W B Baxter team they know and trust, with continuity of advice and support throughout.

A shared approach and values

Adler Fairways is a nationally recognised independent insurance broker with over 40 years’ experience and offices across the UK. The firm shares W B Baxter’s emphasis on understanding each client’s individual needs, building long‑term relationships and delivering clear, professional advice.

Howard Lee, Managing Director of W B Baxter, commented:

“For more than 100 years, W B Baxter has focused on providing professional, tailored insurance advice built on strong personal relationships. As we looked to the future, it was important to work with a partner that respected that legacy while supporting the continued development of the business. Joining Adler Fairways allows us to do exactly that, while ensuring our clients continue to receive the high standard of service they expect.”

Anthony Adler, Group CEO of Adler Fairways, added:

“W B Baxter is a highly respected business with an exceptional heritage and a strong client‑first culture. Their focus on professionalism, integrity and personal service closely mirrors our own values, and we are very much looking forward to working together and building on those strong foundations for the future.”

Looking ahead

Over the coming months, W B Baxter and Adler Fairways will work closely together to ensure a smooth and considered integration of the insurance broking business, while maintaining continuity for clients and colleagues. Throughout this process, the focus remains on delivering trusted advice, high standards of service and long‑term support for clients.

W B Baxter looks forward to continuing to work with its clients as part of Adler Fairways, combining longstanding experience with the added strength of a wider organisation.