Affinity Partners with Optifi to Drive Digital Transformation

Optifi is delighted to announce that Affinity Private Wealth has chosen Optifi to support its digital transformation. As Optifi’s inaugural platform client, Affinity’s decision is a meaningful endorsement of Optifi’s vision to modernise the trust and corporate services sector. This vision is evident not only in the design of the Optifi platform but also in its collaborative approach to working with clients to deliver sustainable, technology-enabled transformation.

Optifi focuses on practical, people-first, tech-enabled improvements that strengthen client service, improve regulatory confidence, and reduce cost-to-serve.

“We’re genuinely grateful that Affinity Private Wealth has placed its trust in Optifi,” said Stuart Richford, CEO of Optifi. “Affinity’s reputation for values-led client service sets a high bar. Our role is to support their teams with practical tools, bringing clarity, control, and efficiency so they can continue delivering exceptional service.”

What this means in practice

Optifi’s platform focuses on delivering tangible operational gains that benefit clients and teams alike:

• Deliver real-time operational visibility and oversight with unified status tracking and exception management across onboarding, payments, compliance, and reporting.
• Reduce rework and handoffs through integrated workflows that cut duplication, manual reconciliations, and delays.
• Scale operating discipline with consistent processes that grow with volume and complexity.
• Strengthen explainability and auditability via clear decision trails and control frameworks that evidence the why behind approvals and exceptions.

“Affinity builds proactive, long-term relationships grounded in purpose and responsibility. Through advice, planning, and management, the firm works closely with clients to secure their futures, safeguard their assets and families, and ensure their wealth aligns with their values,” said James Wetherall, Group Director, Affinity Private Wealth. “Optifi’s emphasis on practical workflow design complements our commitment to clarity, good governance, and long-term client relationships.”

This partnership reflects a shared belief that technology should serve people, not the other way around.

“Affinity has retained its innovative, entrepreneurial spirit that’s a real asset when delivering an enterprise-grade platform,” said Cara Wright, Chief Product Officer at Optifi. “Their mix of energy, attention to detail, and genuine user empathy has empowered us to build a platform that truly reflects the future of the trust and corporate services industry.”