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We are delighted to announce that Adler Fairways has recently completed on the purchase of Primassure.

Primassure, located in Southend-on-Sea were formed in 2007 to provide specialist insurance broking services to the UK diamond and jewellery industry. Following its success in this sector, they expanded into personal lines, and have continued to flourish into a well-established, trusted brokerage providing a range of services to personal and commercial clients throughout the UK.

Sharon Guyver, Director at Primassure, and her experienced team are committed to providing clients with exceptional and personalised service. Their market knowledge and specialist insight within the jewellery industry supports our strategy of growing the specialisms within our business. Sharon and the team, as well as Primassure clients completed their transfer into Adler Fairways on 1st January 2024.

Sharon said: “We are excited to be joining Adler Fairways and taking our expertise within the jewellery market, commercial and personal lines to a wider audience. Our attraction to Adler Fairways was not only their client-centric focus and dedication to delivering the best client outcomes, but to joining a truly independent UK broker with an exciting future and being able to provide further value to Primassure clients.”

Anthony Adler, CEO Adler Fairways said: “Primassure bring with them extensive knowledge and experience, not solely within the general insurance market, but a range of specialisms too, allowing us to strengthen and enhance the range of services and advice we provide to clients. I am thrilled Primassure has joined Adler Fairways, their ethos and approach align with our own, and I would like to welcome all Primassure employees and clients to Adler Fairways.”

About Adler Fairways


Adler Fairways is a well-established and trusted Chartered independent insurance broker providing expert insurance and risk management advice, employee benefits, and health and wellbeing services to commercial and private clients throughout the UK. They are driven by an ambition to improve the industry and deliver better outcomes for clients. Their customer-first approach is delivered by a team of specialist insurance experts with an unwavering commitment to understanding their clients and the unique needs and challenges they face. They have several offices throughout the UK and are recognised nationally within the insurance industry for their professional and personal approach and have been helping to protect clients for over 40 years.

For more information on Adler Fairways please call 0121 764 5500 or email info@adlerfairways.co.uk