Affinity Initiative-Business-Strategy


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Affinity Initiative-Change-Management


Affinity Initiative-Go To Market Strategy


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Affinity Initiative-Staff-Team-Mentoring


We very much believe in the adages that “People buy from People”, “People learn from Experience” and that “People who listen and apply good advice tend to succeed more often than those that don’t”. At Affinity we have Advisors who have successfully applied these beliefs on both sides of the spectrum. They are now focussed on helping our Clients to benefit from their experience by bringing the right technology, people and proven approaches to whatever project our Clients are looking for them to address.

Tim Kershaw Consultant

Tim Kershaw


Tim is a leader who in a 40-year career has held several senior roles in the London insurance market, both at Broking and Underwriting firms and often with a global brief.  Most recently he held the positions of Head of UK Middle Office at AXA XL,  COO UK Legal Entities and Head of Middle Office UK & Ireland at XL Catlin and COO of the UK hub at Catlin.

Tim has a wealth of operational management experience at senior executive level, with an ability to formulate strategy and then lead the tactical solutions through to delivery.  He is a culturally aware problem solver with a flexible and innovative approach, who successfully delivers in both ‘business as usual’ and “change” environments.

Tim has worked across numerous disciplines and classes of business from front to back office.  He is a pragmatist and a respecter of legacy but is never limited by it and always seeks out new opportunities and innovation.  At Affinity Initiative Tim will be a key leader in our mentor program, an area he has committed a lot of time to during his career and is now taking forward professionally.

Charlie Davies Consultant

Charlie Davies


Charlie has spent his entire career within the Lloyd’s Insurance market focussing primarily on the Broking side of the business, but more recently he has applied his knowledge to assist two boutique Headhunter’s. His experience within the market covers Reinsurance, Specialty, and Carrier Management although he has also worked in other sectors, in all cases this has primarily been at a very senior management level.

With more than 40 years in Lloyds and due to the diversity of roles he has held he has built up a large network of contacts. As a well known and trusted person in the market he now focusses on assisting businesses by acting as a “Connector” and putting people and companies in contact with one another where he feels there could be mutual benefit.

In addition to working with Affinity Initiative as an Ambassador he is currently working with a cross section of organisations, helping them grow their business and where possible expand their network and client base. These additional roles currently include being a Senior Advisor to Dun & Bradstreet and working closely with QOMPLX, Kene Partners and Turner Smith Partners.

Mark Huxley Consultant

Mark Huxley


Mark has over 40 years experience in the Lloyd’s Insurance Market with a very varied and proven background primarily at Senior Management or Board Level. He has an extensive understanding of front line carrier claims and operational management. He was the founder of a brand leading third party administration company that pioneered outsourced Claims Management with a variety of clients including Lloyd’s Underwriters and has most recently been at the sharp end of developing Marketing and Tech delivery focussed businesses. He is also an acknowledged mentor of individuals and Insurtech start ups.

A committed Entrepreneur who has created a number of businesses himself during his career, he is currently on the pathway to becoming the Master Entrepreneur at the Company of Entrepreneurs, one of the City of London’s aspirant Livery Companies.

In addition to advising Affinity Initiative he is a Co-Founder of Cognitive Risk a digital change consultancy focused on connecting smart solutions and reimagining existing working practices through the successful adoption of technology.

Matt Carter Consultant

Matt Carter


Matt is a strategic thinker and implementation/delivery focused individual, with over 30 years experience, gained in a variety of different sectors. During his career he has been involved in a number of successful Tech start ups, building one from 3 staff at inception to 145 at the time of a trade sale.

For the past 15 years his focus areas have been predominantly in introducing software and technology into the Insurance market. He has vast experience in delivering strategic change, with a driven aim of implementing technology that is not only applicable but also more effective. He is passionate about moving insurance solutions online and making them smarter, especially where online distribution is involved.

Matt is extremely comfortable at all levels of interaction, from driving project teams to advising boards. In addition to working with and advising Affinity Initiative he is a founder and the CEO of Cognitive Risk a digital change consultancy focused on connecting smart solutions and reimagining existing working practices through the successful adoption of technology.

Charles Rowley


Charles has 26 years of Delegated Authority Experience and founded the bespoke consultancy DA Strategy in 2015. DA Strategy is a leading London Market consultancy delivering commercial delegated authority solutions for Carriers, Brokers and MGAs.

Prior to founding D A Strategy, Charles was Head of Delegated Authority at Catlin for 13 years where he led the team that grew the Delegated Authority portfolio to GBP 1 Bn, expanding the Coverholder client base alongside Underwriters from 120 to over 800.

Whilst at Catlin Charles chaired the LMA Delegated Authority Operations Committee leading the Market Initiative which helped develop the vision and key priorities which are incorporated within the LMG TOM and Lloyd’s Blueprint 2. He has presented at numerous Lloyd’s events including the CEO Strategy evening on the Ease of Doing Business, on Coverholder Data standards, Conduct Roadshows and was a member of the ITC London Panel.

Charles studied Natural Sciences at Cambridge University, rowed for the University Lightweight Rowing team and, more recently, completed the Lloyd’s London Business School – Executive leadership programme.

Paul Rich-Consultant

Paul Rich


Paul has an in-depth understanding of insurance markets, particularly the Lloyd’s and London Insurance Market. He has been involved in a variety of market modernisation initiatives over the years and was also the founding chair of the International Underwriting Associations (IUA) Delegated Authority Underwriting Group.

Driven to deliver operational best practice, based on evidence through real time reporting, Paul has a proven record of delivery across central operations functions at a number of different insurance-based entities, including Brokers, Managing Agents, and Coverholders / Delegated Authority propositions in the Company and Lloyd’s markets. He is passionate about embedding efficiently delivered operational processes, supported by ‘best in breed’ technology solutions, aiming to drive costs down and margins up. He has extensive strategic engagement experience, adept at managing multi-tiered, complex business relationships and operating models.

Paul will bring to Affinity a proven background in advising companies across the market on how best to execute operational strategy and deliver on best practice governance around centrally based operational functions.

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