Supporting the sale of Choice Insurance to InUnion Group
5 November 2026
Affinia supported Mark Williams and Natalie Williams, owners of Choice Insurance Agency, on the sale of the business to InUnion Group, bringing a long-standing client relationship full circle.
Choice Insurance Agency is a specialist Managing General Agent (MGA) based in Southend-on-Sea, Essex, providing a range of insurance products through brokers across the UK. InUnion Group is an operating company focused on building and scaling businesses across the insurance, B2B services and media sectors.
Stuart Sheldrick, Director at Affinia, first began working with the business 20 years ago. Having advised the business over that time, Stuart and the Affinia team were well placed to support the owners through the sale.
Affinia assisted with the due diligence process, advised on the structure of the deal and its tax implications, and supported the agreement of working capital targets. The team also reviewed the share purchase agreement and other legal documentation as the transaction progressed.
Affinia’s involvement continues following completion, with the team also dealing with the completion accounts.
“Having worked with Mark and Natalie for 20 years, it was particularly rewarding to be alongside them for the sale of the business. Over that time, you build up a real understanding of the business and the people behind it, so being able to bring that knowledge to such an important transaction meant a great deal. It’sa great example of how a long-standing adviser relationship can evolve as a business and its owners move through different stages.”
– Stuart Sheldrick, Director & Head of Corporate Finance
How we supported
Affinia supported the seller throughout the transaction, including:
Assisting with the due diligence process.
Reviewing the share purchase agreement and other legal documentation.
Supporting the agreement of working capital targets.
Advising on the deal structure.
Providing tax advice.
Dealing with the completion accounts following the transaction.
The outcome
The transaction completed successfully, with Choice Insurance Agency sold to InUnion Group.
“Having worked with Stuart for 20 years, there was a real sense of continuity in having him and the Affinia team support us through the sale of a 65% stake in Choice Insurance to InUnion Group.
Their understanding of our business, combined with clear, practical advice and support throughout the process, gave us real confidence at such an important milestone.
The team were approachable, responsive and always willing to take the time to explain the detail and work through our questions. It was great to have people around us who we knew and trusted at such an important point for the business.”
