About Alliance
A Business Protection practice, not an insurance shop
Alliance Advisory Services is a Business Protection advisory practice. We are not here to sell policies off a shelf. We are here to help company directors, shareholders and partners understand a specific type of risk — the financial risk created when a business depends on people — and to help them do something about it before they need to.
Why “Business Protection” and not “insurance”
Insurance is the mechanism. Protection is the outcome. Our work starts with a conversation about your business: how it’s structured, who holds the shares, who guarantees the borrowing, and who the business genuinely could not function without. From there, we identify where the financial exposure sits, and only then do we discuss how it can be covered.
We call the result Business Resilience — a business built so that a serious personal event doesn’t also become an existential one.
Our philosophy
Three principles run through everything we do:
Hope is not a strategy. Assuming a difficult event won’t happen is not the same as planning for it.
Knowing is better than assuming. Most directors have never quantified what a key loss would cost their business. We help them find out.
Preparation comes before pressure. The right time to arrange Business Protection is before it’s needed — not during a crisis, when options are limited and decisions are rushed.
Who we work with
We work with company directors, SME business owners, shareholders, partnerships and professional practices — businesses where a small number of people carry a disproportionate share of the value, the knowledge, or the personal financial exposure.
How we advise
Every engagement starts with understanding your business, not with a product recommendation. We look at your ownership structure, your borrowing, your key people and your existing arrangements, and identify the gaps. Where cover is appropriate, we arrange it. Where it isn’t, we tell you.
Regulation
Alliance Advisory Services is a trading name of Alliance Financial Protection Limited, which is authorised and regulated by the Financial Conduct Authority. We are registered in England, with our registered office at Kinetic House, Penns Lane, Sutton Coldfield, West Midlands.
