Sector: Business Services

The Mission:

Encouraging individuals to run a Deliberate Business™ so they can be happier and more fulfilled.

The Model:

At the end of the day, what’s the point of running a business? Nobody is going to be on their death bed saying “I wish I’d made another £100k, I would have been so much happier”, they’ll be more likely focused on the relationships they had, the impact they made and the legacy they leave.

Our mission is to help our clients take a look forward and get deliberate about how they run their business. In the course of this process, we believe that every individual goes on a journey where they need to know why they are making the trip, what the end looks like, where they are now and what route do they take to get from where they are to the end.

With this in mind, we focus on helping business leaders and entrepreneurs to put measurements in place to help them navigate this journey. We believe you improve what you measure. Generally, these measurements start with an accurate and consistent set of accounts where insights can be gained at any time to make business decisions that include data.

As we work with franchise brands, we help create consistency and support franchisors to gain insights that can benefit the whole franchise network. To enable this to happen we take each individual franchisee on a journey through initial business planning, business set up, training on how to run a business, set up of accounting systems, automated reporting to franchisor, ongoing accountancy and further training.

And we don’t just preach this approach, we live it. Whether that’s to lose 50lbs, pursue elite qualifications in a specific field or simply be engaged when spending time with family, our team are actively using the same principles in their own lives to be more deliberate.

Quality Accreditation

The AFA provides the Franchise Industry within the United Kingdom with a voluntary, self-regulatory body; serving its members, potential new franchisees and the industry as a whole.

Ethical Values

Our Ethical Practises

Our Values & Principles ensure our organisation remains focused and driven to our collective objectives, surrounding the growth, development and awareness of the Franchise Industry within the United Kingdom.

Support and Information


Whether you are seeking a franchise opportunity or are an existing franchisor, the AFA provides you with guidance, support and straightforward advice.



We are committed to supporting the collective franchising community and ultimately contributing to the development of the UK franchising industry.

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