Applewood Independent appoints joint managing director

APPLEWOOD Independent is pleased to announce the appointment of Alex Pritchard as joint managing director.


Alex and David Pritchard

The Nantwich-based firm was set up by David Pritchard and his wife Kay in 1998 to offer independent financial advice about investments, pensions and inheritance tax. 

It is now one of the longest-established, family-managed practices in the north west and currently has £210 million under management.

Alex, the couple’s son, joined the firm in 2003 and is a fully qualified financial adviser.

In his spare time, Alex is a competitive karting enthusiast who has won many awards. In 2018, he was crowned the Daytona DMAX Heavy Heats Karting Champion.  Most recently he captained a five-man team, sponsored by Applewood, in the Daytona DMAX International 24-hour race.  Alex and his teammates saw off 47 European teams to claim victory by a decisive six laps.

As joint managing director, Alex will focus on growing the business while David will continue to look after his loyal client base.

Of his appointment Alex said:

“My parents have always hoped that I’d carry on the family business. Although they are still very much actively involved, I’ve been playing a more significant role in decisions about our future direction and strategy.”

David Pritchard said:

“We are always giving advice to people about planning for the future so it’s only right that we practice what we preach!  Alex is clearly ready to step-up and take on more responsibility for the future of our practice.

“Exemplary advice and service have always been the cornerstones of our longevity and success. They are qualities ingrained in Alex so Kay and I are very confident he will steer the business successfully into the future.”


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