Meet the team
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Max Self
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Head of Operations
I joined the firm in March 2026 as Head of Operations, focusing on operational improvements and leading tech initiatives across the firm. My role spans process improvement, systems oversight and compliance support, with a focus on building tech-first solutions that maintain the high standard of service AMFA clients expect.
I graduated from the University of Liverpool with a Master’s degree in Mechanical Engineering. The analytical, problem-solving mindset developed during my studies underpins my approach to operations, aiming to streamline workflows, identify inefficiencies and design scalable systems that support the long-term ambitions of the business.
Outside of the office, I’m a keen rugby fan and enjoy getting out on the golf course whenever the British weather allows. In the winter months, I head to the slopes whenever I can.

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ARTICLES AND INSIGHTS
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110 Kilometres. 6100 M + Elevation. Two Days.
Recently AMFAs Managing Director, Matt Wood, completed the Ultra X Madeira, a 110km multi-stage ultramarathon.Read more

AMFA Business Update
Over the past year, AMFA has continued its transition toward a more data-led and technology-driven advice process.Read more

Market Summary – February 2026
At first glance, February looked uneventful, but beneath the surface, important shifts were taking place.Read more