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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AMFA flies for Saints Foundation
On Saturday 23 September, one of our own, Caitlin Wyeth took part in the Big Saints Skydive in support of the Saints Foundation.Read more

AMFA Supports Wessex Heartbeat
September 7 saw the return of the New Forest Rotary Club Charity Golf Day. Along with other local businesses, AMFA took a four-strong team to the fiercely contested event at Bramshaw Golf Club. Read more

Increasing v Decreasing Term Assurance
Understanding the main benefits and drawbacks of both increasing and decreasing term assurance can help you make the best decision when it comes to your protection needs. Here we look at the differences and what this means for you.Read more