Anne Fuchs has become Chief Commercial Officer for the Association of Financial Advisers (AFA) after selling her business, Pinnacle Practice, to Forte Asset Solutions.

Ms Fuchs has consulted to the AFA for the past four years.

Under the deal for Pinnacle, Forte will also acquire the My Dealer Group matchmaking service for advisers and licensees, which gives advice on licence strategies, client value proposition and fees.

Ms Fuchs says her business relationship with Forte owner Stephen Prendeville dates back to their days together at ING.

“We have a strong alignment in our business model, in working with advice firms and licensees to achieve their growth objectives,” she said.

At the AFA Ms Fuchs will oversee income generation and servicing of the association’s commercial stakeholders, licensees and corporate partners. She will also be responsible for the AFA’s consumer brand campaign Your Best Interests.