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Lois Vallely
August 05, 2025
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Hoxton News • August 05, 2025
Infinity founder Trevor Keidan: ‘We kissed a lot of frogs before we found Hoxton’
Hoxton Blog • Infinity founder Trevor Keidan: ‘We kissed a lot of frogs before we found Hoxton’
Trevor Keidan and Ben Bennett have worked hard to get their business, Infinity Wealth Solutions, to where it is today. And they were not willing to just “sell to the highest bidder”.
Trevor founded Infinity Financial Solutions, along with Ben and another founding partner, in 2004.
After some time, Trevor and Ben bought out the third partner and have, since then, run the business as managing director and finance director.
What Infinity, which has primary offices in Thailand and Malaysia, set out to do was deliver “better quality” advice than what was being given in Southeast Asia at the time.
“We’ve grown nicely, and assets under management have grown very well for us,” Trevor says.
“We have a solid reputation in the region. We’re probably the largest SME-type business here that has any real attraction to an acquirer.”
What really sets Infinity apart is its footprint, which straddles the UAE and Australia – the “bit in the middle” which a lot of the IFA businesses, who have grown significantly in the buoyant UAE market, are missing.
“They tend to go Europe, US and Australia, and then there’s this gap they try to fill,” says Trevor.
There are two ways to do this: try to do it yourself through organic growth – which in the current market would be very slow, painful and challenging, or acquire.
Infinity has been an interesting target, and acquisition activity towards the business has been buoyant for the past five-plus years.
“We’ve had lots of conversations,” says Trevor, but the duo’s core belief has always been that they have spent 20 years building the business, and they are not going to “auction it to the highest bidder” which would destroy what they have built and ruin it for the clients and staff.
However, he does believe that the business has reached the point where it needs “new energy”.
“We need what we did when we started the business – the accelerant it needs today to get to the next level,” he says.
“With a business, you can stagnate and just run it – it pays us a great salary and dividend, there’s no real stress – but we’re not growing it. And if you’re not growing, inevitably you’re shrinking.”
Trevor and Ben felt they needed a good partner who wanted to accelerate growth and take the business risks that they were not in a position to take.
“We needed a partner closely aligned to our outlook on client service, the offerings we put in front of clients and how we treat staff,” he explains.
“It’s quite a difficult partnership to find because most suitors are missing one, if not two, of those key things.
“They’ll offer us a great price, so Ben and I walk away satisfied, but we’d get the underlying feeling they were going to pillage the clients. Our clients have put too much trust in us. Our business is small, and we are the face of it.
“We kissed a lot of frogs before we found Hoxton.”
How did the deal come about?
When Hoxton decided we wanted to look at a business in the Southeast Asia region, our revenue director Oliver Gorman, who already knew Infinity from a previous role, immediately put them forward as a prospective acquisition target.
“We were approached, and to be honest, we weren’t terribly motivated because our impression, with zero knowledge, was that Hoxton was just another UAE IFA. So we were a bit cold and aloof, but we had a conversation,” says Trevor.
“Chris was looking to buy a business and write a big cheque – a risk-on move for Hoxton. He needed an immense amount of trust in the deal.”
There was a fair bit of back and forth before a deal was reached.
“Chris and I had a call and found a lot of commonalities in terms of upbringing and where we come from, and that connected us,” says Trevor.
He then visited our offices and met every single line manager.
“What I came away with was that everyone was aligned in terms of integrity, how they treat clients and who they are as people. I saw almost a mirror image of who we are,” recalls.
“After those couple of days, I said to Ben that this is the perfect fit for us. This is what we’ve been looking for – to integrate our business into a bigger machine that will deliver better results and give our clients much more scope for advice.”
What does the deal do for Hoxton?
Infinity brings a platform to leverage the regions it is currently in.
As Chris has previously mentioned, our goal is to expand on this to include Singapore, to give us a presence in all three of the main hubs we need to be in across Asia.
The deal with Infinity also gives us the 24 years of experience that Trevor has and the 30 years Ben has in the region, which will give us a much more seamless ability to integrate the Asia business.
“Asia has its own bumps and pitfalls, and we’ve been navigating those for decades,” says Trevor. “You can’t necessarily buy the experience Ben and I have – although I’d argue Hoxton have done so.”
Trevor and Ben will remain within the business and ensure a seamless integration. “I’m very motivated to have a positive impact on the greater business, if that’s something Hoxton wants,” says Trevor.
“We’re experienced, we have a good reputation in the industry, and we can add tremendous value overall.”
One thing he is particularly keen to help with is expanding the protection side of the business. “It’s good diversification and a good revenue stream, and building out a team purely for insurance could be very interesting,” he says.
“So between our regional understanding and having people who have worked in this business for 20-30 years, I think we bring tremendous value.”
What will the deal do for Infinity?
Trevor says Infinity has become a “stagnant business” with passive income and pretty flat new business revenue year on year.
They have struggled with marketing and lead generation, things which Hoxton excels at. “I hope Hoxton will rejuvenate and invigorate the team,” says Trevor.
“If you can deliver on lead generation, it will make a tremendous difference to revenue growth.
“You also have a good brand and technology, which we as a smaller business haven’t invested in to the same extent.”
The combination of our technology, app, buying power, lead generation and marketing will be the accelerant that allows the business to grow beyond plans for repayment of the acquisition.
“Ultimately, you buy a business to increase its value, so your piece of the overall business is worth more. This isn’t a charity play for either side,” says Trevor.
Hoxton will also bring ancillary services – the tax desk, tax advice, tax returns, will writing, technical knowledge, US opportunities. “All of those, coupled with what we do, and integrated effectively, will gel really well,” says Trevor.
“I feel very comfortable and confident we can integrate the businesses seamlessly and quickly. I’m just keen to get cracking.”
Read what Hoxton Wealth's Chief Executive Chris Ball has to say about the acquisition here.
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