Maximising Value Through Excellence

Our People

Emma Davidson

Founder & Chairman

Emma Davidson founded Affinity Capital in 2011 following 12 successful years working at some of the world’s biggest investment banks.

Starting at Commerzbank, Emma was given the opportunity to work on the trading floor almost immediately. This would serve as Emma’s introduction to the world of derivatives, and she has been involved with structured investments ever since.

For Emma, best execution through equality is a personal mantra. As a result, her performance quickly led to her being headhunted by Rabobank International and then Citigroup. At Citigroup, Emma headed up the structured investments sales team for the company’s UK and offshore clients.

Her skills and dedication saw her become one of Citigroup’s youngest Directors ever, as well as one of the most successful salespeople in the EMEA third-party region. Despite these achievements, Emma became disenfranchised with the culture of big investment banks, and so she left Citigroup to set up Affinity Capital and fulfill her vision of putting clients first.

Since founding Affinity, Emma has become increasingly involved in the entrepreneurial space. Her commitment to building a successful business through equity partnerships and mentoring other entrepreneurs led to Enterprising Women magazine naming her as a winner of its 2016 Enterprising Women of the Year Awards.

With Emma’s wealth of experience, unwavering focus on transparency and desire to do what’s best for her clients, Affinity Capital has gone from strength to strength. As an independent investment boutique, the firm can offer structured investments from across the entire trading spectrum, giving clients access to more than 20 different investment banks.

Emma is confident that Affinity Capital’s offering is one that is unrivalled by anyone in her space, something that makes the team extremely proud. She is truly humbled and grateful for being in the position she finds herself today.

Emily Roostan


Emily Roostan has served as a director alongside Emma Davidson since the very beginning of Affinity Capital’s structured investments journey. Sharing Affinity’s ethos of honesty and integrity, Emily joined the company in 2012 after jumping at the opportunity to offer truly independent advice and services.

Emily’s derivatives experience stretches back to the late 1990s and spans two continents, having worked at Citigroup offices in both Sydney and London.
Rising through the ranks, Emily’s wealth of knowledge and professionalism saw her become vice-president sales person for the structured products desk for UK and Offshore clients at Citigroup.

It was here that she met Emma and the two quickly realised they shared a passion for putting clients first in an environment where self-interest often reigns. After years of successfully navigating high-pressure trading floors across the globe, Emily is now ideally positioned to bring maximum value to clients’ portfolios through tailored structured investments – and it is an area in which she excels.

Emily has a knack for building strong relationships across the investment-banking world, whether it’s with asset managers, private banks, stockbrokers, or wealth managers. It is this experience and dedication that Emily brings to bear at Affinity, where she was instrumental in developing the company’s sophisticated FinTech solution.

Emily believes clients can benefit from the company’s transparent approach to structured investments and is keen to show how Affinity’s multifaceted, bespoke approach can deliver true value across a range of client needs.

Emily admits structured investments are a complex area, but Affinity Capital’s blend of expertise and unique trading models create significant opportunities for clients that traditional investment banks simply cannot match.

Emma Beall

Office Manager, Head of Operations

Affinity’s steady growth has meant the company soon recognised the need for a passionate, driven individual who could ensure the smooth running of the office and its trade support functions. Emma Beall’s extensive experience, entrepreneurial spirit and professionalism made her the obvious choice from a large pool of quality candidates.

Emma has more than 15 years’ experience in office management and administration roles, which is underpinned by a comprehensive education and qualifications. She has successfully completed both a degree in mathematics/sociology and a business and secretarial diploma.

Since starting her career as a PA at financial services giant Morgan Stanley, Emma has provided essential office management support for businesses across various sectors, including banking, housing and healthcare. Working in these high-pressure environments, where strong client communication and exceptional time-management skills are crucial, provided the perfect backdrop for her role at Affinity.

Emma runs the company’s entire order inflow process, as well as handling multiple day-to-day office management and operational support tasks. Her interpersonal and organisational skills have also been important in maintaining and strengthening relationships with Affinity’s roster of loyal clients and suppliers.

For Emma, the most invigorating part of working at Affinity is the company’s core values and extremely close-knit team. She feels the organisation’s commitment to ethics, honesty and transparency closely reflect her own personal and professional beliefs. These attributes make her the perfect fit for Affinity.