A career in finance probably wouldn't be defined as “alternative””, nor would our children choose to describe us as such. However, the founders of Affinity may be less conservative than you first think. We are all of a certain age where “alternative music” - defined by Wikipedia as a music genre with "distorted guitar sound, transgressive lyrics and a generally nonchalant, defiant attitude" - played an important role in our lives. Indeed, for one of our founders this manifested itself in dyed black hair, pierced ears and playing bass in a band.
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