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AFIS PARENT POLL re VAT on school fees

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Background
AFIS™ Platform
AFIS - A not-for-profit Community Interest Company

About AFIS™

AFIS™ is the UK’s only membership organisation bringing together parents, relatives and alumni who believe in the value of independent education as part of a diverse and complementary national school system.

We amplify our members’ collective voice to foster a fairer, more balanced debate about independent schooling. We champion the families who choose it and the schools that deliver it — celebrating the partnership, commitment and shared values that help shape exceptional young people who contribute meaningfully to society and the economy. In doing so, we help safeguard choice and strengthen the sector for the future.

The People Behind AFIS

Michelle Daniells

Michelle Daniells

AFIS Founder and CEO

Michelle is a full-time single mother of a son and a daughter who both attended local state primary schools and are now thriving at a local independent senior school, supported by means-tested fee assistance from the school and the generosity of their grandparents.

Her career spans a broad range of commercial management roles in business planning, marketing, consultancy, and business development, across diverse sectors, from large engineering and manufacturing companies to small service firms and charities.

An accomplished entrepreneur, Michelle has founded and grown three successful ventures: producing and supplying artisan ice cream to restaurants; developing and commercialising an innovative range of food products stocked by supermarkets nationwide; and designing and delivering self-employment and business start-up training and mentoring programmes. She also shares her entrepreneurial experience with young people, giving talks and running enterprise advice clinics at local secondary schools.

"It is disheartening to see the widespread misconceptions surrounding independent schools and the families they serve. Experiencing first-hand the rich socio-economic diversity within our own school community was a key motivation for me in establishing AFIS, to commission vital research that challenges stereotypes and encourages a more balanced public conversation."

Peter Hogan

Peter Hogan

AFIS Director and Chair

Peter's two children were educated first in the state and then in the independent sector as day, flexi and full borders.

Peter has been a school leader and teacher in independent, state, charitable and for-profit sectors in the UK and Asia. He has 25 years' experience of leadership in very different, dynamic, competitive environments. He has founded a Prep school, has experience franchising a school brand into new markets, is a qualified schools inspector and acts as a mentor and coach to school leaders. The schools he has led have received Best in Country and Best in World Awards.

Outside his school responsibilities Peter has served as education advisor to The London Stock Exchange, The Financial Times, RBS, Barclays Bank, The Personal Finance Education Group, The Jane Goodall Institute and the Ministry of Education in Thailand. He has written textbooks about economics, business studies and technology in schools. He writes on educational matters in the UK and overseas and has been a keynote speaker to school governors at the CBI and Institute of Directors. In Poland, Russia, the Caucasus and Asia he has lectured to Heads and teachers on topics including leadership, AI, wellbeing, pupil recruitment and safeguarding. His education consultancy projects have included creating an online tuition college, an anti-bullying app, an online bank for schools and stock market resources used globally by 100,00 pupils annually.

Peter has served as Chair of Governors at a UK day and boarding school, governor at a state school and a board member for the University of Wales.

Michelle Leete

Michelle Leete

AFIS Director

Michelle is the mum of a teenager daughter who has attended a local independent school from year 7.

A strategic and results-driven leader with considerable experience across global marketing, sales, and product. I specialise in building high-performing cross-functional teams and driving organisational success through innovative leadership and collaborative approaches.

With a proven track record in both large and small organisations, my expertise spans:

Team leadership and organisational development

Brand management and strategic marketing

Partnership and business development

Corporate strategy, including mergers, acquisitions, and divestitures

Product launches and content acquisition

Career Highlights:

Spearheaded the Wiley publishing partnership for the London 2012 Olympic Games

Global leadership of the renowned For Dummies publishing program

Beyond professional achievements, I am deeply committed to access to education and development for all, believing that growth enhances individual and collective performance. My leadership philosophy centers on creating supportive environments that empower teams to exceed shared goals and deliver exceptional results.

AFIS Advisory Panel Members

Francesca Ellsmoor

Francesca Ellsmoor

Executive Headteacher, Auckland College Independent School, Liverpool

Chair of the AFIS Advisory Panel

Francesca is an accomplished executive leader with experience driving strategic transformation, innovation, and sustainable growth across the education and business sectors. State-school educated and now Executive Headteacher of the independent school her own four children attend, she is deeply committed to creating dynamic, inclusive environments where pupils and staff flourish. A strong advocate for parental choice, she is passionate about championing every child and ensuring families can access the education that is right for them.

"I truly believe in the power of education to change lives. Quality education gives pupils purpose and the skills to shape their own futures. My priority is to ensure that academic and personal growth remain at the heart of our work, preparing young people to thrive in a rapidly changing world. As educators and leaders, we must collaborate to harness our collective strengths for the long-term welfare of our societies."

Andrew Hampton

Andrew Hampton

AFIS Advisory Panel Member

Andrew Hampton has two daughters, a son and four grandchildren. His three children all attended the independent schools where he worked as a Head of Music and then Headteacher.

Andrew stepped away from Headship after 18 years in 2021. He founded the Girls on Board approach in 2017 and the Working with Boys programme in 2023. He is the author of When Girls Fall Out (2021), Working with Boys (2023), and How to Run a School (2025).

His ideas centred around the central importance of mutual respect in the relational cultures of pupils in school and how adults, both teachers and parents, can support those cultures to be consistently dignified, compassionate and empathetic.

Adam D'Souza

Adam D'Souza

AFIS Advisory Panel Member

Adam D'Souza is a teacher, expert schools advisor and educational entrepreneur. He is the founder of Select:ed, an international school placement consultancy helping families find the right-fit schools for their children; he has a particular specialism in academically selective school entrance at 11+ and 13+. He has taught English, history and philosophy, and held leadership roles in some of London's most distinctive schools. His articles about education have appeared in the Daily Telegraph, TES, Prep School Magazine and Time & Leisure.

Alongside teaching and advisory work with Select:ed, Adam is also a board director of Divergent Schools, a non-profit setting up new, independent SEND schools that seek to bridge the gap between mainstream and special school education. He serves as a governor of a 3-11 co-ed prep school in London, overseeing future schools transition. In previous roles, he was on the founding management team of Chatsworth Schools, a group which acquired and transformed small independent schools. At Hampton Court House, a bilingual all-through school, Adam led the development of a new holistic academic curriculum and diploma programme for students aged 9 to 13.

Mario Creatura

Mario Creatura

AFIS Advisory Panel Member

Mario has seen first-hand how independent schools support families from a wide range of backgrounds, including through bursaries, specialist provision and strong pastoral care.

Professionally, Mario has spent his career at the intersection of public policy, communications, and community engagement. He has worked in Parliament, in 10 Downing Street, and in senior corporate roles advising some of the biggest corporate brands on political strategy, reputation, and long-term planning.

Alongside this, Mario has spent over a decade serving as an elected councillor in Croydon. He is an active mentor for young people through the Social Mobility Foundation, helping students from disadvantaged backgrounds navigate university applications and early career pathways.

"Too often the national debate ignores the families who sit in the middle - those who make sacrifices to choose the right environment for their children, or who rely on bursaries to access opportunities that would otherwise be out of reach. AFIS plays a vital role in bringing evidence, clarity, and fairness to that conversation, and I'm proud to support its work."

Paul Flint

Paul Flint

AFIS Advisory Panel Member

Due to the foresight of his parents, Paul, who is now an executor of the Arthur Ransome Literary Estate, was educated at Haberdashers School in Elstree. In the 1970s it was possible for students from families with modest means to benefit from state funding to certain independent grammar schools, A scheme that has sadly disappeared.

Paul joined the Royal Navy as a post-graduate geographer before, 10 years later, working as a manager in the NHS and subsequently as bursar of two independent schools: a girls' day school and then a co-ed day and boarding school in the Lake District. His ex-Army wife taught music and drama in independent and state schools, and their two sons both attended an independent school, studied the IB and are pursuing successful careers.

"Parents of children at independent schools," says Paul, "are very often first-time buyers with no family history of privilege and many make considerable financial sacrifices to give their children the best possible start. They should not be penalised for choosing to do so."

Aryan Vedhara

Aryan Vedhara

AFIS Advisory Panel Member

Aryan is a 16 year old entrepreneur, founder and investor currently a pupil at King’s College School Wimbledon. He is the Founder and Chief Executive of The Aspire Project, a not-for-profit delivering practical education in numeracy, AI, finance, writing and career readiness to pupils from underserved backgrounds. He is also the Founder and Host of Building Resilient Futures, a podcast featuring global leaders, Forbes 30 Under 30 founders, CEOs and investors, which has passed fifteen thousand listens.

At King’s, Aryan chairs the Co-Curricular Committee and the Charity Committee, and serves as an Ambassador for Finance, AI and Entrepreneurship. As a student with SEND needs, including ASD and ADHD, he has seen first hand how the tailored support and structure of independent schools enable students like him to thrive. His father also attended a leading independent school after growing up in the UK, giving Aryan a strong appreciation of the long term impact such environments can have across generations.

Aryan is keen to support AFIS because he believes in free choice of education and in protecting the significant academic, social and economic value that independent schools contribute to the UK. He wants to help ensure that families, including those with children who have SEND needs, can continue to access the schools that allow them to flourish.

Why we Created AFIS

AFIS™ was founded by a small team of independent school parents who were concerned about two growing challenges:

  1. 1. The rise of negative and misleading portrayals of private education and our families in the media.
  2. and

  3. 2. The increasing financial pressures limiting opportunities for children to access independent schooling.

During The heated debate on VAT and school fees, we saw the urgent need for a platform where parents’ voices could be heard in a professionally co-ordinated and credible way. We recognised the importance of more rigorous, representative research—but questioned who would lead it and how it could be funded and sustained. With no national community platform in place for families like ours, we chose to create one.

A Credible Voice for Independent Schooling Families

The VAT-on-fees debate exposed a crucial gap: although thousands of independent school supporters were voicing sharp, well-reasoned arguments on platforms like Mumsnet and Facebook, there was no organisation to capture, analyse or channel this collective intelligence. Brilliant insights were shared every day—yet they remained fragmented and ineffective in influencing the wider conversation.

At the same time, the unstructured nature of social-media debate had real downsides. Anti-private-school voices often dominated with louder, more hostile messaging, and the overall tone of online exchanges sometimes escalated into anger on both sides. This attracted negative media attention, with outlets such as The Guardian highlighting extreme comments from some anti-VAT commentators, further damaging the credibility of the wider discussion and overshadowing the many constructive contributions being made.

AFIS was created to change this dynamic. We unite families, turn lived experiences into rigorous evidence, and provide a clear, credible voice that supports informed, balanced national debate.

Challenging Crude Wealth Assumptions

We know that the blanket assumption that all private school families are wealthy and privileged is inaccurate and ill-informed. In reality, most families who choose independent education are not super-rich; they do so for a wide range of personal, practical, and educational reasons — with the specific needs of their children at heart, and make significant financial sacrifices. Many also rely on financial support from relatives and benefit from schools’ fee assistance and bursary programmes to make this choice possible.

Did you know?

Although public debate often focuses on the largest and most high-profile private schools, the reality is that most are small—71% educate fewer than 300 pupils. These schools make a vital contribution to the education system, providing tailored learning environments that meet the specific needs of their pupils and reflect the values and priorities of the families they serve.

Why AFIS™ is needed NOW:

The Independent Education Landscape Is Changing

  • The public debate around private schools has become increasingly divisive and polarised.
  • Families who choose independent education face growing stigmatisation, driven by stereotypes and outdated, crude assumptions about wealth and privilege.
  • Rising costs mean fewer families are able to access private education.
  • Financial pressures are forcing many schools to reduce the level of means-tested fee assistance they can offer.
  • An increasing number of independent schools are closing due to mounting financial challenges — including the impact of VAT on school fees.

This has created a clear need for stronger research and new ways to support both families and schools.

When we spoke with other parents at independent schools, many said they wished an organisation like AFIS™ had existed years ago. “If only we had something like this to advocate for us before the recent VAT issue”. Better late than never—the need remains urgent and AFIS is here now and will help the sector prepare for future challenges.

Independent school families

Why an Association for Families

In striving to find a solution to the challenges facing families and schools, two key questions arose:

  1. 1. How can we reach the hundreds of thousands of supporters of independent education, so they contribute to our vital research?
  2. and

  3. 2. How can the necessary work be funded?
  4. The answer is AFIS™—the Association for Families of Independent Schooling.

Through our partner schools and member families, we are building a collaborative, solutions-driven community—one that will make a big, positive difference.

Our Revenue Sources

Our members represent a large and valuable audience for retail brands, many of whom are very keen to collaborate with AFIS to offer their products and services to our members. By shopping through the AFIS Shopping Centre on our website, members generate financial benefits for all AFIS stakeholders—without paying higher prices or missing out on special offers.

Donations

Grants and social funds

Advertising and sponsorship fees

Contributions from the AFIS online Shopping Centre

Revenue goes towards the AFIS Schooling Costs Fund, our research work and our operational costs. All profits are re-invested into the AFIS not-for-profit, community interest company.

We are not just about VAT on school fees

While we would love to see VAT removed from school fees, we are not a campaign or lobby group, or a single-issue organisation.

We are not aligned to a political party, nor do we fund any party or think-tank. We receive no funding from institutions or groups.

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Championing choice, fairer representation and accessibility for Independent Schooling Families

AFIS and Association for Families of Independent Schooling are registered trademarks of AFIS UK LTD.

The Association for Families of Independent Schooling (AFIS) C.I.C. is a community interest company, incorporated in England and Wales, company number 16817786.

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