Trusted UK high net worth data, built on 40+ years of data expertise
Finely Fettled helps you reach the right affluent prospects, and the right businesses, with proven data experience, careful thinking and a test-first approach.
Finely Fettled Limited is run by Graham Arrowsmith, known to clients as "The High Net Worth Data Guy". We compile The UK High Net Worth Database and supply The UK Business Database, and plan and run campaigns for businesses that want better customers, not just more of them.
Since 2014, we have supplied high net worth data for 747 campaigns, covering 2,425,503 records.
Why trust Graham with your campaign
- Royal Mail, 11 years: led data development and strategy in the Media Markets team, and brought in Royal Mail's first external data investment, the Postal Preference Service.
- Equifax: developed the data suppression products disConnect and reConnect, which have saved UK businesses millions.
- REaD Group: developed GAS Reactive, and was a founding member of the Suppression Providers' Alliance.
- A first at Royal Mail: used NCOA to reconnect a top-four bank with lapsed customers, with a strong result from a plain letter.
- LEGO UK and British American Tobacco: earlier marketing roles, including his first direct mail campaign at LEGO.
- Qualifications: MBA in Marketing (Distinction), University of Bradford, with a published dissertation on how people react to direct mail; DMA Diploma in Direct Marketing (Distinction).
- MECLABS AI: a certified reseller, using MECLABS conversion research in every plan.
- The Next 100 Days: co-host of one of the longest-running weekly business podcasts.
List, offer, creative: in that order
The three things that decide a direct marketing campaign are the list, the offer and the creative. Most people spend their attention on the creative. We start with the list, because the right audience beats the right creative.
Then we make the offer irresistible and relevant to that audience, and only then design the piece. That order protects your budget and gives your campaign its best chance.
Meet the team
Graham Arrowsmith
Managing Director, Finely Fettled Limited
Graham's 40+ year career spans strategy, business and consumer data, copywriting, design, direct mail, print, digital media and AI solutions which he uses to help clients attract affluent and high net worth individuals, in the UK and around the world. He's proud to be a MeclabsAI reseller and is Co-host of one of the longest running weekly business podcasts The Next 100 Days.
Faiza Patan
AI Architect & Marketing Manager
Faiza has gone from intern to our AI architect developing valuable solutions for MicroYES clients. Her skills include AWS, Linux and DevOps. She hails from Southern India, and will complete her MSc in International Management at York St John University in early 2026. She is currenty developing lead generation AI solutions for Finely Fettled clients.
What clients and colleagues say
“Graham's real talent is finding that important solution for a problem. He's a data engineer.”
Kirk Dobie, Commercial Director, GI Insight
“If you need great data to run your marketing campaign, "The High Net Worth Data Guy" is your man. Graham can take a customer database, cleanse it and make it sing, or source data from his wide range of contacts.”
Kevin Appleby, Director, Appleby Consulting
“Graham is very passionate about the projects he works on and will work tirelessly to get things done. He has a huge amount of experience and knowledge of direct marketing and data management.”
Richard Knaggs, Head of Development, DM Print
“Graham is one of a very rare breed that understand that to make a difference you need to take effective action and knuckle down to get the job done.”
Iain Lovatt, Executive Chairman, Blue Sheep Group
“What you get with Graham is enthusiasm, self-belief and work ethic. He delivers on promises.”
Nigel Halliday, Senior Business Development Manager, Callcredit
Away from the desk
Graham lives in Silsden, West Yorkshire. When he is not planning campaigns he is watching Leeds United, doing his 10,000 steps along the Leeds Liverpool canal, taking photographs, or spending time with his wife Dawn, their family and two granddaughters.
He once played side drum in a Scout marching band, and has been known to demonstrate a paradiddle in a New Orleans bar.
Need a fast, accurate count for your next campaign?
Get in touch and we will come back to you within one working day.