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Aisa chief&#39s flying high again as internet hero

IFA James Caldwell is being featured alongside Virgin&#39s Richard Branson in

a book published last week entitled www.dotcomheroes.com.

The book, written by Louise Proddow, features interviews with 50

“netpreneurs”, including ex-RAF pilot and IFA Caldwell.

Published by Hodder & Stoughton, the book aims to share in the secrets of

the personalities behind existing big businesses as well as some of the

most promising newcomers.

Promotional material for the publication states: “If you thought the world

of financial services was bor-ing, think again. The highly successful

independent financial ser- vices business, Aisa Direct, proves that the

stakes are high and the potential rewards are enormous.”

Caldwell, 33, is chief executive officer of Aisa Direct, which provides a

range of life, pension and investment products on an execution-only basis

primarily over the internet.

He joined the industry from the forces in 1996 as a financial planner at

Clerical Medical and helped set up Aisa in June 1997.

Caldwell says: “We planned to launch the site at the beginning of 2000 but

following publicity we were forced to shorten our schedule. As a result of

an article in a national newspaper, in just three weeks we attracted in

excess of £500,000 worth of business.”

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