Guardian targets family wealth protection

financial-planning/

8 April 2010
| By Chris Kennedy |
image
image
expand image

Guardian Financial Planning is looking to refresh its brand by positioning itself as a family wealth protection advice specialist, according to Guardian’s executive manager Steven Browning.

As the group looks to grow from about 150 advisers within the network towards 200 over the next six to 12 months it will focus on acquiring firms that are focused on family wealth protection, creation and advice, he said.

Guardian had had a strong life risk heritage since its conception almost 10 years ago but over time that had diversified, he said.

“The advice offerings within the practices that are aligned to Guardian have diversified to the point now that I think 60-70% of the revenue of Guardian comes from life risk insurance and the balance comes from wealth advice,” he said.

“It’s a broader-based business but we have a very strong life risk base to our business and we want to continue to grow with practices that have life risk as a key or core component of their advice offering.”

While the number of firms and advisers within the network had been fairly static over the past 12 months, the process of the brand refresh was about to commence, Browning said.

“Guardian is fast becoming one of the last remaining non-bank institutionally-owned dealer groups in the market,” he said.

“We’re keen to position ourselves in that large corporatised boutique licensee non-bank advice network. There’s a number of other boutiques groups [filling that role but] not many now left that are institutionally owned,” he added.

Read more about:

AUTHOR

Recommended for you

sub-bgsidebar subscription

Never miss the latest news and developments in wealth management industry

MARKET INSIGHTS

So we are now underwriting criminal scams?...

2 months 3 weeks ago

Glad to see the back of you Steve. You made financial more expensive, not more affordable as you claim, and presided ...

2 months 3 weeks ago

Completely agree Peter. The definition of 'significant change is circumstances relevant to the scope of the advice' is s...

4 months 4 weeks ago

ASIC has suspended the Australian Financial Services Licence of a Melbourne-based financial advice firm....

1 week 5 days ago

The corporate regulator has issued infringement notices to three AFSLs whose financial advisers provided personal advice to a retail client while unregistered....

2 weeks 3 days ago

ASIC has released the results of its first adviser exam to be held in 2025, with 241 candidates attempting the test....

3 weeks 1 day ago

TOP PERFORMING FUNDS

ACS FIXED INT - AUSTRALIA/GLOBAL BOND