Geoff Lloyd

Financial services leader, Geoff Lloyd, has been named Chair of Entireti, Australia’s leading provider of licensing and services to financial advice businesses. Entireti is the parent company of subsidiaries including Akumin, Fortnum Private Wealth, Personal Financial Services and Entireti Alliances.

Lloyd replaces Ray Miles, Founder of Fortnum Private Wealth, who has served as Chair since 2009. Miles will remain on the Board as a Non-Executive Director.

Lloyd is a highly experienced and respected business leader whose previous roles include CEO of MLC, CEO and Managing Director of Perpetual, and Group Executive, Wealth Management at St George Bank.

His current directorships include Chair of Stake and Chair of DASH. He is also actively involved in the philanthropic and not-for-profit sector as Chair of The Fathering Project and a Non-Executive Director of Team Australia Challenge.

At Entireti, Lloyd will lead the Board and provide strategic advice to Entireti Group CEO, Neil Younger, and the group’s senior executive team.

“We are excited to have Geoff join and lead the Board at this pivotal time for Entireti,” Younger said.

“We have completed some significant M&A transactions in recent years and we’re now entering our next phase of growth. A key focus for the business is broadening our services and capabilities, and pioneering the deployment of AI-powered technology to build an Australian-first digital ecosystem platform for advice businesses.”

“Geoff brings extensive experience to the Entireti Board and his insights are invaluable. A key goal for us is to drive the productivity dividend inside advice practices and the Board plays an important role in assisting us to execute our strategy and realise our ambitions.”

For the past year, Lloyd has consulted to Entireti on strategic planning, governance and strengthening the group’s operating framework.

Throughout his career, he has been a vocal advocate for the professionalism of advice and improving the affordability and accessibility of advice.

“I’ve observed the evolution of Entireti with the greatest admiration for Neil and his leadership team, and I’m inspired by their commitment to pursuing business improvements and stepped change for advisers and the broader profession,” Lloyd said.

“Entireti has grown significantly, both organically and through M&A, and I’m excited to go on this growth journey together and support the business to solve the biggest problems facing advice businesses and deliver quality advice to more Australians.”

Younger also acknowledged Miles’ enormous contribution to the group for the past 17 years.

“Ray is arguably the strongest proponent of professional advice and the need to build strong advice businesses that this sector has known, and his stewardship has been critical in getting Entireti to where it is today,” Younger said.

“We thank him for his counsel and support for the business and the broader sector, and we feel fortunate that he will remain on the Board and continue to play an ongoing role in the growth and success of Entireti.”

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Neil Younger

Licensing and business services group, Entireti is partnering with global financial technology company Communify, a leading provider of financial AI, digital and data solutions for the financial industry, to build an Australian-first digital ecosystem platform for advice businesses and their clients.

Entireti’s ERAi platform will leverage AI and automation to gather, analyse and organise data from a practice’s existing technology, including emails, financial planning software and apps, to create a secure central knowledge base of information and insights. This knowledge base will feature deterministic guardrails to ensure AI outputs are reliable, compliant and explainable.

With ERAi , insights can be delivered in text, video and other digital formats to support the creation and delivery of personal advice, and enhance client engagement. The platform will be developed in phases, with the first phase expected to be made available to the Entireti network, which includes Akumin, Fortnum, Personal Financial Services and Entireti Alliances, from Q3 2026.

Neil Younger, Group Chief Executive of Entireti, said plans to deliver an advice platform for the Intelligence Era formed part of the group’s broader “Road to 200 strategy” to help practices scale up and boost the number of clients they could efficiently serve.

“Across our community there is a shared ambition to build thriving practices that are serving more Australians and growing sustainably,” he said.

“After a comprehensive review of the market, we are excited to work with Communify to help advisers bring together structured and unstructured data from across their systems, documents and external sources to create a single source of truth.”

“This is one of the most significant technology programs for Entireti to date and will become foundational to our offering.”

“Communify is investing heavily in Australia and excited to leverage our global data platform to power insights, signals and stories for the Australian market. We are excited to partner with Entireti to achieve the road to 200 and beyond,” said Will Bailey, Chief Strategy Officer & President, APAC, of Communify.

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Neil Younger

Business services partner, Entireti, has partnered with specialist wealth management career and talent development platform, Striver, to launch a program that will place high quality graduates and job seekers in the group’s member firms, reinforcing its commitment to raising up the next generation of financial advisers.

The partnership will see Entireti’s advice networks, including Akumin, Fortnum and Personal Financial Services (PFS), white label Striver’s technology platform, which connects employers and candidates, and also features a range of education and training resources and tools.

Neil Younger, Entireti Group Chief Executive Officer, said the advice profession’s demand and supply challenges required greater attention from all stakeholders, including the government, tertiary education providers and service providers to the industry.

“We need more advisers to meet the advice needs of Australians and close the advice gap, and that includes investing in the next generation,” he said.

“As one of the largest advice business services providers, Entireti has the infrastructure and scale, and also a mandate, to invest in programs that will underpin the long-term growth and success of our advice businesses and the broader profession.”

Matt Lawler, Akumin Chief Executive Officer, said attracting and developing new entrants was in the group’s heritage and DNA and across the Akumin community many firms had mentored and continued to mentor professional year (PY) advisers.

He said the Striver partnership reflected the group’s desire to play an even bigger leadership role in replenishing adviser numbers, increasing the capacity of advice businesses to serve more clients, and building a sustainable, thriving profession.

“We’re here to help advice businesses grow and achieve their objectives, which involves attracting and retaining talent, and identifying future leaders,” Lawler said.

“We are excited to partner with Striver to connect employers and candidates, and create pathways for people to pursue a rewarding career in financial advice.”

Matt Brown, Chief Executive Officer of Fortnum and PFS said the partnership with Striver would connect employers and candidates, and create pathways for people to pursue a rewarding career in financial advice.

Alisdair Barr, Striver Founder and Chief Executive Officer, said Entireti currently represented the group’s only licensing and business services partnership, despite having garnered support from a number of fund managers, super funds, platforms and software providers.

“To achieve our mission to support 5,000 new advisers over the next decade to make advice accessible to 750,000 more Australians, we need to partner with organisations like Entireti to build a network of advice businesses that are committed to taking on new entrants, teaching them the ropes, and giving them a good experience so they stay in the profession and build their career,” he said.

“We’ve been successful at placing talent inside Akumin businesses for a number of years, leading to this opportunity to support the broader Entireti group, which we are extremely excited about.”

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Established in 2010 by AMP, the competition aims to recognise the next generation of financial planning talent, and promote financial planning as an attractive career.

As part of the challenge, entrants are tested on their technical knowledge and must produce and present a statement of advice. Participants also delivered a presentation on the value of life insurance.

This year’s event was held in Melbourne and judged by an independent panel that featured Steve Sloane from Link Wealth Group, Alisdair Barr from Striver, Lisa Sorgini from AMP, and Phil Anderson from the Financial Advice Association of Australia. RMIT’s Wraith, who is also Member Manager at Pursue Wealth and a member of the FAAA’s Emerging Professionals Committee, beat Deakin University’s Ryan Pfitzner, Kirstie Suleman and Aislin Jones in second, and Michael Woods in third.

Other finalists included Martin Sta Romana from RMIT and Hendra Kosasih from TAFE NSW.

Neil Younger, Chief Executive Officer, Entireti, said the University Challenge formed part of a broader strategy to identify, nurture and advance the next generation of financial advisers.

The group’s plans include supporting advice businesses across Akumin, Fortnum Private Wealth, Personal Financial Services and Entireti Alliances to attract young talent like graduates and other job seekers.

“To improve access to quality advice and close the advice gap, the industry needs to urgently increase adviser numbers, which starts by promoting financial planning as an attractive career path and actively engaging with schools and universities,” Younger said.

“As one of the largest service providers to advice businesses, we believe that we have an obligation to play a leadership role in investing in the next generation of talent coming through.”

According to Wraith, who describes herself as an “aspiring financial adviser” on LinkedIn, the highlight of participating in the Entireti University Challenge was the opportunity to learn from experienced advisers and connect with like-minded students from across the country.

“This event gave me a chance to put theory into practice and tackle real-world scenarios,” she said.

“I’m passionate about making financial advice more accessible, particularly for young people.”

After graduating from RMIT at the end of this year, Wraith plans to begin her professional year within the next 12–18 months.

“Eventually, I’d love to become a partner at a firm that shares my values – or maybe even start my own financial planning business one day,” she said.

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Neil Younger

Advice services partner, Entireti, has launched Salita Portfolio Services, a managed account and portfolio management service designed to support all licensed and selflicensed practices within the network: Akumin, Fortnum, Personal Financial Services and Entireti Alliances.

Salita represents the coming together and evolution of Entireti’s investment capabilities, offering solutions to streamline the implementation of investment advice and deliver enhanced client outcomes.

Salita Portfolio Services offers a range of actively managed, cost-effective separately managed accounts (SMAs), including accumulation, retirement and direct equities options, as well as portfolio management services to support practices to build bespoke private-label SMAs aligned to clients’ specific needs.

Formerly PFS Investment Management, which Entireti gained in 2023 through its acquisition of Australian Unity’s AFSL holder Personal Financial Services, the business has been rebranded to Salita Portfolio Services, reflecting the expansion of its investment management capabilities and growing support from the broader Entireti network.

Salita Portfolio Services currently provides portfolio solutions and investment advisory services to a number of businesses across Entireti, representing $5 billion in funds under management. Neil Younger, Group Managing Director, Entireti, said the launch of Salita Portfolio Services marked the next step in the group’s commitment to helping advisers enhance the client experience, drive improved portfolio outcomes, and achieve practice efficiencies.

“Salita draws on the combined expertise, capabilities and track record of Personal Financial Services, Akumin and Fortnum to deliver a modern, scalable service that is focused on delivering quality portfolio solutions and a better experience for clients and advisers,” he said.

Salita Portfolio Services leverages Entireti’s experienced investment and research team, led by John Carnevale, Executive General Manager, Research and Investment Solutions and Aman Ramrakha, Chief Investment Officer.

The group’s investment committee is led by independent chair, Nigel Douglas. The service is also supported by the investment consulting capabilities of Lonsec Investment Solutions, part of the Evidentia Group. Carnevale said demand for managed account and portfolio management services was strong across the group, as many advice businesses looked to reshape and enhance their value proposition.

“Salita represents the coming together and evolution of Entireti’s investment capabilities to support all the licensed and self-licensed practices within the network,” he said.

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Neil Younger

Business services partner, Entireti, has acquired licensee solutions provider, IOOF Alliances from Insignia Financial, adding 70 self-licensed advisory firms and around 350 financial advisers to the group’s community.

The deal will see Entireti merge IOOF Alliances with its existing licensee-to-licensee offer, Jigsaw Advice Solutions, to form a new entity under the Entireti Alliances brand.

Entireti Alliances will support around 85 self-licensed advisory firms and over 450 financial advisers, leveraging the scale and resources of the broader Entireti group, which includes Akumin, Fortnum Private Wealth and Personal Financial Services.

It will continue to provide compliance, technology, business consulting, and education and training solutions tailored to the needs of self-licensed firms.

Neil Younger, Group Chief Executive Officer of Entireti said the launch of Entireti Alliances reinforced the group’s commitment to providing a broad suite of solutions to support various business and operating models.

“This strategic alliance brings together the industry’s two leading licensing and business services providers under one strong brand and proposition to empower self-licensed advice professionals to deliver quality advice and build strong businesses,” he said.

As part of the deal, Andy Marshall, formerly Head of IOOF Alliances, has been appointed General Manager of Entireti Alliances, reporting to Matt Lawler, Chief Executive Officer, Akumin.

According to Marshall, Entireti stood out as the right strategic fit for IOOF Alliances, as both groups share common values and goals.

“We are focused on simplifying AFSL compliance and enhancing the adviser experience through expert-led solutions and a collaborative eco-system,” he said.

“Our flexible, modular service packages enable advisers to choose the services they need from an extensive menu, based on their unique needs, and we have a diverse, collaborative community of advice professionals.

“Entireti Alliances will continue building on our strong foundations of community, professionalism and excellence in AFSL governance.”

Marshall added that around 45 per cent of IOOF Alliances’ self-licensed advisory firms had a female principal adviser, reflecting the group’s strong focus on creating an inclusive advice community.

“We didn’t deliberately set out to attract female professionals but, over time, that has naturally occurred and we are extremely proud to support so many smart, driven entrepreneurial women,” he said.

Lawler described the launch of Entireti Alliances as a continuation of the group’s evolution from licensee to business services provider.

“We provide a broad range of business solutions and professional services, and licensing is just one of the many services we provide,” he said.

“We have the necessary scale, experience and capacity to supporting advisers to deliver great advice and run great businesses.”

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Matt Lawler

Business services partner, Entireti, will rebrand its NewCo subsidiary to Akumin, reflecting the group’s mission to build a fresh identity and forge a new path as one of Australia’s leading non-institutional providers of licensing and business support services.

Speaking at the group’s annual adviser conference in Brisbane yesterday, Matt Lawler, Akumin Chief Executive Officer said the rebrand marked another significant milestone in its separation from AMP and also celebrated the knowledge, capability and creativity of the group’s financial advisers and their teams.

“The name Akumin is inspired by the professional judgement, discernment and acumen of the experienced people across our network,” he said.

“These qualities and strengths are critically important in financial advice but our businesses and people are also innovative and progressive so we wanted a brand that reflected all our unique attributes and would help us standout in a competitive market.”

Alexis George, AMP Chief Executive Officer said the rebrand signalled an exciting new era for the businesses within the Akumin network and the broader advice industry in Australia.

“AMP has always believed in the life-changing benefits of quality financial advice and will continue to be an advocate for the profession as we maintain our close relationship with Akumin,” she said.

The launch of Akumin follows Entireti’s recent acquisition of AMP Limited’s financial advice businesses, including AMP Financial Planning, Hillross and Charter Financial Planning, which had been temporarily operating as NewCo.

Akumin houses those offers including AMP Financial Planning, which will be rebranded to Akumin Financial Planning.

Late last year, Entireti appointed an external creative agency to help develop a new brand identity, in collaboration with the group’s employees and advisers, that encapsulated its vibrant culture, long history serving Australians and bright future.

The process involved surveys, brand workshops and one-on-one engagement, in close consultation with the group’s representative body, The Advisers Association (TAA).

From a shortlist of names, Akumin was selected by the network.

According to Neil Younger, Entireti Group Chief Executive Officer, the rebrand, just months after the completion of the AMP transaction in December, highlighted the desire of the group’s advisers and employees to move forward, under a new name, vision and strategy.

“It is really exciting to start this next chapter with a new brand, and we remain focused on supporting Akumin advisers through this transition,” he said.

“Akumin, alongside the broader Entireti business, has exciting plans to grow and expand the range of services we deliver to advice businesses.”

Representing The Advisers’ Association, Scott Montefiore, said advisers were highly engaged throughout the process, resulting in the creation of a “great brand”.

“Akumin captures the essence of our advice community and what we stand for,” he said.

“It is professional, modern and a good platform to build out a compelling licensee offering to advisers. We look forward to continuing to work together to represent, protect and enhance the interests of our members.”

In total, Entireti, which includes Fortnum Private Wealth, Personal Financial Services and Akumin, has circa 1,300 financial advisers, 400 businesses and around 180 employees.

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Neil Younger

Business services and licensing group, Entireti has completed the acquisition of AMP Limited’s financial advice businesses, including AMP Financial Planning, Hillross and Charter Financial Planning – currently referred to as NewCo – and unveiled the group’s expanded senior leadership team.

Entireti, which houses Fortnum Private Wealth, Personal Financial Services and NewCo, now has circa 1,300 financial advisers, 400 businesses and around 180 employees.

According to Neil Younger, Entireti Chief Executive Officer, the group’s large, experienced team and commitment to hitting completion targets ensured a smooth transition and minimal disruption to day-to-day operations for businesses coming across while also maintaining high standards of service and support for existing businesses.

“Across the business, there is a sense of excitement and a strong alignment of vision and purpose,” he said.

“We’re excited about extending our position as the best service provider to advice businesses in the market, and we have the right team, operating model and strategy to achieve that.”

“Our size enables us to deepen our services and solutions for advisers and their clients. At the same time, as a house of brands, we can provide personalised service and support, and preserve and foster the characteristics that make each underlying proposition unique.”

Under the group’s new structure, the executive leadership team consists of:

• Neil Younger, Group CEO and Managing Director
• Glen Castensen, Group Chief Operating and Financial Officer
• Daniela Mascarello, Executive General Manager, Group Risk
• Matt Lawler, CEO NewCo (AMPFP, Hillross, Charter & Jigsaw)
• Matt Brown, CEO, Fortnum & PFS
• Cassandra Salmon, Executive General Manager, Group Technology
• Simone Munro, Executive General Manager, Group People and Brand
• Nick Hilton, Executive General Manager, Advice Delivery
• John Carnevale, Executive General Manager, Investment Services.

Younger said the group had plans about how to grow together, leveraging its national footprint.

“Our focus is not about being the largest, it’s about increasing our relevance for advisers and their clients both now and into the future,” he said.

“Our model supports multiple advisory brands and propositions under the one roof, underpinned by high quality, centralised shared services. We are an all-encompassing business partner to the advice community and our intent is to continue evolving our offerings to help advice businesses expand their capacity and capability so they can help more people and, in doing so, grow their business.”

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Neil Younger

Following Fortnum Private Wealth’s (Fortnum) recent acquisition of Australian Unity’s financial advice business, Professional Financial Services (PFS), the group has created a new parent company brand called Entireti.

Entireti will become the overarching brand identity that encompasses the group’s business services and licensing offerings. This includes the leading brands of Fortnum and PFS, as well as any future take-to-market propositions.

According to Neil Younger, Entireti’s Chief Executive Officer, Fortnum and PFS will continue to operate under their respective names in recognition of their unique positions in the market, significant goodwill, and the brand equity both businesses have built over many years.

“The name Entireti perfectly sums up what we are all about,” Younger said.

“It implies completeness as a unified group, rather than standalone parts. It also reflects our collective strength, community culture and robust foundation.”

“We see a great opportunity to drive the evolution of our industry over the coming years and for Entireti to be recognised as Australia’s leading advice services business.”

In November 2023, Fortnum acquired Australian Unity’s financial advice business taking over the provision of business and licensing services to PFS’ 170+ advisers.

Today, Entireti employs over 55 staff and services around 400 financial advisers nationally. The group’s 170 advice businesses collectively oversee in excess of $30 billion in funds under advice, on behalf of over 60,000 clients.

Matt Brown, Executive General Manager of Advice at Entireti, said the new brand would further unite the group’s people and empower them under a common purpose.

“We’re already one of Australia’s premier business and licensing services organisations, which is reflected in our network of exceptional advisory firms, and we want to help more advisers deliver quality advice and grow their business,” Brown said.

“We have ambitious plans, which includes expanding the range of services we offer, as we strive to meet the holistic needs of professional advice businesses.”

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