Phil Osborne

Introducing a Thought Leadership Forum to its financial advisers in Sydney this month, Intelligent Planning managing director, Phil Osborne said that while the profession needs thought leading ideas, they should not be shaped exclusively by industry leaders.

‘We don’t think anyone has a monopoly on good ideas,’ he said. ‘You learn from people with years of experience, and we all benefit from that. But you also learn from people who might have less experience but who have a fresh take on the issues facing the industry.’

Mr Osborne believes genuine thought leadership comes from looking at current issues through a variety of lenses.

‘We want to make sure that we’re learning from advisers, the people who are actually out there at the coalface with clients,’ he said. ‘We don’t want to be just sitting up in an ivory tower directing traffic.’

Actively seeking input from advisers is one of the ways Intelligent Planning, a bespoke financial services licensing offer, is embedding a collegial culture.

‘We believe in allowing advice practices to be what advisers want them to be,’ Mr Osborne said. ‘Our role is to make sure they are compliant and accountable. Anyone can buy a suit off the rack, but it’s never going to be a custom fit. You go to a bespoke tailor for that. We believe it is similar with financial licensing offers.’

Mr Osborne said the Thought Leadership Forum demonstrates that Intelligent Planning meant what it said when it launched earlier this year, about listening to financial advisers.

‘We gathered a number of adviser thoughts on current issues from the forum which will not only help further inform our offer, but also help shape the profession,’ he said.

These include:

1. On qualifications and accreditation: soft skills are just as important
   While qualifications and accreditation are vital to being regarded by the public as professional, proficiency in ‘soft skills’ is equally important – not just from a business practice point of view but also in helping clients improve their financial literacy and better understand the work we do.
2. On technology: technology should not be driving advice practices
   As useful as technology is, an advice practice should never be driven by what a particular technology can, or more importantly can’t, do.
3. On professionalism: a professional reputation is earned
   Being a member of a profession isn’t enough. Gaining a reputation as a true professional, just like gaining respect, is something that is earned by actions.

‘We will be working with our advisers to implement these ideas, where they consider them important to their business,’ Mr Osborne said.

The Intelligent Planning licensing offer launched in January this year. Key elements of the offer include a flat licence pricing model, the ability for advisers to speak directly with an internal industry expert on a peer-to-peer basis and a culture of community.

Intelligent Planning also offers a part share in its business to the first wave of founding advisers. ‘This gives our first advisers a degree of ownership in the business, thereby guaranteeing their voices are heard,’ Mr Osborne said.

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Terry Johnson

Boutique financial services group, Intelligent Planning, has welcomed risk-focussed financial advice practice, Keyman Financial Services (Keyman), to the fold.

Based in Windsor, NSW and established in 2009, Keyman Financial Services is headed up by principal, Terry Johnson. Terry’s daughter, Mia Inglis and son, Ben Johnson are both advisers in the practice, which also has three support staff.

Intelligent Planning’s Advice Distribution Manager, Matthew Wallis, said, ‘It’s fantastic to have Keyman on board. They were the NSW winners of the AFA’s 2021 Great Advice Award and they’re a great bunch of people, highly thought of in our community.’

Keyman Financial Services was formerly an authorised representative of Synchron.

Other practices with Intelligent Planning include Mr Wallis’ Sydney-based business, Beta Advice, Canberra-based Hayes & Co, operated by Katherine Hayes, who also sits on the Financial Advisers Association Australia (FAAA) Board, Sydney-based holistic practice 1981, owned by Benjamin Brookes, and Perth group, NOR Financial, which services the medical fraternity, owned by Shaun Clements.

Mr Wallis said as one of the first wave of financial advice practices to join Intelligent Planning, Keyman has been allocated a part-share.

‘A part-share gives our first practices a bit of ownership in the group and therefore the opportunity to have a say in how we run the business,’ he said.  ‘We’re finding that our offer, which also includes a flat licence pricing model, and a friendly, community-type atmosphere is something advisers really like. We’ve even heard ourselves talked about as ‘a breath of fresh air’.’

Intelligent Planning expects to make an announcement about bringing another practice on board within a matter of weeks.

Formally established in January, Intelligent Planning has three founding members including CEO, Phil Osborne, CIO, Damian Grimes and Mr Wallis.

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Phil Osborne

Dirigere Advisory Pty Limited AFSL 524371 (Dirigere), has officially relaunched as Intelligent Planning, a boutique financial licensing offering operating through the Dirigere licence, effective 15 January 2024.

Intelligent Planning’s Managing Director, Phil Osborne said, ‘We saw a widening gap in the financial planning landscape between what today’s professional financial adviser community really wants from a licensee and what the market currently delivers. Intelligent Planning is designed to help fill that gap.’

Other Intelligent Planning founding members include Damian Grimes, a former Rothschilds UK financial adviser, who fills the role of CIO, and former Synchron State Manager and financial adviser, Matthew Wallis, who comes on board as Advice Distribution Manager.

‘Listening to our financial advice practices informed the new Intelligent Planning offer and gave us the confidence to move forward with it,’ Mr Osborne said. ‘Key elements include a flat licence pricing model, the ability for advisers to speak directly with an internal industry expert on a peer-to-peer basis and a culture of community.’

All initial founders will have equal shares in Intelligent Planning and the group is offering a further, equivalent share to be divided amongst the first wave of founding advisers.

‘We are offering our first advisers a degree of ownership in Intelligent Planning and therefore guaranteeing we hear their voices about how we operate,’ Mr Osborne said.

Practices with Intelligent Planning include Mr Wallis’ Sydney-based business, Beta Advice, Canberra-based Hayes & Co, operated by Katherine Hayes, who also sits on the Financial Advisers Association Australia (FAAA) Board, and Perth group, NOR Financial, which services the medical fraternity, owned by Shaun Clements.

‘What we have in the excellent practices we have on board, and what we are continuing to look for is good quality, forward-thinking businesses which have room to grow,’ Mr Osborne said.

Intelligent Planning will be part of Intelligent Money Partnership, an integrated financial services offer, currently in development.

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