Guardian Financial Planning (Guardian) has announced it will reposition itself as a niche life risk AFSL for growth practices.
The group, owned by one of Australia’s largest insurers – Suncorp, says it will leverage its strong support service capability and partner with financial advisers to make wealth protection and complimentary super and investment advice easier.
The strategy is being led by recently appointed Executive Manager Simon Harris, who says the group intends to create an environment where Guardian advisers have access to a “significantly simplified advice process”.
“We are looking to partner with professional advisers who are seeking a supportive AFSL that has the capacity to support their profitable growth aspirations,” he said.
Our philosophy is about giving advisers the opportunity to also run their business independently…
Guardian says one of its core strengths is its unique business model. “As an independent AFSL network not aligned to one of the big banks, Guardian also has open architecture in terms of our product list,” Mr Harris said.
“While we have strong institutional backing from Suncorp, Guardian runs its business independently. Our philosophy is about giving advisers the opportunity to also run their business independently, with a strong support network behind them to help them develop and grow their business.”
As part of this support network, Guardian has also launched an online practice management tool.
The Guardian Business Academy is an online ‘health check’ that the group says will enable Guardian Financial Planning Practices to conduct an independent assessment of their business ‘health’, and offer advice on how to make more informed decisions about how to grow their business.
The Academy covers a number of practice management categories and incorporates analysis, diagnostic and benchmarking. It also provides access to a library of remedial and support tools to help practice principals implement change in their business.
The materials were written by Guardian, business consultants Business Health, and a number of Guardian’s preferred partners, including Asteron, CommInsure and OnePath.
“This initiative allows our practice development teams to work more closely with the Guardian advisers – the lifeblood of our business – and coach them on developing more successful practices. This venture also signifies the importance of our relationship with the adviser community and the significant value they bring to the Guardian group,” Mr Harris said.
“Early feedback from our advisers on the offer has been extremely positive. So far 70 Guardian practices have completed the ‘health check’, and they are keen to leverage the benefits of this leading-edge tool to help grow their practice,” he added.
Guardian says it will look to grow organically over the next three years, with a targeted recruitment program designed to attract only advisers and practices with the right cultural fit for the group.
“We have a very compelling proposition for advisers who want to align to a financially viable AFSL focused on helping them to grow their business,” Mr Harris said.
