Launch of New WA Advice Businesses


Sentry Group Founder, Murray Hills, has announced the launch of two financial advisory businesses based in Perth, dedicated to providing professional advice and services to Western Australian SMEs, business professionals and high net wealth clients.

A release announcing the launch advises PFP Financial Services and Personal Financial Planners will operate as individual businesses and will seek to build separate and unique state-based advice brands in WA.

PFP Financial Services is the AFSL and provider of business services to financial services businesses and advisers in WA, while Personal Financial Planners is the group’s financial planning arm, which will operate as a corporate authorised representative under the PFP Financial Services AFSL.

Murray Hills …growing demand from locally-based advice practitioners

Hills, who sold Sentry Group in 2021 (see: Sentry Acquired by Wealth Today), is Executive Chairman and CEO of both groups, said the decision to focus the new businesses solely in WA was based on two factors:

  1. A strong and stable West Australian economy
  2. The state’s wide range of primary, secondary, technology and professional service industries that were predominantly SME owned and operated businesses

He noted this initiative was developed in response to what he said was growing demand from locally-based advice practitioners for a licensee administered by a lean management structure of industry professionals that understood and could personally relate to their issues, challenges and aspirations for the future:

…the need for professional dedicated financial services is emerging as a marketplace necessity

“The Western Australia economic landscape post COVID-19 is evolving at an unprecedented rate and the need for professional dedicated financial services is emerging as a marketplace necessity,” said Hills, who added that he and his colleagues had identified the need for two specialist brands in which financial advice professionals could work together in a clearly defined operational structure to service and address the needs of West Australian clients and business owners.

Hills says he sees the future as one where the two groups will work closely with fellow advice professionals such as accountants, lawyers and brokers to achieve the best outcomes for clients.