New Parent Company Brand for Fortnum and PFS


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

A statement from the company says Entireti will “…become the overarching brand identity that encompasses the group’s business services and licensing offerings.”

Neil Younger

This includes the brands of Fortnum and PFS “ well as any future take-to-market propositions.”

Neil Younger, Entireti’s CEO, says Fortnum and PFS will continue to operate under their respective names “…in recognition of their … positions in the market, significant goodwill, and the brand equity both businesses have built over many years.”

Fortnum acquired Australian Unity’s financial advice business in November 2023, taking over the provision of business and licensing services to PFS’ 170+ advisers (see: Australian Unity Sells Advice Business).

The company says that 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, says the new brand has “… ambitious plans, which includes expanding the range of services we offer, as we strive to meet the holistic needs of professional advice businesses.”