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CountPlus Annual Report 2020

chartered accountancy firm

chartered accountancy firm

Why Count Financial was the best partner for Affinitas Financial Planning

Choosing a licensee is a decision to never be taken lightly. Affinitas Financial Planning recently travelled down that road and explain what impacted their decision to choose Count Financial. Brad Peters, Director, and Senior Financial Planner at Affinitas Financial Planning, took a lot of care and time to decide. “Starting with a matrix of assessment factors, I divided licensees into three general categories – Must, Preferable and Nice (but not necessary). Then, with the help of a consultant, I met with about 14 potential licensees. It then came down to a final three – where we went into a lot more depth.”

“Of all of the licensees, Count Financial was always ahead in terms of financial backing and potential long term stability.” Brad spent time getting to know people like Matthew Rowe and Andrew Kennedy – and spoke with some of the key people he would be working with on a daily basis to better understand the service offerings, cost structures, and cultural alignment. Brad also spoke with some existing Count Financial advisor firms and was made aware of how they were going to be remoulded and reinvigorated under CountPlus ownership.

“In the end, I felt Count Financial understood who we were, could provide what we needed, and valued what we offered,” explains Brad. “Count Financial provided a clear outline of the steps required, helped us prepare, and was always there to assist with advice and practical help at each step. Count Financial delivered on everything they promised as far as pricing and levels of support were concerned during the changeover process.”

As a result of transferring to Count Financial, Brad feels that Affinitas Financial Planning now has the right levels of support in key areas to ensure they can continue to service existing clients, write new business, and remain compliant.

“We have been able to contact key decision-makers/support people when needed, and have received real value from having ongoing access to a dedicated Practice Development Manager,” Brad explains. “Affinitas Financial Planning firm has operated as part of an overall business structure that includes an accounting practice. Support for accounting qualified financial planners has always been part of Count’s DNA. Therefore, practice development will always be mindful of how changes in the tax/accounting landscape will impact our overall business.”

In addition to support, Brad says the Australia-wide network of Count Financial firms and the CountPlus ownership model provides some potentially exciting succession planning opportunities.

“Businesses don’t change licensees for fun – because it is a labour intensive, time-consuming and potentially costly process.” However, Brad explains that it is going to be a necessary reality for many advisory firms who want to secure their long term future in the financial planning industry. Choosing the right licensee makes all the difference.

Operating for 20 years, Affinitas Financial Planning is part of the wider Affinitas group, a Brisbane-based business that provides individual and small business clients with a holistic offering covering accounting, tax, finance, investment, and personal insurance advice. The accounting practice services about 1400 clients, of which about 400 are an investment and/or insurance clients.

Article taken from CountPlus Annual Report 2020. For the full article, click here.


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  • I’ve been dealing with Affinitas Accounting for about 3 years now and I have found them to be nothing but friendly and helpful. I’m a Bookkeeper and on occasions have been stuck with various accounting problems. Affinitas have not hesitated to spend time with me until the problem was solved. Any queries or questions have always been answered in a timely manner.

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  • Affinitas Accounting has been so helpful with the restructure of my business. They made it an easy process and explained it in a language that was easy to understand. My ongoing tax and gst is all prepared by them, they’ve really taken the stress out of it all to let me focus on growing my business.

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    Rebecca & Russel Johns

    Since moving to Affinitas Accounting we have a clear understanding of companies and trusts. We have no hesitation in saying the team here will meet and then exceed your expectations! I never feel like i am annoying them. Thank you Team Affinitas

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    Paul Maclaine

    Affinitas has looked after all our financial needs for our business and personal tax returns. We have been with our accountant for 10+ years. I have no hesitation in recommending Affinitas to anyone looking for an accountant or any financial advise. We have always found and received friendly professional and practical advise.

  • For the past 6 years, Tammy has been lodging our tax. The team always spend the time to explain how things will affect us and always manage to maximise our returns. We highly recommend the team to anyone we speak to and have had friends move to do their future tax with the team at affinities accounting. Couldn’t recommend them highly enough.

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    Kirsty Whittaker

    I’ve been using Deb from Affinitas Accounting now for many years and have found her to be excellent in looking after my taxation needs. I’m in Tasmania, Affinitas Accounting is in Queensland and distance is no barrier. She understands my business needs, everything is done in a friendly and efficient manner and I happily recommend to anyone looking for ‘down to earth’ taxation advice.

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    David Williams

    We’ve been with Affinitas Accounting for over 5yrs when they were known as Online Accounting & Taxation Solutions. From our initial phone call with Brad looking for an accounting team that would meet our expectations as well as provide efficient service, we’ve been really impressed with the team’s professionalism, knowledge & expertise.

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    Allyson O'Connell

    Debbie is our accountant and has been for seven years. She is thorough and always does what she can to honestly get us the best return but always adheres to the ATO guidelines. We recommend her to our friends and wouldn’t take our business to anyone else. Thanks Debbie.

  • We have only been with Affinitas Accounting for the past 12 months but in this time they have by far exceeded our expectations of an accountant and far surpassed previously used accountants.
    Affinitas are not just about annual returns, BAS statements etc, they take the time to get to know you enabling them to provide advise to help you work toward personal & business goals.

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    Mark D’Andrea

    Can’t fault Affinitas.

    Have been coming here for years (when it was then called online tax). Deb has been happy to always go the extra mile and doesn’t mind dispensing helpful advice throughout the year.

  • Tax Accountant & Financial Advisor Brisbane - Affinitas Accounting
    Deagon Fixing

    I have been a client of Affinitas Accounting (previously Online) for the past 8 years. It is like a one stop shopping experience, all my needs were addressed in the one office.

    Thanks Affinitas you for all your assistance and I would strongly recommend them to anyone to use

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