Findex restructures service model, rebrands

At the same time, the largest privately-owned financial services group in Australia and New Zealand will rebrand and launch a new group name and identity: Findex.

"Findex is an evolution of the Financial Index brand; an evolution of the business' past," a company statement said. "It has been carefully crafted to pay respect to the company's heritage, but also to represent who the group is today and its vision for the future."

The rebrand signals the formal adoption of a comprehensive service model that will see all businesses in the group offering a wide range of financial services, including wealth advice, accounting and tax, and a suite of related services, regardless of the traditional speciality of that individual business.

Businesses in the group that will now offer what Findex is terming a 'Family Office', or one-stop financial services shop, include Crowe Horwath accountants in Australia and New Zealand; Centric Wealth; Financial Index Wealth Accountants; Prescott Securities; CIVIC Financial Planning; and the MOVO online investment advice portal.

The new branding formally introduces an 'endorsed branding' model for the group, which has made more than 45 acquisitions in the financial services sector since 2000.

"In essence, the Family Office model is a holistic advisory vehicle for financial services," Findex chief executive Spiro Paule said.

"Traditionally a preserve of the wealthy, a Family Office service involves the availability of an extensive suite of financial advice and services from a single, trusted source.

"We believe all of our clients, individuals and corporates, regardless of their size, structure or means, should have access to the advantages of a Family Office – that is, having their financial servicing needs met from a single point of contact in their trusted financial adviser."

Findex will offer clients wealth protection and wealth building advice, as well as services relating to risk, lending, accounting, tax, specialist SMSF solutions, estate planning, succession and philanthropy.

An integral element of the change will be the adoption of an endorsed branding model to create a common thread between the business' brands, its service offerings and above all, its people.

This will see all brands in the group sporting the notation "Part of Findex" alongside their existing or refined logos.

"Throughout our journey of growth we have adopted a multi-brand strategy and this branding exercise involves unifying and clarifying the Findex family membership," Mr Paule said.

"The essence of the Findex brand is an organisation-wide commitment to revolutionising financial services and empowering the ambition of our clients."