Countplus targets SMSF firms in business model changes

Countplus targets SMSF firms in business model changes

CBA-linked dealer group Countplus has listed businesses with SMSF services as a “growth area” as it undergoes a significant redesign of its business strategy.

The ASX-listed business is 12 months into “completely changing” its business model, from one that wholly owns firms within its network to one that takes a minority stake.

At the moment, the business is in the process of selling down equity in firms where it has a majority stake.

Countplus chief executive Matthew Rowe said the business has significant interest in firms with an SMSF service line, given the market demand for financial advice and retirement-centric services.

“I can see a time where, for every $100 a firm brings in, $60 of that will be from accounting and $40 of that will be from financial planning and SMSF services. We see it as a growth area,” Mr Rowe told SMSF Adviser.

Mr Rowe sees “huge” unmet needs for advice - particularly related to tax, superannuation and financial planning - in the small business people market.


Countplus recently hired the ex-CEO of the Bentleys accounting network, Mark Chapman, as chief operations officer. He is behind much of the face-to-face network relations, including training and development.

“He is currently meeting with the managing principals of every one of our firms, to do a deep dive into their key priorities,” Mr Rowe said.

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