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Madison Financial Group undergoes rebrand

Dealer group Madison Financial Group has undergone a rebrand to Sargon Adviser Services as it aligns its business more closely with owners Sargon.

Founded in 1983, Madison was acquired by Trustee Partners in April 2018, which then rebranded to Sargon in October 2018.

The rebrand is expected to be completed by March 2020.

Sargon Adviser Services chief executive Annick Donat described the rebrand as a significant milestone in the evolution of advice services for its clients.  

“Since the acquisition, we have aligned and strengthened our processes, procedures and governance with Sargon, whilst continuing to meet our AFSL obligations,” Ms Donat said. 

“As Sargon Adviser services, we are pleased to continue our long-term commitment to advice businesses, in addition to providing them with access to next-generation technology and infrastructure to support the governance and delivery of advice.

“The regulatory environment is only becoming more complex. Our clients need a progressive partner to help them navigate increasing regulatory complexity, whilst enabling them to grow their businesses and consistently deliver high-quality advice and care to their clients.”


Sargon chief executive Phillip Kingston said there is a significant opportunity for growth and the expansion of services to the advice community, particularly following the Hayne royal commission.

“We’re excited to use the technology, scale and governance ecosystem that Sargon has built, and continues to enhance, as a competitive advantage for our advice community,” Mr Kingston said.

“Improving financial capability and engagement is core to Sargon’s purpose. It’s a powerful pathway towards improving lifestyle and retirement outcomes, ultimately helping to secure the future wealth and prosperity of Australia.”

Adrian Flores

Adrian Flores

Adrian Flores is a deputy editor at Momentum Media, focusing mainly on banking, wealth management and financial services. He has also written for Public Accountant, Accountants Daily and The CEO Magazine.

You can contact him on [email protected].