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Fortnum, PFS creates new parent brand in its Entireti

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22 April 2024 by Chris Dastoor, Professional Planner

Article link: https://www.professionalplanner.com.au/2024/04/fortnum-pfs-creates-new-parent-brand-in-its-entireti/

After acquiring Australian Unity’s financial advice business, Fortnum Private Wealth will create a new parent company called Entireti to cover both brands.

Scale was the catalyst for the PFS acquisition, with Younger describing scale as “not nice to have, it’s a need to have” due to the cost structures of running a licensee.

He adds that operating a business with almost 400 advisers makes more sense than operating separate ones. Fortnum authorises 207 advisers in Fortnum Private Wealth, 10 in Fortnum Advice, and 161 in PFS, according to data from Adviser Ratings as of the end of March 2024.


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