Count Financial has announced the appointment of Serendipity Wealth Advisors (Serendipity) as the latest firm to join its national advice community.

The appointment continues the CountPlus-owned licensee’s growth strategy which is targeting high-quality advice businesses with client-centric values. Since the beginning of 2021, Count Financial has appointed 22 new firms.

Serendipity is a Newcastle-based firm with a nationwide scope founded in February 2021 by Christine Lusher and Norma Samson, who had worked together earlier in their respective careers and had remained close friends ever since. 

Speaking about their reasons for partnering with Count Financial, Ms Samson, Director at Serendipity, said the decision was made after a candid discussion with key people in the business on the back of industry recommendations.

“In considering licensees, it made sense to ask our Professional Partners. They work closely with us and understand the importance we place on arm’s length advice. Count Financial were highly recommended and when we met with the management team we were impressed with their transparency. They were very clear on the focus and direction of their business, the support they offer and enhancements they are working on. It didn’t feel like a sales pitch, it was an open and honest conversation to assess whether our values aligned.”

Ms Lusher, Director at Serendipity, added that they had considered self-licensing but felt it would consume time and resources better spent with clients.

“At one point, we considered the self-licensing option but with the complexity of a constantly changing compliance landscape, we knew partnering with a reputable firm whose primary focus is to provide a licensee service, was the right decision for our clients. It’s comforting to know that Count Financial has a Professional Standards team that can give us guidance and tools that simplify the process, affording us more time with our clients.”

Andrew Kennedy, Chief Advice Officer at Count Financial, said that Serendipity is a quality firm who will be an excellent cultural fit for the network.

“During my initial meeting with Christine and Norma I was so impressed with their professionalism and how they deeply care about their clients. That’s so important for us as a licensee because we are working hard to build a community that shares this passion. I’m delighted that they have chosen to partner with Count Financial and we are looking forward to working with their business to support the next chapter in their evolution.”

Serendipity commences with Count Financial on Monday 1 November.