Principal Edge Financial Services – Rebrands after 26 years delivering Strategic Advice Solutions
A Steady Hand in a Changing World.
The financial landscape for Australians has changed significantly over the past quarter of a century, but Sydney-based strategic advice business Principal Edge Financial Services has provided a rare source of continuity.
To mark its 26 years in providing effective, transparent solutions to clients, Principal Edge has recently launched a rebrand to reflect its position and longevity in the industry and its standing as an independent practice. “We are one of the few advice practices that can offer truly impartial advice in a marketplace drowning in conflicts,” says Bruce Kluk, the founder of the Sydney-based boutique business and its Managing Director.
The rebranding of Principal Edge comes amid a period of intense media focus on the huge cost to ordinary people of compromised and inappropriate advice.
Large banking institutions control more than 80% of the advice market in Australia, with some players shoe-horning people into cookie-cutter products on the basis of commissions or other sales incentives that do not reflect individual needs.
Principal Edge has operated under its own licence since 1997 and is not aligned to any bank or financial institution. Principal Edge has always focused on building long-term partnerships with clients untainted by conflicts. “Holding our own licence has ensured that we are not dictated to as to what we can advise and to whom. Our longevity has been built on our firm’s ability to provide tailored and impartial advice and on empowering clients to make sound financial decisions for their families and their futures” Mr Kluk says.
“We believe financial planning essentially is about understanding client needs, and delivering on these through exceptional service and attention to detail. This is about as far removed from a transaction-based, product-focused ‘cookie cutter’ approach as you can be.”
Principal Edge maintains a fee-for-service practice, aligned to client needs and the level of contact they require each year. This creates transparency and allows meetings to focus solely on the matters that concern clients.
With its team of 16 – including 5 advisors, in-house planning and client service teams, as well as a General Manager – Principal Edge is well positioned to be delivering strategic advice solutions to clients and their families for another 26 years.
