Count Takes Stake in Award-Winning $6M Planning Firm to Capture Advice Fees
Count secures cornerstone stake in award-winning financial planning firm
Count (ASX: CUP) has finalised terms to acquire a strategic cornerstone shareholding in Tailored Lifetime Solutions Pty Ltd, a leading Count Financial Limited-licensed financial planning firm. The transaction represents a dual structure: Count takes an equity stake in Tailored while Tailored simultaneously acquires the financial planning clients of another Count Financial-licensed firm, creating an in-network consolidation. The combined business will generate revenues of circa $6.0 million and maintain a strong presence across Victoria and Tasmania. The partnership aligns with Count’s stated strategy to expand participation in the financial planning value chain through disciplined equity partnerships with high-performing advice businesses.
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What is an equity partnership model in financial advice?
An equity partnership model in wealth management involves taking a shareholding in a financial planning firm rather than acquiring it outright. Count secures an ownership stake in Tailored while the firm’s principals retain significant equity alongside the listed company. This structure differs from full acquisition by keeping the founding team invested in the business, creating aligned incentives for growth and performance.
The model appeals to high-quality advice firms seeking growth capital and operational support without requiring the principals to fully exit their business. For Count, equity partnerships provide participation in downstream advice economics whilst retaining the commitment and expertise of the firm’s leadership team.
Tailored’s track record positions partnership for growth
Tailored operates a high-quality, disciplined advice business with a strong compliance and governance track record. The firm was recently awarded 2025 ‘Firm of the Year’ by Count Financial, recognising excellence across service delivery, client outcomes, and business operations. Tailored has qualified as a Count ‘Pinnacle firm’, one of the top 25 advice businesses within the Count network, in every year of the programme. This consistent recognition demonstrates the firm’s operational strength and positions the partnership for continued expansion.
Hugh Humphrey, Chief Executive Officer
“This investment reflects our confidence in the Tailored leadership team and our equity partnerships model, which supports ambitious firms to accelerate growth and reach scale. The team at Tailored share our passion for advice, and the importance of giving back to the local community.”
Key transaction metrics:
- Combined revenue: circa $6.0 million
- Geographic coverage: Victoria and Tasmania
- Accolade: 2025 Firm of the Year (Count Financial)
- Pinnacle qualification: achieved every year of programme
In-network consolidation adds scale
The transaction includes a tuck-in acquisition component, with Tailored acquiring the financial planning clients of another Count Financial-licensed firm. This demonstrates the benefits of in-network consolidation across the Count community, where both the acquiring and target businesses already operate under the same licensee framework.
The structure reduces integration friction, as both firms share compliance systems, operational processes, and technology infrastructure. The consolidation creates a larger, more scaled advice business under the Tailored brand whilst maintaining service continuity for clients. For Count, the model showcases how its licensee network enables efficient M&A execution between member firms.
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Strategic rationale for investors
Count’s investment in Tailored evidences execution on the company’s strategy to expand participation in the financial planning value chain through disciplined equity partnerships with leading advice firms. The model positions Count to capture downstream advice economics whilst aligning with high-performing principals through co-investment structures. Management commentary highlights the approach as supporting ambitious firms to accelerate growth and reach scale.
Strategic benefits for investors:
- Revenue participation: Equity stakes provide exposure to downstream advice economics beyond traditional licensee fee structures
- Alignment through co-investment: Principals retain significant equity, creating incentive alignment for business growth and performance
- Reduced integration complexity: In-network consolidation leverages shared compliance and systems frameworks, minimising execution risk
- Scalable partnership model: Framework supports disciplined replication across Count’s adviser community for future equity investments
The Tailored partnership demonstrates Count’s ability to identify and partner with high-quality advice businesses that meet its investment criteria, with the firm’s award recognition and Pinnacle status providing validation of operational excellence.
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