About Strategic Financial

The licence holder behind our advisers.

Strategic Financial Pty Ltd (AFSL No.: 569 303) is the Australian Financial Services Licensee for BE Wealth Management Pty Ltd, Stafford Strategic Advisory, JCGOC Pty Ltd, and Wise Financial Planning Advisors Pty Ltd. As the licence holder, we authorise and supervise our advisers so they can deliver financial advice within ASIC's regulatory framework.

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Our Story

Built to put strategy before product.

Strategic Financial was established to operate as an AFSL that enables advisers to deliver advice that is structured, transparent and genuinely aligned to each client's best interests. The licensee was built on a simple observation: too many clients were receiving fragmented or product-driven advice, without a clear picture of how each recommendation fit their broader financial position.

We set out to change that by championing a strategy-first approach across our adviser network. Product recommendations are always secondary to sound strategic reasoning, and every piece of advice is well documented and easy to understand.

From the outset, we have been grounded in the principles that underpin a well-run AFSL: compliance, accountability and professional standards. We provide our advisers with the governance framework, supervision and support they need to meet their regulatory obligations, while staying practical and client-focused.

Founded on
Compliance

Advice delivered within ASIC's regulatory framework.

Accountability

Every recommendation documented, with reasoning behind it.

Professional standards

Governance and supervision behind every adviser.

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    Our Mission

    To empower our advisers with the licence, governance and support they need to build sustainable advice businesses, deliver quality outcomes for clients, and raise the professional standard of financial advice across Australia.

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    Our Vision

    A financial advice profession defined by trust, professionalism and innovation, where every client relationship is built on genuine listening, strategic thinking and long-term value rather than product-driven transactions.

How We Work

Strategy first, product second.

Every client engagement under our licence begins with a clear understanding of the client's objectives. From there, our advisers develop a strategy designed to improve the client's overall financial position. Product recommendations follow the strategy. They do not replace it.

We ask our advisers to document not just what they recommend, but why, including the risks, trade-offs and alternatives they considered. This is what separates strategy-led advice from product-led advice.

Always first

Strategy

A clear understanding of the client's objectives, and a strategy designed to improve their overall financial position.

Follows the strategy

Product

Recommendations that support the strategy. They follow it — they never replace it.

Our authorised representatives

The practices and advisers we authorise.

This is the short answer to who the advisers behind Strategic Financial are. We currently authorise the following practices.

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    BE Wealth

    Jeff John

    Authorised representative practice of Strategic Financial Pty Ltd.

    BE Wealth
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    Stafford Strategic Advisory

    Neil Stafford

    Authorised representative practice of Strategic Financial Pty Ltd.

    Stafford Strategic Advisory
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    Wise Financial Planning Advisors

    George Peat

    Authorised representative practice of Strategic Financial Pty Ltd.

    Wise Financial Planning Advisors
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    O'Connell Clann Muinin

    Jason O'Connell

    Authorised representative practice of Strategic Financial Pty Ltd.

    O'Connell Clann Muinin 
How clients are protected

Supervision, insurance and a clear path to resolution.

We supervise the quality of advice provided under our licence and maintain Professional Indemnity insurance that protects clients of our authorised advisers.

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    Advice supervision

    We oversee the quality of advice delivered under our licence.

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    PI insurance

    Professional Indemnity insurance protects clients of our advisers.

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    Clear complaints process

    A defined process if you are ever dissatisfied with advice received.

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    AFCA access

    Access to the Australian Financial Complaints Authority as a final step.

Get in touch

Have a question about Strategic Financial or your adviser?

If you would like to know more about the licence, one of our advisers, or how advice under our AFSL works, get in touch.

Contact us