1. finance
2. personal finance
3. financial planning

The freedom of financial security
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Contents
Our Story
4
Our Clients 4
Our Financial Advisers 5
Our Investment Philosophy
7
Our Wealth Management Services
7
Our Partner Organisations 8
Our Promise
10
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Our Story
Financial security, clarity and peace of mind so clients can focus on what is most important to them.
Affinity Wealth Services was officially launched in July 2011 when the company was granted its own Australian Financial
Services License. Our history however dates back to 1994 when senior partner and adviser Keith Jones established a
financial planning practice under the Hillross Dealer Group, a subsidiary of the AMP Group.
In 2005, we were awarded Hillross Financial Planner of the Year and in 2006 and 2007, Hillross Financial Planning Practice
of the Year. By 2007, the practice had grown considerably and was one of the most successful in the Hillross Group.
Affinity Wealth Services is built on the principle that ‘our clients come first’. This was the primary reason we made the
decision to leave a bank owned dealer group and instead establish an independently owned boutique wealth management
company. We pride ourselves on providing personalised, easy to understand advice that always puts the needs of our
clients first.
We charge on a fee for advice basis and do not accept commission from investment product providers. Under these
arrangements, you are guaranteed we are fully transparent and there is no conflict of interest because our only interest
is ensuring your needs are met.
Our Clients
The financial decisions you make today will determine the life you live tomorrow.
Guaranteed financial independence requires a comprehensive financial plan tailored to your specific situation to ensure
the right investment strategies and opportunities are accessed to build wealth. We will work with you to determine:
 How your assets are really performing after fees and tax
 If you have tax effective investment strategies in place
 What capital base is required to fund your retirement needs and whether this should be inside or outside of
superannuation, or both.
We work with a range of clients who strive for success in all aspects of their lives including senior professionals, business
owners and self-funded retirees. As a client of Affinity Wealth Services, you will have some level of financial complexity
and you value experience, quality advice and a high level of service. Some of our clients are aggressive investors, others
are cautious. Most plan to be financially secure and want their families to feel the same in the event of their death or
disablement. They want to legitimately minimise their tax liabilities and have a good standard of living with a strong capital
base, sufficient income and quality time to enjoy the fruits of their labour.
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Our Management Team
Our team are highly experienced and attuned to the financial sectors in which they specialise.
All our financial advisers are required to meet and maintain high quality standards and criteria including:
 Undertaking and passing a rigorous selection process.
 University degree qualified in economics, commerce or business.
 Post-graduate financial advice qualifications.
 A demonstrated history of quality advice and customer service; and
 An ongoing commitment to education including masters level study.
Keith Jones - Senior Financial Adviser and Partner
A financial adviser since 1990, Keith is a senior partner and adviser in the company. He is also a
Responsible Manager on Affinity’s Financial Services License. He holds a Bachelor of Arts with
a Double Major in Economics from the University of New England. Keith has also completed a
Diploma of Financial Planning through Deakin University. He is a Certified Financial Planner™,
a member of the Financial Planning Association and the SMSF Association. Keith is currently
completing a Master of Economics Studies through the University of New England.
Keith is strongly respected in the financial services industry. He is a regular panellist on the
Sky News Business program Your Money Your Call: Bonds Versus Equities and a commentator
in leading publications such as the Australian Financial Review.
Kate Golder - Financial Adviser and Partner
Kate is a Certified Financial Planner™ with more than 12 years’ experience in the wealth
management and financial planning industry. Kate is a partner and senior adviser at Affinity
Wealth Services and a Responsible Manager on Affinity’s Financial Services License. She is
also a Responsible Executive for the National Stock Exchange of Australia and an accredited
aged care advice specialist.
Kate holds a Bachelor of Commerce and a Bachelor of Arts from the University of
Queensland and has also completed a Graduate Diploma in Financial Planning from the
Securities Institute of Australia. She is a member of the Financial Planning Association, the
Association of Financial Advisers and the SMSF Association. Kate has a strong reputation
for her specialised skills and is a regular panellist on the Sky News Business program Your
Money Your Call: Retirement And Superannuation.
Nathan Hayes - Research Manager
Nathan has been in the financial services industry since 2002 and has been a Portfolio
Manager for Affinity Wealth Services since 2007. Nathan holds a Bachelor of Commerce
from the University of New South Wales majoring in Finance and Commercial Law. Nathan
has also completed a Graduate Certificate in Financial Planning, a Master of Applied Finance
and a Diploma of Technical Analysis through Kaplan Professional. Nathan is a Responsible
Executive for the National Stock Exchange of Australia and a Justice of the Peace (NSW).
Lisa Fuentes - Team Leader, Client Services
Lisa has worked in the financial services industry since 2001 and specialises in
superannuation and retirement fund administration. Lisa joined Affinity Wealth Services in
2003 as a client services manager before moving into the team leader role in 2008.
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Our Investment Philosophy
Our investment strategies are proven, unique and based on rigorous analysis.
At Affinity Wealth Services we tailor portfolio design to your individual goals and objectives. Central to our philosophy
is the belief that clients should not take on more risk than they need. Investors who hold inappropriate levels of risk in
their portfolios will suffer disproportionate capital loss in market downturns. No matter where we are in the market cycle,
investors should only hold an asset that represents good value based on the future cash flow it is expected to produce.
This applies whether the investment is in shares, property or fixed interest.
At all times we employ a ‘Go to Cash Mandate’ across our investment portfolios - this is what makes Affinity Wealth
Services different to the rest. In the event of severe market stress, we will advise you to protect your capital position by
moving to cash and fixed interest investments.
We apply this process whether you are invested in direct assets or managed funds. We do not believe in remaining fully
invested in risk assets such as equities in major market downturns, no matter how good the dividend. We also do not
believe it is in a client’s best interest to remain in fully valued or overvalued investments.
This might sound complicated but our financial advisers are strongly skilled in guiding clients in managing risk. We explain
how and why we manage risk in your portfolio, how we determine market cycles and what we look for when selecting
suitable investments. This enables you to make informed decisions about the appropriate level of risk in your portfolio.
Our Wealth Management Services
Your financial scenario can be quite complex.
Understanding income, tax, investments, superannuation, property, risk insurance and the range of options on offer can
be quite daunting. It can be difficult to know which ones are right for you.
Affinity Wealth Services offer a range of services to help guide you through the complexities of your financial journey. By
bringing together the disciplines of wealth management, accounting services and risk protection advice, we can save you
time and money by creating a single point of contact to service all your needs.
With the expert guidance of our advisers, you can benefit from the peace of mind that comes with knowing your best
interests are being taken care of.
Our service offerings include:
 Investment advice
 Superannuation
 Retirement planning
 Self-managed superannuation funds
 Accounting and taxation advice (via Affinity Accounting Services)
 Aged care financial advice (via Affinity Aged Care)
 Estate planning
 Portfolio asset management services
 Ongoing review services including cash flow management
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Our Partner Organisations
To achieve the appropriate financial outcomes for you, Affinity Wealth Services work with partner organisations that
provide access to specialist advice and industry leading services. We have offices in Sydney’s CBD and Sydney’s North
West and employ more than 20 staff across four divisions: Financial Planning, Investment Management, Taxation and
Accounting (via Affinity Accounting Services) and Aged Care Financial Advice (via Affinity Aged Care). The comprehensive,
integrated solutions Affinity Wealth Services offer make it easy for clients to manage all aspects of their financial wellbeing
without the administration burden.
Affinity Accounting Services
Affinity Accounting Services was established in 2010 and offers a value based personal service with all the expertise
clients would expect from a much larger accounting firm. The business is jointly owned by Affinity Wealth Services and
Kerrie Wallace, principal accountant at Affinity Accounting Services. Kerrie is a chartered accountant with more than 20
years’ experience in the accounting industry. She previously held the role of principal at both Farrar and Company and
WHK Horwath Sydney.
Affinity Accounting Services works with clients on all aspects of their business or personal portfolios. The business is
methodical and diligent in meeting the immediate needs of clients and exercise foresight in planning for any future tax or
other financial implications. They ensure their solutions are tailored to the unique business management styles of their
clients.
Affinity Aged Care
Aged care financial advice is a highly specialised field of which most financial planners only have a limited understanding.
Affinity Aged Care’s financial advisers are aged care financial specialists and are strongly skilled to assist you or your loved
one to make what can be a challenging transition with confidence and dignity.
The best way to fund and manage aged care depends on your specific financial circumstances and goals. Affinity Aged
Care financial advisers are here to listen and focus on understanding the needs of each individual and their unique
situation. They understand that the decisions their clients are faced with can seem overwhelming and can be highly
emotional too. Affinity Aged Care advisers make sure they fully understand your needs and will provide you with a range
of financial options so you and your family are empowered to make an informed decision.
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Affinity Managed Account Service
The Affinity Managed Account Service allows a combination of investment strategies across multiple entities including
personal and SMSF portfolios to operate on a single platform. Investment portfolios are built and aligned to your financial
goals and objectives and actively managed by our research team in conjunction with your financial adviser.
Our managed account is a highly competitive and dynamic service, which gives you 24/7 secure online access to your
investment portfolios. The managed account service allows portfolios to be readily modified to take account of major
market fluctuations. Should an investment opportunity arise that requires immediate action, Affinity Wealth Services can
take full advantage of the opportunity for you without delay.
Centennial Property Group (CPG) Affinity Property Fund
Affinity Wealth Services has partnered with Centennial Property Group (CPG) to find a tailored solution to provide investors
with the opportunity to generate a stable income stream with an added potential to provide long term capital growth by
investing in Australian commercial properties.
Conditions for the Australian commercial property market have vastly improved since the onset of the Global Financial
Crisis. As interest rates are now at historical low levels, this couples well with rental yields across office, retail and industrial
real estate markets increasing and vacancy rates remaining stable. Investing in a diversified portfolio of commercial
property should provide investors strong income and capital growth potential by attracting and retaining quality tenants
on long leases and diversifying properties geographically. Australian direct property has historically experienced lower
volatility than equities and real estate investment trusts listed on the stock exchange that are subject to price volatility
and wider market influences. As a result, the CPG Affinity Property Fund can potentially diversify investment risk in your
portfolio.
Pengana Affinity Equity Fund
Affinity Wealth Services has partnered with Pengana Capital to find a tailored solution for managing equities with an
emphasis on preserving capital and consistently delivering a positive return. Pengana Capital is a specialist funds
management group founded in 2003 that developed an investment philosophy that aligns with our own methodology
on equities. Pengana has a focus on capital preservation and are flexible in their approach, with cash holdings a natural
alternative when equity opportunities cannot be identified.
Back testing the Pengana Affinity Equity Fund using actual performance data has shown over the medium term it has
consistently outperformed the ASX300 Accumulation Index, which is a broad indicator for the Australian share market
as a whole including dividends. Since June 2008, it has delivered a total return of 85% (as at 31 December 2014). This
compares with 37% for the ASX300 Accumulation Index. This return is net of fees but before tax.
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Our Promise
We are proud of our reputation, service and performance.
Our mission at Affinity Wealth Services is to use our expertise to ensure our clients’ goals are thoroughly planned for and
achieved. We are passionate about supporting our clients to ensure their hard work provides them with a comfortable
retirement and financial security for their families.
At Affinity Wealth Services, our mission is to:
• Deliver personalised financial solutions to our clients.
• Build trust and personal relationships by acting with utmost integrity, professionalism and by placing our clients’ needs
first and foremost.
• Provide such value that when our clients know someone who would benefit from professional financial advice they
recommend us.
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Affinity Wealth Services Pty Ltd
ABN 59 133 479 115 holder of AFSL No 402370
P (02) 8078 0888 I F (02) 8078 0899 I E [email protected]
Head Office: Level 9, 60 Carrington Street, Sydney NSW 2000
Norwest Office: Unit 4, 14 Columbia Way, Baulkham Hills NSW 2153
Postal Address: GPO Box 7118, Sydney NSW 2001
www.affinitywealth.com.au