Count completes Affinia acquisition

Yasmine Raso

Senior Journalist, Financial Newswire

30 May 2023

Affinia Financial Advisers Limited has been successfully acquired by Count Limited from Australian life insurer TAL, the wealth and financial advice network firm announced in a statement on Monday.

The acquisition sees 100 new financial advisers join Count’s national adviser network and grows its client funds under administration to $16.8 billion.

The announcement comes after Count declared it would be changing its company name and updating its value proposition, with Affinia’s various practices, risk specialists and holistic financial advisory firms boosting Count’s business capabilities and offering.

“The Affinia acquisition positions Count as one of Australia’s leading integrated accounting and wealth services providers and a major player in the future of wealth management in Australia,” Hugh Humphrey, Chief Executive Officer at Count, said.

“This strategic acquisition follows our recent brand transformation from CountPlus to Count and signals a dynamic new phase for the company, giving clients greater certainty about our offering and providing them with the confidence to look ahead.”

Brett Clark, TAL Group chief executive and Managing Director, said the firm looked forward to working with Count to support advisers.

“Count is a leading accounting and wealth services provider which shares our passion for financial advisers and the positive difference they make to their clients and the community,” he said.

“We are proud of the strong business Affinia has grown to be and wish their advisers and the entire Count team success in the future.”