WT Financial Group Limited (ASX: WTL), one of Australia’s largest financial adviser networks, has partnered with globally respected financial advice investor Merchant Wealth Partners to launch a new investment vehicle aimed at accelerating the corporatisation and growth of financial advice practices across the country.
The new 50/50 joint venture—WTL & MWP Investco Pty Ltd—will provide “patient capital” and strategic support to entrepreneurial advice businesses, particularly those within WTL’s existing networks: Wealth Today, Sentry Advice, Synchron Advice, and Millennium3.
Unlike traditional private equity, the Investco model is long-term focused and non-controlling, giving financial advice practices the autonomy to continue operating independently while receiving backing to expand organically and through acquisitions.
WTL CEO Keith Cullen, who will serve as Managing Director of Investco, said the venture marks a new chapter for the financial advice profession.
“We’re seeing a real appetite from entrepreneurial advisers wanting to modernise, scale, and participate in the broader consolidation of the industry. This joint venture is a timely response to that demand,” Cullen said.
“Combining our on-the-ground knowledge and national footprint with Merchant’s global expertise and capital is a game changer—for both the businesses we back and the clients they serve.”
David Haintz, AM, Partner at Merchant and Executive Director of Investco, said the Australian market presents an exciting opportunity.
“There’s a vibrant, evolving advice landscape here. Our model is designed to support ambitious firms that want to grow while retaining their unique culture and values,” Haintz said.
Backing Growth, Preserving Independence
Investco will take minority stakes (typically 20–40%) in high-potential advice firms, helping them scale through capital injections, operational support, and strategic guidance. Practices will retain their own decision-making power while accessing resources to grow efficiently.
Investco will focus on “Hubcos”—individual or groups of practices with scalable operations, specialised advice offerings, or branded referral models that show promise for national or digital expansion.
Each Hubco may operate under a unified brand or maintain local identities under a shared banner, depending on what best supports growth. Investco will also back targeted acquisitions, succession plans, and roll-in strategies—creating pathways for retiring principals and ambitious advisers alike.
Capital, Control and Collaboration
Under the JV terms:
WTL and Merchant each hold 50% of Investco.
Merchant will provide the majority of the investment capital and bring global insights.
WTL will lead opportunity sourcing, due diligence, and ongoing management, leveraging its nationwide adviser base and local market expertise.
WTL also has the option to convert its deal-sourcing fees into equity in Hubcos or preference shares in Investco, and may match Merchant’s capital contributions in future.
Investor Webinar
WTL will host an investor livestream on Monday, 7 April at 12:30pm AEST (10:30am AWST) to discuss the new venture and its strategic implications.
Register here: Zoom Registration
https://zoom.us/webinar/register/WN_obyZNWgBTJyL1DVeUt71-g
Questions can also be submitted ahead of time to: info@janemorganmanagement.com.au
For more information, please visit https://www.wtfglimited.com
ENDS
About us:
About WT Financial Group Limited (ASX: WTL)
WTL operates one of Australia’s largest networks of independently owned financial advisers, delivering wealth, retirement and risk advice through around 400 advice practices nationwide.
About Merchant Wealth
Merchant Wealth Partners, LLC is a New York-based private investment firm focused on wealth management businesses. With more than 100 partner firms globally managing over AUD$350 billion in assets, it brings world-class experience to the Australian market through its local arm, Merchant Wealth Partners Pty Ltd.
Contact details:
Jane Morgan
Investor and Media Relations
M +61 405 555 618
