Eugene
Ardino, CEO of one of Australia’s largest privately owned financial
advice licensees, Lifespan Financial Planning, shares the story of
why he became a financial planner, what he loves about his career and
his views on the findings of the Royal Commission.
My
father, John Ardino, founded Lifespan Financial Planning in 1994. We
now provide licensee services to more than 180 advisers with several
$ Bil in funds under management.
It
wasn’t a forgone conclusion that I would follow my father into the
business. When I was younger I was always interested in the
investment side of things and dealing with financial instruments
generally. I used to come into the office in school holidays to
assist with basic administration. After completing a degree in
science with a major in mathematics, I eventually decided to take the
plunge into financial planning. I started out as a business analyst,
soon after that I became a qualified adviser and then spent a large
amount of time in the compliance area, and I’ve never looked back.
But my father is a great mentor. I knew that I couldn’t go wrong if I entered the industry with him in my corner. He is still executive chairman of Lifespan and plays an active role in the business.
I
suppose I had the right temperament for the industry in that I always
liked dealing with people and hearing their stories. But my father
taught me some simple but invaluable lessons about the delivery of
financial planning that I still benefit from to this day.
The
first was around the importance of communication in building trust
with clients. The way in which you communicate sets the tone for
everything else. If you don’t know the answer to a question, don’t
be afraid to say that you’ll go away and do some research, rather
than just shooting from the hip.
Clients
will understand that you’re only human and won’t necessarily have
the answer to every one of their questions. What they won’t
appreciate is if you are not genuine with them. They will sense that
more easily than you think.
But
the importance of listening was definitely the most important lesson
passed on by my father. If you never truly listen to what clients’
financial goals are, you’ll never truly be able to deliver these.
My
father always said that in the first meeting with a client, they
should do 80% of the talking. You should listen, rather than telling
them what you think is important, because what is important is
different for everyone.
As
we have seen in the Royal Commission, reputation is everything in the
financial advice industry. You can’t be successful in this business
without a good reputation. We’re extremely proud of the reputation
we have and work hard to maintain it. As we grow, we remain very
conscious of not losing the soul of the business which is about
placing client needs at the core of everything we do.
What keeps you interested in the business? What do you like about what you do?
I
like the energy of it. I’m not the kind of person who thrives on
routine – quite the opposite, in fact. I love that the industry is
constantly changing and as licensees, we’re having to constantly
evolve, adapt and innovate.
Year-on-year
you can see that you’re making a positive difference to your
clients’ lives. Often that’s through successive generations of a
family. You go through everything with them – marriage, divorce,
buying a house etc.
Engaging
younger generations can be challenging but if parents are open to
sharing financial information with their children, that definitely
makes a difference. I’ve found that the families that are most
engaged are those where the parents bring in the kids and include
them in the conversation.
I
really enjoy the interaction I have with industry participants and
clients some of whom are now friends. I get a lot of satisfaction out
of the client interaction.
As
CEO I have lot of other responsibilities, but one of the main reasons
I still see clients, apart from the fact that I enjoy it and find it
rewarding, is that it keeps me in touch with what our advisers do on
a day to day basis. It also allows me to keep abreast of how the
needs of consumers change, which you can only really experience if
you are meeting face-to-face with clients. I think I’m a much
better CEO for having that client interation, although many
executives do disagree with me.
The
advice industry is still quite young, so looking for ways to improve
the advice process, and introduce innovation, is also a passion for
me. Whether that’s technological advancements in portfolio
management, SOA generation or compliance, not just through software
but through the use of instruments such as MDAs and other
discretionary structures.
In
any young industry it takes a long time to develop the best way of
doing things. That creates an opportunity for people who are prepared
to invest some time and thinking around new concepts and ideas.
I
feel that we’ve had some success in this area, albeit with limited
resources. We’ve done well with the MDA structures we’ve built.
We’re also looking at better uses of technology for compliance and
paraplanning.
Every
time there’s change and new rules, not only do we have to learn
them but we have to make sure that our advisers know them and we give
them the tools to comply – and then we have to supervise and monitor
them. It can be very frustrating and difficult at times but there is
no opportunity without problems.
Going
back before the GFC, everyone that gave financial advice was deemed
to be doing a reasonable job because everything you invested in went
up in value. You didn’t have to be a great adviser or fund manager
in order to generate good returns for your clients. It’s only when
things started to get difficult that some advisers were shown up and
opportunities arose for those who did their jobs well.
The
industry is now moving in the right direction but we can’t afford
to rest on our laurels or we will just stagnate and cease to
progress. Our team is always challenging each other and trying to
improve.We’re certainly always looking at ways to grow the business
but in a very measured way – never at all costs and never if it means
compromising on our standards of client service.
As
well as my father’s advice, I’ve had the benefit of being
mentored by some of our more experienced advisers. We try to impart
some of the knowledge we’ve gained to our younger advisers as well.
And I learn from them too. Many of our Millennial advisers have some
really interesting initiatives like using YouTube videos to engage
clients. This form of communication is perfectly natural to these
‘digital natives’.
Our mentoring is not always structured – it’s primarily about always being available to pass on my experience and what I have learned from others, in helping them improve their businesses and themselves professionally.
Ultimately,
I think the keys to success in this industry are really listening to
what your clients’ goals are, developing an understanding of what
you’re good at and knowing when to bring in expertise to do the
rest.