Count shareholders back name change as firm commits to advice

An overwhelming 99.94 per cent of shareholder votes have been cast in favour of a successful name change to Count Limited, signalling a “dynamic new phase” for CountPlus Limited.

The name change and new brand direction would follow the firm’s strategic acquisition of financial advice business Affinia from TAL earlier this year. 

On completion, Count would represent some $16.8 billion in client funds under advice and nearly 400 advisers. In its 1H23 results announcement, CountPlus had previously noted $8.4 million of its reported revenue of $45.5 million (adjusted EBITA performance) came from its wealth segment. 

Four equity partner firms operating in eight different locations around Australia would rebrand their firms as Count, the first time in the company’s 43-year history that partner firms had chosen to trade under the Count brand.

“Our company name change, brand transformation and new value proposition give our clients greater certainty about our offering, providing them with the confidence to look ahead,” chief executive Hugh Humphrey said.

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According to Humphrey, it represented greater growth opportunities and a unification of the corporate business. 

“We’re incredibly pleased 99.94 percent of the votes cast by our shareholders endorsed our transformation to a single, strong brand focused on making a positive difference for our clients and investors at a time when accounting and advice services are needed more than ever,” he said.

“Heightened uncertainty in global markets, a cost-of-living crisis, an ageing population and reduced availability of financial advice is delivering unprecedented demand for the skills and services that our financial planners and accountants possess. As one of Australia’s only truly integrated providers of wealth and accounting services, Count is uniquely positioned to service this increasing demand.”