Andrew Sherlock - 25 Years at Sherlock Wealth: Andrew Sherlock Reflects on His Journey

How did you start down this career path?

My career path started in economics during senior school, influenced by a teacher named Nori Cannon. I pursued an economics degree, majoring in accounting and finance, leading to a role in the accounting stream. My interest in investments and funds management grew while working at Bankers Trust, particularly in portfolio accounting. Influenced by Gwen Fletcher, the founder of financial planning in Australia, I transitioned to Sherlock Wealth as a financial adviser, focusing on personal financial planning and wealth management.

What inspires you in your role/industry? Why?

Financial planning is a rare profession that blends technical expertise with human connection. The intellectual challenge of bringing together behavioural finance, investments, insurance, and complex tax strategies is what makes it unique. Still, what I value most is the trust that comes with working closely with clients.

"What I’ve always loved about financial planning is that it’s not just about the numbers—it’s about earning the confidence of the people we work with. There’s a moment when a client decides to partner with us, and that trust is something I never take for granted. It’s incredibly rewarding to know we’re making a real difference in their lives."

For me, financial planning isn’t just about strategy—it’s about relationships, trust, and helping people build a secure future.

What's your approach to customer service that separates you from the rest?

Our approach to client service is built on a deep commitment to understanding and addressing each client’s unique needs.

"There’s no query from our clients that’s too big or too small. If it’s important to them, it’s important to us. Sometimes, it’s a small detail that needs attention, and sometimes, it’s a major decision that forms part of their overarching strategy. Either way, our clients know they can come to us with anything, and we’ll work through it together."

Beyond responsiveness, Sherlock Wealth takes a proactive approach to tracking progress.

"We are highly detailed in how we track our clients’ goals and objectives. We know whether they’re ahead or behind on key criteria compared to the plans we’ve built together, and we keep them informed every step of the way. For us, financial advice isn’t just about providing solutions—it’s about guiding our clients through their journey, which is why our Wealth Journey Reports are such a crucial part of what we do."

How do you innovate and stay ahead of industry trends?

I’m a voracious reader and researcher, constantly absorbing information from a wide range of sources. In the financial advice industry, advisers are inundated daily with material from product providers, industry bodies, and professional associations. I make a conscious effort to take in as much as possible, recognising that staying informed is essential to delivering the best outcomes for our clients.

Being a strategic thinker, I am always looking for ways to innovate, improve efficiency, and refine how financial advice is delivered. It’s not just about keeping up with industry trends—it’s about proactively identifying opportunities to enhance effectiveness and ensure clients receive advice that is both forward-thinking and tailored to their evolving needs.

What is the toughest challenge you've faced in your role? How did you overcome it?

Reflecting on one of our business's toughest challenges, it was repricing our services to ensure we were appropriately compensated for the value we provide to our clients. Close to a decade ago, like many advisers, we had transitioned from an era where pricing was largely dictated by product providers to a fee-for-service model, requiring upfront agreements with clients.

"It was a big and daunting shift for us at the time. We didn’t really know how to price our services or what was considered appropriate. There was a genuine fear that clients wouldn’t see the fees as reasonable or fair. It was uncharted territory, and we knew we needed the right guidance to navigate it."

Engaging external consultants was a key turning point in overcoming this challenge. We engaged with Peloton, a firm that remains a strong presence in the industry today and continues to be a valued relationship.

"Looking back, that first repricing strategy was a crucial step in shaping our business today. We couldn’t have done it without the right support, and it reinforced the importance of seeking expert advice when making transformational business decisions.

What are some of your goals for the next 5 years?

Over the next five years, our focus is on continuing to grow Sherlock Wealth in a way that delivers exceptional service and outcomes for clients—particularly those who truly value the partnership.

"For us, it’s about working with clients who love dealing with us as much as we love working with them. That’s why we’re focused on growing the business organically, welcoming new advisers, and expanding our capabilities to better serve our clients."

A key area of focus is technology and how it can enhance how we deliver advice.

"Technology will play an increasingly important role in how we provide services, achieve client outcomes, and gain deeper insights into our business. Over the next five years, we’ll be looking at how we can leverage technology not only to improve efficiency but also to strengthen the client experience and ensure we continue delivering high-quality, personalised advice."

What do you think the biggest trend will be faced for the financial planning industry?

It should be no surprise that I see technology, particularly artificial intelligence (AI) and digital tools, as one of the biggest trends shaping the financial planning industry in the coming years.

"Like many others in the industry, we’re navigating the challenge of identifying the right technology stack—what works best for our business and, more importantly, our clients. The conversation around AI and technology is everywhere, and while it’s sometimes an overused term, it’s undeniably relevant."

The focus for Sherlock Wealth is on how technology can enhance client interactions, streamline processes, and improve efficiency for both advisers and clients.

"It’s a journey we’re on—figuring out the right tech stack that allows us to deliver better outcomes in a seamless, intuitive, and valuable way. Over the next few years, this will continue to be a major area of focus as we evolve the way we work and engage with clients."

To learn more visit https://sherlockwealth.com/