Kelly O’Brien
Brisbane, QLD
Summary
Dynamic and commercially focused financial services leader with a proven track record in driving business growth, operational excellence, and high-performing team cultures across multi-site and state-level environments. Over 4+ years in senior practice management and licensee engagement roles, delivering strategic growth initiatives, compliance oversight, and transformation programs that improved efficiency, client experience, and revenue outcomes. Recognised for leading change through complex restructures, regulatory transitions, and technology adoption while strengthening staff engagement and retention. Adept at building strong community and client relationships, coaching teams to exceed service and lending goals, and positioning businesses for sustainable, profitable growth in competitive markets.
Overview
5
5
years of professional experience
Work History
General Manager
Financial Planning Practice
03.2025 - Current
- Directed multi-site operations across two interstate offices, leading 11 staff (including advisers and support team) to deliver exceptional client experience, drive revenue growth, and ensure compliance with industry standards.
- Spearheaded organizational restructuring and resource planning, enabling the business owner’s smooth transition from practice manager to full-time adviser while maintaining service continuity.
- Designed and implemented a live business performance dashboard, tracking revenue, forecasting, workflow efficiency, and KPIs to drive data-led decision-making.
- Achieved year-over-year growth within four months, reversing prior stagnation by optimizing workflows, addressing operational bottlenecks, and aligning teams around key performance targets.
- Established a high-performance culture through coaching, performance management, and the introduction of KPI and professional development frameworks, reducing staff turnover and improving engagement.
- Standardized compliance and workflow processes across both offices, improving efficiency, reducing errors, and ensuring seamless documentation and regulatory adherence.
- Led recruitment and onboarding initiatives, strengthening advisory and support capabilities while maintaining cultural fit and retention.
- Introduced an operating rhythm with structured reporting, regular licensee engagement for all staff, and monthly performance check-ins to ensure accountability and transparency.
- Launched and executed a rolling business plan, aligning leadership and staff on strategic priorities, growth initiatives, and operational targets.
- Embedded digital client engagement tools (client portal technology), enhancing service delivery, communication, and overall client experience.
QLD State Manager, Practice Engagement & Growth
Professional Financial Services (PFS) & Fortnum
10.2020 - 05.2025
- Drove statewide practice engagement and growth strategy across Queensland, advising and supporting 28 financial planning practices with commercial analysis, operational reviews, and tailored development plans.
- Guided practice principals in setting KPIs and implementing business growth strategies, resulting in revenue uplift and stronger compliance alignment across the state network.
- Delivered practice assessments and business valuations with actionable insights, enabling succession planning, strategic decision-making, and improved operational efficiency.
- Led change management during the PFS–Fortnum integration, fostering cultural alignment, strengthening relationships with advisers and support staff, and increasing engagement across the Queensland network.
- Revitalized underperforming practices, achieving 15–20% revenue uplift by refining processes, repricing services, optimizing resourcing, and supporting targeted recruitment.
- Designed and implemented workflow documentation and process mapping frameworks without reliance on technology teams, increasing adoption and improving both efficiency and compliance outcomes.
- Introduced new compliance frameworks and technology solutions, ensuring early adoption and seamless integration to meet licensee and regulatory requirements.
- Produced business plans and facilitated accountability reviews, enabling practices to monitor progress against growth and efficiency goals and drive sustained performance improvements.
- Developed and executed marketing initiatives and online client engagement campaigns, boosting referral partner activity, increasing client referrals, and strengthening brand presence across Queensland.
- Stepped in to restructure and stabilize a key practice after a critical staff departure, redesigning operations, training policies, and succession plans while minimizing disruption and cutting overhead costs.
Manager, Business Partnerships
Australian Unity Professional Financial Services (PFS)
02.2023 - 12.2023
- Provided strategic, operational, and compliance support to a national panel of 11 financial planning practices, driving growth, efficiency, and licensee alignment well beyond a traditional Practice Development Manager remit.
- Co-led the national ongoing service exception monitoring program across 89 practices in partnership with the Head of Compliance, improving adviser oversight and reducing compliance risk.
- Acted as a key conduit between field teams and internal leadership, collaborating with the General Manager and cross-functional departments to align strategic initiatives and resolve operational challenges.
- Led onboarding and integration support for new advisers and practices, ensuring smooth adoption of licensee frameworks, compliance standards, and technology platforms.
- Facilitated the national Adviser Forum, strengthening engagement, knowledge sharing, and alignment between practices and the licensee.
Associate, Business Partnerships
Australian Unity Professional Financial Services
10.2020 - 02.2023
- Supported the national Business Partnership team in delivering engagement, growth, and compliance initiatives, frequently stepping in to provide operational and project support directly to practices.
- Partnered with the Head of Compliance to manage and roll out the national ongoing service exception monitoring program across 89 practices, reporting directly to the Group CEO, Group Risk, and Compliance.
- Designed and launched the Adviser Peer Group Program across the PFS network (89 practices, ~140 advisers), fostering collaboration, knowledge sharing, and improved business performance.
- Led operational readiness and guided practices through complex regulatory change, safeguarding revenue streams and ensuring full compliance within time-bound deadlines.
- Introduced and implemented workflow documentation and process mapping frameworks, customizing solutions within practice software to increase efficiency, consistency, and compliance adoption.
- Developed and maintained a CRM tracking system to monitor adviser engagement, business plan progress, and follow-through, improving visibility and driving accountability.
- Produced business plans and facilitated accountability meetings that resulted in measurable growth and operational improvement across supported practices.
- Selected to MC the New Zealand adviser conference, representing the Business Partnership team and strengthening network engagement and cultural alignment.
Core Competencies
- Strategic Business & Growth Leadership – Proven ability to set and execute business growth plans, develop KPIs, and drive revenue through structured performance management, targeted lending strategies, and market engagement.
- Operational Excellence & Compliance Governance – Deep expertise in workflow redesign, process improvement, and compliance oversight, including implementing monitoring programs and guiding teams through complex regulatory change while minimising risk.
- Team Development & High-Performance Culture – Skilled in recruiting, coaching, and leading multi-site and cross-functional teams to exceed customer service, lending, and performance targets while strengthening engagement and retention.
- Client Relationship & Community Engagement – Adept at building strong customer and stakeholder relationships, delivering exceptional service experiences, and enhancing brand presence within local markets to support sustainable growth.
- Change & Transformation Management – Recognised for successfully leading organisational restructures, technology adoption, and cultural alignment during integration and transformation periods with minimal disruption to operations or client experience.
Areas of Expertise
Leadership | Business Development | Lending Solutions | Compliance Oversight | Financial Analysis | Strategic Planning | Client Relationships | Sales Growth | Team Coaching | Performance Management | Process Improvement | Change Management | Workflow Optimisation | Risk Management | Stakeholder Engagement | CRM Management | Technology Adoption | Regulatory Compliance | Community Engagement | Customer Experience
Early Career History
Financial Planning Practice, 2002 - 2020
- Advanced from client relationship management to paraplanning and practice management over 18 years (2002–2020), building comprehensive expertise across advice strategy, client engagement, operational leadership, and practice transformation — a foundation that has underpinned later success in licensee and business growth leadership roles.
- Managed and grew high-net-worth client relationships, delivering tailored financial advice and exceptional service experiences while supporting advisers to deepen client trust, retain assets under management, and generate ongoing revenue.
- Produced high-quality Statements of Advice (SOAs) and Records of Advice (ROAs), ensuring advice strategies were compliant, technically accurate, and aligned with evolving regulatory standards, while streamlining the advice preparation process.
- Led and coached practice teams in operational excellence — training staff on compliance frameworks, CRM systems, and client service standards; refining workflows; and supporting advisers to increase efficiency and meet both business and licensee requirements.
- Optimised practice technology and reporting frameworks, including maintaining CRM integrity, creating automated reporting dashboards, and embedding process automation to improve visibility, reduce manual administration, and enable scalable growth.
Education
- Diploma of Financial Planning, Kaplan
- Business Administration and Computing, Taranaki Polytechnic
- New Plymouth Girls’ High School
Awards
- Professional Award – Annual Start-Up Competition (Feb–Mar 2017) – Pitched the winning idea for a digital tool to streamline and simplify the client review process, securing funding and a two-month secondment in Victoria to develop the product prototype within an agile innovation environment.
Community Engagement
- Volunteer Team Leader – Hairdressing, Homeless Connect Gold Coast (Annual, ~8 years) – Led the pop-up hairdressing salon each August, growing the team from 2 to 15 volunteer stylists/barbers and coordinating delivery of ~200 free haircuts per event for people experiencing homelessness.
- Mentor Volunteer, Aunties and Uncles Queensland – Provided ongoing mentorship, stability, and support to vulnerable and socially isolated children (ages 1–11) through an early intervention program.
- Event Volunteer, Youth Homelessness Matters Day – Organised and produced a public dancing flash mob to raise awareness of youth homelessness, independently managing event logistics and securing a dance company to participate.
Timeline
General Manager
Financial Planning Practice
03.2025 - Current
Manager, Business Partnerships
Australian Unity Professional Financial Services (PFS)
02.2023 - 12.2023
QLD State Manager, Practice Engagement & Growth
Professional Financial Services (PFS) & Fortnum
10.2020 - 05.2025
Associate, Business Partnerships
Australian Unity Professional Financial Services
10.2020 - 02.2023