The firm is strong. The website is quietly losing enquiries.
PFG has what most planning firms would envy: a founder who started the business in 1990 with a phone and a white pages directory, fifteen people across Melbourne and Brisbane, a Head of Quality Advice, awards and FAAA Professional Practice status. Almost none of that reaches the people searching for advice online.
Today the site works as a digital business card. It has no articles, no reviews, no way to book a time on most pages, and nothing that tells PFG how many people visit or why they leave. A prospect who was referred to you and checks the site before calling sees very little to confirm the referral, and US research suggests 44% of referred prospects move on when they can't find what they're looking for.
1. Repair
Demo content, broken booking buttons and a stray AMP privacy reference make a 36-year firm look unfinished. Most of it is simple clean-up.
2. Grow
Local search, Google reviews, plain-English guides and clear fees are what Australians check before they call. PFG currently scores zero on content.
3. Free up capacity
More leads only pay off if advisers have time to take them. AI agents can take file notes, first-draft SOAs, admin and follow-ups off your team.
Eight items are hurting the site right now and need no new strategy, only clean-up:
- Delete the hosting company's "Welcome to Cloudways" demo post. It is the only article on your blog.
- Remove or redirect the public "Coming soon" page, which says the site is "online again soon".
- Connect every "Book a call" and "Book a meeting" button. On the service pages they link nowhere.
- Fix Angelo's profile, which invites visitors to book in "Adam's calendar".
- Rename the home page form ("Contact Form Demo") and fix the privacy note that still cites AMP's Privacy Policy.
- Write a search description for each page and add alt text to images. None exist today.
- Install Google Analytics 4 and Search Console with enquiry tracking. We found no tracking code.
- Close a WordPress setting that exposes staff account names publicly. A five-minute fix.
Where the site stands, area by area
Each bar is the share of checklist items PFG meets in that area. The line marks 80%, the level we'd expect from a firm that wins clients online.
Australians judge an adviser before they ever pick up the phone
Demand for advice has never been higher. The firms that win it make cost, expertise and proof easy to see online.
Australian adults with unmet advice needs. Cost is the single biggest barrier.
Investment Trends, Nov 2025of people who want advice but don't get it say the cost is unclear. A fees page answers that.
Investment Trends, via ifarank experience as the most important thing in an adviser, ahead of "talks to me in a way I understand" (36%).
ASIC Report 627of Australian investors turn to online search and websites for guidance, close behind family and friends (35%).
Morningstar AU, 2026of consumers won't use a local business with fewer than 20 reviews. 74% want reviews from the last three months.
BrightLocal, 2026median annual ongoing advice fee in Australia, up 18% in a year. Each new ongoing client is a long-term asset.
Adviser Ratings Landscape 2025cost of search-engine marketing per $1 of new revenue, against $4.88 for social media.
Kitces Research, Sept 2026 (US)marketing cost per $1 of new revenue for firms showing reviews on their site, against $0.86 for minimal-effort firms.
Kitces Research, 2026 (US)The lesson for PFG: your biggest assets (experience since 1990, a large qualified team, a quality-advice function) are exactly what prospects look for, but they are told in images and short paragraphs rather than proven with reviews, stories, named awards, adviser videos and clear fees.
pfg.com.au against 38 marks of a high-performing planning website
Built from the Kitces Research marketing studies, Twenty Over Ten, Whitespark's local search factors, ASIC guidance, and the Australian firms that do this well (Pekada, Hewison Private Wealth, Pivot Wealth). Checked by us from the public site on 26 October 2026.
| # | What good looks like | Status | What we found on pfg.com.au |
|---|---|---|---|
| Technical & SEO basics 1 of 7 | |||
| 1 | Fast, mobile-first design that passes Google's Core Web Vitals | Partial | Responsive layout and good hosting cache. Heavy page builder scripts slow it down. |
| 2 | Every page has its own search title, description and heading | Missing | No page has a meta description, so Google writes its own snippet. No social share tags either. |
| 3 | Structured data for the firm, each adviser and FAQs | Missing | No schema markup found on any page. |
| 4 | Sitemap, Search Console and no broken links | Partial | Sitemap exists but lists the "Coming soon" page and the demo post. Several buttons link to "#" or "http://". |
| 5 | Image alt text and accessible forms | Missing | Logo, award badges and photos have empty alt text, so Google and screen readers can't read the awards. |
| 6 | No demo, template or placeholder content | Missing | "Welcome to Cloudways" demo post, "Contact Form Demo" heading, a live "Coming soon" page, blog excerpt about "describing your product". |
| 7 | Basic security hygiene | Missing | A default WordPress setting exposes staff account names publicly. No security headers set. |
| Local search ½ of 3 scored | |||
| 8 | Google Business Profile for each office, with services, photos and weekly posts | To check | Not visible from outside. |
| 9 | Same name, address and phone across every directory | Partial | Adviser Ratings shows Akumin; at least one older listing still shows the previous AMP licensee. |
| 10 | A steady stream of recent Google reviews | To check | No reviews shown or linked on the site. Reviews make up 5 of the top 10 local conversion factors (Whitespark 2026). |
| 11 | Adviser Ratings profiles with client reviews | Missing | Profiles exist (Bronze status) with no client reviews visible. Directories were the cheapest channel per $1 of new revenue in Kitces 2026. |
| 12 | Location pages for each office and the suburbs you serve | Missing | No Moonee Ponds, Essendon, Melbourne or Brisbane pages. |
| Content & expertise 0 of 6 | |||
| 13 | A dated insights blog, updated at least twice a month | Missing | The only post is the host's default welcome post. |
| 14 | Pages for the people you serve best (pre-retirees, business owners, families) | Missing | Pages are organised by product, not by the client's situation. |
| 15 | Downloadable guides (retirement checklist, estate planning guide) | Missing | None. |
| 16 | Email newsletter with sign-up on every page | Missing | No sign-up anywhere. |
| 17 | Video or podcast series | Missing | None, and no social media links in the footer. |
| 18 | Seasonal explainers: Federal Budget, EOFY, super changes | Missing | None. These are the times of year searches for advice spike. |
| Converting visitors 3 of 8 | |||
| 19 | Online booking for a free first conversation, on every page | Partial | Calendly works on two adviser profiles; the service-page buttons are broken. |
| 20 | One clear call to action above the fold | Meets | "Get Started" and phone number in the header on every page. |
| 21 | Lead magnets tied to life events (retiring, inheriting, selling a business) | Missing | None. |
| 22 | Calculators (retirement, super, insurance), framed as general information | Missing | None. The FAQ asks "How much money will I need to retire?" but there's no tool to answer it. |
| 23 | A "how we charge" page with typical fee ranges | Missing | Fees only appear inside the FSCG PDFs. |
| 24 | A "what to expect" page for the first meeting | Partial | A clear four-step process (Discover, Analyse, Implement, Monitor), but nothing on how long, what to bring or what it costs. |
| 25 | Short form with a promised reply time | Meets | Five fields and a "respond within a business day" promise. Careers should move out of the client enquiry list. |
| 26 | Out-of-hours enquiry assistant or chat (general information only) | Missing | None. Enquiries after 5pm wait until the next day. |
| Trust & proof 2 of 5 | |||
| 27 | Adviser profiles with photo, qualifications, register link and specialities | Partial | Warm personal Q&A profiles (a real strength), but no qualifications, ASIC Financial Adviser Register link or specialities. |
| 28 | A short introduction video for the firm and each adviser | Missing | None. Angelo's 1990 founding story would make a strong two-minute video. |
| 29 | Genuine client reviews and stories, with consent | Missing | None on the site. |
| 30 | Awards named with the year and awarding body | Partial | Two badge images ("Most trusted advisers", "award winning advisers") with no text, year or source. |
| 31 | Longevity, scale and professional memberships | Meets | "Established in 1990", two offices, FAAA Professional Practice badge. |
| Compliance 3 of 4 scored | |||
| 32 | General advice warning on pages, tools and newsletters | Meets | Present in the footer of every page. |
| 33 | Financial Services Guide easy to find | Meets | PFG and PFG Global FSCGs linked in the footer. |
| 34 | Licensee details and one consistent privacy policy | Partial | Akumin AFSL 232706 shown correctly, but the form's privacy note still refers to AMP's Privacy Policy. |
| 35 | Claims can be backed up (ASIC RG 234, reissued June 2026) | Partial | "Highly awarded" and "industry recognised" appear without named awards to support them. |
| 36 | A documented process for reviews and testimonials | To set up | Not needed until reviews go live. It should follow Akumin's marketing approval process. |
| Measurement 0 of 1 scored | |||
| 37 | Analytics tracking every enquiry, booking, call and download | Missing | No Google Analytics, Tag Manager or Meta pixel found in the page code. |
| 38 | Every enquiry tracked from source to signed client, reported monthly | To check | Not visible from outside. Without item 37 there is no source data to feed it. |
Where enquiries leak
The path a prospect takes from a Google search to a booked meeting. Every stage has a gap we found on the live site today.
- Search
Finds PFG on Google
No page has a search description, so Google writes the snippet and the listing can't make its case.
Leak - First look
Lands on the site
The only blog post is the host's demo, and a "Coming soon" page is still live.
Leak - Decide
Looks for proof
No reviews, no fee guide, and award badges with no names or years.
Leak - Book
Clicks "Book a call"
Four buttons on the advice page go nowhere. The founder's page books with Adam.
Leak - Enquire
Fills in the form
Headed "Contact Form Demo", with a privacy note that still cites AMP.
Partial - Measure
PFG counts the result
No analytics, so nobody knows how many visitors left, or at which step.
Leak
Six things a prospect would notice
The blog shows one post, and it isn't yours
"Some Useful Links for You to Get Started" is the default post the hosting company installs. Anyone clicking "Insights" sees a template, and Google indexes it as PFG content.
Four "Book a call" buttons go nowhere
On the page with the highest commercial intent, every booking button links to an empty address. Visitors ready to act hit a dead end.
The founder's page books with someone else
Angelo's story is the best on the site, then the page invites visitors to "Schedule some time in Adam's calendar".
A demo label and a former licensee
The enquiry form is headed "Contact Form Demo", and its privacy note points to AMP's policy while the footer correctly names Akumin. A compliance reviewer would flag this.
A page saying the site is offline
"We are currently switching up our website and will be online again soon" is still live and listed for Google to find.
No descriptions, so Google improvises
Without meta descriptions, search results show whatever text Google picks. Your listing can't make its case against the planner next to it.
What better conversion could be worth
An illustration, not a forecast. Move the sliders to PFG's own numbers once tracking is installed. Defaults use the 2025 median ongoing fee and conservative published conversion ranges (0.5–1.5% typical, 3%+ for optimised adviser sites).
Clients typically stay for many years, so each year's new clients keep adding to recurring revenue. This only becomes real if advisers have capacity, which is the job of the AI agents below.
Agents that work alongside every role in the office
Australian practices are moving fast: 74% of advice practices now use or plan to use AI, up from 45% a year earlier (Adviser Ratings 2025). But only 7% have it embedded across most of their workflows (Iress, Oct 2026), and 45% of advisers say producing documents is their heaviest burden. The gap between trying AI and running on it is where PFG can get ahead.
Each agent drafts, checks and chases. A qualified person always reviews and approves anything that becomes advice or goes to a client. Time savings below are published figures or ranges we will measure in a pilot at PFG.
Meeting and follow-up agent
- Records (with consent) and writes the file note, action list and client follow-up email
- Prepares review-meeting briefs from the client file
- Logs commitments into the CRM with due dates
SOA and ROA drafting agent
- Turns the fact find and file notes into a first-draft Statement of Advice in PFG's template
- Prepares product and super fund comparisons for checking
- Flags missing information before drafting starts
Advice file checking agent
- Checks each SOA against best-interest duty and licensee checklists before sign-off
- Spots missing documents, consents and outdated fee details
- Keeps an audit trail of every check
Renewals and compliance calendar agent
- Tracks annual fee renewals and consent deadlines for every client
- Drafts the renewal packs and chases unsigned forms
- Weekly dashboard of overdue items
Inbox and scheduling agent
- Sorts the shared inbox, drafts replies and routes requests
- Books, confirms and reminds for meetings
- Chases clients for documents with polite automatic follow-ups
Practice insight agent
- Monthly report: new enquiries by source, meetings booked, clients won, revenue
- Adviser capacity view, so leads go to the adviser with room
- Highlights clients due for a review or a life-event conversation
Loan file agent
- Builds the document checklist for each application
- Chases missing payslips and statements
- Reminds clients when fixed rates are about to expire
Content and reviews agent
- Drafts articles, newsletters and social posts from your advisers' expertise
- Sends review requests at happy moments (plan delivered, goal reached)
- Answers website enquiries after hours with general information and books a meeting
Built to keep PFG and Akumin comfortable
ASIC's Report 798 found that firms were adopting AI faster than they were governing it. Only 39% of Australian planning businesses have an AI policy (FPSB, via FAAA). We build the governance in from day one.
- A person signs off everythingAgents draft and check. Advisers and the Head of Quality Advice approve. The best-interest duty applies to AI output exactly as to human work.
- Client consent and privacyMeeting recording only with client consent, data held in Australia, and Privacy Act obligations documented. Messages to past enquiries go only to people who agreed to hear from PFG, as the Spam Act requires.
- Licensee approval for marketingEvery article, ad and review process goes through Akumin's marketing approval and ASIC's RG 234 advertising guidance.
- Reviews done properlyGenuine clients, written consent, evidence kept on file and no cherry-picked returns, as the ASIC Act requires for testimonials.
- A written AI policyWe provide PFG's AI use policy and staff guide, answering the questions ASIC set out for licensees.
- General information only, onlineCalculators, guides and the enquiry assistant carry the general advice warning and never give personal advice.
Let's reactivate your database and old leads.
The fastest win is already sitting in your database of old, forgotten leads. In a 20-minute call we'll show you a live demo and walk you through the exact process one of your old leads would go through, from the first message to a booked meeting in an adviser's calendar.
Old forgotten leads re-engaged with natural conversation
- A small batch of past leads and lapsed clients who opted in to hear from PFG.
- Your advisers take every meeting, in their own calendars.
- Performance only. You pay for meetings booked, nothing else.
Book the 20-minute database reactivation demo
The site review was carried out by PrimeflowAI on 26 October 2026 from the public website, its page code and its sitemap. Items marked "To check" need access to PFG's Google profiles or internal systems. US studies are labelled as such and used as direction where no Australian data exists. Vendor time-saving figures are indicative and will be measured in a PFG pilot. This report is general commentary on marketing and operations, not financial or legal advice; confirm compliance points with Akumin.
- Investment Trends 2025 Financial Advice Report: adviservoice.com.au
- Cost barriers, unclear cost 30%: ifa.com.au
- ASIC Report 627, Financial advice: what consumers really think: asic.gov.au
- Morningstar Australia investor perspectives 2026: morningstar.com
- BrightLocal Local Consumer Review Survey 2026: brightlocal.com
- Adviser Ratings Landscape 2025, median fee: financialnewswire.com.au
- Kitces Research marketing ROI, Sept 2026: americanbanker.com
- What prospects look for, including referred prospects: kitces.com
- Whitespark local search factors, reviews: whitespark.ca
- Adviser website conversion benchmarks: snappykraken.com
- Adviser Ratings, 74% of practices using AI: adviserratings.com.au
- Iress and Signal Advisory AI study, Oct 2026: itbrief.com.au
- FPSB survey via FAAA: faaa.au
- SOA time baseline: fnarena.com · Meeting notes case study: jump.ai
- ASIC Report 798, Beware the gap: asic.gov.au
- ASIC RG 234 update, June 2026: hallandwilcox.com.au