Our Philosophy
Educate. Empower. Enrich.
We begin by listening to your greatest joys and challenges and what keeps you up at night. We will then determine your explicit goals [what you are here for] as well as your implicit [goals you may not know exist] and formulate a Financial Plan based on your personality and how you think about money and life in general. The seeds of friendship grow quietly in sincerity.
Because life and economies are constantly changing, the Financial Plan we formulate will change along with it. Whether you need help transferring wealth to your heirs, creating a strategy to protect assets, like your home and wealth, integrating your personal and business plans, or creating an investment strategy that aligns with your goals and values, you can do all of that at Strategic Wealth Planners.
Our teams, providing advice to individuals and businesses, are under one roof, including tax planning and preparation, estate planning, budget planning, debt management, wealth planning, personal insurance solutions and investments. Your Planner will bring in our experienced, in-house teams to create one, coordinated bespoke financial strategy developed specifically for you and only you. This integrated approach is meant to provide the best advice possible, simplify the process and time saving efficiencies.
Financial Advisors Team
We are a team of Fee-Only advisors who act as fiduciaries on behalf of our clients.
Committed to putting your interests first: Knowing that you have strategic advice formulated and designed to last during your life and beyond from a Planner dedicated to advocating for your individual or business needs can make all the difference.
Fee for Service: As Fee for Service Planners, we never accept commissions for any client investing, be it private, account based pension or superannuation. We do not sell investment products as this was abolished by ASIC under Regulatory Guide 246 banning Conflicted Remuneration. These bans included-
- commissions, and;
- volume based bonuses both from a Licensee or Investment Platform.
Our investment decisions are purely based on what will help our client reach their goals in the best way possible, not what will pay us the biggest commission. As fee-for-service Planners, our interests are aligned with our client’s interests.
Abide by the FPA Code: We are required to uphold the highest standards in our dealing with clients, other professionals and regulators. We must abide by the FPA Code of Conduct which includes principles such as Integrity, Objectivity and Diligence.
Fiduciary Standard: A Financial Planner held to a fiduciary standard occupies a position of special trust and confidence when working with a client. As fiduciaries, we are required to act with undivided loyalty on behalf of our clients. This includes disclosure of how we are compensated and any potential conflicts of interest.
No Custody of Assets: All assets managed by us are held in Trust by the relevant institution that you own an account with. While we direct the day-to-day management of our client assets, we have no ability to withdraw or use any of our client’s assets whatsoever. Only clients exclusively can do that.
Transparency: You have online access to your accounts depending on the Investment platform we recommend you. You can download an App or log-in to our Client Portal and you have full visibility of your accounts and can monitor your assets at any time and from any place. Client statements are provided at client review meetings additionally, we provide you with half-yearly or ad-hoc statements and supplemental account information as required.
Our Services
How we do it
Strategic Financial Planners
At Strategic Wealth, we always start with getting to know you. Not surface level you, but the real you and what drives you. It informs the conversations we then have about wealth creation, investing and retirement planning.
Step 1
FINANCIAL ROAD MAP INTERVIEW
Financial planning is about so much more than money. The first thing you’ll notice is we start with really getting to know you. The FRMI is an open and honest conversation…
Step 2
RESEARCH & ANALYSIS
Informed by our conversations with you, we take a detailed exploration of your financial position from debt levels, to cash flow, tax structure, superannuation…
Step 3
STRATEGIC PLANNING
This research and analysis will provide the information we need to develop a financial strategy for you that is clear, measurable and achievable…
Step 4
ADVICE PRESENTATION MEETING
The measure of our success is when the strategy aligns with your deeply held values and goals. Where we take your financial decisions and management from a feeling…
Step 5
IMPLEMENTATION & MANAGEMENT
After making any requested adjustments
to your strategy, our team will commence implementing your financial plan. Now we start the process of getting your…
Step 6
REVIEWS & ONGOING ADVISORY
We don’t just settle for the ‘best-laid plans’. We work hard behind the scenes to monitor and manage the intricacies of your investment strategy and growing your wealth…
Meet Our Team
Sam El Shammaa
Senior Financial Planner
For more than 35 years, Sam has been a financial planner helping individuals and families achieve their financial planning goals, by providing advice on Investment Planning; Insurance Planning; Tax Planning; Retirement Planning; and Estate Planning. Working with a network of highly skilled professionals in Sydney he is dedicated to providing high-quality advice and integrated wealth management solutions that simplify and enhance the quality of his clients’ lives.
Sam established his own firm in 1997 and has overseen its steady development and growth. Attention to detail, good listening skills and great empathy are symbols of his appreciation by his clients. He has built long-term relationships with his growing client base and aims to provide excellent customer service.
Sam began his financial planning career in 1993 after completing a Bachelor of Science degree in 1991. Since this time he has accumulated many professional qualifications such as:
- Certified Financial Strategist
- Advanced Diploma in Financial Services (Financial Planning) ADFP
- Margin Lending & Geared Investments Program
- Self-Managed Superannuation Funds (SMSF) Program
- Certificate IV Finance and Mortgage Broking
- Tax (Financial) Adviser
- Accredited Aged Care Professional
- Member of the National Tax & Accountants Association
Joanne Huynh
Head of Client Services
Joanne brings over six years of experience within the financial planning industry. She began her career as a Client Services Officer in 2021 and has since progressed into a leadership role, where she plays a key part in overseeing advice implementation, supporting advisers, and ensuring a seamless client experience.
Joanne has worked closely with Sam for several years and has developed a strong understanding of advice processes, compliance requirements, and the importance of delivering high-quality, client-focused service. She is currently completing her Graduate Certificate and Graduate Diploma of Financial Planning and will commence her Professional Year in 2026 as she progresses toward becoming a qualified financial adviser.
Known for her strong emotional intelligence and genuine care for clients, Joanne is passionate about helping people feel informed, supported, and confident throughout their financial journey.
Kubra Ozdil
Tax Specialist
Tell us about yourself?
My name is Kubra Ozdil, I am a Tax Specialist at Strategic Wealth Planners. I have been in this role for the past 2 and a half years. My journey commenced not long after graduating from the University of Sydney with a Bachelor of Commerce degree majoring in Accounting and Business Information systems.
My past employment includes working for small to medium sized accounting firms and have also worked for a Top 20 ASX listed bank.
What is your role at Strategic Wealth Planners?
- Provide relevant insight on Capital Gains Tax implications
- Gearing strategies
- Efficient investment tax strategies
- Administer payroll and bookkeeping
- Quarterly lodgement and reporting
What do you love most about your job?
I help to contribute clients to maximise their return on their income and I am passionate about that.
Brooke Le Cerf
Office Manager
Tell us about yourself?
My name is Brooke Le Cerf, I am Office Manager at Strategic Wealth Planners. I have been in this role for almost 10 years. My previous role I was Personal Assistant for a Financial Planner undertaking a similar role until his retirement.
What is your role at Strategic Wealth Planners?
- Booking day to day appointments and scheduling
- Pre and Post meeting paperwork
- Day to day liaising with Insurers and Super Funds
- Preparing annual review meetings;
What do you love most about your job?
The thing I enjoy most is the realisation that we are assisting clients reach their goals and aspirations by for example- planning their retirement, accumulating savings for a rainy day or putting insurances in place to protect their families which is why I am so passionate about working here.
