Company Interview / Bell Potter rings in a new wealth bet

Key points:

Launch of Bell Potter Private Wealth to deliver holistic, full asset allocation portfoliosFocus on bridging self-directed and advised clients, targeting 7 million under-served AustraliansPlanned app and digital upgrades to increase transparency and real-time engagement

Bell Financial Group (ASX:BFG) is launching Bell Potter Private Wealth, a new platform that CEO Arnie Selvarajah describes as a response to growing client demand for holistic wealth management. Selvarajah states that many clients currently keep only about half their assets with the group and want broader portfolio coverage, spanning managed funds, fixed income, over-the-counter products, private equity and private credit. The new service is framed as an evolution from pure stockbroking to full asset allocation across domestic and global markets.

Selvarajah highlights a planned mobile app within six weeks and a redesigned website, aiming to give clients real-time transparency and easier engagement. With about 300,000 clients and $92 billion under advice, Selvarajah views the group’s ability to straddle both self-directed and advised segments as a key advantage, particularly in targeting an estimated 7 million Australians currently under-served by traditional advice models.

Intergenerational wealth transfer is seen as a multi-trillion-dollar opportunity, with younger investors expected to demand more digital, episodic and life-triggered advice. Selvarajah adds that the group is exploring artificial intelligence across research, operations and advice, with a “technology-assisted, human-delivered” model intended to scale advice and improve affordability, supporting a more self-funded retirement system in Australia.