Andrew Peters, managing director,
Semaphore Private,
Melbourne, Vic
THE meaning behind the name of Andrew Peters’ planning firm, Semaphore Private, is usually lost on the younger generation, but his older clients know exactly what he is referring to.
“Semaphore is an old signaling system and my wife, who has a marketing background, helped me come up with the name,” Peters says. “The idea behind the name is that we will point you in the right direction.”
The small Semaphore team has been steering clients to safe ground for seven years, but it wasn’t always smooth sailing in the early days.
Luckily for Peters, starting Semaphore has been one of the best decisions of his life.
He has a small team of three other employees – including financial planners – and refuses to take on too many clients because he likes to give them value for money and undivided attention.
“I think if you have more than 200 clients on your books, you are not really able to do a proper job,” he says. “And I like to give my clients consistency with who they deal with. Often with the bigger firms they are moving people around and they are getting a different advisor each time.”
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