What truly sets Profinancial apart is that we’re built by advisers, for advisers. Our leadership team brings years of direct, hands-on experience in financial planning, practice management, and technology. This means we provide more than just a license; we offer a genuine partnership grounded in a deep understanding of the challenges and opportunities you face every day. We combine professional integrity with practical insight to help you build a better business.
Florence Tee
Principal & Head of Compliance
With over a decade of experience, Florence has a gift for making complex financial concepts simple. A registered financial planner and licensed mortgage broker, she helps people take control of their future by turning static plans into a clear picture they can understand and act on. Her expertise covers financial planning, lending, superannuation, and investment planning.
Before co-founding Profinancial, Florence spent over 10 years at a large AFSL, where she held a multifaceted role that included adviser relations, human resources, office management, business development, and financial resource management. Her background, which includes a Bachelor of Commerce from the University of Melbourne, CPA qualification, and tax accounting, gives her a deep understanding of the financial landscape.
Florence brings this same commitment to clarity to her role as Head of Compliance. She partners with advisers, helping them meet their regulatory obligations with confidence. She aims to transform compliance from a chore into a framework for giving great advice.
Wilbert Chhua
Partner & Head of Technology
Wilbert helps our advisers’ practices thrive by using technology strategically. Holding dual degrees in Commerce and Business Information Systems, he combines his financial knowledge as a Chartered Accountant with his passion for technology to create practical, effective solutions.
Before joining our team, Wilbert spent five years working at one of Australia’s largest non-institutional AFSLs. This role necessarily required him to gain a deep understanding of the complex regulatory framework and its requirements. He collaborated with advisers, compliance teams, and other key stakeholders to overhaul their operations. His efforts were instrumental in creating a more efficient, technology-driven workflow that significantly reduced administrative burden and built a more robust, auditable compliance framework.
Wilbert’s focus is on building a secure, efficient platform that streamlines operations, reduces administration, and protects client data. He acts as a key resource, helping advisers use modern tools to build more scalable and successful businesses and giving them the support to be prepared for the future.
Yafeng Cai
Partner & Head of Finance
As Partner and Head of Finance, Yafeng is responsible for the company’s financial strength and stability. With a double major in Accounting and Information Technology and over 15 years of experience servicing medical professionals, SMEs, and high-net-worth families, his meticulous oversight ensures Profinancial is built on a solid foundation.
For our network, this provides complete peace of mind. As a licensed financial planner himself, Yafeng understands the importance of a secure and stable partner. His careful management gives our advisers the confidence to build their practice with a licensee that is committed to being there for their entire career.