Established in 2005 by David Price, Strategy First was created to make a difference.

From the day we first opened our doors, we have been driven by providing independent advice that is in our clients’ best interest. 

Almost unheard of at the time of our inception, Strategy First’s fee-for-service approach allows us to provide quality strategic advice, and to protect clients from any conflicts of interest.


While the regulatory landscape has shifted, Strategy First’s approach remains special.  In fact, as of 31 March 2021, Strategy First has been able to meet the very strict conditions of the Corporations Act and call itself Independent - a term, that less than 5% of Financial Planning businesses can use.

From its humble beginnings, Strategy First has grown significantly, but our purpose remains unchanged.  Today, lead by Directors David Price and Rhys Phillips, we continue to focus on our key values of independence, trust, and the provision of goals-driven advice. With a mix of youth and experience, 5 Senior Financial Planners and an amazing team of 15, we manage over 350 long-term client relationships and provide personalised advice to families, professionals, small business owners and retirees. In doing so, we put our 100+ years of collective experience in Financial Advice to work as Fiduciaries for over $750 million.

With our highly ethical team of hardworking, value driven staff, who are passionate about each other, the business and most importantly, our clients, we look forward to what the future holds and helping our next generation of clients, through the provision of independent strategic advice.


Dream Plan Achieve

At Strategy First our mission is to encourage you to dream a little to set your financial goals, and help you develop a structured plan around smart financial decisions to achieve your aspirations.