Who we are
Our commitment to you, to each other and to the community
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 370 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 $800 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.
Our Values
At Strategy First, our values are the cornerstone of our approach to financial planning. They guide every interaction and decision, ensuring that we remain true to our mission of serving our clients with integrity and dedication.
Being empathetic allows us to connect deeply with you, understanding not just your financial goals but the personal aspirations that drive them. This genuine relationship is the foundation upon which we build tailored strategies that evolve with your life.
Empathetic
We will we build a genuine relationship through a commitment to understand you, your family, and your ever-changing goals & objectives.
Authentic
With the goal of building trust, we will be direct, honest, and transparent in all that we do. Our advice will always be in your best interest.
Passionate
We truly love what we do and who we work with, which reflects in our work environment and gives us purpose - purpose, to help our clients achieve what is most important to them.
Accountable
We take our Fiduciary responsibility seriously, and as such, the Strategy First Team will be answerable for our advice, actions, behaviours, and performance.
I often feel at peace knowing my money is working hard under David’s investment philosophy and rigour.
"I have been working with David Price and Strategy First since 2011.
I was introduced to David at a time that I was looking for a financial adviser that was ina similar life stage in terms of having kids at school. Now over time David’s kids are at latter school age and university, as our mine.
Having this common ground, of family life stage, allowed us to have complimentary discussions regarding future plans. David could empathise with both the need to maintain consistent growth in our investments but also ensure steady income to fund school/University fees and other expenses with three kids.
David has been with me on a journey which has seen me establish my own business, to selling that business and now in retirement phase. Going through a sale of a business can be very distracting and you can often lose focus on personal and family financial needs. It was reassuring to have David at our side ensuring all was well with our investments. I often feel at peace knowing my money is working hard under David’s investment philosophy and rigour.
I’ve found David to always be proactive as well as accessible. This was critical during the 2020 Covid period where everything was uncertain, David and his team provided very calm, strategic advice which was much needed during that hectic and uncertain period.
Looking at the above instances in life, when you find yourself either all consumed or uncertain about future outcomes, I would say that David has always provided a steady hand, thoughtful council and has consistently delivered good outcomes for our investments.
The relationship I have with David and the Strategy First team is one trust and confidence. Knowing that you are receiving unbiased independent advice, means you never feel that you’re being sold something, but rather getting sound independent advice that meets your individual needs. It is not a cookie cutter approach, David provides bespoke solutions, that in my experience, have worked very well for my family and I.
The years of working together with David is testament to what Strategy First offer. I have no hesitation in recommending David and the Strategy First team."
- John (client since 2011)
