Executive Team

Affinia's Leadership Team 








Steve Helmich

Chairman of Affinia

Dip FP (Diploma Financial Planning), FANZII (Fellow ANZ Insurance Institute), SF Fin (Senior Fellow FINSIA), MAICD (member Australian Institute of Company Directors)

During his career at AMP, Steve successfully led the financial planning business through periods of reform and change.  He was responsible for the strong growth in AMP Financial Planning and Hillross as well as the establishment of the Horizons Financial Planning Academy.  He is a past Chairman of the Financial Planning Association of Australia (2002 – 2004), a past Trustee & the Chair of Future2 (the foundation of the Australian Financial Planning Association) and a past Director and Chair of the global Financial Planning Standards Board (FPSB).

Steve is currently Chair of the Affinia Licensee (TAL Group) and a Director of the G&C Mutual Bank. 

Marcus O'Sullivan

Head of Affinia

Marcus O’Sullivan has been a part of the Financial Services Industry for over 20 years and has worked in all aspects of Financial Services from Advice, Licensee Management, Technical Life Insurance, Distribution, Investment and Superannuation administration.

Marcus is currently the Head of Affinia Financial Advisers and has previously held Executive positions in both Retail Insurance Offices, Reinsurers and Dealer Groups, including, Chief Underwriter, Suncorp, Australasian Manager, Income Protection, General Reinsurance, Executive Director of Millennium3 Financial Services and Regional Manager WA and QLD for TAL. Marcus has previously held and continues to hold Board positions on a number of AFSL’s including Affinia and is also a Responsible Manager on the Affinia AFSL.

Marcus is passionate about Advice and the positive impact quality Financial Planning has on the lives of Australians. Marcus is an expert Financial Planner with accreditations in SMSF, Gearing and Securities.

Marcus has an Advanced Diploma in Financial Planning, SMSF accreditation, Masters Degree in Management and an MBA from the Macquarie Graduate School of Management. Marcus is currently studying a Masters of Commerce with a Major in Financial Planning.

Jackie Reed

Licensee Support Officer

Jackie is the Licensee Support for Affinia and has been with us since 2015. Jackie has a broad range of experience in various operational, administrative and management roles across organisations such as Coles and Vodafone. Jackie is a specialist in event management, budgeting, team management and customer service.


Michael Lawes

National Manager – Business Coaching

Michael has worked in financial services for over 14 years, most recently holding Retail Distribution positions at TAL and Aviva. Michael’s passionate about working with advice business to achieve their goals and objectives by developing and implementing best practice advice solutions. Michael’s formal qualifications include a Degree in Business Management and an Advanced Diploma of Financial Services. 



Sam Rubin

National Manager - Advice & Research

Sam is a senior advice manager who has over 18 years of experience in both retail and industry fund businesses. Sam was a senior manager at UniSuper and IOOF and also has operated his own consulting business specialising in working with Licensees and advisers. Sam is passionate about quality advice solutions and supporting advisers to help achieve their business goals.



Jonathan Nguyen

National Manager – Advice Coaching &Operations

Jonathon has 15 years of experience in financial services ranging from licensee practice management to planning and compliance. Jonathon’s focus is to work alongside advisers to drive their business success. His skill in devising the right solutions to meet specific business needs make his operations expertise his key strength.

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