Produced By: Ensombl
Financial planning has always been an evolving field—changing consumer needs, shifting regulations, and technological advancements continually shape how advice is delivered. In this landscape, the concept of professionalism and ethics remains front and center, especially as advisors strive to meet higher standards of transparency, knowledge, and client care. To explore these dimensions in depth, host James Wrigley recently sat down with Fox & Hare’s financial adviser, Shannon Freney, for a lively conversation about remote work, team culture, client engagement, and the importance of ethical conduct in a modern advisory firm. Their discussion offers insights into how financial advice can be both progressive and responsibly delivered.
Below is an adaptation of their conversation, woven into a narrative that emphasizes professional obligations, ethical considerations, and the real-world application of these principles in everyday practice.
It all started with something as simple as a T-shirt. When Shannon responded to James’s request on LinkedIn for a short-notice podcast guest, James immediately recognized Fox & Hare’s distinctive logo. Even before he read Shannon’s job title on her LinkedIn profile, that stylized “twin tails” silhouette caught his eye. From that tiny detail, it was clear that branding plays a potent role—not just in marketing, but in how professionals project a sense of identity and trustworthiness.
Brand visibility can set the tone for prospective clients, peers, and even would-be team members. Shannon credits Liam, Fox & Hare’s marketing manager, for the design consistency and visual impact of their corporate materials. Her LinkedIn banner, which features a casual beach photograph overlaid with the Fox & Hare emblem, echoes a broader theme: professionalism can be creative, welcoming, and relatable. By synchronizing images, logos, and messaging, Fox & Hare ensures that every touchpoint—from LinkedIn profiles to monthly reports—communicates a unified brand that resonates with clients seeking a fresh, contemporary take on finance.
In the advice profession, ethics and branding can work in tandem. A clear, consistent brand identity goes beyond aesthetics; it reinforces a message of reliability and trust. When done ethically, it does not oversell or promise shortcuts but symbolizes a firm’s commitments and values. For Fox & Hare, those values include inclusivity, innovation, and a forward-thinking approach to money management. Shannon’s presence on social media, underlined by that memorable logo, underscores how a well-managed brand can guide clients to the right place for their specific needs.
Financial planning has traditionally been an office-bound profession—clients would meet their advisors in-person, sign documents in the same room, and perhaps share a coffee while discussing retirement. Over the past few years, however, technology has dramatically reshaped how advisors operate. For Shannon, a significant appeal of Fox & Hare was its fully remote structure. Based in Brisbane, she is part of a geographically dispersed team. Yet, the firm retains a strong sense of community, relying on both technology and intentional get-togethers to keep everyone aligned.
Monthly Office Day in Sydney
Despite being remote, Fox & Hare organizes a monthly office day at its Sydney hub. All employees—be they in Adelaide, Brisbane, Melbourne, or elsewhere—make their way to Sydney for a day of in-person collaboration. Some advisors fly in the evening before to maximize face-to-face time with colleagues; others come for the day. These gatherings are an opportunity to review business objectives, refine workflows, and nurture professional camaraderie that can be harder to replicate fully online.
Daily Virtual Huddles
Even outside the monthly office day, Fox & Hare invests in a 15-minute daily catch-up on Microsoft Teams. Not everyone can attend every day—client meetings, personal schedules, and children’s school pick-ups can interfere—but the option is always there. This short huddle replaces the casual watercooler moments common in physical offices. It fosters a culture where questions can be asked, quick ideas are shared, and jokes or personal stories can bring a little levity. Such daily synchronization ensures that remote work does not devolve into isolation.
From an ethical and professional standpoint, this approach to remote culture has added benefits. When a firm’s leadership encourages frequent check-ins, misunderstandings or compliance issues can be addressed quickly. Team members feel less daunted about speaking up, clarifying guidelines, or seeking help with complex client cases. It is a proactive measure that strengthens both transparency and accountability.
One of the hallmarks of Fox & Hare’s model—and something Shannon deeply appreciates—is how the firm engages clients (or “members,” as they are called) before any paperwork is signed. New clients go through an initial coffee chat with Will, whose job is to explain Fox & Hare’s value proposition, discuss fees, and assess whether the client’s needs align with what the firm offers. If there is a mismatch, a referral or alternative solution is suggested. This is a direct application of one of the key ethical principles in the financial planning profession: acting in the best interests of the client by ensuring the right fit from the outset.
Through this structured client onboarding, Fox & Hare reduces the risks of misunderstandings and fosters a cooperative, trust-based environment. From an ethical lens, it demonstrates respect for client autonomy—clients are neither pressured nor rushed, and all decisions are fully informed.
Fox & Hare’s average client age is around 34, firmly placing it in the “next generation” demographic often overlooked by traditional financial advice. These clients are sometimes referred to as “Henry”—High Earners, Not Rich Yet—professionals in their late 20s to early 40s who command strong incomes but may still have limited investment wealth or are unsure how to optimize their resources.
Offering financial advice to a younger demographic raises specific ethical considerations:
By focusing on empowering younger clients, Fox & Hare promotes financial literacy at an earlier stage, helping people sidestep common mistakes and seize opportunities. The broader implication is a more financially informed generation that can make values-aligned decisions—an outcome that benefits society at large.
Shannon describes Fox & Hare’s systems as “slick,” highlighting how tasks are automated or well-documented to improve efficiency and reduce errors. When operating a remote practice, it is vital to have robust customer relationship management (CRM) systems and workflow tools that keep everyone on the same page. Fox & Hare uses a combination of HubSpot, SharePoint, and other platforms for:
From an ethical standpoint, technology can be a double-edged sword. On one hand, centralized, well-structured systems reduce the likelihood of human oversight, duplication, or poor record-keeping. Advisors are less likely to miss crucial steps, and audits are more transparent. On the other hand, reliance on technology demands strong cybersecurity measures and an awareness of data protection standards—especially given the sensitive nature of financial information.
Shannon also reflects on digital advice models from her past roles, including one where she oversaw the digitized delivery of advice to more than 18,000 clients. The objective was to service everyday Australians—those who may not own large portfolios but require guidance on superannuation consolidation, cashflow management, and insurance. This experience dovetails into Fox & Hare’s ethos of providing accessible, comprehensible advice to younger, upwardly mobile earners.
Shannon spent years in managerial and compliance roles—overseeing up to 40 advisors, serving as head of advice, and even acting as a responsible manager on an Australian Financial Services License (AFSL). These roles honed skills in process optimization, regulatory compliance, and big-picture strategic thinking. However, she eventually realized she missed the personal client interactions that originally drew her to the profession.
Ethical Leadership vs. Frontline Practice
Stepping away from a frontline advisory role can sometimes create distance from the real-life challenges clients face. While management is crucial—it sets firm-wide ethical standards and ensures compliance—Shannon longed for the direct connection where she could guide individuals and families through life-changing financial decisions.
Rejoining the advisory side in an organization like Fox & Hare, which champions collaboration and continuous learning, offered the perfect blend: a chance to draw on her leadership expertise while dedicating most of her time to one-on-one engagements. This alignment of personal passion and professional structure often leads to better ethical outcomes—when advisors are genuinely enthusiastic, they invest deeply in the client’s welfare.
Shannon’s path underscores a commitment to lifelong learning. She is in the final stages of completing two master’s degrees: one in Financial Planning (through Victoria University) and the other in Applied Finance (at UNSW). While not mandated by regulations—many advisors hold a bachelor’s degree plus bridging courses or a graduate diploma—Shannon pursued these master’s programs out of genuine curiosity and a desire to deepen her expertise.
This kind of educational commitment is not just for personal fulfillment. It resonates with key professional ethics:
As Shannon builds her client book from scratch within Fox & Hare, she pays close attention to capacity management. Drawing on her past experience overseeing thousands of clients, she knows that an advisor’s ethical obligations include ensuring each client receives timely, high-quality service. Overcommitting can lead to sloppy advice, missed follow-ups, and stressed advisors—none of which align with professional standards.
She mentions aiming for an approximate capacity of around 150 clients. Once that number is approached, she will assess whether she can maintain the current level of care or if new strategies—such as adding an associate advisor—are necessary. This approach highlights ethical responsibility in practice: rather than maximizing revenue at any cost, it prioritizes the longevity of each advisor-client relationship and the quality of the service delivered.
Remote advisory firms can sometimes struggle with creating a sense of community. Fox & Hare tackles this by hosting in-person events for members, workshops, and social gatherings. Shannon recalls a recent event in Sydney that was so popular, there was a waitlist. These gatherings are not just social; they function as an educational platform to discuss new financial strategies, align on goals, and, most importantly, reinforce a sense of trust and connection.
From an ethical lens, face-to-face member events provide additional opportunities for advisors to understand clients’ circumstances more holistically. It also allows members to connect with each other—exchanging ideas and experiences about budgeting, saving, or investing. Such peer sharing can be a powerful motivator, while also keeping advisors accountable. When a firm openly fosters a sense of community, it demonstrates that client welfare is not confined to one-on-one meetings or annual reviews; it is embedded in how the firm interacts with its entire client base.
Throughout James and Shannon’s conversation, a common thread emerges: the criticality of ethics and professionalism in building a successful, progressive financial advisory practice. Whether it is the polished brand presence, the thorough onboarding process, the remote team structure, or the dedication to ongoing education, each aspect ties back to putting the client at the center.
Key Takeaways:
Shannon speaks candidly about her future: finishing her dual Master’s degrees, honing her craft as a client-facing advisor, and continuing to refine the systems and processes that serve Fox & Hare’s growing clientele. The concept of “what’s next” applies not only to her career but to the broader financial planning profession as well.
Ultimately, a conversation like the one between James Wrigley and Shannon underscores how the heart of ethical financial advice lies in bridging aspirations—both the clients’ and the advisors’—with a framework of professionalism, empathy, and continuous growth. Even as regulations tighten and digital tools proliferate, these human-centered values remain the most enduring pillars of successful, ethical practice.
In an age where digital engagement increasingly shapes professional services, Fox & Hare’s model stands out as a testament to how remote systems, strong branding, and unwavering ethical commitments can converge to serve a younger, more tech-savvy demographic. Shannon’s journey—from managing advisors and large client books to rediscovering her passion for one-on-one guidance—demonstrates how the core values of competence, diligence, and integrity can be applied at every stage of a practitioner’s career.
For those entering or already in the financial advice profession, the takeaway is clear: embrace technology without losing the personal touch, uphold robust compliance without becoming bureaucratic, and nurture brand identity without compromising ethical substance. Firms that champion these principles will not only thrive but also set a standard of excellence for others to follow.
And for clients—especially those navigating life’s many transitions before “getting rich”—the message is equally heartening: there are advisors like Shannon and firms like Fox & Hare who are eager to take that journey alongside you, bridging knowledge gaps, clarifying priorities, and shaping strategies so that professional goals align seamlessly with personal aspirations. It is a blueprint for the future of financial planning, where ethically grounded, client-centric advice creates genuine and lasting impact.
Accreditation Points Allocation:
0.10 Technical Competence
0.10 Client Care and Practice
0.10 Regulatory Compliance and Consumer Protection
0.10 Professionalism and Ethics
0.40 Total CPD Points