Balancing science, connection and simplicity in advice

When Alisa Burns reflects on the making of a financial adviser, she is quick to note that for her the path was far from straightforward. “Financial adviser degrees didn’t exist back then,” she says. Instead, her career began with degrees in commerce (accounting) and business (international business), followed by a stint in an accounting firm. That experience, however, quickly confirmed what she didn’t want to do.

“I decided that was not for me,” she recalls. But the detour was formative, steering her toward a role in financial planning administration at CBA. It was there that Burns discovered the appeal of client interaction – the variety of people, the diversity of circumstances and the chance to provide practical solutions. “I enjoy the client interaction, and the fact that every client is different,” she says.

From there, with an advanced diploma of financial planning added to her CV, she joined ANZ, where she spent eight years as an adviser, particularly thriving in the Commercial division. It was an experience she describes as “immensely enjoyable,” combining technical skills with complex client needs. Today, as principal of Align Wealth in Adelaide, a firm she has led for more than five years, Burns has built an advice practice that reflects both her professional philosophy and her personal values.

Burns’ approach to advice is grounded in equal parts technical expertise and human connection. Asked whether financial advice is more art or science, she strikes a balance. “I would say it’s 50% science, with the technical background, and 50% client connection and communication,” she says.

This duality is also evident in the philosophy underpinning Align Wealth. “We simplify complex financial concepts, empowering the clients with clear, effective strategies tailored to their unique goals. We try to make everything easy for the client.” In a profession often accused of jargon and opacity, Burns’ commitment to simplicity is both practical and refreshing.

Like many in the profession, Burns acknowledges the difficult decade that financial advice has endured. The Royal Commission, increasing compliance costs and more recently the First Guardian/Shield debacle have left – or re-opened – deep scars.

“I fear that the First Guardian/Shield disaster has unravelled the improvements we had been seeing in public perception,” she laments. Combined with what she sees as “the lack of any significant improvements from (the Delivering Better Financial Outcomes package) DBFO,” Burns worries that advice is in danger of becoming a service accessible only to the wealthy.

The broader advice gap remains a concern – and not just for clients. “There is a huge gap between what the public thinks a financial adviser does, and what we actually do,” she says. For Burns, clearing up these misconceptions is critical, both in reaching under-served Australians and in making financial advice an appealing career for young professionals.

The exit of banks from financial advice, while positive in some respects, has left a vacuum. “They were a great introductory ground for both clients and potential advisers,” she reflects. Without those entry points, both supply and demand have contracted.

Despite these challenges, Burns points to technology as a rare bright spot. Post-COVID adoption of tools like DocuSign, CDM Solutions and Marloo has increased efficiency, helping firms offset the rising regulatory burden. “While we might be lagging behind a lot of industries, these programs have made a difference in day-to-day operations,” she says.

Technology has also enabled flexibility for staff, particularly the option to work from home. For Burns, this has improved not only efficiency but also job satisfaction – a small but important win for a profession grappling with attrition.

For all the positives, Burns is blunt about the biggest negative trend she sees: declining accessibility. With adviser numbers shrinking, costs have risen, and many firms now impose high-minimum-account thresholds. “The people who most need advice – and are more susceptible to Facebook ads, scams and so on – are no longer able to afford it,” she says.

This has created fertile ground for so-called “finfluencers” and property spruikers, many of whom lack qualifications or licences. Burns is especially concerned about the rise of unadvised SMSFs, where clients may be unaware of risks and obligations.

Burns is clear about her role in the client relationship: co-creation. “It is the client’s goals and objectives that we are working towards, not mine,” she says. Education is an important part of that process, not in the sense of turning clients into experts, but in ensuring they are informed participants. “It is important for the client to have an understanding of our conversations, and be on board with the ‘how,’ to help them achieve those goals.”

Her ideal clients tend to be millennials or Gen X professionals and business owners – people with mortgages, children, and aspirations of wealth creation and retirement security. For these clients, risk management is non-negotiable. “I am a very passionate risk adviser,” she says, underlining her commitment to protection as a foundation of long-term wealth.

Another issue close to her heart is diversity, in particular fostering women like her in the profession. “The reduction in the number of female advisers is worrying, with the male dominance very strong currently and unlikely to change,” she says. This, she argues, contributes to Australia’s under-insurance problem, as fewer advisers focus on risk strategies – an area where Burns is especially passionate. More broadly, she devotes time to supporting females in business, through involvement in networking groups SA Woman and Spence Club.

If she could offer advice to her 18-year-old self, Burns’ message is simple: “take that gap year!” It’s a piece of wisdom that reflects her appreciation of balance – something she continues to cultivate today through regular yoga practice. “For me it is the balance and calm in a busy day,” she says. Outside work, she also enjoys travel, time with her partner, and the company of her two fluffy dogs.

Alisa Burns’ journey shows how financial advice is both technical and deeply human. It is a profession built on spreadsheets and strategies, but sustained by trust, empathy and clarity. At Align Wealth, Burns has created a practice that embodies these values, helping clients navigate complexity with simplicity and confidence. Her career is also a reminder that the future of advice will depend not only on regulatory reform or technological progress, but on advisers like Burns who remain committed to making advice accessible, understandable and meaningful.

James Dunn

James is an experienced senior journalist and editor of The Inside Network's publications.