Our Story:
A Message from our Director, Robert O’Reilly
When I founded Apex Financial Advice in 2018, it was with a simple but powerful vision: to make quality financial advice accessible, understandable, and genuinely helpful. I didn’t want Apex to become just another firm driven by sales targets and industry jargon. I wanted to create a space where people could feel heard, supported, and empowered to make confident financial decisions.
Apex Financial Advice was born in Toowoomba, where I first laid the foundations of the business before transitioning back to Brisbane, to a small, shared office in Stones Corner. Though we no longer have a physical office in Toowoomba, we continue to proudly serve our loyal clients in the region. I’ll always be grateful to the clients who joined me in those early days, it was their trust that helped build the foundation of what Apex is today.
It was during this time that I began working with military personnel and veterans. Many shared how difficult it was to find an adviser who truly understood the complexities of DVA, Commonwealth Superannuation, Social Security, Permanent Impairment (PI) payments, SRDP and how these interact with one another. With several family members in the defence forces I felt a deep personal connection to this community.
Driven by a desire to serve veterans with the respect and expertise they deserve, I immersed myself in studying the relevant legislation, entitlements, and evolving policies. It was a steep learning curve, but one I embraced wholeheartedly. As word spread through the defence community, more veterans reached out, and I found immense satisfaction in being able to fill a gap that had long been overlooked.
In late 2019, we moved into a modest office in Moorooka, and soon after, I realised I needed help. We relocated to Annerley and renovated a former massage studio into a welcoming, open-plan office with space to grow. Staying local on Brisbane’s southside was intentional, I wanted to avoid the daily grind of CBD traffic and make our services easily accessible to the community.
Community has always been at the heart of Apex. We are proud to support local organisations like The Boxing Shop in Salisbury and the Wellers Hill Bowls Club, supporting youth programs and local initiatives. With my own children attending St Pius school in Salisbury, we’ve proudly contributed to school events like colour runs, movie nights, raffles and prize donations.
In May 2020, we moved into our Annerley office, and in June, I welcomed our now senior adviser, Stephanie Dyer as she was completing her master’s degree. As our client base grew, so did our team, organically, through word of mouth. That’s always been our greatest compliment: when clients refer their friends and family, it tells us we’re doing something right.
By mid-2022, we had outgrown our Annerley space and began searching for a new home. We found it in Woolloongabba, a location that offers convenience, parking, and room to grow. After another round of renovations, we now operate with 14 staff, six meeting rooms, and a spacious open-plan office that supports our expanding team and client base servicing the surrounding suburbs of Tarragindi, Greenslopes, Coorparoo, Holland Park, Salisbury and beyond. We are also proud to offer flexible meeting options via Microsoft Teams and phone calls, allowing us to support clients across Australia and even those living abroad.
Today, in 2025, Apex is proud to have four advisers as well as an associate adviser, all personally trained by me in the military space and bringing diverse experiences of their own. We collaborate, support one another, and share a common goal: to provide honest, clear, and compassionate financial advice. We also have four paraplanners, a dedicated mortgage broker, Simon West, and four admin staff, all overseen by our office manager Cristina Watson, who plays a key leadership role in managing our growing office and team. Her commitment to excellence helps ensure everything runs smoothly behind the scenes.
Apex isn’t just a business, it is a reflection of the values I hold close. We’re here to serve, to educate, and to empower. Whether you’re a veteran navigating complex entitlements, a family planning for the future, a couple seeking retirement advice, or someone focused on building long-term wealth – we’re here for you.
