Profile Financial Services appoints new chief executive

Lena Ridley
Profile Financial Services Pty Ltd - Chief Executive
Profile Financial Services Pty Ltd
Date: 1 October 2021
Position: Chief Executive
By Elizabeth Fry

Lena Ridley has been promoted to chief executive of Profile Financial Services from her role as general manager of the boutique financial planning and investment strategy firm.

Profile chair Peter Coleman will step down from the role of interim CEO on September 30, 2021. He will continue as chair working closely with Ridley on the firm's business strategies.

Ridley, who will start her new role on October 1, 2021, has had more than 22 years in the wealth advice industry.

Phillip Win, managing director, said the board was confident Ridley would continue to drive the firm's growth ambitions as she stepped into the new role.

"Lena is extremely dedicated, knowledgeable, and very client-orientated, all strong attributes which we are confident will enable her to guide and lead the business well," he said.

"We are also extremely grateful for Peter's stewardship over the past two years as both chair and CEO.

"We thank Peter for stepping up and guiding the business during very difficult and unprecedented times of economic, social, and financial uncertainty."

The firm is 100 percent owned by current or former employees.