Advice strategy
Senior attention on how personal wealth, business, super, protection and debt connect.
About FinForce
We fight for people and help them feel safe about money.
FinForce is a Brisbane financial advice practice led by Shay Ram. We work with families, professionals and business owners who want practical strategy, direct access to their advisers and a clearer view across their financial world.
Owner · Financial adviser
Shay Ram
Providing financial advice since 2010 · Bachelor of Commerce (Griffith University) · Diploma of Financial Services (Financial Planning)
Shay Ram is the owner of FinForce Australia and an authorised representative of Financial Force Pty Ltd. He first provided financial advice in 2010 and holds a Bachelor of Commerce from Griffith University and a Diploma of Financial Services (Financial Planning).
Ask Shay what the job is and he’ll tell you: fight for people and make them feel safe. What he wants to be remembered for is a level playing field, through transparency. So clients see the numbers, the fees and the options, laid out plainly.
His strength is seeing how the moving parts affect one another. A super decision may change a lending decision. A business structure may change the protection a family needs. A property opportunity may be attractive but wrong for the entity considering it. Shay’s work is to establish the logic, test the risks and turn complexity into an actionable strategy.
He is direct, energetic and deeply involved in the work. Clients value being able to explain the real situation, not a cleaned-up version, and receive a practical answer about what should happen next.
Meet the team
The people you’ll deal with.
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Shay Ram
FounderFinancial Adviser
Shay founded FinForce and leads the practice. He’s closely involved in growing the business, including bringing new accounting businesses into the group, and he’s hands-on across most parts of the firm.
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Patricia (Trish) Miller
Practice Manager
Ask anyone here who really runs FinForce and they’ll point to Trish. As Practice Manager she keeps the whole operation moving, from client files and advice paperwork through compliance to invoices and renewals, and she keeps Shay on schedule too. If something needs doing properly, Trish is the one making sure it happens.
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Tereza Pepping
ManagerPRM
Tereza manages PRM, our business accounting and tax arm, which runs separately from FinForce. She also works alongside Shay with our corporate clients and looks after our smaller and growing businesses.
Visit PRM → -
Basil George
Head of Insurance
Basil heads up insurance at FinForce, from claims to policy amendments and changes of ownership. He started on the admin side of insurance, so he knows the paperwork inside out, and he’s now training as a paraplanner.
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Maddie
Personal Assistant
Maddie is Shay’s personal assistant. She keeps him across what needs his attention each day, follows up on outstanding items, and makes sure the right documents are ready before client meetings.
Wider team
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Chris Love
Financial AdviserSydney
Chris is a financial adviser based in Sydney. He provides strategic advice, financial planning and wealth management services, and he also reviews advice documents prepared by the team before they go to clients. He’s passionate about helping clients make informed financial decisions.
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Leann Zhu
Compliance Manager
Leann is a financial auditor by background. She runs internal auditing and compliance for FinForce, checking that files and processes meet the standards we’re held to.
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Adam Spizick
Accountant
Adam is an accountant based in Brisbane and working with clients further afield too. He supports small and medium businesses and individuals, particularly with SMSFs. With roots in Brisbane, Cairns and Yeppoon, he brings warmth and a personal touch, making complex matters feel simple.
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Mary
Legal and Compliance
Mary provides in-house legal and compliance support. She has spent her career in financial services law, including time with a financial services regulator, as senior legal counsel at QT Mutual Bank and as a lawyer at McCullough Robertson.
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Ridima Sawant
Head of the Paraplanning Hub
Ridima heads our Paraplanning Hub, the team that prepares superannuation and advice documents for the advisers. She makes sure strategies are documented accurately, line up with each client’s objectives, and move smoothly through to review.
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Sue
Mortgage Specialist
Sue is our mortgage specialist. FinForce itself doesn’t provide credit assistance. Sue’s home, investment and commercial lending work is arranged through Financial Relationship Management Pty Ltd (ABN 44 672 025 384), a Credit Representative (No. 554980) of Money Quest Australia Pty Ltd ACN 121 542 765, Australian Credit Licence 487823.
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Shalu Sinha
Head of Client Services
Shalu leads our client services team, the people who keep day-to-day support running smoothly for clients and advisers. She also trains and mentors the team.
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Hemanth Kumar
Operations Manager
Hemanth (known to many clients as Harry) runs operations at FinForce. He keeps portfolio reports, document signing and advice paperwork moving so nothing stalls between meetings.
Our licensee
Tony Dunn
Managing DirectorFinancial Force · our licensee
Tony leads Financial Force Pty Ltd (AFSL 238337), the licensee FinForce operates under, and has over 34 years’ experience in financial advice. He works with the practice on compliance and licensing. Tony isn’t FinForce staff; Financial Force is a separate company.
Who’s who
Licence holder
Financial Force Pty Ltd
Holds an Australian Financial Services Licence (AFSL 238337). It sets the standards, checks the work and is responsible for the advice.
The practice you deal with
FinForce
A Corporate Authorised Representative (No. 001241242) of Financial Force. Our advisers Shay Ram and Chris Love are Authorised Representatives.
An AFSL is the licence, issued by ASIC (the government regulator), that lets a business give financial advice. Think of Financial Force as the licence holder that sets the standards and checks the work, and FinForce as the practice you deal with day to day.
Lending partner
Jeff
Lending partnerMoney Quest
Jeff spent 20 years at ANZ before bringing that experience to Money Quest, so he knows lending inside out. He’s also the coolest cat you’ll meet. Jeff isn’t FinForce staff; home loans and lending are arranged separately through Money Quest.
Financial advice is provided only by Shay Ram and Chris Love, authorised representatives of Financial Force Pty Ltd (AFSL 238337). Other team members support the practice and don’t provide financial advice.
A team around the file
Senior attention. Active administration.
FinForce is supported by specialists across advice strategy, paraplanning, superannuation, risk insurance, implementation, operations and client service. The team structure means the strategic work receives senior attention while the detailed administration is actively managed. Some paraplanning and administration support is provided by outside firms engaged by FinForce.
Clients meet the people working on their file.
Paraplanning and documentation
Advice documents, modelling support and clear recommendations for complex files.
Implementation and client service
Applications, follow-ups and a real office to call, with ownership of the next step.
The broader professional network
Distinct services. Better coordination.
Financial advice is provided by Shay Ram (Authorised Representative 000412776) and Chris Love (Authorised Representative 000246036) through FinForce Australia under the Financial Force licence. Lending and credit assistance are arranged separately through Financial Relationship Management Pty Ltd, a Money Quest credit representative. Accounting and tax services are provided separately through Professional Relationship Management (PRM). Legal services remain external and independent.
These are distinct professional services. Their proximity allows better coordination where a client authorises it.
- AdviceFinForce Australia, through Financial Force Pty Ltd, AFSL 238337. CAR 001241242.
- CreditArranged through Financial Relationship Management Pty Ltd, Credit Rep 554980 of Money Quest Australia Pty Ltd (ACL 487823). FinForce itself doesn’t provide credit assistance.
- TaxPRM (Professional Relationship Management), separate from FinForce advice.
Let’s talk