About Samuel

From Service, to Finance

After 16 years in public service, I moved into financial advice to offer something different: clear, honest guidance that focuses on real-life goals, not just numbers.

On paper I was doing well, but my wife and I still felt like we were not really moving forward. Along the way I became obsessed with personal finance and helping everyday people feel in control of their money. With my wife's support, I retrained as a financial adviser. Now I use my people skills to help clients make clear, confident financial decisions.

Relatable. Thorough. Supportive. Practical.

Financial advice that feels human, practical, and grounded in real life.

Samuel & Coffee

Good Coffee, Better Money Conversations

I am a bit of a coffee nerd, the kind who travels with a grinder and beans, and happily talks pour-over methods between meetings.

I reckon money conversations work best the same way good coffee does: unhurried, thoughtful, and tailored to taste. Whether we are chatting in a cafe or over Zoom, my goal is to make finance feel approachable, not intimidating.

No hard sell, no jargon for the sake of it - just clear, practical advice over a decent brew.

Samuel & Family

Family First, Finances That Fit Real Life

I am a husband and dad first, adviser second. Leaving the Police was not just a career change, it was a decision to be more present with my wife and kids: at school pick-ups, on beach trips, and for the everyday stuff that really matters.

That shapes how I do advice. I am not here to squeeze you into a perfect spreadsheet, but to build a plan that supports your family's version of a good life, now and in the future.

How advice should feel

Clear enough to act on, human enough to trust.

Relatable

Advice starts with real life: family, work, pressure, goals, and the decisions that actually sit in front of you.

Thorough

We look at the whole picture before making recommendations, so each decision has context behind it.

Practical

You leave with the next step, not a lecture. Simple, useful guidance you can understand and use.

Who I Work With

Everyday Kiwis who want clearer, more confident money decisions.

I mostly work with everyday Kiwis, from young families and tradies through to professionals and people in government roles.

Some come to me through workplace talks or EAP, others via referrals and word of mouth.

I am an independent adviser, so I am not tied to one bank or provider. I work with a panel of KiwiSaver, investment, and insurance providers and recommend options based on what actually fits your goals, risk comfort, and budget.