AMAFA is led by a team with deep experience across financial advice, operations, governance and compliance. We understand the realities of running an advice business – and that experience shapes how we support advisers every day.
Our leadership team works closely with advisers and support teams to ensure AMAFA delivers practical guidance, strong governance and systems that genuinely add value.
At AMAFA, we’re here to help you achieve your business goals, whatever your preferred model. We thrive on adapting to an ever-changing advice landscape, embracing innovation and positive change to ensure your success.
Our experienced managers and dedicated support team are focused on your growth. We provide ongoing training, user-friendly marketing tools and purpose-built technology that empowers you to deliver exceptional client service with confidence and efficiency.
Our in-house development team creates and maintains AMAFA’s own software, designed exclusively for our advisers. This means our systems are agile, responsive to industry change and continually refined to deliver real value to your business.
Keith Marshall founded AMAFA with a clear purpose: to create an AFSL that genuinely supports advisers through practical solutions, flexibility and an adviser-first culture.
With extensive experience across financial advice, practice development and business leadership, Keith understands the challenges advisers face — from regulatory change to operational pressure. His focus is on ensuring AMAFA evolves in step with adviser needs while maintaining strong governance, compliance and commercial discipline.
Keith remains actively involved in AMAFA’s strategic direction and adviser relationships, ensuring the business continues to support advisers in building sustainable, client-focused practices.
Mario leads AMAFA’s national operations and business development activities, with responsibility for adviser support, operational delivery and the continued growth of the business.
He works closely with advisers to ensure operational frameworks, paraplanning services and support functions scale effectively as practices grow. Mario also plays a central role in business development, supporting adviser onboarding, relationship management and the expansion of AMAFA’s adviser network.
Mario’s approach is practical and relationship-driven, with a strong focus on removing operational friction, maintaining service quality and supporting sustainable growth.
Kyle is responsible for AMAFA’s professional and advice standards, compliance systems and core operational controls. He plays a key role in supporting consistent advice quality, sound risk management and alignment with regulatory expectations across the business.
With a strong background in systems development and compliance support, Kyle oversees AMAFA’s advice platforms, integrations and supporting technologies to ensure they are reliable, scalable and fit for purpose. He also oversees the standards and control framework for AMAFA’s managed offshore support model, including systems access, data security, process integrity and quality controls.
As part of the senior leadership team, Kyle supports the ongoing development of AMAFA’s professional standards framework and contributes to the long-term resilience and sustainability of the business.
Beyond the leadership team, AMAFA is supported by paraplanners, operations staff and a managed offshore support team who work together to support advisers day to day.
Our focus is simple – to provide consistent, practical support that helps advisers remain efficient, compliant and client-focused as their businesses grow.
With more than 40 years in business management and nearly 30 in financial services, Keith Marshall brings extensive leadership experience to his role as founder and managing director of AMAFA.
Following a retail career in South Africa, he transitioned to mortgage broking and later financial planning in Australia, establishing the boutique licensee in 2013. With formal qualifications in both disciplines and decades of hands-on experience, Keith built AMAFA as a place where professionals can grow their businesses with confidence – supported by someone who has genuinely walked the path before them.
AMAFA is guided by The AMAFA Commitment: to provide practical, ongoing support that helps financial advisers and mortgage brokers achieve their business goals, deliver quality education and training, maintain a competitive fee structure and foster a culture of community built on honesty, respect and responsibility.
As National Operations Manager at AMAFA, Mario Finocchiaro leads key areas of adviser support, overseeing the systems and frameworks that drive sustainable growth.
With more than 25 years in financial services, he brings experience across advice, operations and licensee leadership. Starting out as a financial planning assistant in 1998, he moved through roles as paraplanner and adviser before taking on management positions in practice development and sales and national leadership, including roles with Asteron Life, OnePath and Suncorp Financial Planning.
Backed by a Masters in Financial Planning, Mario combines technical expertise with real-world business insight to help advisers navigate complexity and build thriving practices. Collaborative, pragmatic and solutions-focused, he helps advice practices streamline operations and strengthen compliance to achieve growth that is both ethical and commercially sound.
Jonathan Trapnell brings over 15 years experience in dealer group operations to his role as State Manager for Victoria and Tasmania. With a background that includes cutting his teeth at ANZ and over a decade in senior roles at Synchron, he has developed a strong understanding of adviser needs and a practical approach to delivering support that works.
Since joining AMAFA, Jonathan has closely aligned with the group’s values of personal support, practical solutions and a genuine focus on advisers.
Based in Melbourne, Jonathan works with practices across Victoria and Tasmania to provide guidance, tailored support and a responsive partnership to help them grow on their own terms.
Kyle Marshall oversees the systems and technology that drive AMAFA’s operations, spanning software development, IT infrastructure, and compliance tools. A degree-qualified engineer with a background in land development and planning law, he has since expanded into computer science and is completing a Masters in Financial Planning.
Drawing on project management experience from concept to delivery, Kyle leads AMAFA’s development team with a focus on practical outcomes. He works closely with advisers to streamline workflows, eliminate inefficiencies and design tools that support scalable, compliant advice businesses.
Combining technical depth with operational insight, he ensures AMAFA’s systems evolve to meet regulatory demands while delivering tangible value to advisers.
Keith Marshall brings over 40 years of business management experience and nearly 30 years in financial services to his role as Founder and Director of AMAFA.
Keith holds a Diploma in Financial Services – Mortgage Broking and an Advanced Diploma in Financial Planning, alongside his most valued qualification: QBE – Qualified by Experience. His expertise is rooted not just in education, but in decades of real-world experience working directly with clients and navigating the challenges advisers face every day.
In 2013, he founded AMAFA – a licensee started by an adviser for advisers. Keith is committed to helping advisers achieve their goals, and providing the support and assistance needed to move them toward their business objectives.
Under his leadership, AMAFA follows “the AMAFA commitment” :
Keith’s philosophy is to treat those how he would like to be treated himself. AMAFA is the licensee Keith wishes he had all those years ago – it’s a place where advisers can grow their businesses with confidence, knowing they’re backed by someone who’s genuinely walked the path before them.
Mario Finocchiaro brings over 25 years of experience in the financial services industry, with a career spanning advice, operations, and licensee leadership.
Beginning as a Financial Planning Assistant in 1998, he has since held roles including Paraplanner, Financial Adviser, Practice Development Manager, and National Manager at a financial services licensee.
His industry knowledge is supported by both practical experience and formal qualifications, including a Master’s degree in Financial Planning. This combination allows him to offer technical guidance while keeping business outcomes front of mind.
Mario is focused on helping advisers navigate complex challenges, streamline operations, and build practices that are both ethical and commercially viable. His approach is practical and solutions-driven—whether mentoring advisers, supporting compliance, or improving processes.
At AMAFA, Mario leads key areas of adviser support, overseeing systems and frameworks that give practices the structure and flexibility to grow on their own terms.
Jonathan Trapnell brings over 15 years of experience in dealer group operations to his role as State Manager for Victoria and Tasmania. With a background that includes cutting his teeth at ANZ and over a decade in a senior role at Synchron, he has developed a strong understanding of adviser needs and a practical approach to delivering support that works.
Jonathan has built his career around helping advisers improve both client outcomes and business performance. He understands the daily demands of advice practices and focuses on enabling growth without adding unnecessary complexity.
Since joining AMAFA, Jonathan has aligned closely with the group’s values: personal support, practical solutions, and a genuine focus on advisers. He is a strong advocate for AMAFA’s independence and reinvestment model—prioritising adviser success over shareholder returns.
Jonathan works closely with practices across Victoria and Tasmania to provide guidance, tailored support, and a responsive partnership that helps them grow on their own terms.
Kyle Marshall oversees the systems and technology that underpin AMAFA’s operations, including software development, IT infrastructure, and regulatory compliance tools. He brings a structured, project-focused approach to improving internal processes and adviser-facing systems.
Kyle is a degree-qualified and registered engineer, with a background in land development and planning law. He has expanded his technical expertise through further study in computer science and is currently completing a Master’s degree in Financial Planning.
With experience managing projects from concept through to delivery, Kyle leads AMAFA’s development team and internal operations with a focus on practical outcomes. He works closely with advisers to simplify workflows, resolve inefficiencies, and build tools that support scalable, compliant advice businesses.
Kyle combines technical capability with strong operational insight—ensuring AMAFA’s systems evolve to meet both regulatory requirements and the day-to-day needs of advisers.
Being part of AMAFA allows me to focus on what I do best—advising clients—without unnecessary compliance roadblocks. Their practical approach to compliance ensures we meet regulatory obligations while still running a successful business.