Philanthropy’s growing role in HNW advice
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Webinars
17/09/2025
Australia’s high-net-worth (HNW) investors now control an impressive $3.4 trillion in investable assets, a 13% increase over the past year. This surge, coupled with the largest generational wealth transfer in history, is reshaping how legacies are defined. Increasingly, wealth is being directed not just to family, but toward causes that reflect personal values and a desire to make a lasting difference.
Recent research from Investment Trends HNW Investor survey reveal a striking shift in mindset. More than half of HNW investors (54%) plan to leave part of their wealth to non-family beneficiaries, and 72% intend to support charitable organisations. This marks a significant departure from traditional estate planning, where family inheritance was the primary focus. Today, purpose-driven giving is becoming central to legacy conversations.
Ultra-high-net-worth individuals (UHNWIs) are leading this transformation. They are not only embracing philanthropy but doing so in a strategic, structured way. Many are seeking advice on how to give effectively, with 37% of HNW investors identifying inheritance and estate planning—including philanthropy—as a top unmet advice need. Another 30% are specifically interested in tax-effective charitable strategies.
Advisers as partners in purpose
This growing demand presents a powerful opportunity for financial advisers. As highlighted in Praemium’s webinar, ‘Integrating Philanthropy into Holistic Advice’, advisers who can guide clients through the complexities of philanthropic giving are becoming indispensable. During the session, 32% of advisers reported they are already advising clients on philanthropy, while 33% expressed a desire to begin doing so.
Will Douglas, Partner and Adviser at Koda Capital, captured the sentiment well: “We’re seeing more families and individuals wanting to give back in a way that’s structured and meaningful. Philanthropy is no longer just an afterthought, it’s becoming a core part of the wealth conversation, and advisers who can help clients navigate this space are adding real value.”
The adviser’s role in this space goes beyond technical structuring. It’s about understanding what motivates clients to give, whether it’s personal values, community ties, or tax efficiency and helping them articulate the legacy they wish to leave.
Susan Chenoworth Head of Philanthropic Services at Elston Asset Management noted: “Giving is so personal and meaningful. The technical aspects can be challenging, but advisers who provide the right frameworks and support become indispensable partners in legacy building.”
Structuring philanthropy for long-term impact
The webinar also explored how advisory firms can embed philanthropy into their service models. This includes building a culture that supports giving, developing in-house expertise, and recognising key life and financial events, such as business sales, inheritances, or family milestones, as natural triggers for philanthropic conversations.
The session provided a deep dive into the structures available for strategic giving with a focus on some of the most commonly used structures:
- Private Ancillary Funds (PAFs): Offer control and flexibility, ideal for those wanting to align investments with family values and manage governance directly.
- Public Ancillary Funds (PuAFs): Lower barriers to entry, quick setup, and less administrative responsibility, making them accessible for those seeking a simpler approach
As the great wealth transfer accelerates, the focus is clearly shifting from inheritance to impact. Advisers who embrace this evolution are uniquely positioned to guide clients through a more meaningful legacy journey - one that delivers value far beyond financial returns.
Want to dive deeper?
Watch our on-demand webinar, “Integrating philanthropy into holistic advice”, for expert insights, practical strategies, and real-world examples from leading voices in the sector.
Click here to view the webinar