Geoff Counsel


Geoff Counsel is an accomplished leader in the financial services industry, bringing over 25 years of experience and a relentless focus on growth. He held various senior management positions before accepting the role of Director at Avanir Pty Ltd.

Geoff’s journey began with RetireInvest, where he initially oversaw the corporate office in Melbourne before transitioning into an Adviser Development role across multiple regions. In his role, he successfully managed a team of 28 professionals and played a crucial role in driving the company’s growth.

Geoff played a pivotal role in establishing the IRIS Financial Group Ltd, which experienced remarkable success under his leadership. During his tenure as General Manager, IRIS grew from an initial core group of authorized representatives to a network of 37 representatives. Geoff’s strategic guidance resulted in the management of over $2 billion in funds under advice, solidifying IRIS as a prominent player in the industry. The company was later acquired by Hillross in a successful transition that Geoff actively facilitated.

Geoff has assumed consulting roles in Practice Management within established financial planning businesses. Leveraging his extensive knowledge and leadership acumen, he joined Bombora as General Manager. Under his guidance, Bombora continues to thrive, driven by a strong focus on growth and a commitment to delivering exceptional risk advisory services.

Geoff has a keen understanding of the professional advisory landscape. His passion for developing talented advisors, coupled with his strategic vision, has significantly contributed to the success of the organisation he has served. Geoff believes Avanir has a unique model in the Life Insurance space and is excited to be a part of its success.

We’ve got your back

Be assured that your life and business plans have the right protection.

Accurate protection for businesses:
  • Buy + Sell Succession Solutions
  • Funding Strategies
  • Key Person
  • Business Expenses
Accurate protection strategies for individuals:
  • Death/Terminal Illness
  • Total + Permanent Disability
  • Income Protection
  • Trauma/Critical Illness