Principal Adviser – Sofie Korac  JP, AFA

BAppSc, GDipFP

Sofie Korac is an Authorised Representative (No. 400164) of Prudentia Financial Planning Pty Ltd, AFSL 544118 and a member of the Association of Financial Advisers…..

Sofie was born in Australia to non-English speaking parents. Her parents worked very hard to pay off their home and provide for their family. She learnt from her parents the value of working hard and saving.

After Sofie completed her Higher School Certificate, she took off 2 years to work and travel while deciding what sort of career she would like to pursue.  She originally wanted to pursue a career in ballet but knee and ankle problems prevented her from making dance a formal career. Her other interest was nutrition and economics.

After completing a Bachelor of Applied Science (Home Economics) in 1986, Sofie worked in the food industry for 8 years, including 5 years at CSIRO in a research role. Sofie had published four research papers and moved from food research into marketing research in 1995. Sofie spent the next 10 years researching and analysing consumer opinions on numerous topics including food and beverage products, financial services, pharmaceutical products and mental health issues. Sofie had also started investing in the stock market in 1996 through the help of a stock broker and doing her own research.

During 2004 Sofie took some time off work to consider her career path. She wanted to work with individuals and families rather than large corporate companies. Because of her personal experience in successful investing, she was encouraged by her friends to look at a career in the finance world. After much research and contemplation Sofie decided on a career in the financial planning profession.

Sofie completed the Graduate Diploma of Financial Planning from the Financial Services Institute of Australasia (FINSIA) in 2008 and is a member of the Association of Financial Advisers (AFA). As a member of this organisation, Sofie is bound by their Code of Ethics and observes the highest levels of professional conduct and follows the core values of trust, integrity, honesty and respect.

AFA Code of Ethics:

• Act in the best interest of my clients to extend their financial life and abide by the laws and regulations under which I conduct business.
• Strive to achieve the highest standards of professional competence by maintaining and improving my knowledge and skills.
• Hold in strictest confidence and consider privileged, all business and personal information pertaining to my clients’ affairs.
• Present accurately, honestly and completely, every fact known to me which is essential to my clients’ decision making.
• Use all ethical means to educate my clients about their present and future financial needs.
• To provide an appropriate level of service to my clients and their beneficiaries.
• Maintain high standards of personal and professional conduct to reflect favourably upon the profession of Financial Adviser and serve as an example to others.

Sofie has been developing and implementing financial plans for 14 years and has 21 years of personal investment experience. She has helped individuals and families from all walks of life to build and protect their wealth and assisted others to transition into a comfortable retirement. Sofie knows how hard it is to start from nothing and then want to protect what one has built up.

Sofie is married to Anthony and helping to raise their son. She understands the many roles women have and the need to juggle family and career and finding the right balance. Her passion is to help empower women and families to become financially independent.