Countplus’ new dealer group Advice389 has appointed Pierre Kraft as its first CEO.

The business, set to begin operations next month, aims to recruit financial advice companies through a shared equity model.

Mr Kraft will be responsible for driving the strategic direction, hitting growth targets and providing leadership support to Advice389’s partner principals.

He will remain a director and Executive Chairman of Countplus subsidiary TFS Group.

“We’ve been busy developing and setting the strategy for Advice389 and we’re keen to take it to market,” he said.

“We look forward to letting the market know more about Advice389 in the coming months.”

Countplus CEO Phil Aris says the new business aims to help “the right financial planning firms grow and succeed”.

“Mr Kraft has a deep understanding of the financial advice industry and comprehensive experience in managing and growing businesses in this sector,” he said. “His expertise offers our partner firms access to deep capability that will ensure growth and success for their businesses.”

Mr Kraft was previously MD and partner at Aon Hewitt Wealth Management, which he built into a fully integrated business across Australia.

He launched Aon Hewitt Wealth Management in Asia, as chairman of the Asian wealth management project.

He has also held roles at MLC, including leading one of its largest projects – AdviserCentral.

Mr Kraft has been co-chairman of the Association of Financial Advisers’ Future of Financial Advice committee, and membership and marketing chairman for the Financial Planning Association.