Our objective is simple: To provide you with the best strategic financial advice.


Assurity Financial Planning has been operating in the South West of Western Australia for over 30 years. Originally starting out as a Busselton based insurance business, we have evolved into one of the region's most respected boutique financial advisory firms.


We operate on a simple fee for service basis and were one of the first practices in the state to adopt such a transparent fee structure in 2001. As such, we do not accept any commissions from investment companies or financial institutions for investments which we place with them and we feel that this enables us to provide a more transparent fee structure to our clients.

Our friendly and professional advisors work with you to develop and implement strategies covering all aspects of your financial affairs. We then monitor it and amend it moving forward as your situation changes to ensure the plan continues to remain relevant to you and your objectives.

Meet The Team


Doug Horsford

Managing Director & Senior Advisor

Originally from Canada, Doug has been advising clients with Assurity since 2005. His capacity to listen to clients and understand their needs combined with his extensive technical knowledge of financial & legislative issues enables Doug to deliver exceptional personally tailored solutions for his clients.

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Lisa Smith

Financial Advisor

Lisa joined Assurity in 2013 and prides herself on really getting to know her clients and navigating through their lives with them. She thinks financial advice is more than just money - it’s working with you so you do not have to worry, to know that we have your back and we will go through the highs and lows in life with you. Lisa prides herself on her technical skills, with degrees in Law and Commerce and the ability to provide personalised advice for your situation.

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Amanda Chrimes

Client Services Manager

Amanda enjoys liaising and developing rapport with clients. She is likely to be the most positive and enthusiastic personality that you have ever come across.  Amanda will not only put a smile on your face, her attention to detail and intelligence ensures that all client requests are implemented appropriately. In her spare time, Amanda likes to exercise and enjoys boating on our beautiful Geographe Bay.


Jenna Payne

Client Services Manager

Jenna joined the team at Assurity when she moved down south in October of 2017.  She brings with her a keen eye for detail and strong administrative experience which was gained while working as a Business Services Officer at the Water Corp. Outside of work, Jenna is trying to raise a dog that is planning to take over the world.


Kate Horsford

Office Administrator

Kate has been a key member of the Assurity team for over 10 years and has an astounding knowledge of our client base, past and present! Kate keeps everyone on schedule (especially Doug) and always brings a smile to the office and our clients. When Kate isn't keeping us in line at the office, she is running her children around to various activities and getting involved herself with things like mountain biking and gym (coolest Mum ever!)

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Zaria Joines

Office Manager

Zaria came to the team at Assurity in December 2019 with over 10 years of corporate office experience. When she isn't working hard in the background here (or entertaining us with her Kiwi accent) you can usually find her surfing, camping, road tripping or on some other outdoor adventure.