Assurity Financial Planning has been operating in the South West of Western Australia for nearly 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.

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

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.

Amanda Chrimes
Client Service 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 exercises and runs with the ultimate goal of completing a marathon at some stage.

Lisa Smith
Financial Advisor

Lisa has a background in Commerce, Law and legal recruitment and joined Assurity Financial Planning in August 2013.  She has strong analytical and research skills, excellent interpersonal skills & enjoys working with clients to help them achieve their financial goals. 

Jenna Payne
Client Service 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.