In a recent episode of the Engine Room podcast hosted by Andrew Rocks from Ensemble, the spotlight turned to Peloton Partners, one of Australia’s most influential voices in financial advice transformation. Broadcasting from the firm’s headquarters in Melbourne’s Freshwater Place, the episode dives into the journey of co-founders Rob Jones and Richard Abbey—and how Peloton became synonymous with data-driven practice management in financial services.
From the Beat to the Boardroom
Rob Jones, co-founder of Peloton, never envisioned a career in financial services. With a decade of service in Victoria Police—ranging from detective work to undercover operations—Rob carried with him a fundamental belief: facts win. That same investigative mindset now drives Peloton’s unique approach to practice analysis and business improvement.
“Everything about Peloton is about uncovering facts and letting those facts guide the next step,” Rob shared. “Back in policing, the facts helped put people behind bars. In business, facts help practices reach their potential.”
The pivot into financial services was serendipitous. After attending a finance-focused marriage seminar, Rob was introduced to Kevin Bailey—then head of The Money Managers. The passion Bailey demonstrated for client outcomes and ethical financial advice was enough to pull Rob in. Starting as General Manager, Rob helped scale the business from 10 to 40 staff and later played a pivotal role in its merger with Shadforth Financial Group (SFG).
Building a Better Business Model
At SFG, Rob was tasked with a complex, mission-critical project: unify pricing across 13 merged practices, impacting over $100 million in revenue. “Tony Fenning told me, ‘We need a 13 basis point lift—go design it,’” Rob recalled.
What followed was a massive transformation, driven by rigor and data. The result wasn’t just a successful pricing overhaul—it laid the foundation for what would eventually become Peloton Partners.
The Global nike metcon 9 nike ja 1 scratch Perspective
Richard Abbey’s journey to Peloton began on the other side of the world. After a career in London with Reuters and later leadership roles in Australia at AXA, UBS Wealth, and Baileys, Richard brought an international lens to business strategy and consulting.
“Through my journey, I realized that business success is less about rigid processes and more about understanding people—how they think, what they value, and how they grow,” Richard said.
After founding a coaching business and working with leading advice firms, Richard connected with Peloton. It was clear there was alignment in values, methodology, and a shared ambition: to bring structure, evidence, and measurable outcomes to advice practices.
Peloton’s Philosophy: Profit with Purpose
At the heart of Peloton’s model is a simple but powerful belief: the right price should reflect nike air stab 10.5 for sale free printable women Buy Women's Boots Red Lunar Footwear Online , jordan air jordan 1 mid crimson tint sneakers item , AspennigeriaShops the right service. And while financial planners often approach their work with optimism and generosity, this can lead to pricing inconsistencies and cross-subsidies that undermine long-term viability.
“Advisors often say, ‘You don’t understand my clients.’ But we’ve walked the walk—we’ve been advisors,” said Rob. “We help them find the right price for every client—fair to the client, fair to the advisor.”
That philosophy underpins Peloton’s forensic approach. Through detailed analysis of cost-to-serve models, client segmentation, and pricing structures, the firm helps practices eliminate guesswork and unlock growth with clarity.
Why Peloton Exists
The firm’s origin story is rooted in one simple question: what if every advice firm could operate like a best-practice business? After assessing more than 500 firms through M&A analysis at SFG, Rob saw a pattern: most were underperforming—not for lack of talent, but for lack of structure.
Peloton was born to change that.
By combining deep financial modeling with empathetic consulting, Peloton enables advice firms to thrive—profitably, ethically, and sustainably.