About Us
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Smart Start Financial Services
We are a Sydney based, fully integrated, financial services provider serving as wealth advisors, mortgage brokers, and budgeting coaches. We are passionate about building long-term relationships, understanding our clients’ financial and lifestyle objectives, and providing initial and ongoing pathways for clients to achieve their financial hopes and dreams. We are also passionate about maximising our clients’ lifestyle, so we prioritise our clients’ time and convenience.
Our team has over 33 years of experience in the financial services industry. This means we have spent a lot of time perfecting our craft of helping clients get from where they are to where they want to be. We are skilled in identifying and effectively using a range of tools and services relevant to your life stage, circumstances, and goals to help you realise financial freedom and protect what you are building. In practice, this means we help our clients with financial structuring and budgeting, purchasing property (from first homes through to investment properties), structuring superannuation and taxes to optimise cash-flow and savings, protecting their family’s financial future with insurance where needed, and planning for (and transitioning to) retirement.
We strongly believe that we have an obligation to educate our clients, and through education and expert advice, we help our clients take control of their finances and thrive. Our goal is always to help our clients enjoy the present while securing their comfortable and well deserved retirement.
We are proud that our clients are a diverse bunch; from those just setting out on their adult journey, through to retirees and everything in-between. So whether you are a school leaver or retiree, a sole trader or a business owner, a professional or a tradesperson, we have the experience, tools, and technology to provide you with expert advice and services with the convenience and flexibility you expect.
Roger Wheelahan is an Authorised Representative of Lifespan Financial Planning AFSL No. 229892
Roger Wheelahan
Founder, Managing Director & Senior Financial Adviser
Roger Wheelahan is the Founder, Managing Director and Senior Financial Adviser at Smart Start Financial Services and Investing for Doctors Financial Planning, where he leads both businesses with a vision centred on education, transparency, and long‑term client empowerment. With a career spanning more than 24–25 years in financial services, Roger is one of the industry’s most experienced and trusted advisers, having begun his financial planning career in 2000 and continuing to advance his professional standing as he progresses toward CFP® status through the FAAA. CFP® is the only globally‑recognised certification for financial planning, coordinated by the Financial Planning Standards Board (FPSB). As at 31 December 2024, there were 230,648 CFP® professionals across 28 territories, reinforcing the mark’s portability and recognition with clients, employers and peers worldwide. [fpsb.org]
Roger founded Smart Start Financial Services to provide personalised and evidence‑based financial advice that equips individuals, families, and professionals with the tools to make confident, informed decisions. His work spans pre‑ and post‑retirement planning, SMSF strategy, complex insurance structuring, income planning, succession planning, and tax‑efficient wealth creation. He has held senior management positions within major financial institutions across financial planning, mortgages, and business development, shaping his broad strategic perspective and leadership approach.
As a founder of Investing for Doctors Financial Planning, (with Ashlee Zimmerle and Dr Bi Mian) Roger has developed a uniquely tailored advice model specifically for medical professionals. Across podcasts, client workshops, and collaborations, he works alongside the esteemed Dr Bi Mian—a respected medical educator and co‑partner in the business—to deliver financial education and strategic guidance to doctors across all career stages.
Roger is a familiar expert voice on the Investing for Doctors Podcast, where he regularly joins Dr Bi Mian to unpack critical topics such as insurance fundamentals, retirement planning, SMSF strategies, income protection, intergenerational wealth transfer, and the evolving landscape of financial advice regulations. His episodes are among the most highly engaged in the series, reflecting his ability to communicate complex financial concepts with clarity and practicality.
In addition to his advisory work, Roger is registered with the Tax Practitioners Board, has completed advanced qualifications such as the Advanced Diploma of Financial Planning, and has undertaken specialist SMSF education. His approach combines deep technical expertise with a warm, relational style that puts client understanding and empowerment at the centre of every engagement.
Across his career, Roger has helped thousands of individuals and businesses—from young professionals to medical specialists and retirees—navigate the evolving financial landscape with confidence. His mission remains consistent: to provide clarity, direction, and strategic insight so clients can build wealth, protect their families, and enjoy the lifestyle they are working hard to create.
Roger continues to drive the growth of Smart Start and Investing for Doctors while mentoring the next generation of planners within the firm, ensuring the values of integrity, service, and education remain the foundation of the group’s ongoing success.
Ashlee Zimmerle
Director, Shareholder & Paraplanner
Ashlee Zimmerle is a Director, Shareholder, and Senior Paraplanner at Smart Start Financial Services and Investing for Doctors Financial Planning. Known for her technical depth, leadership capability, and unwavering commitment to high‑quality advice outcomes, Ashlee plays a central role in the continued growth and strategic direction of both businesses.
Ashlee’s career in financial advice began in paraplanning, where she quickly established herself as a skilled and highly dependable technical specialist. Recognising the demand for high‑quality outsourced paraplanning support, she founded Purpose Paraplanning Australia, a boutique outsourced paraplanning firm. Through Purpose Paraplanning, Ashlee partnered with numerous financial advisers and practices across Australia, delivering strategy development, modelling, and compliant advice documentation with exceptional precision.
It was during this period—working closely with advisers, clients, and complex advice strategies—that Ashlee discovered her passion for the broader profession and decided she wanted to become a financial planner herself. Despite receiving multiple offers to partner with different firms, Ashlee chose Roger Wheelahan and the Smart Start group, recognising the alignment in values, culture, client philosophy, and long‑term vision. She also valued the unique structure of Investing for Doctors Financial Planning, where highly regarded medical professional Dr Bi Mian (founder of Investing for Doctors Facebook group) is a partner in Investing for doctors financial planning.
Ashlee is currently completing her Professional Year (PY) as she transitions into her role as a Financial Adviser, and she has also commenced her Master of Financial Planning to further elevate her technical capability and academic grounding. Her dedication to continuous improvement and professional excellence is evident in everything she does.
Within Smart Start, Ashlee oversees paraplanning operations, contributes to strategic advice formulation, builds workflows that enhance efficiency and compliance, and supports the adviser team in delivering clear, personalised, and high‑quality advice. She is widely respected for her structured thinking, problem‑solving ability, and her talent for breaking down complex scenarios into actionable, client‑friendly strategies.
Ashlee’s progression from paraplanning specialist to Director and Shareholder reflects her exceptional capability, strong values, and the trust she has earned within the business. Her leadership continues to shape the client experience, internal culture, and future success of Smart Start Financial Services and Investing for Doctors Financial Planning.
Daniel Morris
Client Services Officer
Daniel Morris is a dedicated and highly motivated Client Services Officer at Smart Start Financial Services and Investing for Doctors financial planning, supporting both the Smart Start and Investing for Doctors Financial Planning brands. With a double degree in Commerce and Applied Finance from Macquarie University and a broad background in financial planning administration, taxation, and paraplanning support, Daniel brings strong technical capability with a genuine commitment to exceptional client experience.
Before joining Smart Start, Daniel worked at a reputable financial planning practice in Norwest, Sydney, where he managed end‑to‑end client service workflows, executed financial transactions, assisted in preparing SOAs/ROAs, and gained valuable exposure to modelling, projections, scenario analysis and research across superannuation, insurance and investments. His earlier role in taxation and business services further strengthened his capabilities through CGT work, SMSF administration, financial reporting support and client file management.
In his current role at Smart Start financial services and Investing for Doctors financial planning, Daniel ensures a seamless and professional journey for clients—from onboarding and documentation through to implementation of financial strategies. He supports Roger Wheelahan, Ashley Zimmerle and the rest of the team by managing workflow in Intelliflo CRM, coordinating product applications, maintaining file notes and compliance standards, and keeping clients updated at every stage of the advice process, in line with his responsibilities as outlined in his employment contract.
Daniel has commenced his Graduate Diploma of Financial Planning, furthering his technical knowledge and strengthening the foundation for his long‑term professional goals. He is an aspiring Financial Adviser and is preparing to commence his Professional Year (PY) in the near future, continuing his development within the Smart Start team.
Known for his calm communication style, analytical thinking, and strong client focus, Daniel fits naturally into Smart Start’s culture of integrity, teamwork and service excellence. His ambition, work ethic and continuous-learning mindset position him as a future leader within the business.
Outside his professional career, Daniel is an accomplished martial artist, holding a 4th Dan black belt in Karate, coaching kickboxing, and achieving both NSW and Australian K1 titles. His coaching and competitive martial arts experience reflects his discipline, resilience and leadership—qualities that translate directly into his work with clients and colleagues.
Daniel is a valued and fast‑growing member of the Smart Start Financial Services team and Investing for Doctors financial planning, committed to helping clients achieve clarity, confidence and long-term success in their financial lives.
Hayden Bourke
Client Services Officer (Admin Support)
Hayden Bourke is an enthusiastic and fast‑developing Client Services Officer at Smart Start Financial Services, working across both the Smart Start and Investing for Doctors Financial Planning brands. He joined the team in March 2026 and has quickly demonstrated maturity, reliability, and a strong commitment to exceptional client service.
Hayden brings with him a diverse background across customer service, hospitality, and real estate. His experience at Glenorie RSL & St Marys Band Club as both a Gaming Attendant and Bartender strengthened his ability to communicate effectively, manage fast-paced environments, and deliver consistent, high-quality service to customers. His time as a Sales Associate in multiple respected real estate agencies further developed his confidence, professionalism, prospecting skills, and ability to manage large number of homeowners, while also conducting market analysis and supporting marketing campaigns.pdf).
In his role at Smart Start and Investing for Doctors Financial Planning, Hayden supports Roger Wheelahan, Ashley Zimmerle and the rest of the team across a wide range of administrative and client service tasks. This includes client onboarding, document handling, managing workflow in Intelliflo CRM, coordinating appointments, supporting advice preparation, and ensuring a smooth, professional experience for every client throughout the financial planning process — responsibilities aligned with his position description in his employment contract.
Hayden has also commenced his formal studies to become a Financial Planner, taking the first steps toward building a long-term professional career in the financial advice industry. Supported by Smart Start’s and Investing for Doctors Financial Planning structured development pathway, he aims to progress into the Professional Year (PY) once he has gained the necessary qualifications and experience, as outlined in his career progression opportunities. His determination, coachability, and strong work ethic position him well for future advancement.
Outside of work, Hayden’s earlier roles in fitness and community environments highlight his friendly nature, teamwork, and commitment to helping others — qualities that align with Smart Start’s and Investing for Doctors Financial Planning values and contribute to a positive client experience.
Hayden is a dedicated and promising young professional with a bright future in financial planning. His genuine client focus, willingness to learn, and strong foundation in customer-facing roles make him an important and valued member of the Smart Start financial services and Investing for Doctors Financial Planning team.