About our firm

KeyPlay Financial Services is a locally owned business based in Ballarat in Victoria.

At KeyPlay our promise is to provide clients with qualified, honest and caring advice and we do not compromise on that. We pride ourselves on presenting practical and realistic solutions to our clients and importantly deliver our advice in words that we can all understand.

KeyPlay Financial Services promises to provide clients with qualified, honest and caring advice and we do not compromise on that.

We specialise in the areas of Pre and Post Retirement, Centrelink (which can be a maze), Aged Care, divorce or separation, and Superannuation/Investment/Insurance matters (all which can be confusing and difficult to understand).

At KeyPlay we view the Retirement, Centrelink and Aged Care sectors as the crucial areas facing Australians in this early part of the 21stCentury and importantly we have BOTH the experience and the qualifications to help clients.

We also help businesses by working with them to provide advice to their older employees around possible options including transition to retirement and Centrelink payments and concessions.

Our business is a long established one and is supported by the vast resources of Hillross Financial Services and the AMP. Hillross ensures our conduct, systems, technical knowledge and advice are accurate, up to date and compliant, which, especially these days, is important for our clients to know.

Tony White

Tony White

Practice Principal

Tony has been a Financial Planner since 1991 and has worked in the banking and financial services industries since commencing his working life in 1981. He is an Authorised Representative of Hillross Financial Services Limited and has been licensed with Hillross since 2003. He specialises in helping people with retirement, Centrelink, Aged Care and superannuation matters.


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Tony is a Certified Financial Planner (CFP®) with the Financial Planning Association (FPA) – (since 2000) – and holds a Diploma of Financial Planning from Deakin University (gained in 1993). In addition he holds a Graduate Certificate of Commerce gained from Deakin University in 2012 and also holds a Diploma of Finance and Mortgage Broking Management from IntelliTrain Pty Ltd gained in 2013. He is also an Accredited Aged Care Professional – gained from Aged Care Steps in 2016 and is an accredited Financial Adviser on the BUPA Aged Care Financial Guidance Panel. Tony is a CFP® member of the Financial Planning Association (FPA) and is a full member of the Mortgage & Finance Association of Australia (MFAA). He is also an approved MFAA Credit Adviser with the MFAA and is endorsed by ACTU Member Connect to give advice to union members. Tony is an Honorary Justice of the Peace in the state of Victoria and is a member of the Royal Victorian Association of Honorary Justices. Tony purchased the business in 2003 and explains matters in words that “we can all understand”. With the support of his team, Tony provides qualified, honest and caring advice.
Laura Dwyer

Laura Dwyer

Office Administrator

Laura joined KeyPlay in May 2016 after 7 years with IBM based at the Ballarat Technology Park.

She is an enthusiastic and responsible self starter and will likely be the first person you speak to when you contact KeyPlay.



Laura helps clients with general queries and will support Tony, Rob and Lindsay with the preparation of reports and statements.  She is also adept with the Centrelink online system and helps to keep our clients’ records up to date with them, which is most important.

In her spare time, Laura is an accredited AFL Goldfields Trainer with North Ballarat City Senior Football Club.

Wendy Jenkins

Wendy Jenkins

Client Services

Wendy commenced with KeyPlay in May 2012 after working in a client services role with a local accounting firm.

She is a valuable member of the KeyPlay office team and has increased her responsibilities markedly since joining us.

Wendy is responsible for the preparation of Review Reports for our clients and also ensures that relevant research information is kept up to date and current.


Recently introduced Federal legislation for businesses like ours, has seen the requirement for extra paperwork to be provided to clients, in addition to what they already received. Wendy has taken on the bulk of this extra workload and makes sure that our KeyPlay clients are up to date with all necessary paperwork at the appropriate times. In her spare time Wendy enjoys riding and showing quarter horses and travels to shows across the country to compete.