What are we about?


Leda Financial Advice Ltd is simply about getting people who need financial advice the help they need. 

We've recognised there are a huge number of people who need financial advice and don't know where to seek it, or feel that they can't afford it. Leda was established to provide low cost and pro bono financial advice to people in financial hardship, low income earners, or those with low financial literacy

This advice is provided by an experienced, professional and qualified financial advice practice. 


Founding Director

Michael Ward, Founding Director

Our founding director Michael Ward has over 18 years experience in financial services and over 12 years experience as a licensed financial adviser. The Global Financial Crisis following 2007 had a fundamental impact on Michael's approach to the financial advice he provides clients. His focus is to provide advice and strategies that reach a clients goals with minimal risk, the greatest degree of probability and in the most efficient manner possible. Michael has a Masters of Financial Planning, Graduate Certificate in Applied Finance and is a member of the Association of Financial Advisers (AFA) Australia and the Financial Planning Association (FPA) Australia. 


Client Services Officer

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Gemma has been working in Financial Services both in the UK and in Australia since graduating from University with a Bachelor (Honors) of Business studies and Economics 16 years ago.

Having spent the majority of her career in Private Banking, Gemma obtained her Advanced Diploma in Financial Planning in 2014 and followed her passion to provide personal Financial Advice to clients determined to help make a real difference in their financial future.

Gemma has just returned from maternity leave and is assisting Michael and his clients part time while she is studying for her Masters in Financial Planning and looks forward to moving back into an adviser role again soon. 

"I have had the pleasure of meeting Gemma on financial services. She is a delight and very easy to relate to." Debra (Leda Client) 


Administration Officer

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Connor is completing his Bachelor of Business, Majoring in Finance at Edith Cowan University where he is also the President of the Finance and Accounting Society. Connor is a highly motivated and caring individual who is looking forward to a career in Financial Planning. Connor is also involved with the FPA as a Student Ambassador and has been responsible for actively engaging students in financial planning. 


Practice Manager

Laura Leda

Laura is the Practice Manager for Leda Financial Advice Ltd in addition to sitting on its Board as a Director. Laura has been a practice manager in Financial Planning for over three years and her ability to implement strict systems and processes is a key to the practices success.