Wealth Intelligence

First Samuel again ranked best in Australia

First Samuel again ranked best in Australia

First Samuel’s Net Promoter Score also places it in the top 2% globally 

First Samuel has again been rated by its clients as the best in Australia for client satisfaction and loyalty.  The ranking also places the company in the top 2% in the world. 

According to its 2018 annual client survey, First Samuel’s clients gave it a Net Promoter Score® (NPS) of 79.  (NPS is a widely adopted measure of customer satisfaction and loyalty. A company’s NPS can range from -100 to +100).  According to NPS Benchmarks,  First Samuel now has the highest NPS in Australia.

“To be again ranked the best in Australia for advocacy by clients is more than just a measure of our clients' satisfaction with us.  It reflects their desire to proactively recommend us.” said Anthony Starkins, Founder and Executive Director of First Samuel.  “Our clients manifestly value our unrelenting focus on meeting their needs.  As well as our mantra to always place their interests above our own.  That message rang a clear bell in a year in which major superannuation and investment providers did not.”

NPS 2018 historical data

“It is not trite to say that ‘everything matters’.  Because to our clients, everything does matter.”

“Importantly, our NPS for the last 8 years has averaged over 60, which shows the consistency of our service,” Starkins said.  

First Samuel’s score is up there with the world’s best.  “Our score of 79 would place us in the top 2% in the world”, according to Starkins. 

NPS 2018 brands data 2

“Whilst these brands are in different industries, the compelling message is that a company that delivers service and reputation will have it's client actively advocating for it.”

First Samuel Limited is a Melbourne-based boutique wealth management company, founded in 1999.  It manages over $0.7 billion of investments for a small number of high worth individuals and their families.  It provides an integrated service of personal financial advice, individual portfolio management and tailored administration.  It has an outstanding investment performance track record and was the first company to actively campaign for the abolition of commissions in the industry.  It has clients throughout Australia and overseas.


  1. Net Promoter Score® is a customer loyalty metric developed by (and is a registered trademark of) Fred Reichheld, Bain & Company, and Satmetrix. It was introduced by Reichheld in his 2003 Harvard Business Review article "One Number You Need to Grow". 
  2. Advocacy is measured on a scale of 1 to 10, with 1 being 'very unlikely' to recommend and 10 being 'very likely' to recommend. NPS® is calculated by subtracting the percentage of 'Detractors' (score 1-6) from the percentage of 'Promoters' (score 9-10).
  3. NPS is now widely used in Australia, including the major banks and financial companies.  According to NPS Benchmarks, CBA had an NPS of 4, NAB of -14, Westpac of -15 and ANZ of -13.
  4. NPS Benchmarks’ database is of 13,639 companies; many of them small.  First Samuel ranks 219th, placing it in the top 2% globally.  See www.npsbenchmarks.com.