About Us
Protection First, Always
We are a specialist insurance advisory practice focused on one thing — protecting what matters most to you: your family, your income, and your business.
Our Story
From Generic Cover to Strategic Protection
Our practice was built on a clear gap in the industry: too many people rely on generic insurance policies that don’t truly reflect their real-life risks.
We saw business owners, professionals, and families holding cover that looked sufficient on paper — but failed when structure, tax implications, or real-world scenarios were considered.
So we built a practice dedicated to doing things properly.
Not selling policies.
Not comparing quotes.
But delivering structured, tailored insurance advice designed around your actual situation.
Not comparing quotes.
But delivering structured, tailored insurance advice designed around your actual situation.
Because insurance isn’t just about having cover — it’s about having the right cover, structured the right way.
Our Values
Clarity. Structure. Protection.
Three principles that guide every recommendation we make.
Clarity
We help you understand your true risk position. No jargon, no guesswork — just clear insights into where you stand and what needs attention.
Structure
Where and how your insurance is set up matters. We design strategies that align with your tax position, business structure, and long-term goals.
Protection
Everything we do is focused on safeguarding what matters most — your income, your loved ones, and the business you’ve worked hard to build.
How We Work
Strategic, Not Transactional
We don’t treat insurance as a product — we treat it as part of your broader financial structure.
Our process begins with a full assessment of your situation, including your income streams, debts, tax position, and business structure. From there, we identify gaps, inefficiencies, and risks that off-the-shelf solutions miss.
We then design and implement a tailored strategy — ensuring your cover is not only appropriate, but optimised.
And when it matters most, we stand beside you.
From structuring your policies to advocating during claims, we provide ongoing support as your circumstances evolve — because your protection strategy should grow with you.
The Advisory Difference
Specialists in Risk — Nothing Else
We are not a financial planning firm.
We are not a comparison website.
We are a dedicated insurance advisory practice focused purely on risk protection.
This means:
- Every recommendation is built around protection strategy — not product sales
- Every structure is designed with tax, ownership, and long-term outcomes in mind
- Every client relationship is ongoing, not transactional
Our People
Meet the Team
Experienced advisers focused on delivering structured protection with clarity and precision.
Jim Mills
Principal Adviser & Founder
ASIC Adviser No. 416822
Jim founded Merit with a vision for tax-smart, client-first financial advice. With deep expertise in wealth creation and strategic planning, he leads the practice with energy and purpose.
Sarah Mills
Financial Adviser & Principal
ASIC Adviser No. 378390
Sarah brings both advisory expertise and operational excellence to Merit. She ensures every client receives exceptional service and strategic advice tailored to their life stage.
Tyron Mitchell
Personal Insurance Specialist
Tyron has over 15 years of experience across Financial Planning, Banking, and Insurance. With a background as a Financial Planner and Home Loan Manager, he helps clients clearly understand their insurance options while ensuring a smooth and efficient process with our business partners.
Henry Wilden
Insurance Solutions Manager,
Merit Insurance
Merit Insurance
Henry ensures clients have the right levels of insurance cover through education and annual reviews, leading the Merit Insurance partnership.