About
Emerald Group Holdings
INTRODUCTION
The Emerald Group Holdings Story
Emerald Group Holdings is a purpose-built business ecosystem uniting best-in-class brands — including Business Advice Agency (BAA), Better Business Coach (BBC), EZFinance, Property360 Agency, Emerald Edge and Wiilson — into a single, holistic enterprise designed to transform how Australian professional services firms operate, compete, and grow. Together, we deliver strategic business coaching, compliance and risk management systems, finance solutions, strategic technology platforms, and operational support in ways no single provider has done before.
At the heart of this ecosystem is Phil Rice, an entrepreneur and business architect with deep experience in finance, advisory and business coaching — with a track record of building frameworks that solve real structural challenges in professional services. Phil’s approach stems from a clear vision: to create an integrated suite of capabilities that removes friction from business growth, embeds compliance and commercial intelligence into daily operations, and builds defensible value for clients and partners alike.
Business Advice Agency (BAA) acts as the strategic backbone of the group, delivering high-level advisory services, bespoke compliance solutions, and thought leadership across regulatory, commercial and operational risk. It champions industry-leading structural innovations like Property360 — designed not as a product, but as an operating model that embeds finance and compliance expertise directly into real-estate workflows — and is selectively rolled out to partners committed to systemic excellence.
Property360 Agency is a purpose-built operating model for real-estate professionals that embeds AML/CTF compliance, finance expertise, and transaction support directly into the agency workflow. Unlike software tools or referral arrangements, Property360 places a licensed finance professional alongside the property transaction — managing compliance, client verification, and finance outcomes in one structured process. This reduces regulatory risk, improves settlement certainty, and unlocks a new, defensible income stream without adding operational burden. Property360 is selectively deployed to aligned agencies and driven from the top down, ensuring consistency, accountability, and results regulators respect and businesses benefit from.
Better Business Coach (BBC) provides certified business coaching grounded in proven frameworks, tailored to mortgage brokers, real-estate principals and other service professionals seeking measurable results. BBC’s structured approach is informed by rigorous research and is delivered by Certified Professional Business Advisors (CPBAs), ensuring accountability and outcomes.
EZFinance is the Group’s licensed finance arm, offering comprehensive credit solutions across consumer, commercial and specialised lending. With access to an extensive lender panel and deep industry expertise, EZFinance ensures that clients receive finance outcomes aligned with their real objectives, not limited bank-centric solutions. EZFinance pilots finance broking initiatives like Emerald Edge, business coaching initiatives and Property360 "roll-out" to ensure appropriateness and "fit for purpose".
Emerald Edge is our next-generation technology platform — a white-label, AI-enabled business operating system that automates processes, drives lead generation and increases operational efficiency. It supports brokers and professional services firms with tools that grow revenue and reduce repetitive workload, enhancing client experience and business scalability.
Wiilson rounds out the group by providing a unique themed networking platform for all members of the entire community of SME's. It put's a different slant on Networking and building relationships. Subscription is totally FREE for ABN holders.
This collective — strategically integrated, commercially minded and selectively deployed — delivers a unique market proposition: a fully connected, risk-managed, revenue-enhancing, and compliance-aligned operating environment. We don’t just offer services; we embed capability into your business, ensuring excellence in execution and real, defensible outcomes that stand up to scrutiny and drive sustainable growth.
Meet the team
Meet PHIL RICE.
Phil is the Founder of Property360 Agency, an ACL Holder, a Finance Industry veteran of over 29 years, owned a variety of businesses including 2 current brokerages, CEO of the Business Advice Agency and Better Business Coach, a Certified Professional Business Advisor (CPBA) and visionary behind Property360 and Emerald Edge. It's Phil's unwavering VISION to provide effective platforms to help business owners drive and scale a more profitable business through education and access to leading Ai driven tools! Through Better Business Coach, Phil has developed a bespoke Business course for mortgage brokers and was engaged by the Industry Body FBAA to deliver the course to new to industry brokers.
Phil is surrounded by business experts, from different fields, within the BAA group. These experts bring different perspectives and experience to the overall Group experience. Below, are some of the key experts/executives who contribute to SME's success within the Emerald Group community.
Meet TRISH JOHNSON.
With more than 30 years’ experience in the real estate industry, predominantly as a principal across both independent and franchise models, Trish has an in-depth understanding of the challenges, rewards, and realities of running a small business with employees and partners.
Like many industry stalwarts, Trish has continuously adapted her business practices, knowledge, and professionalism to meet legislative, technological, and economic change. This commitment to evolution has been a defining feature of her career.
For over 20 years, Trish has also been an accredited trainer and assessor, ensuring her training content remains current, practical, and relevant, while always grounded in real-world, on-the-ground experience.
Deeply immersed in industry involvement throughout her career, Trish has served at industry body board level and contributed to industry judging panels, government advisory groups, and district court industry representations.
More recently, the introduction of AML/CTF compliance has added another layer of legislative responsibility for the real estate sector. While not unfamiliar territory for an industry well-versed in adaptation, it does require focus, education, and practical implementation. Trish’s decision to advocate for and support Property 360’s unique model is driven by its ability to not only address compliance requirements, but also deliver an additional income stream that directly benefits real estate agencies’ bottom line across Australia. This represents meaningful progress and positive change that Trish is proud to be part of.
Meet NOEL CURRIE.
Noel Currie is a senior business sales specialist, licensed real estate professional, and executive business coach with over 30 years’ experience advising business owners across Australia. He is widely recognised for his depth of expertise in business brokerage, commercial and residential real estate, exit planning, and strategic negotiation.
As Founder of Australian Business Sales Corporation, Noel pioneered digital-first business sales marketing in Australia, building one of the country’s largest networks of niche business-for-sale platforms. His early adoption of SEO, digital portfolio management, and online buyer targeting positioned him at the forefront of technology-enabled deal execution long before it became industry standard. He has personally facilitated more than 500 business transactions across diverse sectors.
Noel currently serves as General Manager of both Business Advice Agency and Better Business Coach, where he provides high-level advisory and coaching services to SME owners, focusing on growth strategy, succession planning, and value maximisation. His approach is practical, data-driven, and outcomes-focused.
Fully licensed in NSW and Queensland, Noel is a Fellow of the Australian Institute of Business Brokers, a Certified Practicing Business Advisor, and an Accredited Exit & Succession Planner. He is regarded as a trusted, ethical, and commercially astute advisor who combines traditional deal-making expertise with modern technology and systems-led thinking.
JOE CICALA
BBC Divisional General Manager, Seasoned & Certified Professional Business Coach/Advisor
SUSAN SHEEHAN
Executive Business Coach to the Stars! Mindset & Motivation Guru.
TONY MANTO
Nationally recognised, Sales Trainer & business growth expert.
KRIS ZELKAS
Award winning marketing expert and marketing coach.
Property360 Agency is part of Emerald Group Holdings, an Australian professional services group founded by Phil Rice, focused on compliance-aligned growth, income preservation, and enterprise value creation in regulated service industries.