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 — and 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.

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.