Puzzle Financial Advice Pty Ltd - About us

Mission Statement:

Our broader mission is to help you (and your family) to maintain and achieve financial security for the rest of your life through intelligent investing, robust estate planning & minimising tax.

But right at the moment, our key focus is helping clients to navigate the riskiest period for Australian investors since 1900.

About us

Puzzle Financial Advice Pty Ltd is a family-owned business. The Principal is Bruce Baker who is currently the sole advisor in the practice.

Qualifications of the Principal:

  • In 1972 in year 12 at high school, Bruce topped his year in Mathematics and was very highly placed in the state. This has relevance simply because it reflects very high numeracy, which is consistent with the very detailed & analytic approach Bruce takes when preparing investment & financial planning strategies for clients. Numeracy is a great strength for someone seeking to understand investment markets.
  • Bachelor of Science (Statistics, Computer Science). This statistics background has been of great value when analysing long-term (eg 200-year) data about investment markets, in search for insights into future investment risks & opportunities.
  • Master of Business Administration (Macquarie)
  • Diploma of Financial Planning. In the DFP, Bruce was 1994 Australian Dux of Advanced Investment Planning.


  • The principal, Bruce Baker has been providing investment advice and financial planning services since 1993. In 1996, Bruce gained his owned securities dealers licence (the precursor to an Australian Financial Services Licence) and formed Puzzle Financial Advice.

    Professional Recognition:

  • Bruce has served during 1996-1998 year on the FPA Queensland Practitioner Committee, which was charged with helping to monitor & raise the standards for professional financial planners.
  • During 1998, Bruce was elected by his professional colleagues to serve on the FPA Queensland State Council.
  • Bruce was one of two representatives for Queensland, representing Queensland dealers in the FPA's National Principals Representative Forum for the two years to March 2006.
  • Bruce is a Certified Financial Planner (CFP).
  • From April 2002 to October 2003, Bruce was the inaugural president of the Boutique Financial Planning Principals Group Inc, (BFPPG, now renamed the BFP) the association of independently-owned boutique financial planning firms, licenced through the Australian Securities & Investments Commission. In this capacity, Bruce co-ordinated the interaction between BFPPG and ASIC (and the government) during the introduction of the Financial Services Reform Act. Bruce continued to be the ASIC and government liaison point for BFPPG Inc until September 2009. The BFPPG is a national association of dealers with over 75 independently-owned dealer members as at November 2009.
  • Bruce was also director of the Australian Investors Association (AIA) between April 2002 to October 2003. The AIA is a thoroughly worthwhile self-help organisation that I would recommend to any person interested in acquiring more knowledge about the key issues you need with deal with in managing your financial affairs: Investing, superannuation, tax, estate planning. That is why I have been happy to present at AIA seminars an conferences on and off over the last 20 years. The AIA and its members generally have a relatively healthy skepticism about the practices of many financial planners. Fair enough though - it is up to individual planners and their AFS licencees to gain the respect and trust of consumers.


  • There is a “tendency of capitalism to grave instability”. In “The Economy Since The Wars”, John Kenneth Galbraith notes that “built into the systems are recurrent episodes of devastation”. Kerr Neilson 12/4/00 also reports George Soros‘s view “that markets are inherently unstable.”