Company Profile

Principle Advisory Services was established in 2001 to meet the need for global private markets investment from the large and growing Australian pension fund sector. The team today is led by Ken Licence and comprises senior professionals with experience in funds management and private markets investing, as well as consulting.

Principle acts for Australian and international investment managers and advisors to help them establish and manage working relationships with Australasian institutional investors and family offices. The firm specialises in the alternatives asset classes, with a particular focus on private equity, infrastructure and hedge funds. Principle investment manager clients consist of individual fund managers and specialist funds-of-funds. Its advisor clients are specialist discretionary and non-discretionary asset consultants.

Principle holds an Australian Financial Services Licence (AFSL No. 418198) and is regulated by the Australian Securities and Investment Commission. Principle operates in accordance with a Code of Conduct.

The Principle philosophy

In the work that Principle does for investment managers, investor needs always come first. Investors should demand that Principle provides access to the very best investment managers, while respecting their requirements, decision-making processes, and preferences. Importantly, Principle will advocate investor interests to the investment manager or advisor for the life of an investment.

We strongly believe that: "Principle has a place in the Australian investment management industry for only so long as it continues to add value. That means we need to be vigilant about making sure our clients align their interests with investors' and that the Principle team helps our clients interface with investors as efficiently as possible."

The Principle value proposition

Principle prides itself on the breadth of its global network and the high quality of the investment managers and advisors that it works with. Indeed, many Principle clients are subject to limited investment capacity, highly sought after, and constrained in the degree of access they can provide investors. In addition to established firms with long top-tier track records, Principle has represented excellent managers early in their development, before they have won broad institutional support.


Principle has advised a broad range of private markets investment managers and advisors. These include some of the world's largest buyout firms to smaller boutiques and start-ups.

Principle is selective in the placement mandates that it will accept and tends to work on about five placement assignments in any year. Given that it takes time to develop meaningful investor relationships, Principle works with its clients on the basis of an ongoing partnership and does not generally undertake one-off capital raisings.

Example of Former and Current Clients