A decade spent on improving its wealth offering has seen Morgans become the most valued licensee by advisers, according to the CoreData annual licensee research.

The licensee satisfaction survey found 98 per cent of Morgans advisers were satisfied with their licensee, with Lifespan and Infocus tied in second place with scores of 90 per cent.

Overall, 79 per cent of advisers report being “satisfied” with their licensee, an increase from 74 per cent the year before.

Morgans celebrated its 40^th anniversary in 2022. Starting off as a stockbroking firm, it has since evolved into improving its holistic wealth offering.

“Certainly, a big part of our focus, really over the last 10 years, has been building out that offering for advisers to help with that,” Morgans chief executive and managing director James Macaulay tells Professional Planner.

CoreData consulting director Grahame Evans, who conducted the research and formerly lead GPS Wealth, says licensees don’t need to be the best in every category to make it to the top of the ratings and Morgans was strong across all main areas advisers valued.