After becoming disenchanted with the layers of fees within existing platforms and the restrictive control their centralised models exerted over advisers, in 2006 we set about building "Pluto" which has become one of Australia’s most powerful direct asset Portfolio Management solutions. Pluto is not a piece of software built (or bought) by investment bankers or brokers looking to flog another product to the financial advice industry. As far as we know, Pluto is the only application of its kind to be developed by actual advisers and accountants dealing in the daily issues of providing individual-HIN portfolios to clients. It has features that could only be developed by those encountering the myriad of daily issues over a long period of time. Our team members have backgrounds in Financial Advice, Funds Management, Accounting and Computer Programming. We have operated direct asset, Individually Managed Portfolios for over 20 years and have encountered all the issues associated with doing so. We have developed user-friendly solutions for these issues so that advice and stockbroker firms can easily manage direct asset portfolios. Importantly, as management own and control our software code, we are not beholden to third-party IT companies. This avoids the risk that we utilise another firm’s back-end software only for that firm to gain significantly larger and more demanding clients than us who force changes that are to our users’ detriment.