Our Purpose is to help you build trust in your insurance and financial services company.

Our Mission is to go beyond compliance to aid organisations to be “fair” in the eyes and experience of customers, regulators and the community.

A unique ability to assess fairness. Enabling organisations to be:

Inherently trusted by communities.

A leading example of a values-led culture model.

Adopters of a systematic approach to fairness based upon external data.

Leading the way from compliance with black letter law to community expectations of fairness.


A deep understanding of the financial services industry including regulations and operations.

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A deep understanding of values-led organisations through purpose, leadership and culture.

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CertFair delivers combined capability to go beyond compliance in creating fair values-led compliance systems and practices.

Meet the team.

Paul Muir
Paul MuirCo-Founder
Paul Muir brings over 35 years experience in the Insurance Industry and has a passion for implementing customer focused solutions as well as assisting to strategically solve complex insurance compliance and governance problems and pain points.

Throughout his corporate career Paul has fostered a deep understanding of customer needs balanced against compliance with regulatory obligations and good Corporate governance. Paul can readily identify the gap and conflict between meeting regulatory obligations and customer strategy and he is dedicated to ensuring that organisations develop solutions that can meet both objectives.

Paul launched Compliance Advocacy Solutions when the opportunity to step out of his Executive Management Role with Suncorp arose; allowing him to pursue his true passion and purpose which is to make a genuine difference in the lives of others.

Paul has a strong network of connections to draw upon to enable him to provide meaningful insights to clients. Paul regularly engages industry leaders, regulators, consumer advocate groups and technology innovators, to ensure he remains relevant and across all emerging issues. Paul has been engaged by industry media and others to provide his insights on the impact of the 76 Royal Commission recommendations.

Paul holds a Bachelor of Laws (Honours), Diploma of Management and is a Member of the Australian Institute of Company Directors. He is passionate about diversity and inclusivity, and has a close relationship with Wheelchair Sports NSW as a volunteer and fundraiser – raising over $50,000 in the last 2 years.

Financial services
Risk and compliance
Regulatory affairs
Risk culture
Consumer advocacy
Tony Bonney
Tony BonneyCo-Founder
I co-create adaptive cultures and commercial differentiation with our clients through the systemic application of their values and purpose.

It’s great work to be doing and I love it.

But my career was not always so enjoyable. I’d been in customer and team engagement for 35 years. Firstly as an agent for some of Australia’s largest names in music and then for 20 years operating a customer engagement and experiential agency that worked globally. But it’s in the last 5 it really came together.

It was when I noticed I was trying to have “the most right” idea in meetings, scoring the “smart points”. I didn’t feel I was operating with integrity. By “being right”, I was simply being wrong. It wasn’t OK for anyone.

By reconnecting with my personal purpose; as a generous connector of people, ideas, businesses and opportunity. I needed to once again be the safe place for ideas to be explored and loved, not judged. I needed to use my experience for curiosity, not answers. I had to be trusted to be safe, not right. This realisation is when it all turned around for me.

It started with trust. In response I created Grow. On Purpose.

In the same way purpose has given me trust, focus and differentiation, every day I enable businesses to thrive by weaving their purpose into their systems. Purpose delivers for every business. Helping them be loved by their shareholders, teams and customers and envied by their competitors.

Yes, I love my work.

Organisational purpose systems
Purpose-led culture and leadership systems
Organisational values and ethos
Ethical intelligence
Customer and team engagement
Australian Imperative partner
Accredited Leadership Circle consultant

Our Purpose is to help you build trust in your insurance and financial services company. 

Our Mission is to go beyond compliance to aid organisations to be “fair” in the eyes and experience of customers, regulators and the community.