As the Partners in Wellbeing Small Business Financial Counselling (PIW) program concludes on June 30, 2025, it leaves behind a profound legacy of impact, innovation, and advocacy in support of Victorian small businesses navigating financial hardship.
Launched in September 2020 at the height of the COVID-19 pandemic, the PIW program was an Australian-first initiative providing dedicated specialist financial counselling with extended casework, tailored specifically to the unique needs of all small business owners. From humble beginnings with just three staff members, the program swiftly expanded in response to overwhelming community need, growing to a team of 14 within its first year.
Together, this experienced team brought more than 100 years of combined financial counselling expertise to the table. From insolvency specialists and gambling harm experts to advocates for financial abuse victims and professionals with deep policy experience, the PIW team offered a multifaceted, compassionate, and strategic approach to small business financial counselling. Their client-centric ethos ensured that every case was treated not just as a business issue, but as a deeply personal one.
Over nearly five years, the PIW team supported close to 2,500 small business owners. These were not just businesses—they were individuals, families, and communities affected by crises such as the pandemic, natural disasters, and escalating debt. Two-thirds of the businesses assisted were sole traders, and many of the clients were facing poor mental health, family violence, or major life disruptions. Nearly half were struggling with tax debts, while many others were entangled in complex financial issues including unregulated commercial lending and coercive control in business structures.
The program’s impact extended well beyond individual casework. The PIW team identified and addressed systemic issues that had long been overlooked. They uncovered consistent patterns of mistreatment in post-disaster insurance claims, shed light on how adults using family violence weaponised small businesses in perpetrating abuse, and addressed harmful tax practices. These insights didn’t stay in the shadows—the PIW team used them to advocate for change.
Working closely with peak bodies, regulators, government, and financial institutions, the team influenced policy and service delivery at the highest levels. Their work contributed to the development of the Financial Counselling Victoria Small Business Financial Counselling Scope of Practice, helped shape training programs for other financial counsellors, and even contributed to the creation of a dedicated ATO Helpline for financial counsellors.
The PIW team was also a powerful force in systemic advocacy. They provided expert contributions to government inquiries, worked with the media to spotlight financial abuse in business, and collaborated with partners across the sector to push for reform in areas such as insurance, business lending, and hardship response. Their ability to both support individuals and drive structural change is a remarkable achievement.
Yet some of their most meaningful accomplishments are harder to quantify: normalising help-seeking behaviours in often-isolated business owners, particularly men; improving community wellbeing; and creating space for individuals to recover their dignity after a financial crisis. They’ve laid the groundwork for future service delivery models that recognise small business owners not just as economic actors, but as people navigating complex, deeply personal financial terrain.
As the program ends, its influence continues. The resources developed, the sector capacity built, and the systemic changes initiated by this team will endure. Their work has shown that small businesses are not just the backbone of the economy—they are the beating heart of communities, deserving of protection, support, and respect.
The closure of the Partners in Wellbeing Small Business Financial Counselling program marks the end of a chapter, but its legacy is lasting. For the thousands of lives touched and the countless more who will benefit from the systemic changes it inspired, the impact of this program will be felt for years to come.
To every member of the PIW team, past and present: your passion and tenacity have made a lasting difference. Thank you for standing beside Victorian small businesses in their toughest moments and helping pave the way toward a more just and supportive financial future.