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About Us


Meet The Team

Perth’s West End Group is a self-licensed boutique advisory firm, with over 50 years experience, offering the services of a large company, with the care and personalised service of a small business.

While we draw on the knowledge of the best analysts and research in the business, you don’t have to waste time and energy communicating with a wide range of experts. Instead, your personal adviser is your single point of contact for the long term, to help you and your family take charge of your financial future.

Rob Chester

B Com, A Dip Bus (Acc), Dip FP

Managing Director and Senior Financial Planner

Rob is an experienced wealth management adviser with a long and successful career in the financial services industry.

After starting his financial planning career with one of the big four banks 20 years ago, Rob quickly moved up the ranks to the role of senior financial planner.

Later, he spread his wings to grow an existing financial services business that eventually merged with Australian company Findex. As a shareholder and senior partner of Findex, Rob was actively involved in the growth of the company from seven offices to more than 110 in Australia and New Zealand.

While he enjoyed building up his skills within a large company, Rob missed the more personalised approach of a smaller firm and purchased West End becoming a shareholder and managing director in 2019.

A member of the Financial Planning Association of Australia, Rob is a highly motivated and ethical finance professional with a strong technical ability in complex strategies including trusts and multiple entities. He also has a strong background in a wide range of investment options, taxation strategies, lifestyle projections and estate planning.

Cara McCarthy

Dip FP

Practice Manager

Cara has a wealth of experience working for a diverse range of industries and has been part of the financial services industry for almost a decade. Since 2015, Cara has also been overseeing the provision of financial services at West End and is active in fostering a strong compliance culture and customer focus within the business.

She has extensive understanding of financial markets, and the regulatory arrangements pertaining to those markets, along with the associated legal documentation and development of distribution channels.

Cara, who believes customer service is at the heart of any good financial business, is largely responsible for ensuring the administration of client accounts, advice provisions and general operational requirements are fulfilled.