About
Generous You is Australia’s first dedicated education hub helping financial advisers, accountants and lawyers to make structured giving a standard part of client advice.
We turn “curiosity into confidence” with practical education, tools and support so you can guide your clients through structured giving conversations that will increase engagement and retention, access a growing market of clients, and grow your practice.
And we do it at no costs to advisors.
Our story
Generous You was born from a simple but sobering realisation: advisors had a genuine desire to help their clients to give well, but many didn’t feel equipped to do so. As a result, strategic giving conversations were often deferred, softened or avoided altogether. That recognition of the silent gap sparked the creation of Generous You.
Across Australia, unprecedented wealth is moving between generations. Yet, independent research reveals that while 84% of clients want to talk about structured giving, just 40% of advisers discuss the topic with them. The system relies on specialists at the margins rather than empowering trusted advisers already at the centre of financial decision-making.
Without practical education, clear frameworks and simple tools, conversations about giving will remain episodic rather than strategic. This means missed opportunities to more deeply engage, to retain clients and to build lasting giving legacies at the moment when planning decisions are made.
Our vision is to change that by providing professional education and to help unlock more than $1 billion in new philanthropic capital by 2030. We aim to transform quiet generosity into confident action while embedding giving into the fabric of professional practice.
The problem we're solving
Australia’s wealth transfer
An astonishing $3.5 trillion is expected to change hands by 2050, with more than $1.6 trillion projected by 2030 alone. At the same time, research consistently shows that clients - particularly next-generation inheritors and women - are increasingly seeking advice that reflects their values, not just their financial goals.
They’re seeking conversations about impact, legacy and purpose that are woven into financial planning. Yet structured philanthropy remains under-represented in mainstream adviser education and accreditation pathways.
Despite this growing client demand, philanthropy training for advisers is fragmented, specialist-led and often product-adjacent. There is no widely-accessible, independent, no-sales education pathway that empowers advisers with the practical language, frameworks and confidence to initiate structured giving conversations. It’s clear that advisers who cannot confidently discuss structured giving risk falling behind.
Generous You exists to close that gap: by equipping trusted advisers to meet this moment with clarity, competence and confidence.
How we're different
Generous You is built on a simple principle: education without agenda. We exist to strengthen the confidence and capability of advisers - not to distribute products, promote structures or compete for clients. Our success is measured by one thing only: your ability to confidently integrate structured philanthropy into client advice.
Independent by design - No products to sell
Generous You does not promote financial products, foundations or giving vehicles. We provide unbiased education and practical frameworks so professionals can assess all options objectively and act in their clients’ best interests. There is no conflict of interest, no hidden distribution model, just capability building.
Practitioner-designed, expert-led
Our programs are developed by professionals who understand the realities of client conversations, compliance environments and commercial pressures. We connect structured giving expertise with day-to-day advisory practice, ensuring what we teach is usable, relevant and grounded in real-world scenarios.
Practical support at every level
We equip advisers at every stage of their structured giving journey, from foundational education to implementation tools, conversation guides and peer support. We move beyond theory to application, so you leave not just informed, but confident.
Our service is highly valuable yet provided at no cost to professional advisers because our intent is for our operations to be fully funded by philanthropic contributors for five years.
Our vision
Five years from now, Generous You will have helped shift philanthropy from the margins to the mainstream of professional advice. Structured giving* will no longer be a specialist add-on, nor an awkward afterthought. It will be a normal part of wealth conversations. Our goal is clear: embed structured giving capability into the professional advice ecosystem so that generosity is activated at scale.
By 2030, our measurable ambition is bold: unlock more than $1 billion in new structured philanthropic capital, support thousands of professionals to confidently initiate giving conversations, and contribute to a cultural shift where purpose and capital move together. That is the future we are building and we invite you to be part of the movement shaping it.
*Structured giving: Private Ancillary Funds, Public Ancillary Funds, Testamentary Trusts, Legacy Trusts, Bequests.
Our values
At Generous You, our values shape how we lead, teach and partner. They define our culture and ensure we remain trusted, transparent and purposeful in everything we build.
Expert
Confidence comes from competence. We are grounded in deep sector knowledge, ongoing research and practitioner insight across advice, law, accounting and philanthropy. We maintain our expertise through continuous engagement with industry bodies, evolving regulation, sector data and lived professional experience, so our education remains current, credible and relevant.
Collaborative
We believe in community and collaboration over competition. Systems change requires partnership: with advisers, associations, licensees and sector leaders. We work within the ecosystem rather than positioning ourselves above it, fostering shared progress that benefits professionals, clients and charities alike.
Innovative
We challenge the status quo that keeps philanthropy at the margins of advice. Rather than accepting “this is how it’s always been done,” we design fresh, practical frameworks that make structured giving accessible and normal. Innovation for us means simplifying complexity, reframing conversations and building new pathways.
Supportive
We meet professionals exactly where they are, whether they are philanthropy-curious or ready to implement structured strategies. There is no judgement and no assumption of prior expertise. Our role is to build confidence step by step, providing tools, language and reassurance so advisers feel equipped, not overwhelmed.
Energetic
We bring enthusiasm and optimism to our mission. Generosity is a powerful force and we believe activating it should feel purposeful and energising. Our commitment is not passive. We are driven by the conviction that embedding structured giving into professional practice can transform communities at scale.
Join the movement
Join our launch list to get early access to programs, exclusive founding member benefits, and updates as we build Australia's first dedicated structured giving education hub for professional advisers.
Our team
Generous You is a registered charity with the the Australian Charities and Not-for-profits Commission (ACNC). Our board reflects strong governance capability across financial services, education and philanthropy.
Martin Mulcare
Chairman and Non-Executive Director
Martin is an experienced financial services executive and non-executive director with more than 25 years’ experience in the industry. He currently serves as Chairman of the Board Risk Committee of SSCOR Global Life Australia, Chairman of The Growth Project, and Principal of Mulcare Professional Services
Catherine Brookes
Non-Executive Director
Catherine is Founder and CEO of Equitable Philanthropy. With over two decades of experience, she has a reputation for empowering leaders, transforming organisations, and driving impact. Her work spans a wide range of sectors including education, health, disability, arts, social services and community development, giving her deep insight into the challenges and opportunities facing non-profit organisations and funders.
Dan Wortley
CEO and Executive Director
Dan Wortley is an education leader, entrepreneur and innovation-driven executive with more than 20 years’ experience across Australia and the UK. He has founded and led multiple education ventures, built high-performing teams and designed programs that blend commercial rigour with meaningful social impact. With deep expertise in adult learning, governance and systems change, Dan translates complex ideas into practical action. As the leader of Generous You, he is driving a national movement to embed structured giving into everyday professional advice.