What "vetted" means on geelong.pro

The 7-point check

Before a firm appears in the directory, editorial verifies seven things: (1) the entity exists at ASIC and trading status is active; (2) the principal practitioner holds the credentials they claim — Law Institute of Victoria membership for lawyers, CPA / CA registration for accountants, AHPRA where relevant; (3) the firm has been trading for at least 18 months; (4) the business address is a real address — not a virtual office unless the firm operates remotely as a deliberate choice; (5) the website resolves to the same legal entity; (6) at least one public review trail exists across Google, LinkedIn, or industry directories; (7) no current adverse regulatory notices in the public record.

Why firms fail

Three patterns account for the majority of rejections. First: credentials claimed but not held — a "consultant" who has actually let their accreditation lapse, a "principal" who is technically an employee of an unrelated parent firm. We catch most of these by cross-checking the relevant register before approval.

Second: shell-like presence — registered entity, working website, but no evidence of any actual client engagements. We are not gatekeeping success; we are gatekeeping reality.

Third: misaligned brand — a firm that markets one set of services on its website but actually operates as something else (most commonly a lead-generation operation). The Briefing's readers are time-poor; they need to trust that the listing matches the reality.

What this means for members

Member firms get a one-line "Vetted by editorial" badge under their profile name. That badge is not a quality ranking — it is a statement of fact: someone with a name and a contact address has personally verified the seven points above. Quality you judge for yourself.

Vetting is re-run annually for active members and immediately on any reader-flagged change. If a firm's credentials lapse, the badge comes down within seven days.