Surefire Empire Philosophy
We exist to educate — not to sell you products, manage your money, or keep you dependent on an adviser.
Our philosophy is simple: take control through knowledge, discipline, and self-sufficiency.
Serving New Zealand and Australia. Built for people ready to think for themselves.
Our Vision
To empower individuals worldwide to break free from the broken traditional financial system through disciplined self-education, achieving unbreakable self-custody, true self-sufficiency, and enduring generational wealth — choosing discipline over regret, sovereignty over dependence, and mastery over mediocrity.
Core Principle
There are only two paths in life: the one that requires consistent effort and the one that ends in regret. Choosing the harder road now — the daily work, the discomfort, the refusal to outsource your decisions — costs far less than the weight of looking back and wishing you had acted. At Surefire Empire we choose the path of clarity, control, and self-directed action every time, because that is the surest route to freedom, growth, and a lasting legacy.
The Old System is Broken Beyond Repair!
The traditional path — blind trust in institutions, intermediaries, and “set and forget” products — has failed too many ordinary people. Continuing to rely on outdated practices can produce mediocrity at best, or quiet financial erosion at worst.
Trust has eroded for good reasons: institutions prioritise their profits, currency purchasing power is under pressure, and advice models are often tangled with product incentives rather than pure education. Approaches rooted in yesterday’s rules do not automatically serve tomorrow’s realities.
We do not attack individuals. We challenge a system that too often leaves hardworking people paying more, controlling less, and hoping for the best.
FEES
Small annual costs compound against you for decades. Understanding fees is part of self-management — not a footnote.
CONTROL
If you cannot explain what you are in, you are not managing it. You are hoping.
DEPENDENCE
Outsourcing every decision can feel safe — until the person or product no longer serves you.
Self-Custody and Self-Sufficiency
We reject unnecessary dependence on third parties. True wealth and generational prosperity require taking charge of your financial future. That means:
- Self-custody of decisions — you understand the trade-offs
- Self-sufficiency in thinking — you can evaluate options without blind trust
- Ownership where it matters — including the discipline to review, verify, and act
No more outsourcing your destiny by default to advisers, banks, or systems that no longer put you first.
Self-custody is not a slogan. It is a practice: know what you hold, what it costs, and why it is there.
Clear Boundaries
(so you know what you are buying)
WHAT WE ARE —
- Financial Educators
- Transparent teachers of frameworks, tools, and habits
- Focused on New Zealand and Australia: self-directed wealth literacy and pathways to understanding how financial products work
- Committed to helping you think critically and act on your own terms
WHAT WE’RE NOT —
- A personalised financial advisory service
- Product sellers living on trail commissions from your investments
- Portfolio managers
- A substitute for licensed advice when your situation requires it
“We research facts, surface opportunities in the modern landscape, and teach them clearly — so you can decide. That is the Surefire Empire way.”
Our 7 Core Values
(Non-Negotiable)
These beliefs guide every module, email, and community interaction —
Discipline over regret
Every pursuit ends in discipline or regret. We choose consistent effort, delayed gratification, and uncomfortable action today. Regret has no seat at this table.
Self-custody and self-sufficiency
True control means owning your assets, decisions, and future without default reliance on intermediaries that erode trust and opportunity.
Radical transparency and truth-seeking
We research rigorously and share knowledge without sugarcoating. No hidden product agenda — evidence-based education, so you can make sovereign choices.
Empowerment through education
Knowledge is the equalizer. We equip people with a practical understanding of navigating the modern financial landscape and build wealth on their own terms.
Long-term legacy and generational wealth
Wealth is not only for today. We prioritise enduring, inheritable prosperity that frees future generations from struggle and dependence.
Courageous rejection of mediocrity
We refuse the status quo of average outcomes. Where calculated courage is warranted, we pursue excellence through self-mastery — not conformity.
Financial freedom and choices
True wealth unlocks options: say yes to what matters and no to what does not. Freedom is the ability to live by purpose, not only necessity.
HOW WE TEACH
How our philosophy shows up in practice
Step 1 — Here and now
Know your numbers. Clear the clutter. Know what assets you currently have. Name your goals. Face the habits and psychology that keep you stuck.
Step 2 — Road map
Set up your Surefire plan. Start achieving financial milestones. Attach steps and habits — not vague wishes. Optimise the assets you already own.
Step 3 — Build the asset base
Think long term. Explore alternate investment options and understand opportunities. Build a solid foundation. Eliminate unnecessary fees. Know the difference between locked and liquid wealth. Layer assets with eyes open.
Step 4 — Keep learning
Stay educated. Review annually. Refuse to go back to sleep.
Each Self-Management module has the teachings of this philosophy: understand the system, respect fees, study scenarios, write your own rules — then decide for yourself.
Meet the Founder
Greg Harkerss
Founder, Surefire Empire
Financial Educator · Former Financial Adviser · Credit Consultant · Business Owner
“I don’t want you dependent on me. I want you competent without me”
Greg Harkerss has spent over four decades inside financial services — as a financial adviser, a credit consultant, and the owner of multiple financial services businesses across a career built on real clients, real complexity, and real consequences.
That experience taught him two things that shape Surefire Empire today.
First: Good information changes lives.
Second: Unnecessary dependence on the wrong model can cost people thousands in avoidable adviser and product-related costs over a lifetime — money that never compounds for the family who earned it.
Greg built Surefire Empire to teach people how to do it themselves — with clarity, discipline, and modern tools — using the Surefire Empire philosophy of discipline over regret, self-custody, and self-sufficiency. The goal is not to replace your brain with his. The goal is to equip you so well that you no longer need to outsource every decision by default.
He has seen the traditional system from the inside. He has also seen what happens when ordinary people learn the map: fees, time horizons, investment settings, credit, and the courage to act.
Surefire Empire is his next chapter — education over dependency, sovereignty over sales, and generational wealth built on your own terms.
Greg’s teaching through Surefire Empire is general financial education. It is not personalised financial advice. Members remain responsible for their own decisions and may seek licensed advice for personal circumstances.
“The longer you stay on the wrong train, the more expensive it becomes to return home.”