Sydney, New South Wales, Australia, July 2026 — Insignia Financial has appointed Tim Barnes as General Manager of AI Transformation, reinforcing its commitment to accelerating enterprise-wide artificial intelligence adoption and digital transformation across one of Australia’s leading wealth management organizations.
In his new role, Barnes will lead Insignia Financial’s AI transformation agenda, driving the integration of artificial intelligence into business operations, customer experience, decision-making, and enterprise productivity. He will be responsible for building scalable AI capabilities, embedding responsible AI practices, and supporting the organization’s long-term vision of creating greater financial wellbeing for Australians through technology-enabled innovation.
Barnes joins Insignia Financial following a distinguished career spanning nearly three decades across artificial intelligence, digital transformation, automation, telecommunications, financial services, product strategy, and enterprise technology leadership.
Prior to joining Insignia Financial, he served as Head of Artificial Intelligence and Advanced Analytics at Australian Retirement Trust, where he developed the fund’s 2030 AI and automation strategy designed to transition the organization toward an AI-first operating model. He also established enterprise AI governance aligned with APRA CPS 230 and CPS 234, led Responsible AI standards, designed executive AI literacy programmes, built enterprise AI capabilities, and spearheaded the development of Azure AI Foundry to accelerate enterprise-grade AI innovation.
Earlier, Barnes was Partner at Simplyai, where he established and led a high-performing team of Microsoft-certified AI, automation, and cloud specialists. He developed executive AI immersion programmes for C-suite leaders, built commercial partnerships, and created cross-functional AI communities that accelerated enterprise adoption of artificial intelligence.
Before that, he spent more than four years with ANZ, serving in three senior leadership positions.
As Head of AI Enablement, Barnes was appointed by the Chief Technology Officer to architect and execute ANZ’s enterprise-wide AI strategy. He led multiple high-value AI initiatives, advised executive leadership and risk committees on Generative AI opportunities, established AI governance frameworks, launched the ANZ AI Foundry, chaired Responsible AI validation forums, and delivered executive AI masterclasses across the organization.
Previously, as Head of Customer Service Innovation, he led large-scale transformation programmes across retail and commercial banking, overseeing global teams, regulatory compliance, operational modernization, cloud transformation, process mining initiatives, and AI-enabled knowledge management supporting more than 15,000 users.
Earlier at ANZ, Barnes served as Head of Automation, where he developed and executed the bank’s enterprise-wide automation and AI governance roadmap. During this period, automation initiatives delivered more than three million hours of productivity savings and generated over $20 million in measurable business value. He also established enterprise governance frameworks and launched large-scale citizen developer programmes.
Prior to ANZ, Barnes served as Head of Intelligent Automation at Telstra, where he established the company’s first Intelligent Automation Centre of Excellence, delivering more than $35 million in recurring business value and saving over one million manual work hours through enterprise automation. His work earned multiple international automation awards while also establishing enterprise governance and automation academies.
Earlier in his career, Barnes spent more than six years with Optus, progressing through senior executive leadership positions including Director of IT Transformation, Director of Data and Networks, and General Manager Wholesale. During this period, he led large-scale digital transformation programmes, managed multi-million-dollar technology portfolios, negotiated major strategic partnerships, and oversaw significant product, network, and operational transformation initiatives.
His earlier leadership experience also includes senior commercial, marketing, product, and strategy roles with Sony Mobile Communications, AAPT, Telstra, Digital River, and UUNET, building expertise across broadband, telecommunications, enterprise products, digital marketing, cloud transformation, and commercial strategy.
Across a career spanning almost thirty years, Barnes has developed deep expertise in artificial intelligence strategy, enterprise transformation, intelligent automation, AI governance, responsible AI, cloud technologies, digital operating models, executive advisory, product strategy, technology commercialization, and large-scale organizational change.
About Insignia Financial
Founded in 1846, Insignia Financial Ltd is an ASX 200 listed company and one of Australia’s leading wealth management organizations. The company provides a broad range of financial advice, investment, retirement, and wealth management solutions designed to help Australians achieve financial wellbeing.
Leveraging its scale, expertise, and customer-focused approach, Insignia Financial continues to invest in technology, innovation, and accessible financial solutions to create long-term value for clients while supporting better financial outcomes across Australia.
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