Cook Islands Finance has completed a successful programme at the 2025 STEP Asia Conference in Hong Kong, reinforcing the Cook Islands’ position as a trusted and experienced jurisdiction for asset protection and international wealth structuring.

This year, the Cook Islands Finance delegation, made up of representatives from local trust companies Southpac, Trustees & Fiduciaries Cook Islands Ltd (T&F) and Asiaciti Trust, engaged with lawyers, wealth managers, family offices, and private client specialists who were increasingly looking for alternative solutions beyond the familiar offshore centres.

Henry Brandts-Giesen of Dentons, a respected private-wealth advisor, long-time collaborator and advocate for the Cook Islands financial services industry stated:

“[STEP Asia] is the most important conference on the calendar for private wealth professionals. So, I’m here every year. I think it’s really important to be seen here as a jurisdiction and as independent trustees and advisors.

Brandts-Giesen, who was a featured speaker at the conference, also highlighted the importance of the Cook Islands’ presence at STEP Asia.

“Private wealth has been created at scale in this region for the last 70 years, and now those assets are being passed to the next generation.”

“The good thing about jurisdictions like the Cook Islands: strong rule of law, strong legal system, judicial system and regulation and trustees that have been in business for 40+ years … is they can actually be part of that solution of helping organize private wealth and protect it, not just from external risks like creditors, but also from internal risks like family disputes and bad decision making.”

Nadine Newnham, Director at T&F Cook Islands, was joined at the conference by Legal Counsel Terai Boaza. Newnham highlighted the educational and networking value of the conference.

“There is a lot of information about what’s happening in the marketplace, about trending topics…so a big part of it is attending sessions and learning about what’s going on in the market, so that we look at our products and see how we can promote what’s relevant in the market right now.”

“A second point of value for us is the people that we meet. You’re meeting at these conferences, lawyers and estate planners and wealth managers, and there’s a wide range from small companies to big companies, and you’re being able to offer them a difference.

“This conference (STEP Asia) this year has probably been one of the best ones I’ve been to. There seemed to be a lot more interest in the Cook Islands, and there’s a lot more interaction with the attendees that were coming. They seem so much more interested in looking at other jurisdictions outside of the norm.”

Matthew Smith, Director: Business Development at Southpac, attended the conference with the recently appointed CEO of Southpac Mike Arand. Smith acknowledged the genuine openness to the Cook Islands and reinforced how valuable in-person meetings are when introducing a new jurisdiction.

“We have had a lot of conversations that’s made it clear that people are looking for an alternative to those tried and tested regular jurisdictions of BVI and Cayman and open new jurisdictions.”

“When you’re dealing with people from a new jurisdiction, you can do all the research you like from back home, send the emails out, send the messages out, get the webinars going. (But) There’s nothing like doing that face to face.”

“It shows that we’re serious about doing business here. It shows that we’re committed… by showing up to answer questions and telling people about the benefits of what our jurisdiction can offer. There have been conversations face to face that you just wouldn’t have over a zoom call, and the depth and quality of those interactions has really been enhanced by our being here.”

Tony Fe’ao, CEO of Cook Islands Finance, underscored the importance of showing up in key markets and supporting the industry through engagement at major conferences such as STEP Asia.

“The conversations, connections, and insights gained at STEP Asia 2025 highlights a clear message: advisers across Asia are seeking credible alternatives backed by strong legal frameworks and experienced trustees. The Cook Islands is well placed to meet that demand.”

Cook Islands Finance also attended Asia Outbound Summit in Shanghai, and presented at invitation-only events hosted by private sector partners and Pacific Trade Invest (PTI) China.

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