SYDNEY Swans forward Jesse White is "very keen" to move to a Victorian based club, player agent and recently retired Swans star Jude Bolton says.

Bolton told Gillette Trade Radio on Tuesday that his former forward line teammate White, now in talks with Collingwood, would prefer a move south rather than speculated trades to Fremantle or the Brisbane Lions.

"Jesse's looked at opportunities and he's very keen to move to a Victorian based club," Bolton said.

"He's got family down in Victoria, got his clothing label there and other things.

"He's obviously speaking with Collingwood. He knows they're interested in him."

Bolton, speaking on behalf of player management group Players Ink, said White was "in a great position to start bargaining" given his recent form.

He played a pivotal role in the Swans' forward line this season after players including Sam Reid and Adam Goodes were struck down with injury.

"He's had such a 12-month turnaround," Bolton said.

"This time last year he'd been bandied around with the [Kurt Tippett] Adelaide deal and people were almost laughing about that.

"Now they know exactly how good a player he is, what he's been able to do and achieve.

"It's to his credit that he's worked hard and put himself in that position."

Bolton said White understood there was significant competition for spots at the Swans.