Picturewealth
Picturewealth is an Australian AFSL licensee platform connecting clients with approximately 360 licensed financial advisers across advice, lending, and employer wellbeing services, managing approximately $22 billion in funds under advice following the Capstone Financial Planning merger.
- Company typePrivate
- Founded2017
- HeadquartersPerth, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Picturewealth does
Picturewealth is an Australian fintech operating as an AFSL licensee platform that connects individual clients with licensed financial advisers through a two-sided marketplace model. Founded in 2017 and headquartered in Perth, the company operates a national adviser network spanning approximately 360 advisers following its June 2026 merger with Capstone Financial Planning, with combined funds under advice of approximately $22 billion. The platform targets five distinct consumer segments — business owners and executives, pre-retirees, retirees, high-net-worth individuals, and emerging wealth builders — alongside corporate clients via employer-sponsored financial wellbeing programs.
The core product is the PictureWealth Platform, which delivers comprehensive financial planning across retirement, investment, superannuation, tax, estate, and insurance advice. The Welfie mobile application (iOS and Android) extends the offering with real-time financial visibility through account aggregation powered by Yodlee's Open Banking integration; the app is read-only and cannot execute transactions. PictureWealth Lending operates as a corporate credit representative of Australian Finance Group (AFG), providing mortgage broking services through a panel of more than 40 lenders. A separate Employer Financial Wellbeing Program delivers financial guidance to corporate workforces.
Picturewealth monetises through multiple streams: recurring advice and platform fees, transaction-based commissions from lending, and a freemium model for the Welfie app. The company supports multiple adviser licensing models — traditional AFSL support, self-licensed solutions, and employed adviser roles — enabling a scaled advice ratio of 1:230+ clients per adviser versus the industry norm of 1:141. The group operates through 13+ wholly-owned subsidiaries under Picture Wealth Holdings Limited. Picturewealth was named fastest-growing AFSL licensee by Rainmaker Information in 2025 and featured among Australia's Top 50 Fastest Growing Companies.
Picturewealth firmographics
Firmographics- Name
- Picturewealth
- Legal name
- Picture Wealth Advisory Pty Ltd
- Website
- https://picturewealth.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Picturewealth is an Australian AFSL licensee platform connecting clients with approximately 360 licensed financial advisers across advice, lending, and employer wellbeing services, managing approximately $22 billion in funds under advice following the Capstone Financial Planning merger.
- Ownership category
- akta.pro rank
Picturewealth industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Investment Advice (6282), Loan Brokers (6163), Finance Services (6199)
- akta.pro primary industry
- Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI)
- akta.pro secondary industries
- Net Worth & Personal Balance Sheet Tracking (FSAGADAF), Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD)
Keywords
Where Picturewealth is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Picturewealth business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Financial Advice Services: Revenue generated through licensed financial advisers providing advice to clients. The company operates as an AFSL licensee supporting advisers across multiple licensing models including traditional AFSL support, self-licensed solutions, and employed adviser roles.
- Lending and Mortgage Broking: PictureWealth Lending provides mortgage advice and works with 40+ lenders. Operates as a corporate credit representative of Australian Finance Group Ltd (AFG). Revenue likely through commission from lenders on settled loans.
- Welfie App: The Welfie app is free for clients to download and use. Clients can access financial picture views, connect accounts, and receive insights at no cost. Advice fees are clearly explained when clients choose to book 1:1 meetings with licensed advisers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Welfie App - Free access to financial visibility tools |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Picturewealth product offering
Product offeringCore offering
PictureWealth operates a digital platform that connects individual clients with a national network of licensed financial advisers for comprehensive financial planning, including retirement, investment, superannuation, estate, tax, and insurance advice. The company also offers the Welfie mobile app, which aggregates users' bank, superannuation, and investment accounts via Open Banking (Yodlee) to provide a consolidated real-time financial picture, and runs PictureWealth Lending, a mortgage broking service working with 40+ lenders.
Product overview
PictureWealth is an Australian fintech company offering a platform-based financial advisory service. The core offering consists of the PictureWealth Platform connecting clients with licensed financial advisers for comprehensive financial planning, supplemented by the Welfie mobile app for real-time financial visualization and the PictureWealth Lending sub-brand for mortgage and lending services. The ecosystem also includes employer financial wellbeing programs, a suite of 20+ financial calculators, and expert lending advisory. The company operates as a two-sided marketplace connecting approximately 360 advisers with clients, managing approximately $22 billion in combined funds under advice following the Capstone Financial Planning merger.
Differentiator
Problem solved
Functional benefit
Brands
- Welfie: A secure financial app that connects to bank accounts, superannuation, and other financial accounts to give users a clear, consolidated view of their complete financial picture.
- PictureWealth Lending
Products and services
- PictureWealth Platform Core financial advisory platform that operates as a two-sided marketplace connecting individual clients with a national network of licensed financial advisers. Delivers comprehensive financial planning including budgeting, retirement, investment, superannuation, estate, tax, and insurance advice, with multiple licensing models supporting traditional AFSL, self-licensed, and employed advisers.
- Welfie Mobile App Consumer-facing mobile application that aggregates users' bank, superannuation, investment, and loan accounts via Yodlee Open Banking into a single secure, read-only dashboard. Provides personalised insights, goal tracking, retirement projections, and a pathway to engage with PictureWealth licensed advisers.
- PictureWealth Lending Mortgage broking and lending advisory service providing home loans, refinancing, debt consolidation, and lending advice, working with a panel of 40+ lenders. Trusted by 6,000+ clients and integrated with broader PictureWealth financial planning offerings.
- Employer Financial Wellbeing Program Corporate employee financial wellness program that enables employers to offer financial guidance, superannuation tools, retirement planning calculators, budgeting tools, and educational content to their workforce as an employee benefit.
Quantifiable outcome
- Reduced client-to-adviser ratio to 1:230+ versus industry average of 1:141, enabling 60% higher adviser productivity
- +2 more outcomes
Companies that use Picturewealth
Customer profileNamed customers2 records
Segments6 records
Ideal customer profiles6 records
Picturewealth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature2 records
Picturewealth partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Capstone Financial PlanningcoreCapstone Financial Planning, an AFSL licensee with over $13.5 billion in funds under advice, joined the PictureWealth Group. This merger creates a combined entity with approximately $22 billion in funds under advice across around 360 advisers. The combination establishes a comprehensive national support platform for financial advisers across multiple licensing models.
- YodleecoreWelfie uses Yodlee, a globally trusted leader in financial data aggregation and Open Banking technology. Yodlee has been operating for over 20 years and supports thousands of financial institutions and fintech platforms worldwide. Yodlee securely connects financial accounts so users can view their data in one place.
- Australian Finance Group Ltd (AFG)corePictureWealth Lending operates as a corporate credit representative (565438) of Australian Finance Group Ltd (AFG), Australian Credit Licence No. 389087. This partnership enables PictureWealth to provide mortgage broking services through AFG's network of lenders.
- 40+ Lenders NetworkcorePictureWealth Lending works with a panel of over 40 trusted lenders across Australia to secure the best loan options for clients.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Picturewealth competitors and assessment
Company assessmentMarket position
Strengths1 record
Competitive moat7 records
Key risks1 record
Key highlights7 records
Customer concentration
Picturewealth social profiles
Digital presencePicturewealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Picturewealth leadership team
Management profileNumber of profiles
Profiles13 records
Picturewealth subsidiaries and ownership
Company hierarchySubsidiaries13 records
Picturewealth funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Picturewealth M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Picturewealth
What does Picturewealth do?
PictureWealth operates a digital platform that connects individual clients with a national network of licensed financial advisers for comprehensive financial planning, including retirement, investment, superannuation, estate, tax, and insurance advice. The company also offers the Welfie mobile app, which aggregates users' bank, superannuation, and investment accounts via Open Banking (Yodlee) to provide a consolidated real-time financial picture, and runs PictureWealth Lending, a mortgage broking service working with 40+ lenders.
Is Picturewealth a public or private company?
Picturewealth is a private company. It is classified as venture growth investor backed and is currently operating.
When was Picturewealth founded?
Picturewealth was founded in 2017. It employs 51 to 100 people.
Where is Picturewealth based?
Picturewealth is headquartered in Perth, Australia, in the Oceania region.
How does Picturewealth make money?
Three revenue lines are on record. Financial Advice Services are the primary driver. The others are lending and Mortgage Broking and welfie App.
Does Picturewealth have an API?
No public API is recorded for Picturewealth.
What industry is Picturewealth in?
Picturewealth's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAGADAI, Retirement Planning & Long-Term Financial Planning Tools, with a secondary code of FSAGADAF, Net Worth & Personal Balance Sheet Tracking. Its NAICS code is 523940 and its SIC code is 6282.