Adviser Ratings
Adviser Ratings is a Sydney-based consumer review and rating platform that helps Australians find, rate, and question financial advisers, while enabling advisers to manage their profiles via a self-serve portal.
- Company typePrivate
- Founded2012
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Adviser Ratings does
Adviser Ratings Pty Ltd is a Sydney-based, privately held proprietary limited company that operates a consumer-facing review and rating platform for Australian financial advisers. The platform comprises six core components: a searchable Find an Adviser directory covering 25+ financial categories (Superannuation, SMSF, Aged Care, Property Investment, Retirement, Insurance, Tax, etc.), a consumer review submission system, a free Ask an Adviser Q&A tool, a content library of articles, guides, and videos, an adviser-facing portal for profile management, and an annual Financial Advice Landscape Report that benchmarks industry-wide adviser fees, client counts, and funds under advice.
The underlying technology is a standard web platform with self-serve functionality for both consumers and advisers. The platform is a two-sided marketplace: consumers use it for free to discover, vet, and question advisers, while advisers claim profiles and manage their online presence through a dedicated portal. The business model is not publicly disclosed; the company does not charge consumers and does not provide personal financial advice itself, instead facilitating adviser introductions and disclaiming responsibility for adviser recommendations. No pricing tiers, subscription plans, or transaction fees are disclosed in available sources. The company employs 11-50 staff, has raised approximately $1.93M across three funding rounds between 2015 and 2019, and operates exclusively in Australia with no disclosed international footprint, parent entity, or institutional investors beyond early-stage backers Folklore Ventures and Clinton Capital Partners.
Adviser Ratings firmographics
Firmographics- Name
- Adviser Ratings
- Legal name
- Adviser Ratings Pty Ltd
- Website
- https://adviserratings.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adviser Ratings is a Sydney-based consumer review and rating platform that helps Australians find, rate, and question financial advisers, while enabling advisers to manage their profiles via a self-serve portal.
- Ownership category
- akta.pro rank
Adviser Ratings industry classification
Industry- Product category
- Financial Adviser Rating & Review Platform
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Fee-Based Advisory (FSAEAAAM)
- akta.pro secondary industry
- Financial Coaching & Budgeting Advisory (FSAEAAAH)
Keywords
Where Adviser Ratings is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Adviser Ratings business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Adviser Ratings product offering
Product offeringCore offering
Adviser Ratings runs a consumer-facing online platform that helps Australians find, rate, and review financial advisers. The platform combines a searchable adviser directory across 25+ financial categories, a consumer review and rating system, a free Ask an Adviser Q&A tool, and curated articles and videos. A separate Adviser Portal lets financial professionals claim and manage their profiles. The company also publishes an annual Financial Advice Landscape Report based on its proprietary adviser community data.
Product overview
Adviser Ratings operates as a consumer-facing platform connecting individuals with financial advisers across Australia. The platform comprises a core adviser discovery and review ecosystem — including the Find an Adviser search tool, the Adviser Review System for consumer ratings, and the Ask an Adviser Q&A feature — supplemented by content libraries of Articles & Guides and Videos. Financial advisers manage their presence through the Adviser Portal. The company also publishes annual industry research, such as the Financial Advice Landscape Report, derived from its adviser community data.
Differentiator
Problem solved
Functional benefit
Products and services
- Adviser Ratings Platform (Find an Adviser, Review an Adviser, Ask an Adviser Q&A) Consumer-facing online platform that combines a searchable directory of Australian financial advisers, a consumer review and rating submission system, and a free Ask an Adviser Q&A tool. Designed for individual Australian consumers who want to find, vet, and ask questions of financial advisers across categories such as Aged Care, Superannuation, Property Investment, Retirement, SMSF, Insurance, and Tax.
- Adviser Portal Dedicated online portal (portal.adviserratings.com.au) that lets financial advisers sign up, claim their profiles, log in, and manage their presence on the Adviser Ratings platform. Targets Australian financial advisers and advice practices seeking online visibility and reputation management.
- Articles & Guides Library of curated editorial articles and guides covering personal finance topics and financial-advice industry insights, intended to help Australian consumers learn about financial planning and the advice market.
- Videos Library of video content providing finance education and industry insights for Australian consumers researching financial advisers and personal finance topics.
- Financial Advice Landscape Report (2025 edition) Annual industry research report providing benchmarking data on Australian financial adviser fees, client numbers, and funds under advice. Sourced from Adviser Ratings' proprietary adviser community data and distributed to media outlets such as ifa, where it generates earned-media coverage.
Quantifiable outcome
- Median advice fee rose 18% to $4,668 in 2025
- +2 more outcomes
Companies that use Adviser Ratings
Customer profileSegments2 records
Ideal customer profiles2 records
Adviser Ratings technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Adviser Ratings partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Adviser Ratings competitors and assessment
Company assessmentDirect peers
- RateCity: Australian financial product and adviser comparison platform owned by Nine Entertainment. Directly comparable as a domestic consumer-facing comparison destination that also surfaces advisers and competes for the same organic search intent.
- Unbiased: UK adviser-matching platform connecting consumers with financial advisers, mortgage brokers and accountants. Directly comparable to Adviser Ratings as a two-sided adviser discovery and lead-generation business.
- Openwork: UK advice-network and platform business supporting financial advisers with technology, lead generation and ratings-driven consumer matching. Comparable as a two-sided platform sitting between consumers and advisers.
- VouchedFor: UK-based platform that helps consumers find, rate and review financial advisers and other professionals. Closest direct analogue to Adviser Ratings' find/rate/review model, with a comparable ratings-driven discovery funnel.
- Smart Investor: Australian financial adviser directory and consumer education site covering advisers across super, retirement and wealth management. Directly comparable as a domestic adviser-discovery platform targeting Australian consumers.
Others
- Trustpilot: Global consumer review platform widely used by financial advisers. Comparable as an alternative rating/review destination that advisers and consumers can use in lieu of a specialist platform like Adviser Ratings.
- MoneySmart: ASIC-run government financial guidance and adviser directory site. Competes for the same consumer research intent in Australia but as a non-commercial resource; constrains Adviser Ratings' ability to monetize top-of-funnel education traffic.
Regional players
- Compare the Market: Australian price-comparison brand owned by Compare the Market (UK), covering insurance, energy and financial products. Comparable as a regional financial-services comparison brand competing for the same organic consumer search demand.
Broad incumbents
- Canstar: Australia's leading financial product comparison and ratings business, covering banking, insurance and superannuation. Comparable as an Australian financial-services ratings and benchmarking player, though with much broader scope and scale than Adviser Ratings.
- Finder: Large Australian/global personal finance comparison platform covering credit cards, loans, insurance and investing. Comparable as a consumer acquisition funnel in Australian financial services, though much broader in product scope than Adviser Ratings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Adviser Ratings social profiles
Digital presenceAdviser Ratings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adviser Ratings leadership team
Management profileNumber of profiles
Profiles2 records
Adviser Ratings funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adviser Ratings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adviser Ratings
What does Adviser Ratings do?
Adviser Ratings runs a consumer-facing online platform that helps Australians find, rate, and review financial advisers. The platform combines a searchable adviser directory across 25+ financial categories, a consumer review and rating system, a free Ask an Adviser Q&A tool, and curated articles and videos. A separate Adviser Portal lets financial professionals claim and manage their profiles. The company also publishes an annual Financial Advice Landscape Report based on its proprietary adviser community data.
Is Adviser Ratings a public or private company?
Adviser Ratings is a private company. It is classified as venture growth investor backed and is currently operating.
When was Adviser Ratings founded?
Adviser Ratings was founded in 2012. It employs 11 to 50 people.
Where is Adviser Ratings based?
Adviser Ratings is headquartered in Sydney, Australia, in the Oceania region.
Who are Adviser Ratings's main competitors?
Direct peers on record are RateCity, Unbiased, Openwork, VouchedFor and Smart Investor. Others are Trustpilot and MoneySmart. Compare the Market is listed as a regional player. Broad incumbents are Canstar and Finder.
Does Adviser Ratings have an API?
No public API is recorded for Adviser Ratings.
What industry is Adviser Ratings in?
Adviser Ratings's product category is Financial Adviser Rating & Review Platform. Its primary akta.pro industry code is FSAEAAAM, Fee-Based Advisory, with a secondary code of FSAEAAAH, Financial Coaching & Budgeting Advisory. Its NAICS code is 523940 and its SIC code is 6282.