Equity Story

What Equity Story does

Equity Story Pty Ltd (ABN 94 127 714 998) is an Australian financial advisory firm that delivers ASX-focused general financial product advice to Australian retail investors under Australian Financial Services Licence 343937. The company's core offering is built around the proprietary Cincinnati Trading Method (CTM), a rules-based, exit-first investment framework that fuses fundamental and technical analysis, refined over approximately a decade and applied identically across subscription recommendations and the related Aland Australian Equities Fund. The flagship product is the Investor Plus annual membership at $247, delivering daily Market Edge podcasts, twice-weekly 'Ask The Analyst' Zoom sessions, weekly Hot Stocks picks and the Einstein's Report, with each recommendation specifying buy-under price, stop-loss, target length, target price and risk profile. The premium Investor Club tier ($4,997/year) layers capital placement, pre-IPO and structured-product access, Pre-Market Live, private roundtables, the weekday Investor Clubhouse community and an annual Day on the Harbour event, while the Complete CTM Course ($2,497) is a one-time full-day Zoom masterclass teaching the underlying methodology.

The firm monetises primarily through annual subscriptions sold via a self-serve website funnel, with a sales-assisted 'Request A Call' motion for the higher-priced Investor Club and CTM Course. A 14-day free trial acts as the top-of-funnel lead generator. The operating entity has 1–10 employees, with the analyst team consisting of co-founders David Tildesley (Head Technical Analyst, 30+ years ASX experience) and Peter Kopetz (Head Fundamental Analyst, 23+ years). Equity Story is a wholly-owned subsidiary of Aland Equity Group Limited (ASX:AEG; formerly Equity Story Group Ltd, ASX:EQS), and the related Aland Equities Management Pty Ltd manages the related Aland Australian Equities Fund using the same CTM methodology. Growth has been executed through content-led acquisition, the June 2022 acquisition of Claude Walker's 'A Rich Life' newsletter (~25% subscriber uplift), the 2024 launch of the Investor Club premium tier, and the April 2025 acquisition of Baker Young Stockbrokers.

Name

Equity Story

Legal name

Equity Story Pty Ltd

Website

https://equitystory.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Equity Story is an Australian AFSL-licensed investment advisory firm selling ASX trading and research subscriptions built on its proprietary Cincinnati Trading Method to Australian retail and qualified investors.

Ownership category

akta.pro rank

Product category

Investment Advisory & ASX Stock Research

NAICS

Investment Banking and Securities Intermediation (523150)

SIC

Investment Advice (6282)

akta.pro primary industry

Equity Research (FSACAGAA)

akta.pro secondary industry

Quantitative/Systematic Equity (Active) (FSAAAIAL)

Keywords

• ASX stock recommendations
• Investment advisory services
• Stock trading research
• Financial product advice
• Equity research subscriptions

Headquarters

HQ city

Balgowlah

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Investor Plus annual subscription: Annual recurring membership sold at $247 (discounted from $1,295/$1,297); single one-time charge for 12 months of access with 30-day money-back guarantee; the primary recurring revenue stream.
2. Investor Club premium membership: Premium annual membership at $4,997, sold via sales-assisted 'Request A Call' funnel; includes preferred access to capital placements, pre-IPOs and structured products (Wealth Division Services).
3. CTM Investing Masterclass / Complete CTM Course: One-time $2,497 payment for the full-day live (Zoom) CTM education course; Investor Club members receive unlimited complimentary invitations.
4. Aland Australian Equities Fund (managed fund) — related-entity revenue: Managed fund run by related body corporate Aland Equities Management Pty Ltd; Equity Story clients receive preferred access. Revenue to Equity Story is indirect via related-entity management fees and customer referrals. Open to retail and wholesale investors.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels7 records

Core offering

Equity Story is an Australian investment advisory firm that delivers ASX-focused stock recommendations, market analysis and managed-fund access to retail investors via annual subscription memberships (Investor Plus at $247/year and The Investor Club at $4,997/year), a one-time Complete CTM Course masterclass ($2,497), and preferred access to the related Aland Australian Equities Fund. Each recommendation includes a buy-under price, stop-loss level, target length, and target price, and is generated using the proprietary Cincinnati Trading Method (CTM), a decade-refined blend of fundamental and technical analysis developed by co-founders David Tildesley and Peter Kopetz.

Product overview

Equity Story operates a platform-plus-modules architecture centred on its proprietary Cincinnati Trading Method (CTM), which fuses fundamental and technical analysis of ASX-listed equities. The flagship product is the Investor Plus annual membership ($247), which delivers daily Market Edge podcasts, twice-weekly Ask The Analyst Zoom sessions, and weekly Hot Stocks/Einstein's Report recommendations, each including buy-under price, stop-loss, target length, and target price. The Investor Club ($4,997) is the premium tier built on Investor Plus, adding Pre-Market Live sessions, private roundtables, the daily Investor Clubhouse community, preferred access to capital placements/pre-IPOs, and the Annual Day on the Harbour event. The Complete CTM Course ($2,497) is a separate full-day Zoom masterclass teaching the underlying CTM framework. Equity Story clients also receive preferred access to the related Aland Australian Equities Fund, the managed fund that runs the same CTM strategy. The acquired 'A Rich Life' publication extends the firm's editorial/content footprint, and a 14-day free trial acts as the acquisition funnel. The whole platform is gated by an authenticated member login (with Google SSO) at membership.equitystory.com.au.

Differentiator

Problem solved

Functional benefit

Brands

• Investor Plus: Annual subscription membership offering daily ASX recommendations, podcast access, live analyst sessions, hot stocks picks and CTM foundations. Priced at $247 per year.
• The Investor Club
• A Rich Life

Products and services

• Investor Plus Flagship ASX trading and investment membership priced at $247/year (discounted from $1,295), delivering daily Daily Market Edge podcasts, twice-weekly Ask The Analyst live Zoom sessions, weekly Hot Stocks picks, the weekly Einstein's Report, and CTM foundations; each recommendation includes buy-under price, stop-loss level, target price, target length and risk profile, designed for Australian retail investors who want actionable ASX recommendations in around 20 minutes a day.
• The Investor Club Premium annual membership tier priced at $4,997, building on Investor Plus with preferred access to capital placements, pre-IPOs and structured products, Pre-Market Live Zoom sessions before Monday market open, private 2x weekly Investor Club roundtables, daily Investor Clubhouse community sessions, the Annual Day on the Harbour yacht event, and complimentary unlimited CTM Education Courses; designed for qualified investors and high-net-worth members seeking placement access and analyst engagement.
• Complete CTM Course (Cincinnati Trading Method Masterclass) Full-day Zoom-based investing masterclass priced at $2,497 (one-time payment) that teaches Equity Story's proprietary Cincinnati Trading Method - a blend of fundamental and technical analysis - covering mindset and planning, technical indicators, buy/bullish signals, charting timeframes, stop losses, risk vs reward, fundamental analysis fundamentals, and the Cloud of Craziness framework; available as a standalone course and unlimited complimentary to Investor Club members.
• Aland Australian Equities Fund Managed fund managed by related entity Aland Equities Management Pty Ltd, open to retail and wholesale investors, applying Equity Story's CTM methodology of top-down and bottom-up fundamental research combined with technical analysis to pursue attractive returns while managing downside risk. Equity Story clients receive preferred access; the fund is independently rated Satisfactory by Evergreen Ratings and benchmarked against the All Ordinaries. Revenue to Equity Story is indirect via related-entity management fees and customer referrals.
• A Rich Life (acquired newsletter) Investment-focused newsletter/publication acquired from Claude Walker in June 2022 and integrated into Equity Story's content offerings, with Claude Walker appointed as Editor in Chief; expands the firm's editorial footprint beyond the CTM-driven ASX recommendations.
• Equity Story Free Trial 14-day free access trial to Equity Story's investment research platform, captured via opt-in form requiring first name, email and phone (phone required for login); acts as the lead-generation funnel into the Investor Plus paid membership.

Quantifiable outcome

• +56.16% cumulative Aland Growth Fund performance (since CTM strategy inception, January 2023)
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Claude Walker (and 'A Rich Life' newsletter)coreStrategic or Co-development Partner · 29 June 2022Equity Story acquired Claude Walker's newsletter 'A Rich Life' on 29 June 2022, adding ~400 paying subscribers (~25% increase in subscriber base and ~13% increase in revenues). Claude Walker joined as Equity Story's Editor in Chief to expand content offerings as part of a stated strategic growth initiative.
• Aland Equity Group Limited (ASX:AEG)flagshipStrategic or Co-development PartnerParent/holding company. Equity Story Group Ltd has been renamed to Aland Equity Group Limited (ticker changed from ASX:EQS to ASX:AEG). The website directs visitors to alandequitygroup.com.au. Aland Equities Management Pty Ltd, a related body corporate, manages the Aland Australian Equities Fund using the same CTM methodology; Equity Story personnel may also perform portfolio management roles for the fund, creating potential conflicts that are managed via internal policies.
• Aland Equities Management Pty LtdcoreStrategic or Co-development PartnerRelated body corporate that acts as investment manager of the Aland Australian Equities Fund. Equity Story may provide general advice in relation to products issued by this related entity, and personnel may perform portfolio management roles for the fund; relationship disclosed in the disclaimer as a managed conflicts-of-interest arrangement.
• Primary Securities LtdcoreOthersPrimary Securities Ltd (AFSL 224107) acts as the Responsible Entity for the Aland Australian Equities Fund referenced in Equity Story's marketing. Equity Story is not itself the Responsible Entity; Primary Securities provides the regulatory and governance wrapper for the managed fund that Equity Story clients get preferred access to.
• Evergreen RatingsminorOthersIndependent ratings agency that has rated the Aland Australian Equities Fund 'Satisfactory'; referenced as a third-party validation on the Investor Plus landing page.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Switzer Daily / Switzer Investments: Peter Switzer's Australian investment media brand offering subscription research, daily video content, and portfolio recommendations to retail investors. Comparable subscription-led, content-driven GTM and overlapping Australian self-directed investor audience.
• Fat Tail Investment Communications: Australian subscription investment advisory run by Ben Clark and team, focused on small-cap ASX recommendations with premium newsletter tiers. Directly comparable ASX-focused subscription advisory product and retail investor customer base.
• Kalkine: Australian subscription research service covering ASX small-cap and mid-cap stocks with subscription memberships and analyst-led picks. Directly comparable ASX research subscription product and retail investor audience; also features in Equity Story's PR logo block.
• Livewire Markets: Australian financial content and investment ideas platform featuring expert market commentary, stock picks and fund manager insights, often via paid subscription tiers. Directly comparable in audience (Australian retail investors) and content-led subscription model.
• Motley Fool Australia: Long-running Australian subscription investment advisory service offering stock recommendations, premium memberships and education for retail investors. Directly comparable product architecture (tiered subscriptions, ASX-focused picks) and overlapping customer base of Australian self-directed investors.

Broad incumbents

• Stockhead: Australian financial news and small-cap stock coverage site operated under the Australian Financial Review umbrella, frequently cited in Equity Story's PR logos. Overlapping audience of ASX retail investors; broader news coverage versus Equity Story's subscription research focus.
• Bell Potter Securities: Australian full-service stockbroking and wealth advisory firm offering research, portfolio management and capital-raise services. Comparable in providing ASX research and wealth services, but as a broader institutional broker versus Equity Story's consumer subscription model.
• CommSec Pocket: Australia's largest retail broker's micro-investing app offering thematic ASX portfolios and educational content. Comparable in serving Australian self-directed investors, but differs by being brokerage-led versus Equity Story's subscription research-led model.

Regional players

• Selfwealth: Australian retail investing platform offering low-cost ASX trading, community features and premium research add-ons. Comparable in serving Australian self-directed investors with subscription research value-adds, though primarily a brokerage rather than a content-led advisory.

Others

• Primary Securities Ltd: AFSL 224107 holder acting as Responsible Entity for the Aland Australian Equities Fund — a direct partner relationship with Equity Story. Indirectly comparable as the regulated fund wrapper that sits adjacent to Equity Story's subscription service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/equitystory
• YouTubeyoutube.com/c/EquityStoryTV
• Facebookfacebook.com/EquityStoryAU
• LinkedInlinkedin.com/company/equity-story
• Instagraminstagram.com/equity_story

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equity Story