SelfWealth
SelfWealth is an Australian self-directed online brokerage offering $9.50 flat-fee share trading across ASX, US and Hong Kong exchanges via a CHESS-sponsored, mobile-first platform. It serves over 130,000 retail investors with Auto-invest, thematic Bundles and a Premium subscription tier.
- Company typePrivate
- Founded2011
- HeadquartersSurrey Hills, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What SelfWealth does
SelfWealth Pty Ltd is an Australian online retail brokerage platform operating under AFSL No. 421789 and headquartered in Melbourne. Founded in 2011, the platform enables self-directed individual investors to trade shares and ETFs on the Australian Securities Exchange (ASX) and Cboe Australia, plus international markets on Nasdaq, NYSE and the Hong Kong Stock Exchange (HKEX). Its technical architecture is a mobile-first digital platform — distributed via iOS and Android apps alongside a desktop interface — built around CHESS-sponsored HIN-based share ownership, which gives investors direct legal title to their Australian holdings without a custodian intermediary. The platform supports bank transfers via the Osko payment network for near-real-time fund settlement.
The product suite comprises the core SelfWealth Platform for brokerage, the thematic-investing Bundles feature (baskets of 2-7 ASX-listed shares or ETFs with a 30% brokerage discount, launched June 9, 2026), Auto-invest for scheduled dollar-cost averaging, and SelfWealth Premium — a recurring subscription tier offering exclusive stock reports, live-stream pricing and portfolio tracking, distributed with a 90-day free trial. Distribution is fully self-serve and digital: app-store listings, a refer-a-friend program, content marketing via the SelfWealth blog, and the selfwealth.com.au web funnel. There is no physical sales or branch presence.
The business model is a hybrid of per-transaction brokerage ($9.50 flat fee per trade for both AU and US markets) and a recurring Premium subscription. The platform serves over 130,000 Australians with more than AU$16 billion in Funds under Administration. In 2025, SelfWealth was acquired by Singapore-based digital wealth platform Syfe and now operates as 'Selfwealth by Syfe'; Syfe reported group profitability in 2025 with over $10 billion in AUM across Singapore, Hong Kong and Australia.
SelfWealth firmographics
Firmographics- Name
- SelfWealth
- Legal name
- SelfWealth Pty Ltd
- Website
- https://selfwealth.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SelfWealth is an Australian self-directed online brokerage offering $9.50 flat-fee share trading across ASX, US and Hong Kong exchanges via a CHESS-sponsored, mobile-first platform. It serves over 130,000 retail investors with Auto-invest, thematic Bundles and a Premium subscription tier.
- Ownership category
- akta.pro rank
SelfWealth industry classification
Industry- Product category
- Online Retail Brokerage
- NAICS
- Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Portfolio Management and Investment Advice (523940)
- SIC
- Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Investment Advice (6282)
- akta.pro primary industry
- Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)
- akta.pro secondary industry
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where SelfWealth is headquartered
LocationHeadquarters
- HQ city
- Surrey Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
SelfWealth business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Brokerage Fees: Primary revenue from flat-fee brokerage charges per trade. Users pay $9.50 per trade on ASX and US markets. Bundles feature offers 30% discount to standard per-trade rates, providing a discounted transaction fee model.
- Premium Subscription: Selfwealth Premium subscription offering exclusive features including stock reports, live-stream pricing, and portfolio tracking. Provides recurring revenue from engaged investors seeking advanced tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Trading - $9.50 per trade |
| Transaction based/ take rate | Pay-as-you-go | Bundles - 30% off brokerage |
| Subscription | Monthly | Selfwealth Premium subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
SelfWealth product offering
Product offeringCore offering
SelfWealth operates a flat-fee online share trading platform that lets Australian retail investors buy and sell listed securities across the ASX, Cboe Australia, Nasdaq, NYSE, and HKEX for $9.50 per trade, with shares held under CHESS-sponsored HIN ownership. The platform also offers automated recurring investing via Auto-invest, thematic Bundles, and an optional Premium subscription tier with enhanced features.
Product overview
Selfwealth by Syfe is a unified digital wealth management platform offering flat-fee brokerage trading ($9.50 per trade) across Australian, US, and Hong Kong markets. The core Selfwealth Platform provides CHESS-sponsored share ownership via mobile app and desktop. Key modules include Bundles (thematic investing with 30% brokerage discount), Selfwealth Premium (advanced insights and portfolio tracking with 90-day free trial), and Auto-invest (scheduled dollar-cost averaging). Refer a Friend provides free trade rewards for user referrals. The platform serves over 130,000 Australians with AU$16 billion+ in funds under administration.
Differentiator
Problem solved
Functional benefit
Brands
- Bundles: Thematic investing feature enabling users to invest in themed baskets of two to seven ASX-listed shares or ETFs in a single transaction, with 30% brokerage discount. Available exclusively on the Selfwealth App.
- Selfwealth Premium
Products and services
- Selfwealth Brokerage Platform Self-directed share trading platform that allows Australian retail investors to buy and sell listed equities on the ASX, Cboe Australia, Nasdaq, NYSE and HKEX for a flat $9.50 per trade, with shares held under CHESS-sponsored HIN-based direct ownership.
- Bundles Thematic basket investing product enabling Selfwealth customers to invest in curated groups of shares around a chosen theme (e.g., Disruptors, Warren Buffett, Big Tech) at a 30% discount for Premium members.
- Selfwealth Premium Subscription membership tier that gives Selfwealth customers enhanced features, exclusive trade rates, advanced international market scanning, and discounts on Bundles, offered with a 90-day free trial.
- Auto-invest Automated dollar-cost-averaging feature within the Selfwealth platform that lets customers set up recurring investments into selected shares or Bundles.
Quantifiable outcome
- 130,000+ Australians trust SelfWealth for their financial journey
- +2 more outcomes
Companies that use SelfWealth
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
SelfWealth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
SelfWealth partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
SelfWealth competitors and assessment
Company assessmentDirect peers
- Tiger Brokers: Asia-focused online broker with multi-market access including Australia, US, and Hong Kong. Comparable to SelfWealth's positioning as a multi-market self-directed platform serving Asian and APAC retail investors.
- Superhero: Australian retail investing platform offering low-cost ASX and US share trading. Comparable to SelfWealth in target market (Australian retail), product offering (low-cost brokerage), and digital-only distribution.
- eToro: Global social/self-directed investing platform with multi-asset trading and copy-trading features. Comparable to SelfWealth in self-directed investing model and overlaps with SelfWealth Premium's portfolio-tracking of experienced investors.
- Pearler: Australian long-term investing platform emphasizing automated micro-investing, fractional shares, and dollar-cost averaging. Direct competitor in Australian retail with overlapping audience (long-term wealth builders) and similar PLG features like Auto-invest.
- Interactive Brokers: Global multi-asset broker offering access to 150+ markets including ASX, US, and HKEX. Comparable to SelfWealth in multi-market reach and self-directed execution model, though at a more professional trader scale.
- Stake: Australian-headquartered neobroker offering flat-fee US and ASX share trading with a mobile-first platform. Closest direct competitor to SelfWealth's flat-fee, self-directed brokerage model in Australia.
- Saxo Markets: Global multi-asset broker offering trading across 70+ exchanges including ASX, US, and HKEX. Comparable to SelfWealth in multi-market self-directed access and flat-fee pricing tiers, though serving a more professional/semi-pro retail segment.
Broad incumbents
- Robinhood: US-headquartered self-directed investing platform with commission-free trading and a mobile-first experience. Comparable category leader for SelfWealth's product-led growth and self-directed execution model, though focused on US market.
- CommSec: Australia's largest online retail broker, owned by Commonwealth Bank. Operates across ASX and US markets with a broader product portfolio including SMSF and research services — the dominant incumbent SelfWealth competes against.
Regional players
- Hargreaves Lansdown: UK's largest direct-to-consumer investment platform offering shares, funds, and ISAs. Comparable in execution-only self-directed investing model and target customer (retail wealth builders), though operating in the UK rather than Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
SelfWealth social profiles
Digital presenceSelfWealth compliance and trust
Trust signalCompliance1 record
SelfWealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
SelfWealth leadership team
Management profileNumber of profiles
Profiles4 records
SelfWealth funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SelfWealth 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 SelfWealth
What does SelfWealth do?
SelfWealth operates a flat-fee online share trading platform that lets Australian retail investors buy and sell listed securities across the ASX, Cboe Australia, Nasdaq, NYSE, and HKEX for $9.50 per trade, with shares held under CHESS-sponsored HIN ownership. The platform also offers automated recurring investing via Auto-invest, thematic Bundles, and an optional Premium subscription tier with enhanced features.
Is SelfWealth a public or private company?
SelfWealth is a private company. It is classified as corporate owned and is currently operating.
When was SelfWealth founded?
SelfWealth was founded in 2011. It employs 51 to 100 people.
Where is SelfWealth based?
SelfWealth is headquartered in Surrey Hills, Australia, in the Oceania region.
How does SelfWealth make money?
Two revenue lines are on record. Brokerage Fees are the primary driver. The others are premium Subscription.
Who are SelfWealth's main competitors?
Direct peers on record are Tiger Brokers, Superhero, eToro, Pearler, Interactive Brokers, Stake and Saxo Markets. Broad incumbents are Robinhood and CommSec. Hargreaves Lansdown is listed as a regional player.
Does SelfWealth have an API?
No public API is recorded for SelfWealth.
What industry is SelfWealth in?
SelfWealth's product category is Online Retail Brokerage. Its primary akta.pro industry code is FSAGAEAC, Digital Brokerage & Self-Directed Investing Platforms, with a secondary code of FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 523 and its SIC code is 6200.