AMP
AMP Limited is an ASX-listed Australian financial services group, founded 1849, serving over one million customers across banking, superannuation, retirement income, home loans, and investments in Australia and New Zealand.
- Company typePublic
- Founded1849
- HeadquartersSydney, Australia
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What AMP does
AMP Limited is an Australian-listed (ASX: AMP / AMLTF) diversified financial services group founded in 1849 and headquartered in Sydney, operating across Australia and New Zealand with a primary customer base of over one million individuals and small businesses. The group is structured around wholly-owned operating subsidiaries AMP Bank Limited (banking, deposits, home loans) and N.M. Superannuation Proprietary Limited (trustee of AMP Super / SignatureSuper), with the North platform serving financial advisers. The product portfolio spans four core revenue streams: banking services (interest income from home loans and deposits, transaction fees), superannuation and wealth management (management fees, platform fees, advice fees), insurance inside super, and home loans. Distribution combines a digital-first direct channel — the AMP Bank GO mobile app and My AMP web/app — with a sales-led adviser and mortgage broker network.
The technology backbone is the AMP Bank GO mobile banking platform, which features numberless debit cards, video selfie onboarding and authentication, a hide-balance privacy mode, an in-app call-verification feature, and Confirmation of Payee via BSB and account number. The traditional My AMP banking stack sits alongside AMP Bank GO for legacy customers, while the North platform supports adviser-led wealth management. Business banking integrates with Xero and Apple Pay and includes a portable EFTPOS product (Live Payments). A new 10-year interest-only home loan and a May 2026 retirement income solution for home-care funding extend the product surface beyond standard lending and decumulation.
The business model is fee- and spread-based: net interest margin (FY26 guidance 125–130bps) on home loans and deposits, recurring platform and management fees on super/AUM (FY26 guidance 40–41bps platform margin), and recurring insurance fees inside super. Marketing is multi-channel — content marketing via the Insights Hub and financial calculators, organic social across LinkedIn, X, Facebook, YouTube, TikTok and Instagram, email/newsletter, events, and PR — supported by a flagship Qantas Frequent Flyer loyalty partnership covering the A$99.50 Qantas membership fee for new Everyday Account customers. FY2025 underlying net profit after tax was A$285 million (up 21%), with EPS growth above 25%, A$310 million of Bank GO deposits accumulated at launch (targeting A$1bn in FY26), and a A$150 million on-market share buyback completed in June 2026 against investment-grade credit ratings (Moody's Baa2, S&P BBB+, both stable).
AMP firmographics
Firmographics- Name
- AMP
- Legal name
- AMP Limited
- Website
- https://amp.com.au
- Company type
- Public
- Founded year
- 1849
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- AMP Limited is an ASX-listed Australian financial services group, founded 1849, serving over one million customers across banking, superannuation, retirement income, home loans, and investments in Australia and New Zealand.
- Ownership category
- akta.pro rank
AMP industry classification
Industry- Product category
- Wealth Management and Retail Banking
- NAICS
- Depository Credit Intermediation (5221), Other Investment Pools and Funds (5259), Funds, Trusts, and Other Financial Vehicles (525)
- SIC
- National Commercial Banks (6021), Functions Related To Depository Banking, Nec (6099)
- akta.pro primary industry
- Investment Management Advisory (RIA) (FSAEAAAB)
- akta.pro secondary industries
- Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Embedded Deposit Accounts & Digital Wallet Infrastructure (FSAGALAE), Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
Keywords
Where AMP is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
AMP business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Banking Services: Interest income from home loans and deposits, fee income from transaction accounts and services
- Superannuation & Wealth Management: Management fees from superannuation funds, platform fees from investment platforms, financial advice fees
- Insurance: Insurance products offered within superannuation
- Home Loans: Mortgage lending and related financial products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | AMP Bank GO Save - Variable rate savings account |
| Unit Pricing | Multi-year contract | AMP Bank GO Term Deposit - Fixed rate term deposit |
| Usage-based | Monthly | AMP Saver Account |
| Other | Monthly | Qantas Points earning on Everyday Account |
| Usage-based | Monthly | AMP SuperEdge SMSF Accounts |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
AMP product offering
Product offeringCore offering
AMP provides digital and traditional retail banking (everyday transaction accounts, savings accounts, term deposits, SMSF cash accounts), home loans (investment, owner-occupier, SMSF and professional package), superannuation (SignatureSuper), retirement income solutions, and multi-asset investment management to Australian consumers and small businesses through the AMP Bank GO mobile platform, the My AMP web/app, a network of financial advisers, and the North adviser platform.
Product overview
AMP is an Australian financial services company offering banking, superannuation, and retirement solutions through a multi-product platform architecture. The core offerings include: AMP Bank GO (digital mobile banking with transaction and savings accounts), traditional My AMP banking (savings accounts, term deposits, and SMSF accounts), AMP Super (superannuation fund under SignatureSuper), retirement income solutions (exceeding $21bn in funds), home loans (investment, owner-occupier, SMSF, and professional package products), and AMP Investments (multi-asset investment management). The digital banking platform (AMP Bank GO) and traditional banking (My AMP) serve different customer segments, while superannuation and retirement products are distributed through digital advice tools and financial advisers. Business banking includes transaction accounts, savings, EFTPOS (Live Payments), and accounting software integrations.
Differentiator
Problem solved
Functional benefit
Brands
- AMP Bank GO: Digital mobile banking app and platform offering everyday accounts, savings accounts, and business banking for personal and small business customers
- SignatureSuper
- North
- AMP Investments
Products and services
- AMP Bank GO Digital mobile banking platform offering everyday transaction accounts, savings accounts (AMP Bank GO Save), and term deposits for personal and business customers with 24/7 support, live chat, voice calls, and Qantas Frequent Flyer integration.
- AMP Bank GO Everyday Account Transaction account for personal customers with no monthly fees, AMP Bank debit Mastercard, PayID, NPP, direct debit, BPAY capabilities, and Qantas Points earning when linked to Qantas Frequent Flyer.
- AMP Bank GO Save Savings account with tiered variable interest rates offering up to 5.10% p.a. for balances up to $500,000. No deposit requirements, withdrawal limits, or monthly account fees.
- AMP Bank GO Term Deposit Fixed-term savings product available in 6 or 12 month terms with guaranteed returns up to 5.40% p.a. for 12-month terms, with deposits from $5,000 to $10,000,000.
- AMP Bank GO Everyday Business Account Business transaction account for small businesses with zero monthly fees, ability to earn Qantas Business Rewards points, and Xero accounting software integration.
- AMP Bank GO Business Save Business savings account with tiered variable interest rates up to 4.75% p.a. for balances up to $500,000 with no monthly fees.
- SuperEdge Cash Account SMSF cash management account with 1.00% p.a. interest, unlimited deposits and transactions, no minimum deposit, no monthly fees, with Visa Debit Card, Bank@Post, and digital wallet access.
- SuperEdge Saver Account Award-winning SMSF savings account with variable rate of 3.20% p.a. and bonus rate of up to 5.10% p.a. for first six months.
- AMP Saver Account Savings account with 0.25% standard rate plus 4.70% bonus interest when balance grows by at least $250 monthly, totaling up to 4.95% p.a. on balances up to $500,000.
- Business Cash Manager Business banking account with competitive interest rates for managing business cash flow and transactions.
- Live Payments Portable EFTPOS machine for small businesses enabling payment acceptance with ongoing transparency on fees.
- AMP Super Superannuation fund (SignatureSuper) providing retirement savings with digital tools, simple advice, insurance options, and retirement income solutions. Part of AMP Super Fund.
- AMP Lifetime Income Solutions Retirement income products helping Australians convert superannuation balances into lifetime income, with solutions exceeding $21bn in funds under management.
- AMP Investment Home Loan Home loan product designed for property investors with competitive rates and support from AMP home loan specialists.
- Essential Home Loan Straightforward home loan product with competitive rates for borrowers seeking simple, no-frills mortgage financing.
- Professional Package Home Loan Comprehensive home loan package with competitive rates and features including offset accounts, available with interest-only options for up to 10 years.
- SMSF Loan Self-managed super fund residential property loan for corporate trustees, recently relaunched by AMP Bank.
- AMP First Home Loan Entry-level home loan product for first home buyers with low rate, quarterly rate reviews, and no annual, monthly or ongoing fees.
- AMP Investments Multi-asset investment manager offering various investment funds, responsible investing options, and investment solutions across different risk profiles.
- AMP Rewards Rewards program offering cashback from big brand retailers that can be spent immediately or added to AMP Superannuation balances.
- North Platform Platform for financial advisers to manage client investments and superannuation, including North Online portal for adviser access.
Quantifiable outcome
- 12.62% return for AMP MySuper 1970s investment option for year to 30 April 2026
- +2 more outcomes
Companies that use AMP
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles6 records
AMP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
AMP partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- XerocoreIntegration with Xero accounting software for small business banking customers to manage finances and banking in one place
- QantasflagshipQantas Frequent Flyer partnership allowing AMP Bank GO customers to earn Qantas Points on everyday account balances. Customers can earn 1 Qantas Point per $10 of average monthly balance, up to $5,000,000. AMP covers the $99.50 Qantas membership fee for new customers.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
AMP competitors and assessment
Company assessmentDirect peers
- Insignia Financial: Insignia Financial (formerly IOOF) is one of AMP's closest direct peers in Australian wealth management and platforms, operating MLC, Oasis, and Insignia platforms. Both compete directly in superannuation, retirement income, and adviser-led platforms (North vs MLC/Expand).
- Magellan Financial Group: Magellan is a listed Australian investment manager with global equities and multi-asset funds, overlapping with AMP Investments' multi-asset offerings. Both distribute via institutional and retail/adviser channels.
- Perpetual Limited: Perpetual is a comparable Australian wealth manager with a strong multi-asset investment business, similar to AMP Investments, plus corporate trustee and estate management services. Both compete for adviser distribution and institutional mandates.
- Challenger Limited: Challenger is Australia's leading retirement income specialist with its lifetime/MAP income products, directly comparable to AMP's Lifetime Income Solutions. Both are key beneficiaries of Australia's structural shift toward retirement-phase super products.
Broad incumbents
- Westpac Banking Corporation: Westpac operates a broad financial services franchise including banking, super, and investments (BT Panorama). It is a broad incumbent competitor to AMP across banking, super, and wealth management distribution.
- National Australia Bank (NAB): NAB is one of Australia's Big 4 banks with a significant wealth management division (NAB Wealth, MLC post-divestiture). It competes with AMP across banking, super, and investments at much greater scale, offering overlapping capabilities but as part of a broader portfolio.
- Macquarie Group: Macquarie operates a major asset management and banking franchise (Macquarie Bank, Macquarie Asset Management), competing with AMP in platform/wealth management and increasingly in retail banking via its transaction and savings accounts.
- Australia and New Zealand Banking Group (ANZ): ANZ is a Big 4 bank with ANZ Wealth/OnePath, offering superannuation, investments, and banking. It competes with AMP across wealth and banking but operates as a much larger, more diversified incumbent.
Emerging players
- Judo Bank: Judo Bank is an ASX-listed challenger bank focused on SME lending. While not a direct wealth peer, it represents the type of digitally-led, niche-focused competitor that AMP Bank must contend with as it scales AMP Bank GO and its business banking products.
Regional players
- Bendigo and Adelaide Bank: Bendigo is an ASX-listed regional Australian bank with wealth and superannuation offerings. While smaller and more regionally focused than AMP, it competes in similar retail banking and SMSF/super segments, particularly for customers seeking an alternative to the Big 4.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AMP social profiles
Digital presenceAMP compliance and trust
Trust signalCompliance1 record
AMP financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMP leadership team
Management profileNumber of profiles
Profiles9 records
AMP subsidiaries and ownership
Company hierarchySubsidiaries3 records
AMP funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMP M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMP
What does AMP do?
AMP provides digital and traditional retail banking (everyday transaction accounts, savings accounts, term deposits, SMSF cash accounts), home loans (investment, owner-occupier, SMSF and professional package), superannuation (SignatureSuper), retirement income solutions, and multi-asset investment management to Australian consumers and small businesses through the AMP Bank GO mobile platform, the My AMP web/app, a network of financial advisers, and the North adviser platform.
Is AMP a public or private company?
AMP is a public company. It is classified as public and is currently operating.
When was AMP founded?
AMP was founded in 1849. It employs 5,001 to 10,000 people.
Where is AMP based?
AMP is headquartered in Sydney, Australia, in the Oceania region.
How does AMP make money?
Four revenue lines are on record. Banking Services are the primary driver. The others are superannuation & Wealth Management, insurance and home Loans.
Who are AMP's main competitors?
Direct peers on record are Insignia Financial, Magellan Financial Group, Perpetual Limited and Challenger Limited. Broad incumbents are Westpac Banking Corporation, National Australia Bank (NAB), Macquarie Group and Australia and New Zealand Banking Group (ANZ). Judo Bank is listed as an emerging player. Bendigo and Adelaide Bank is listed as a regional player.
Does AMP have an API?
No public API is recorded for AMP.
What industry is AMP in?
AMP's product category is Wealth Management and Retail Banking. Its primary akta.pro industry code is FSAEAAAB, Investment Management Advisory (RIA), with a secondary code of FSAAACAF, Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)). Its NAICS code is 5221 and its SIC code is 6021.