What HUB24 does

HUB24 Limited is an ASX 100-listed Australian wealth management platform company headquartered in Sydney, founded in 2007. The company provides integrated platform, technology, and data solutions to financial advisers, licensees, investment managers, and advised retail clients across Australia. Its product architecture centres on the core HUB24 Platform, with modules spanning superannuation (HUB24 Super), investor-directed portfolio services (HUB24 Invest), SMSF solutions (HUB24 SMSF Access integrated with acquired Class and NowInfinity), managed portfolios (250+ available), insurance (AIA, Zurich, TAL), and a premium HUB24 Private Invest offering for high-net-worth wholesale clients. Supporting infrastructure includes HUBconnect (a data and integration platform with ISO 27001 certification), HUB24 Engage for consolidated reporting, and portals for advisers (AdviserHUB), investors (InvestorHUB), and investment managers (ManagerHUB). HUB24's technology leverages Google Cloud Platform for AI/ML capabilities through its Innovation Lab, processing over 19 million documents via Document AI and Vision AI.

The company generates revenue primarily through platform fees tied to assets under administration, with A$112.7 billion in FUA as of 30 June 2025 across 5,000+ advisers. Distribution combines a national field sales force (BDMs and State Managers), licensee channel partnerships, investment manager relationships, and self-service portals. HUB24 has executed two major acquisitions: Class Limited in October 2021 (A$386 million) for SMSF platform capability, and myprosperity in May 2023 (A$40 million in shares) for client portal technology. The company reports A$453.3 million in annual revenue with a 23.4% net margin and an A$5.7 billion market capitalisation. HUB24 has been ranked Australia's Best Platform Overall by Investment Trends for four consecutive years (2022–2025), with 2025 scores reaching 94%.

Operationally, HUB24 serves a hybrid customer base: licensed financial advisers who use the platform to deliver advice, AFSL licensees that onboard their adviser networks (channel partners), investment managers offering managed portfolios, and high-net-worth and retail clients accessing superannuation, pension, investment, and insurance products through their advisers. The company is led by Managing Director and CEO Andrew Alcock, with Andrew Formica (Non-Executive Chairman of Magellan Financial Group) joining the board in 2026. Geographic operations are entirely domestic, with no disclosed international expansion, concentrating exposure to Australian regulatory and macroeconomic conditions but reducing cross-border complexity.

Name

HUB24

Legal name

HUB24 Limited

Website

https://hub24.com.au

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

HUB24 Limited is an ASX 100-listed Australian wealth management platform serving 5,000+ advisers and licensees with integrated platform, technology, and data solutions spanning superannuation, managed portfolios, SMSF, and HNW offerings across A$112.7 billion in FUA.

Ownership category

akta.pro rank

Product category

Wealth Management Platform

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Treasury, Cash Management & Liquidity Tools (Sweeps, Cash Concentration) (FSAGAAAG)

Keywords

• Wealth management platform
• Managed portfolio services
• Superannuation administration
• Investment platform solutions
• SMSF administration software

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Fees (Assets Under Administration): HUB24 generates revenue primarily driven by assets under administration and platform fees. The company's revenues are linked to the total funds under administration on the platform, creating a model where revenue scales with client asset levels.
2. Administration and Account Keeping Fees: The platform charges administration and account keeping fees, with different fee structures for Discover, Core, and Choice menus. The Core menu offers lower minimum administration fees for clients with lower account balances.
3. Managed Portfolio Management: Revenue generated from managed portfolios offered on the platform, where professional portfolio managers provide investment management services to clients.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

HUB24 provides an integrated wealth management platform for Australian financial advisers, licensees, investment managers, and their clients, delivering superannuation (HUB24 Super), investment (HUB24 Invest), SMSF (HUB24 SMSF Access), and managed portfolio services alongside retirement income solutions (Allianz AGILE and Challenger annuities). The platform is complemented by HUBconnect technology and data solutions for licensees, an Innovation Lab applying AI/ML, and the HUB24 Private Invest premium offering for high-net-worth wholesale clients. Revenue is driven primarily by platform and administration fees on assets under administration, which exceed $112.7 billion as of 30 June 2025.

Product overview

HUB24 is an ASX 100 listed Australian wealth management platform company offering an integrated platform-plus-modules architecture. The core HUB24 Platform provides integrated platform, technology and data solutions rated Australia's best platform for multiple consecutive years. The product portfolio comprises HUB24 Super (superannuation), HUB24 Invest (IDPS investment service), and HUB24 SMSF Access (SMSF solution) as the primary product modules, supplemented by Managed Portfolios (over 250 professionally managed portfolios), Insurance (group and individual options from AIA, Zurich, TAL), and HUB24 Private Invest (premium HNW offering). Supporting solutions include HUB24 Lifetime Super Account (retirement income planning), Allianz AGILE and Challenger Annuities (retirement income products), HUB24 Non-Custodial Service (non-custodial administration), HUB24 Discover (simplified investment solution), and HUBconnect (data/technology solutions for licensees). Client and adviser access is provided through InvestorHUB, AdviserHUB, and ManagerHUB portals, with HUB24 Present, Engage, and SupportHUB as key features. The platform also includes an AI-powered Lifetime Super Estimator and CPD-accredited HUB24 Academy education modules.

Differentiator

Problem solved

Functional benefit

Brands

• HUB24 Invest: Investor directed portfolio service providing access to a broad range of investment options including managed portfolios, managed funds, Australian and international listed securities.
• HUB24 Super
• HUB24 Private Invest
• HUB24 SMSF Access
• Class
• HUBconnect

Products and services

• HUB24 Platform Award-winning integrated wealth management platform providing platform, technology and data solutions for financial advisers, accountants, and investment managers. Rated Australia's best platform by Investment Trends for multiple consecutive years.
• HUB24 Super Superannuation platform designed to support quality advice across accumulation and retirement phases with investment choice, transparency, and modern platform capability in a single integrated solution.
• HUB24 Invest Investor Directed Portfolio Service (IDPS) providing flexible investment management with broad investment menu including managed portfolios, managed funds, Australian and international listed securities.
• HUB24 SMSF Access Cost-effective SMSF solution enabling clients to experience benefits of self-managed super without the costs and administration complexity of traditional SMSF. Integrated with Class and NowInfinity.
• Managed Portfolios Award-winning managed portfolio functionality offering over 250 professionally managed portfolios from Australian and international markets with market-leading tax optimization capabilities.
• Insurance Insurance options from leading providers including AIA, Zurich, and TAL offering Death, TPD, Income Protection, and Trauma coverage through HUB24 Super and HUB24 Invest.
• HUB24 Private Invest Premium wealth offering for high-net-worth wholesale clients providing complete view of wealth combining platform investments with non-custodial administration. Minimum $500,000 deposit required.
• HUB24 Non-Custodial Service Non-custodial administration service for eligible investments held directly by clients. Provides comprehensive administration and integrated reporting for alternative investments, overseas securities, and unregistered investment syndicates.
• HUB24 Lifetime Super Account Retirement income planning solution allowing advisers to introduce retirement planning earlier while clients remain in accumulation environment. Creates pathway to combine flexibility today with lifetime income options later.
• HUB24 Discover Cost-effective solution for clients with less complex investment needs, providing streamlined selection of managed portfolios from leading portfolio managers.
• HUBconnect Technology and data solutions for licensees, advisers and brokers enabling automated data feeds, reporting, analytics, client onboarding, compliance management, and CRM integration. ISO 27001 accredited.
• Allianz AGILE Retirement Income Allianz Guaranteed Income for Life (AGILE) retirement income solution providing guaranteed lifetime income that can rise with markets but never falls, with accessible capital. Accessible through HUB24 Invest and HUB24 Super.
• Challenger Annuities Challenger Lifetime Annuity, Challenger Guaranteed Annuity, and Challenger CarePlus providing guaranteed retirement income with longevity risk management through the HUB24 platform.

Quantifiable outcome

• Advisers save 23-25 hours per week when using managed portfolios on HUB24
• +6 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability8 records

Feature12 records

Partnerships

18 partnerships are on record, tiered core and supporting.

• myprosperitycoreTechnology or Integration · 3 May 2023HUB24 completed acquisition of myprosperity, a client portal provider, for $40 million in shares. The acquisition aims to enhance digital services and market position. myprosperity provides secure client engagement capabilities integrated with HUB24's platform.
• Class LimitedcoreTechnology or Integration · 18 October 2021HUB24 acquired Class Limited through a Scheme of Arrangement valued at approximately $386 million, forming a leading Australian provider of wealth and SMSF platform solutions. Class provides SMSF administration technology and services.
• NowInfinitysupportingTechnology or IntegrationHUB24 leverages collective capability across HUB24, Class, and NowInfinity to provide integrated SMSF establishment, administration and investment solutions. NowInfinity supports the SMSF Access product ecosystem.
• Allianz Retire+coreStrategic or Co-development PartnerHUB24 offers Allianz Guaranteed Income for Life (AGILE) retirement income solution through HUB24 Invest and HUB24 Super. AGILE provides guaranteed lifetime income that rises with markets but never falls, with investment value remaining accessible.
• ChallengercoreStrategic or Co-development PartnerHUB24 provides access to Challenger Lifetime Annuity, Challenger Guaranteed Annuity, and Challenger CarePlus through the platform. These annuity products support retirement income strategies for clients.
• MorningstarsupportingTechnology or IntegrationHUB24 collaborated with Morningstar to bring ESG ratings on the platform through Morningstar Sustainalytics, which scores selected funds and Australian listed securities on ESG risk factors.
• Responsible Investment Association Australasia (RIAA)supportingTechnology or IntegrationHUB24 partnered with RIAA to provide ESG ratings certification, helping advisers identify quality responsible investment products that meet RIAA's Responsible Investment Standard.
• Google Cloud PlatformsupportingTechnology or IntegrationHUBconnect leverages Google Cloud Platform Document AI and Vision AI capabilities to develop machine learning solutions that convert and store unstructured data, improving transparency and assisting with compliance monitoring.
• AIA AustraliasupportingChannel Partner/ Reseller/ DistributorAIA Priority Protection insurance products are available through HUB24 Invest and HUB24 Super, providing death, TPD, and income protection options.
• ZurichsupportingChannel Partner/ Reseller/ DistributorZurich Wealth Protection and Active insurance products are offered through HUB24 Invest and HUB24 Super, providing comprehensive insurance coverage options.
• TALsupportingChannel Partner/ Reseller/ DistributorTAL Accelerated Protection insurance is available through HUB24 Invest and HUB24 Super, offering life insurance, TPD, income protection, and trauma coverage.
• Macquarie BanksupportingTechnology or IntegrationMacquarie Bank provides cash management accounts and term deposits available on HUB24. Automated data connections are available for Macquarie Cash Management Accounts and Term Deposits.
• DocuSign, Acrobat Sign, AnnaturesupportingTechnology or IntegrationLeading e-signature providers accepted for submitting request forms on HUB24 platform, providing flexibility for advisers and clients in digital document execution.
• The Pro Bono Financial Advice Network (PFAN)supportingOthersHUB24 is a corporate partner providing financial support, Board members, skills sharing and networking opportunities to enable PFAN to drive awareness and recruit advisers.
• The Smith FamilysupportingOthersHUB24 supports The Smith Family's Digital Learning Essentials program, helping young Australians overcome educational inequality caused by poverty. In FY24, HUB24 supported distribution of 64 Digital Learning Essential packs.
• Cape York PartnershipsupportingOthersHUB24 supports the Cape York Leaders Program enabling two students from the region to access tertiary education benefits.
• FICAPsupportingOthersHUB24 enables FICAP's fundraising activities that support charities benefiting young Australians and their families dealing with illness or disadvantage.
• Save a Child's HeartsupportingOthersHUB24 is a long-term supporter of Save a Child's Heart, a non-profit organisation improving paediatric care for children in developing countries.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Netwealth: Australian wealth management platform providing similar platform services to financial advisers with a comparable FUA-linked fee model. Netwealth is HUB24's closest direct competitor in the Australian advised wealth platform market.
• Praemium: Australia-listed wealth management platform serving advisers, licensees, and accountants with managed accounts, investment administration, and portfolio reporting. Overlaps directly with HUB24's managed portfolio and platform offering.
• Class (now part of HUB24): SMSF administration software platform acquired by HUB24 in 2021; Class continues to operate as a leading SMSF administration solution and is now part of the HUB24 group, reflecting the strategic direction of integrated wealth and SMSF platforms.

Broad incumbents

• BT Panorama (Westpac): BT's super and investment platform owned by Westpac Banking Corporation, offering adviser-served wealth administration to retail and HNW clients. As a bank-owned incumbent, it competes with HUB24 at scale and benefits from cross-sell across Westpac's distribution.
• Macquarie Wrap: Macquarie Bank's wealth platform offering cash management, investment, and super administration to advisers and their clients. Leverages Macquarie's balance sheet and is one of HUB24's largest competitors in the advised platform market.
• Colonial First State (First Sentier Investors): Major Australian wealth platform operated by First Sentier Investors (Mitsubishi UFJ), providing superannuation, investment, and retirement products through advisers. A scaled incumbent competing for adviser relationships and HNW assets.
• IOOF / Insignia Financial: Insignia Financial (formerly IOOF) operates multiple Australian wealth platforms (including OnePath) serving advisers, licensees, and super members. A large incumbent with overlapping platform, super, and advice capabilities.
• AMP: One of Australia's largest wealth and advice groups, with platform, super, and advice businesses. AMP's MyNorth platform competes with HUB24 in the advised wealth market, and AMP's scale in super and licensees makes it a significant incumbent competitor.

Emerging players

• Mason Stevens: Australian wealth management platform providing IDPS, managed portfolios, and bespoke portfolio administration to HNW advisers and family offices. Overlaps with HUB24 in HNW advised wealth, with comparable managed account and alternative investment capabilities.
• Dacodah / Accurium: Specialist SMSF and wealth platform provider in Australia offering administration software and SMSF audit services. Comparable to HUB24's SMSF Access / Class capabilities with a focus on the SMSF professional segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hub_24
• YouTubeyoutube.com/channel/UCnNiqC4Fi4t6CXBSCDIUM4w
• LinkedInlinkedin.com/company/hub-24

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A3 records

Investments1 record

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

Frequently asked questions about HUB24