SuperConcepts
- Company typePrivate
- Founded1983
- HeadquartersSydney, Australia
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
SuperConcepts firmographics
Firmographics- Name
- SuperConcepts
- Legal name
- SuperConcepts Pty Ltd
- Website
- https://superconcepts.com.au
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
SuperConcepts industry classification
Industry- Product category
- Self-Managed Superannuation Fund Administration
- NAICS
- Health and Welfare Funds (525120), Software Publishers (513210), Educational Support Services (61171)
- SIC
- Finance Services (6199), Services-Prepackaged Software (7372), Services-Educational Services (8200)
- akta.pro primary industry
- Pension Master Trusts, Superannuation & Provident Funds (FSAAAGAB)
- akta.pro secondary industry
- General Ledger & Close (Journal Entries, Month-End Close, Reconciliations) (BPAAAGAC)
Keywords
Where SuperConcepts is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
SuperConcepts business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- SMSF Administration Services: Subscription-based SMSF administration services offered in three tiers (Starter, Essentials, Expert) with annual fees. Services include financial statement preparation, tax returns, compliance review, and client service management.
- SuperMate Software Licensing: Enterprise SMSF software licensing to accountants, financial advisers, and administrators. Sold through direct enterprise agreements and channel partnerships.
- SMSF Education Services: Online training modules ($49.99 each or $990 bulk for 30 modules) and the SMSF Specialist Course ($1,890) providing CPD points for professional development.
- Documentation Services: Comprehensive suite of documentation services covering fund establishment, corporate trustee, trust deed upgrades and more.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starter - Digital-first service for newcomers with simple assets |
| Subscription | Annual | Essentials - Comprehensive support for complex assets or extra management assistance |
| Subscription | Annual | Expert - Premium tier with extensive features for complex funds |
| Unit Pricing | Pay-as-you-go | Online Training Modules - Individual CPD-eligible modules |
| Subscription | Pay-as-you-go | Online Training Bulk Package - All 30 modules |
| Subscription | Pay-as-you-go | SMSF Specialist Course - Comprehensive virtual workshop with certification |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
SuperConcepts product offering
Product offeringCore offering
SuperConcepts delivers SMSF (Self-Managed Superannuation Fund) administration services and proprietary software (SuperMate) to approximately 38,000 SMSFs in Australia. The offering includes three subscription administration tiers (Starter $1,175, Essentials $2,355, Expert $3,650 per annum), enterprise SMSF software licensing to accountants and advisers, CPD-accredited SMSF education, technical consultation and documentation services.
Product overview
SuperConcepts is a multi-product SMSF administration and technology platform offering a comprehensive suite of services. The core product is SuperMate, an enterprise SMSF, SAF, and portfolio administration software built on proprietary technology including the Data Hero document automation platform. SuperMate is available in three administration tiers: Starter ($1,175/year for simple assets), Essentials ($2,355/year for complex assets with one property and one LRBA), and Expert ($3,650/year for unlimited investments and pension administration). The platform integrates with Macquarie Bank CMA and ASF Audits, and connects to 260+ financial institutions for automated data feeds. Supporting services include SMSF education (SMSF Specialist Course and 30-module Online Training), technical consultation, documentation services, and a Division 296 Tax Calculator. With over 40 years of experience, SuperConcepts serves trustees, advisers, accountants, and enterprise clients.
Differentiator
Problem solved
Functional benefit
Brands
- SuperMate: Enterprise SMSF, Small APRA Fund (SAF) and portfolio administration and compliance software. Built on proprietary technology including document automation platform Data Hero. Third largest SMSF software solution in Australia.
- Data Hero
Products and services
- SuperMate SMSF Software Enterprise cloud-based SMSF, Small APRA Fund (SAF) and portfolio administration and compliance software used by accountants, financial advisers and administrators to deliver SMSF services at scale, built on proprietary technology including the Data Hero document automation platform.
- SuperMate Portfolio Management Portfolio management module within SuperMate for managing investment portfolios belonging to individuals, companies, family trusts, charitable foundations, deceased estates and other entities.
- Starter SMSF Administration Digital-first SMSF administration service tier for newcomers with simple assets ($1,175 per annum GST inclusive). Includes financial statements and tax return preparation, annual compliance review, 24/7 online dashboard and mail-house document storage; requires all assets to be data-fed.
- Essentials SMSF Administration Mid-tier SMSF administration service ($2,355 per annum GST inclusive) for complex assets and day-to-day management, including administration of one property and one LRBA, up to two account-based pensions, and Macquarie Cash Management Account setup.
- Expert SMSF Administration Premium SMSF administration service tier ($3,650 per annum GST inclusive) supporting all SMSF investments and structures, with unlimited properties and LRBA, unlimited pension administration (setup and commutation), GST and PAYG administration, and segregated asset account administration.
- Investment Portfolio Service Administration services for investment portfolios belonging to individuals, companies, family trusts, charitable foundations, deceased estates and other entities beyond superannuation.
- SMSF Documentation Services Comprehensive suite of SMSF documentation services covering fund establishment, corporate trustee setup, trust deed upgrades, and other essential SMSF documentation requirements.
- SMSF Technical Consultation Services Expert technical SMSF consultation services to help trustees and advisers navigate Division 296 and other superannuation matters, with personalised support from SuperConcepts technical specialists.
- SMSF Online Training On-demand online learning with 30 CPD-accredited modules covering SMSF topics. Each module provides CPD points (up to 29.5 CPD hours across all modules), satisfies RG146 SMSF knowledge requirements. Pricing is $49.99 per module or $990 for the full bundle of 30 modules.
- SMSF Specialist Course Comprehensive SMSF certification course offered in face-to-face and virtual webinar formats, providing 25.5 legislated CPD hours and a Certificate of Completion from the University of Adelaide. Priced at $1,890 (incl. GST) with a 10% early bird discount available.
Quantifiable outcome
- 30% market share among SMSF providers lodging more than 500 funds with the ATO
- +3 more outcomes
Companies that use SuperConcepts
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
SuperConcepts technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
SuperConcepts partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- Australian Shareholders' AssociationcoreStrategic Partnership with Australian Shareholders' Association (ASA), Australia's largest not-for-profit shareholder association. The partnership helps more Australians access resources and education to manage their SMSFs with greater confidence.
- Centrepoint AlliancecorePartnership providing over 550 licensed advisers and 200 self-licensed practices with access to SMSF administration solutions, SMSF educational and technical support services and enterprise SMSF software SuperMate.
- The Principals' CommunitycorePartnership providing 122 member firms and circa 1,220 financial advisers access to SuperMate enterprise SMSF software, SMSF administration solutions and SMSF education and technical support services.
- First FinancialcoreFirst Financial, a leading wealth management firm based in Melbourne, selected SuperMate as their SMSF technology partner. The partnership enables streamlined and integrated solutions for First Financial's SMSF clients.
- Macquarie BankcoreIntegration with Macquarie Bank's Cash Management Account streamlines SMSF establishment and bank account opening process within SuperMate. Eliminates need for manual data entry and dual keying.
- BDO in AustraliaflagshipBDO, one of Australia's leading accounting and advisory firms, selected SuperMate as their SMSF technology provider. The partnership enables BDO to offer clients a more efficient and integrated SMSF administration solution.
- ASF AuditscoreSuperMate and ASF Audits announced integration that delivers time-saving automation for sending and receiving a fund from audit. SuperMate users can send funds to audit with a single click, and when complete, have the audit pack and status updated in SuperMate automatically.
- Equity Trustees / Australian Executor TrusteesflagshipEnterprise service agreement where SuperConcepts services the specialist administration needs of Australian Executor Trustees platforms business, including referred SMSF and Platform Management Services clients, and Small APRA Funds administration.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
SuperConcepts competitors and assessment
Company assessmentBroad incumbents
- AMP Limited: Former parent of SuperConcepts (sold in 2023) and one of Australia's largest superannuation providers. Operates broadly across retail super, advice, and platforms rather than specialising in SMSF, but competes for trustee balances and adviser mind-share.
- Mercer Australia: Global consulting and superannuation administration firm with substantial Australian footprint. Competes for large institutional SMSF and APRA fund mandates similar to SuperConcepts' Equity Trustees and BDO relationships.
- Insignia Financial (formerly IOOF): Major Australian wealth manager and superannuation provider with platform, advice, and SMSF-adjacent offerings. Competes broadly for adviser- and trustee-attached superannuation AUM in overlapping distribution channels.
- HUB24: Australian wealth-platform operator serving advisers with HUB24 Invest and the Class SMSF product. Competes for adviser relationships and SMSF software spend with SuperMate while operating a broader portfolio than SuperConcepts.
- Link Group (Link Super): Large Australian superannuation and fund administration services business with significant SMSF and APRA fund administration exposure. Overlaps with SuperConcepts on administration services and competes for institutional clients.
Direct peers
- Praemium: Australian wealth-platform provider offering SMSF administration, investment, and reporting tools. Competes with SuperMate in the SMSF/wealth-platform intersection and serves adviser channels similar to SuperConcepts.
- Heffron: Australian SMSF administration, software and education provider serving individual trustees and advisers. Overlaps with SuperConcepts across SMSF administration, education, and compliance services.
- Class (HUB24): Class provides SMSF administration and accounting software (now part of HUB24). Competes head-to-head with SuperMate for accountant and SMSF-trustee software workflows and forms part of the broader HUB24 platform play.
- BGL Corporate Solutions: Australian developer of Simple Fund 360, the leading SMSF accounting and administration software used by accountants and advisers. Directly competes with SuperMate for the same SMSF software customers and is widely regarded as the #1 SMSF software provider in Australia.
Emerging players
- Class Limited (legacy, pre-HUB24): Listed SMSF software specialist prior to its HUB24 acquisition. Historically a near-pure SMSF-software peer to SuperMate and a useful historical comparator for SMSF-software valuations and growth profiles.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
SuperConcepts social profiles
Digital presenceSuperConcepts compliance and trust
Trust signalCompliance4 records
SuperConcepts financial estimates
Financial estimateRevenue estimate
Valuation estimate
SuperConcepts leadership team
Management profileNumber of profiles
Profiles8 records
SuperConcepts subsidiaries and ownership
Company hierarchySubsidiaries5 records
SuperConcepts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SuperConcepts 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 SuperConcepts
What does SuperConcepts do?
SuperConcepts delivers SMSF (Self-Managed Superannuation Fund) administration services and proprietary software (SuperMate) to approximately 38,000 SMSFs in Australia. The offering includes three subscription administration tiers (Starter $1,175, Essentials $2,355, Expert $3,650 per annum), enterprise SMSF software licensing to accountants and advisers, CPD-accredited SMSF education, technical consultation and documentation services.
Is SuperConcepts a public or private company?
SuperConcepts is a private company. It is classified as private equity controlled and is currently operating.
When was SuperConcepts founded?
SuperConcepts was founded in 1983. It employs 251 to 500 people.
Where is SuperConcepts based?
SuperConcepts is headquartered in Sydney, Australia, in the Oceania region.
How does SuperConcepts make money?
Four revenue lines are on record. SMSF Administration Services are the primary driver. The others are superMate Software Licensing, SMSF Education Services and documentation Services.
Who are SuperConcepts's main competitors?
Broad incumbents on record are AMP Limited, Mercer Australia, Insignia Financial (formerly IOOF), HUB24 and Link Group (Link Super). Direct peers are Praemium, Heffron, Class (HUB24) and BGL Corporate Solutions. Class Limited (legacy, pre-HUB24) is listed as an emerging player.
Does SuperConcepts have an API?
No public API is recorded for SuperConcepts.
What industry is SuperConcepts in?
SuperConcepts's product category is Self-Managed Superannuation Fund Administration. Its primary akta.pro industry code is FSAAAGAB, Pension Master Trusts, Superannuation & Provident Funds, with a secondary code of BPAAAGAC, General Ledger & Close (Journal Entries, Month-End Close, Reconciliations). Its NAICS code is 525120 and its SIC code is 6199.