SuperConcepts

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

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

• SMSF administration software
• Self-managed superannuation services
• Pension fund compliance
• Wealth management technology
• Portfolio administration platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. SuperMate Software Licensing: Enterprise SMSF software licensing to accountants, financial advisers, and administrators. Sold through direct enterprise agreements and channel partnerships.
3. 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.
4. Documentation Services: Comprehensive suite of documentation services covering fund establishment, corporate trustee, trust deed upgrades and more.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Australian Shareholders' AssociationcoreStrategic or Co-development Partner · 10 July 2025Strategic 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 AlliancecoreGTM or Marketing Partner · 27 November 2024Partnership 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' CommunitycoreGTM or Marketing Partner · 7 August 2024Partnership 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 FinancialcoreTechnology or Integration · 24 July 2024First 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 BankcoreTechnology or Integration · 17 July 2024Integration 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 AustraliaflagshipTechnology or Integration · 15 July 2024BDO, 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 AuditscoreTechnology or Integration · 21 February 2024SuperMate 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 TrusteesflagshipStrategic or Co-development Partner · 25 August 2023Enterprise 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

Broad 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

• Xx.com/superconceptsau
• LinkedInlinkedin.com/company/super-concepts

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about SuperConcepts