BT
- Company typePrivate
- Founded1969
- HeadquartersSydney, Australia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingSoftware
BT firmographics
Firmographics- Name
- BT
- Legal name
- BT Financial Group
- Website
- https://bt.com.au
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
BT industry classification
Industry- Product category
- Wealth Management Platform
- NAICS
- Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Life Insurance (6311), Finance Services (6199)
- akta.pro primary industry
- Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC)
- akta.pro secondary industry
- Sub-Accounting & Platform Servicing (Omnibus, Intermediary/NSCC, Retirement Platforms) (FSAAAMAI)
Keywords
Where BT is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
BT business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Platform Administration Fees: Tiered account-based fees charged monthly on BT Panorama accounts. Fees vary by menu type (Focus, Compact, Full) and are fixed dollar amounts regardless of account balance. Additional asset-based fees apply as a percentage of average daily account balance.
- Asset-Based Management Fees: Percentage fees on total average daily account balance for BT Panorama managed accounts and investment products. Rate decreases at higher balance thresholds, incentivizing larger account sizes.
- Investment Product Distribution: Distribution of managed funds, managed portfolios, and investment products through the BT Panorama platform. Revenue derived from product shelf access fees and potentially trailing commissions from investment managers.
- Fund Management Partnership: BT generates revenue through partnership with Wellington Management for the Global Opportunistic Value Fund, accessing institutional-grade strategies for Australian advisers with minimum seven-year investment horizons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Focus Menu - $60 p.a. |
| Subscription | Monthly | Compact Menu - $240 p.a. |
| Subscription | Monthly | Full Menu - $540 p.a. or $400 p.a. for grouped accounts |
| Subscription | Monthly | Asset-based fee: 0.15% p.a. (up to $500k) |
| Subscription | Monthly | Asset-based fee: 0.15% p.a. ($500k-$1M) |
| Subscription | Monthly | Asset-based fee: Nil above $1M (single) or $2.5M (grouped) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
BT product offering
Product offeringCore offering
BT operates BT Panorama, an integrated wealth management platform for financial advisers and self-directed investors, supporting investment, SMSF, superannuation, and insurance administration across a three-tier menu architecture. The platform offers managed portfolios (SMA), tailored portfolios (MDA), adviser model portfolios, ASX-listed securities, managed funds, term deposits, and integrated cash management. BT also operates BT Invest for personal investors and distributes partner products including Wellington Management funds and Drummond Private Markets SMA.
Product overview
BT is an Australian wealth management company and part of Westpac Group, offering a platform-plus-modules architecture anchored by the BT Panorama wealth management platform. BT Panorama is a comprehensive, modular platform for advisers, planners, accountants, and self-directed investors, supporting the management of investments, SMSFs (via integrated BT Cash Management Account), superannuation (accumulation and pension phase), insurance, and retirement solutions. The platform operates across three menu tiers — Focus (simplified), Compact (mid-tier), and Full (comprehensive) — offering different scales of managed portfolios, managed funds, ASX-listed securities, tailored portfolios, and term deposits. BT's managed accounts ecosystem includes SMA solutions (BT Managed Portfolios), MDA solutions (BT Tailored Portfolios), and adviser model portfolios, alongside a curated selection of investment funds including the BT Wellington Global Opportunistic Value Fund and Drummond Private Markets SMA. Insurance cover from TAL and AIA is integrated into the platform, and BT Invest provides retail investment solutions. BT Academy provides ongoing education, whitepapers, and CPD content to support advisers.
Differentiator
Problem solved
Functional benefit
Brands
- BT Panorama: Award-winning wealth management platform for advisers providing investment, super, and SMSF administration services.
- BT Academy
- BT Invest
- BT SMSF
- BT Wellington Global Opportunistic Value Fund
- BT Wellington Global Total Return Fund
Products and services
- BT Panorama Flagship wealth management platform providing intuitive technology for advisers and investors to manage investments, SMSFs, super, and insurance from a single integrated interface. Offers digital workflows for onboarding, approvals, transactions, reporting, and whole-of-wealth views across account types, supporting managed portfolios, managed funds, ASX-listed securities, tailored portfolios, term deposits, and insurance integration.
- BT Managed Portfolios (SMA) Separately Managed Account solutions offering professionally managed portfolios across a range of investment styles and asset classes, managed by professional investment managers and accessible through BT Panorama. Reached 400+ managed portfolios with $16 billion in funds under administration.
- BT Tailored Portfolios (MDA) Managed Discretionary Account solutions where advisers create and manage custom portfolios using BT's portfolio management tools, offering a highly customisable approach for clients on BT Panorama.
- BT Adviser Portfolios Model portfolio construction solutions allowing advisers to set up and manage model portfolios with digital Records of Advice and client consent workflows on BT Panorama.
- BT SMSF Integrated self-managed super fund solution built on BT Panorama, providing access to a wide range of investment options and SMSF features including an integrated BT Cash Management Account.
- BT Super Invest Superannuation product within BT Panorama designed for individuals who want a wider range of investments for their super, supporting both accumulation and pension phases.
- BT Wellington Global Opportunistic Value Fund Contrarian value global equities fund launched in partnership with Wellington Management, providing Australian financial advisers with access to institutional-grade global value investing strategies through BT Panorama.
- BT Wellington Global Total Return Fund Global equities mandate managed by Wellington Management providing investors access to an institutional-grade global total return strategy on BT Panorama.
- Drummond Private Markets SMA First managed account dedicated to private markets on BT Panorama, enabling advisers to provide clients with private markets exposure through a separately managed account structure in partnership with Drummond.
- BT Invest Direct-to-consumer investment solution offering ready-made managed portfolios or build-your-own portfolio options for personal investors, with access to shares, managed funds, managed portfolios, and term deposits.
- Ready-made Portfolios (BT Invest) Five expertly selected ready-made managed portfolios with varying risk and asset allocation options, managed and monitored by investment experts for BT Invest clients.
- BT Panorama Mobile App Mobile application for BT Panorama available on iOS and Android, providing investors and advisers access to portfolio management, trading, cash management, and the Blue virtual assistant on the go.
- Insurance on BT Panorama Life and protection insurance available through BT Panorama, including TAL Accelerated Protection (issued by TAL Life Limited) and AIA Priority Protection for Platform Investors (issued by AIA Australia Limited), with premiums deducted from the Panorama cash account.
- Challenger Annuities via BT Panorama Annuity products from Challenger available directly through BT Panorama and via the Asset Administrator platform, providing retirement income solutions for clients.
Quantifiable outcome
- Market share of 17.2% across platforms, making BT the market leader (Plan For Life, September 2022)
- +2 more outcomes
Companies that use BT
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
BT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature6 records
BT partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, secondary, minor and former.
- HeffroncoreBT partnered with Heffron to support advisers as demand for self-managed superannuation funds (SMSFs) continues to see record growth. Heffron provides SMSF establishment and administration services for BT customers through an integrated partnership on the BT website.
- ChallengercoreBT identified Challenger as retirement partner to expand its offering and give Australians more ways to turn super into income for life. BT is looking to expand its longstanding partnership with Challenger to deliver a broader range of retirement income solutions on BT Panorama, including Challenger annuities.
- StriversecondaryBT and Striver launched second wave of internal talent program (Career Pathways Program) as adviser shortage intensifies. Nearly doubled participation since pilot launched in 2024. Striver is a careers technology platform helping BT develop the next generation of advisers.
- Vanguard Investments Australia LtdcoreBT launched 'Focus' investment menu on BT Panorama, partnering with Vanguard as the global investment manager for diversified portfolio options. Focus is a new limited menu for clients with simpler needs, featuring lower administration fees and easy portfolio building using Vanguard's managed accounts capability.
- PreqinsecondaryBT announced a strategic educational partnership with Preqin, a global leader in alternative assets data, tools, and insights. Partnership aims to support adviser demand for education on private markets through BT Academy content and resources.
- La Trobe FinancialminorLa Trobe Financial 12 Month Term Account joined BT Panorama as an available investment option. Australian financial advisers ranked customer service in the top three most important attributes for selecting a platform provider.
- DrummondsecondaryBT launched the Drummond Private Markets Separately Managed Account (SMA), the first managed account dedicated to private markets on BT Panorama. Partnership with Drummond provides advisers access to private markets strategies for client portfolios.
- Provident AdvisoryminorBoutique advice practice Provident Advisory launched a range of tailored managed investment accounts on BT Panorama as part of its business strategy to achieve greater efficiency and focus on client-facing activities.
- Mercer SuperformerBT Super, BT Super for Life products were transferred to Mercer Super on 1 April 2023. BT Super products are no longer available, with Mercer Super handling all queries and transfers from that date.
Scale indicators7 records
Recent moves10 records
Expansion highlights5 records
BT competitors and assessment
Company assessmentBroad incumbents
- AMP Limited: AMP is one of Australia's largest wealth managers offering platforms (AMP Platforms), super, retirement, and advised investment products. Overlaps BT's adviser-platform business as a broader incumbent with significant legacy FUA but a wider portfolio beyond platforms.
- Mercer Australia: Mercer operates a large Australian super and wealth administration business, including the Mercer Super Trust that absorbed BT Super products in 2023. Comparable platform/administration capabilities and adviser-channel super offerings, with broader institutional focus.
Direct peers
- HUB24: HUB24 is one of Australia's fastest-growing wealth platforms serving financial advisers with super, investment, and SMSF administration, including HUBinvest, HUBsuper, and managed portfolios. Closely comparable to BT Panorama in adviser-channel technology, managed account breadth, and platform FUA scale.
- Praemium: Praemium is an Australian wealth platform and managed account technology provider serving advisers with separately managed accounts, SMSF, and investment administration. Comparable SMA technology stack and adviser-led model to BT Panorama.
- Colonial First State (CFS): CFS is a major Australian wrap and master trust platform serving advisers and retail investors with super, investment, and retirement products. Direct competitor to BT Panorama following divestiture by Commonwealth Bank; comparable FUA scale and adviser-channel model.
- Insignia Financial (formerly IOOF): Insignia Financial operates multiple Australian wealth platforms including MLC, ioof, and OnePath offering wrap, super, and advised investment solutions to advisers and retail clients. Comparable scale and adviser-channel platform business to BT.
- Netwealth: Netwealth is an Australian wealth management platform providing wrap, super, SMSF, and managed account services to advisers and investors. Direct competitor to BT Panorama in the adviser-led platform market with comparable SMA, MDA, and super functionality.
- Macquarie Wrap (Macquarie Asset Management): Macquarie Wrap is part of Macquarie Group's asset management business providing wealth platform, super, and investment administration to Australian advisers and investors. Comparable platform structure, adviser distribution, and managed account offering to BT Panorama.
Others
- AustralianSuper: AustralianSuper is Australia's largest superannuation fund with extensive in-house administration and digital member platform capabilities. Adjacent comparison as a major super platform rather than direct competitor — BT Panorama serves advisers while AustralianSuper serves members directly — but illustrates super administration scale relevant to BT's super business.
Emerging players
- Mason Stevens: Mason Stevens is an Australian investment platform offering managed accounts, SMAs, and tailored portfolios to HNW clients and advisers. Comparable platform technology and SMA structure to BT Panorama but at smaller scale and with a more HNW-skewed positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
BT social profiles
Digital presenceBT compliance and trust
Trust signalCompliance3 records
BT financial estimates
Financial estimateRevenue estimate
Valuation estimate
BT leadership team
Management profileNumber of profiles
Profiles6 records
BT subsidiaries and ownership
Company hierarchySubsidiaries6 records
BT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BT 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 BT
What does BT do?
BT operates BT Panorama, an integrated wealth management platform for financial advisers and self-directed investors, supporting investment, SMSF, superannuation, and insurance administration across a three-tier menu architecture. The platform offers managed portfolios (SMA), tailored portfolios (MDA), adviser model portfolios, ASX-listed securities, managed funds, term deposits, and integrated cash management. BT also operates BT Invest for personal investors and distributes partner products including Wellington Management funds and Drummond Private Markets SMA.
Is BT a public or private company?
BT is a private company. It is classified as corporate owned and is currently operating.
When was BT founded?
BT was founded in 1969. It employs 1,001 to 5,000 people.
Where is BT based?
BT is headquartered in Sydney, Australia, in the Oceania region.
How does BT make money?
Four revenue lines are on record. Platform Administration Fees are the primary driver. The others are asset-Based Management Fees, investment Product Distribution and fund Management Partnership.
Who are BT's main competitors?
Broad incumbents on record are AMP Limited and Mercer Australia. Direct peers are HUB24, Praemium, Colonial First State (CFS), Insignia Financial (formerly IOOF), Netwealth and Macquarie Wrap (Macquarie Asset Management). AustralianSuper is listed as an others. Mason Stevens is listed as an emerging player.
Does BT have an API?
No public API is recorded for BT.
What industry is BT in?
BT's product category is Wealth Management Platform. Its primary akta.pro industry code is FSAHAKAC, Managed Account Platforms (Separately Managed Accounts / Customized Portfolios), with a secondary code of FSAAAMAI, Sub-Accounting & Platform Servicing (Omnibus, Intermediary/NSCC, Retirement Platforms). Its NAICS code is 523940 and its SIC code is 6282.