Invest Blue

What Invest Blue does

Invest Blue is a network of wholly-owned Australian proprietary limited company entities (Invest Blue Armidale Pty Ltd, Invest Blue Brisbane Pty Ltd, Invest Blue Coffs Harbour Pty Ltd, Invest Blue Direct Pty Ltd, and Invest Blue Gladstone Pty Ltd) that trade collectively as Ironbark Advice, a division of Ironbark Financial Group. Founded in 1996 and headquartered in Penrith, Australia, the firm operates as part of what is described as Australia's largest founder-led financial advice firm, serving 14,500+ clients across 30+ locations with a network of 450+ financial professionals. The company provides holistic, whole-of-life financial advice spanning wealth management and financial planning, retirement planning, wealth protection, banking and lending, aged care advisory, estate planning, and accounting services to Australian retail investors.

The business model is a multi-discipline professional services advisory model, generating revenue through fees on financial advice, lending commissions, aged care advisory fees, and insurance/wealth protection product distribution. The firm operates on a horizontal segmentation approach, targeting a broad base of Australian retail investors across regional and metropolitan areas. Core technology is not publicly disclosed, and no proprietary technology platform, AI capabilities, or digital advisory tools are referenced in available materials. The firm's distribution is built on physical presence and human-advisor relationships rather than technology-led delivery.

In October 2025, Invest Blue, through its Ironbark Advice brand, entered a strategic partnership with Russell Investments to launch the Cornerstone Private Markets Managed Portfolio, enabling Australian retail investors to access private credit, private equity, and real assets through a managed portfolio structure, a product category historically restricted to institutional investors. The company is led by founder Todd Burrows, Founding Partner and Director/Financial Adviser, and operates under a founder-led ethos that emphasizes a client-led approach and long-term commitment to the advice industry.

Name

Invest Blue

Legal name

Invest Blue Pty Ltd

Website

https://investblue.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Invest Blue is a network of Australian financial advisory entities operating as Ironbark Advice under Ironbark Financial Group, providing holistic wealth management, lending, aged care, and retirement planning services to 14,500+ retail clients across 30+ locations.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

akta.pro secondary industry

Private Banking Alternatives & Private Markets Access (PE/VC, Hedge Funds, Real Assets) (FSABADAH)

Keywords

• Financial advisory services
• Wealth management advice
• Retirement planning services
• Aged care advisory
• Private market access

Headquarters

HQ city

Armidale

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Core offering

Invest Blue is a network of wholly owned Australian financial advice entities trading as Ironbark Advice that delivers personalised financial advice, wealth management, lending, aged care, wealth protection, estate planning and accounting services to retail clients. It also distributes the Cornerstone Private Markets Managed Portfolio, a Russell Investments partnership product giving retail investors managed access to private credit, private equity and real assets.

Differentiator

Problem solved

Functional benefit

Products and services

• Invest Blue Financial Advice (Ironbark Advice) Personalised financial advice service delivered to Australian retail clients covering financial planning, wealth management, lending, aged care, wealth protection, estate planning and accounting across 30+ locations.
• Cornerstone Private Markets Managed Portfolio Managed portfolio providing Australian retail investors with access to private credit, private equity and real assets through a professionally managed structure, addressing accessibility challenges in private markets.
• Ironbark Advice Lending Lending and credit advisory service offered to clients of the Ironbark Advice network, delivered by authorised credit representatives.
• Ironbark Advice Aged Care Advisory Specialist aged care advisory service offered within the Ironbark Advice whole-of-life advice offering.
• Ironbark Advice Wealth Protection Wealth protection advisory service covering insurance and risk management within the Ironbark Advice offering.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Russell InvestmentscoreStrategic or Co-development Partner · 27 October 2025Russell Investments, in partnership with Invest Blue, launched the Cornerstone Private Markets Managed Portfolio for Australian retail investors. The portfolio provides access to private credit, private equity, and real assets, aiming to address accessibility challenges in private markets by offering institutional-grade exposure through a managed structure.

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• AMP Limited: Australia's largest incumbent wealth manager, providing financial advice, platforms, superannuation, and investment products. Directly comparable to Ironbark/Invest Blue in the retail advice and wealth management segments, though AMP operates at significantly greater scale across the full value chain.
• Australian Unity: Diversified Australian mutual offering financial advice, banking, insurance, and aged care services. Comparable in the breadth of services (advice, lending, wealth protection, aged care) that mirror Invest Blue's whole-of-life proposition.
• HSBC Australia (Retail Wealth): Bank-owned wealth division in Australia offering financial advice, investment, and lending products to retail and mass-affluent customers. Comparable as a competing channel for retail advice, wealth protection, and lending, though it sits inside a global bank.

Direct peers

• Insignia Financial (formerly IOOF): Leading Australian wealth management group offering financial advice, superannuation, and platform solutions to retail clients. Highly comparable to Invest Blue in target customer, advice-led model, and Australian retail focus.
• Sequoia Financial Group: Australian listed licensee and advice business that supports a network of financial advisers and practices. Closely comparable as an advice-led group aggregating multiple adviser entities, similar in structure to how Invest Blue entities operate under Ironbark.
• Count Limited: Australian financial advice and accounting licensee supporting a national network of advice practices. Comparable in its multi-entity advice model, Australian retail focus, and professional services-adjacent offerings (including accounting).
• Capstone Financial Planning: Large Australian financial advice network that aggregates advisers under a single licensee model. Comparable in serving retail advice clients across multiple locations nationally, with a similar mid-market wealth planning proposition.
• Shadforth Financial Group: Australian private wealth and financial advice firm offering holistic advice, superannuation, and investment solutions. Directly comparable to Ironbark Advice in whole-of-life retail wealth management and similar client profile.
• Fortnum Private Wealth: Boutique Australian private wealth and advice group providing financial planning, investment, and superannuation services. Comparable to Invest Blue in mid-market Australian private wealth focus and personalised advice model.
• Ord Minnett: Australian private wealth manager providing financial advice, portfolio management, and broking services to retail and high-net-worth clients. Comparable in the private wealth / advised investment segment and Australian client base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/investblue
• Facebookfacebook.com/investblue

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Invest Blue