OpenInvest
OpenInvest is an Australian fintech that provides a proprietary white-label online investing platform, enabling licensed financial advisers, wealth managers, stockbrokers, and accountants to deliver branded managed-portfolio solutions to unadvised retail investors without building their own technology.
- Company typePrivate
- Founded2017
- HeadquartersAuburn, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What OpenInvest does
OpenInvest is an Australian fintech founded in 2017 that provides a proprietary, white-label managed-account investment platform to licensed financial advice firms, wealth managers, asset managers, stockbrokers, and accountants. Headquartered in Melbourne and holding AFSL 504 155 (with the OpenInvest Portfolio Service registered as ARSN 628 156 052), the company enables its partners to deliver their own branded digital investing solutions - including 24/7 investor access to model portfolios, onboarding, administration, reporting, and a partner-branded helpdesk - without building the underlying technology or extending their own AFSL. Partners can be live in as little as four weeks, and the platform is purpose-built for the Australian regulatory environment and the growing 'advice gap' of unadvised retail investors, particularly Millennials and Gen Z.
The company generates revenue through recurring subscription licensing fees (quote-based, annual billing) for its white-label platform technology, supplemented by managed-services revenue from ongoing platform administration, reporting, and customer support. Distribution is exclusively B2B white-label: OpenInvest sells directly to enterprise advisory, wealth, and stockbroking firms (Head of Distribution Ravi Verma and CEO/Co-founder Andrew Varlamos lead outreach, supported by a 'Request a demo' funnel on openinvest.com.au and a LinkedIn presence). To date, OpenInvest has deployed white-label solutions for over 30 Australian financial services firms, including Partnervest, Hudson Financial, Suubee Group, hmh Advisory, Wentworth Securities, Collins House Online Investment Services, and Morrissey Group/Shaw and Partners, with a founder team including CEO Andrew Varlamos, CTO Warren Forward, and co-founder James Beckford, all experienced operators in the Australian managed-account platform space.
OpenInvest firmographics
Firmographics- Name
- OpenInvest
- Legal name
- OpenInvest Limited
- Website
- https://openinvest.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OpenInvest is an Australian fintech that provides a proprietary white-label online investing platform, enabling licensed financial advisers, wealth managers, stockbrokers, and accountants to deliver branded managed-portfolio solutions to unadvised retail investors without building their own technology.
- Ownership category
- akta.pro rank
OpenInvest industry classification
Industry- Product category
- Wealth Management Software
- NAICS
- Portfolio Management and Investment Advice (523940), Software Publishers (5132), Portfolio Management and Investment Advice (52394), Finance and Insurance (52)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372), Finance Services (6199)
- akta.pro primary industry
- Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)
- akta.pro secondary industries
- Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM), Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC), Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where OpenInvest is headquartered
LocationHeadquarters
- HQ city
- Auburn
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
OpenInvest business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- White-label Platform Licensing: OpenInvest provides its technology platform to financial advice firms, wealth managers, and stockbrokers on a white-label basis, generating recurring revenue from licensing fees. Partners gain access to a turnkey solution without costly IT builds or technology integrations, and without needing to upgrade their AFS licence.
- Platform Administration Services: Revenue generated from providing ongoing administration, reporting, customer support, and operational services to white-label partners and their end-investor clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise white-label licensing for financial advice firms, wealth managers, and stockbrokers |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels2 records
OpenInvest product offering
Product offeringCore offering
OpenInvest provides a turnkey, white-label online investing platform that Australian financial advice firms, wealth managers, asset managers, stockbrokers, and accountants rebrand to deliver professionally-managed model portfolios to retail investors 24/7. The platform handles client onboarding, administration, reporting, trading, performance tracking, and a 24/7 partner-branded investor helpdesk, allowing advisers to monetise their model portfolio intellectual property at scale without building technology or upgrading their AFSL.
Product overview
OpenInvest offers a single unified white-label online investing platform that enables financial advice firms, stockbrokers, accountants, and asset managers to deliver their own branded model portfolios to retail investors. The platform handles all operational aspects including onboarding, reporting, administration, and customer support. Partners provide their model portfolios, content, and branding while OpenInvest manages the technology infrastructure and provides a 24/7 investor helpdesk. The solution is designed for Australians who cannot afford or are not ready for personal financial advice, particularly Millennials and Gen Z investors.
Differentiator
Problem solved
Functional benefit
Products and services
- OpenInvest White Label Platform A turnkey, white-label online investing platform that financial advice firms, wealth managers, asset managers, stockbrokers, and accountants rebrand to deliver their professionally-managed model portfolios to retail investors 24/7, with integrated onboarding, administration, reporting, trading, and performance tracking.
- Platform Administration Services Ongoing administration, reporting, customer support, and operational services delivered to white-label partners and their end-investor clients on the OpenInvest platform.
Quantifiable outcome
- Deployed white-label solutions for over 30 of Australia's most progressive and recognised financial services firms
- +2 more outcomes
Companies that use OpenInvest
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles2 records
OpenInvest technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
OpenInvest partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- PartnervestcorePartnervest Institutional uses OpenInvest's white-label technology to deliver online investing solutions to their clients. The partnership has enabled significant business growth through innovative technology and Australian-based support.
- Hudson FinancialcoreHudson Financial leverages OpenInvest's platform to reach and serve new audiences and nurture the next generation of high net worth clients through a branded online investing solution.
- hmh Advisorycorehmh Advisory uses OpenInvest technology to provide accounting clients with a choice in how they access wealth management expertise, complementing their traditional personal financial advice services.
- Suubee GroupcoreSuubee Group uses OpenInvest technology to bring their active management capabilities and methodologies to a broader cohort of their investing community.
- Wentworth SecuritiescoreWentworth Securities delivers their intellectual property (investment strategies) at scale through OpenInvest's platform in an informative and engaging way.
- Collins House Online Investment ServicescoreCollins House Online uses a custom-branded mobile app built by OpenInvest, providing friction-free sign-up and strong investor engagement.
- Morrissey Group - Shaw and PartnerscoreMorrissey Group provides their brand and portfolio at investors' fingertips through OpenInvest's platform, with simplicity and transparency praised by clients.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
OpenInvest competitors and assessment
Company assessmentDirect peers
- Praemium: Australian separately managed account (SMA) technology platform providing white-label portfolio administration, reporting, and investment platform services to advisers and wealth managers — directly comparable to OpenInvest's offering, with longer-tenured incumbency and broader market penetration.
- HUB24: Major ASX-listed Australian wealth and superannuation platform serving advisers and their clients with model portfolios, managed accounts, and white-label style functionality — directly comparable to OpenInvest in platform technology and target adviser customers, at significantly larger scale.
- Netwealth: ASX-listed Australian investment and superannuation platform serving retail and adviser-sourced clients with managed portfolio and wrap-style offerings — competes for the same adviser-and-stockbroker distribution channel that OpenInvest serves via its white-label model.
- Mason Stevens: Australian asset consultancy and managed account platform delivering bespoke model portfolios to advisers and their clients — directly comparable in the white-label managed account delivery space, with a stronger bespoke-allocator orientation.
Broad incumbents
- Colonial First State (FirstWrap): Australian wrap platform (FirstWrap) operated within the broader CFS wealth business — competes with OpenInvest for adviser-sourced FUM and offers white-label-style managed account services at significantly larger scale as part of a major incumbent wealth franchise.
- Iress: ASX-listed provider of software to wealth managers, advisers, and stockbrokers in Australia and globally — adjacent comparator as the broader software layer that adviser firms (and OpenInvest's partners) rely on for trading, CRM, and portfolio management workflows.
- BT Panorama: Westpac-owned Australian wrap and superannuation platform serving advisers and their clients with managed portfolio functionality — comparable as a competing channel for advisers but operates as part of a much larger bank-owned product suite rather than as an independent white-label.
Emerging players
- Powerwrap: Australian platform technology provider offering wrap and managed account infrastructure to advice businesses — comparable product offering to OpenInvest, positioned more as infrastructure for advice groups than as a consumer-facing white label.
- Simple Invest (Selfwealth): Australian execution-only and self-directed investing platform targeting retail investors directly — comparable in end-customer focus (mass-market Australians seeking affordable investing without full advice) even though it is consumer-direct rather than white-label B2B.
- BGL Corporate Solutions: Australian software provider for SMSF administration, corporate compliance, and broader wealth management workflows — adjacent competitor serving overlapping adviser and accounting customers with adjacent workflow tooling.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
OpenInvest social profiles
Digital presenceOpenInvest compliance and trust
Trust signalCompliance1 record
OpenInvest financial estimates
Financial estimateRevenue estimate
Valuation estimate
OpenInvest leadership team
Management profileNumber of profiles
Profiles4 records
OpenInvest funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OpenInvest 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 OpenInvest
What does OpenInvest do?
OpenInvest provides a turnkey, white-label online investing platform that Australian financial advice firms, wealth managers, asset managers, stockbrokers, and accountants rebrand to deliver professionally-managed model portfolios to retail investors 24/7. The platform handles client onboarding, administration, reporting, trading, performance tracking, and a 24/7 partner-branded investor helpdesk, allowing advisers to monetise their model portfolio intellectual property at scale without building technology or upgrading their AFSL.
Is OpenInvest a public or private company?
OpenInvest is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was OpenInvest founded?
OpenInvest was founded in 2017. It employs 11 to 50 people.
Where is OpenInvest based?
OpenInvest is headquartered in Auburn, Australia, in the Oceania region.
How does OpenInvest make money?
Two revenue lines are on record. White-label Platform Licensing is the primary driver. The others are platform Administration Services.
Who are OpenInvest's main competitors?
Direct peers on record are Praemium, HUB24, Netwealth and Mason Stevens. Broad incumbents are Colonial First State (FirstWrap), Iress and BT Panorama. Emerging players are Powerwrap, Simple Invest (Selfwealth) and BGL Corporate Solutions.
Does OpenInvest have an API?
No public API is recorded for OpenInvest.
What industry is OpenInvest in?
OpenInvest's product category is Wealth Management Software. Its primary akta.pro industry code is FSAGAEAC, Digital Brokerage & Self-Directed Investing Platforms, with a secondary code of FSAAABAM, Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs). Its NAICS code is 523940 and its SIC code is 6282.