Infocus Australia
Infocus Australia is a privately held, founder-led Australian wealth management enterprise operating a multi-AFSL platform (advice, lending, funds management, technology) for a national network of 150 advice firms and 270 advisers, supported by its proprietary Platformplus SaaS and Alpha Investment Management ($3.65Bn FUM).
- Company typePrivate
- Founded1994
- HeadquartersMaroochydore, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Infocus Australia does
Infocus Australia (legal entity Infocus Wealth Management Pty Ltd, ABN 28 103 551 015) is an Australian privately held, founder-led financial advisory and wealth management enterprise founded in 1994 on Queensland's Sunshine Coast by Darren and Stephanie Steinhardt (originally as Steinhard Financial Services). The firm operates a multi-licence platform: it holds five AFSLs and an Australian Credit Licence across subsidiaries including Infocus Securities Australia, Infocus Lending Advisory, Alpha Investment Management, Platformplus, and Madison Financial Group (acquired 2024). It serves three principal customer segments: independent financial advice firms (Member and Partner Firms) via five partnership pathways, mid-to-large AFSL licensees via Enterprise Solutions, and individual Australian consumers via direct financial advice and lending services delivered through its national adviser network of 150 firms and 270 advisers overseeing $20BN+ in Funds under Advice.
At the core of Infocus is Platformplus, a proprietary end-to-end advice technology eco-system combining SaaS modules (Advice Management System, Compliance Management, Revenue Management) with PaaS capabilities (Investment, Superannuation and Pension Platform). Platformplus has been ranked #1 for adviser satisfaction in the Adviser Ratings Advice Landscape Report for five consecutive years and underpins both internal adviser workflows and external licensee clients. Investment outcomes are delivered through wholly owned Alpha Investment Management, which manages approximately $3.65Bn in FUM across managed accounts, SMAs and managed funds, while consumer-facing lending (home, investment, commercial, SMSF, vehicle/equipment) is provided through Infocus Lending Advisory (ACL 392704).
Infocus generates revenue from five streams: recurring AFSL licensee and partner fees, Platformplus SaaS/PaaS subscriptions, Alpha investment management fees, Infocus Lending Advisory brokerage commissions, and Enterprise Solutions professional services for AFSLs. Go-to-market combines channel-partner recruitment (Member/Partner onboarding), enterprise field sales to mid-to-large AFSLs, direct-to-consumer ('Find an Adviser' funnel), and community-led growth via an Adviser Council and Paraplanning Collective. In 2026 the firm took a minority strategic investment from Scarcity Partners and appointed a CTO to lead an AI-led technology roadmap, positioning the group for its next phase of organic and inorganic growth within the Australian advice sector.
Infocus Australia firmographics
Firmographics- Name
- Infocus Australia
- Legal name
- Infocus Wealth Management Pty Ltd
- Website
- https://infocus.com.au
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Infocus Australia is a privately held, founder-led Australian wealth management enterprise operating a multi-AFSL platform (advice, lending, funds management, technology) for a national network of 150 advice firms and 270 advisers, supported by its proprietary Platformplus SaaS and Alpha Investment Management ($3.65Bn FUM).
- Ownership category
- akta.pro rank
Infocus Australia industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Funds, Trusts, and Other Financial Vehicles (525), Trusts, Estates, and Agency Accounts (525920)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)
- akta.pro secondary industries
- Investment & Wealth Introducers (RIA/Private Wealth Referrals) (FSAEAMAC), Automated Underwriting Systems (AUS) & Decisioning Engines (FSALALAB), Private Banking Business Owners & Entrepreneur Solutions (Liquidity Events, Pre-IPO) (FSABADAK)
Keywords
Where Infocus Australia is headquartered
LocationHeadquarters
- HQ city
- Maroochydore
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Infocus Australia 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
- AFSL licensee and partner fees: Recurring fees from Member Firms, Partner Firms and Enterprise licensees for access to the Infocus AFSL, governance, compliance and business support services.
- Platformplus software subscriptions: Recurring SaaS/PaaS fees paid by advice practices and AFSLs for use of Platformplus modules (advice, compliance, revenue, investment/super/pension platform).
- Investment management fees (Alpha): Management and administration fees on $3.65Bn Funds under Management across managed accounts, SMAs, and managed funds offered through Alpha Investment Management.
- Lending brokerage commissions: Brokerage/commission revenue from home, investment, business, vehicle/equipment and SMSF loans originated through Infocus Lending Advisory brokers.
- Enterprise Solutions professional services: Tailored professional services (AFSL administration, brokerage management, compliance framework, playbook implementation, managed accounts support, asset consulting) for mid-to-large enterprise AFSLs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| — | — | Quote-based partnership pricing across Member, Partner, Enterprise, Acquisition and Start-Up pathways |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Infocus Australia product offering
Product offeringCore offering
Infocus Australia is a privately held, founder-led Australian wealth management enterprise that licenses and supports a national network of 150 advice firms and 270 advisers through five partnership pathways (Member Firm, Partner Firm, Join an Existing Firm, Acquisition, and Start an Advisory Firm). It bundles an Australian Financial Services Licence, compliance, back-office support and its proprietary Platformplus advice technology (SaaS plus PaaS modules covering CRM, advice generation, compliance, revenue and investment/super/pension workflows) for advice firms, while delivering direct consumer financial advice and lending services through Infocus Financial Advice Services and Infocus Lending Advisory, and investment management via wholly owned subsidiary Alpha Investment Management.
Product overview
Infocus Australia operates a unified, platform-plus-modules wealth-services architecture rather than a single monolithic product. At the centre is Platformplus, the proprietary end-to-end advice technology eco-system (SaaS + PaaS) that has been ranked #1 for adviser satisfaction in Australia for five consecutive years and underpins all member and partner activity. On top of Platformplus, Infocus layers five distinct partnership pathways (Member Firm, Partner Firm, Join an Existing Firm, Acquisition, and Start an Advisory Firm) plus a tailored Enterprise Solutions offering for medium-to-large AFSLs that bundles AFSL administration, brokerage and compliance with AdviceTech, ComplianceTech and RevenueTech modules. Investment outcomes are delivered through the wholly owned subsidiary Alpha Investment Management, which manages managed accounts, SMAs and managed funds with around $3.65Bn FUM, and the Infocus Advisory salaried advice arm provides in-house advice. Consumer-facing services are delivered through Infocus Financial Advice Services (retirement, insurance, super, estate planning) and Infocus Lending Services (home, investment, commercial, vehicle and SMSF lending), while Madison Financial Group operates as an AFSL subsidiary following its 2024 acquisition. The company's strategic investment from Scarcity Partners and AI-led technology roadmap led by its CTO extend this integrated model.
Differentiator
Problem solved
Functional benefit
Brands
- Platformplus: Infocus's wholly-owned proprietary advice technology eco-system (SaaS + PaaS) including Advice Management System, Compliance Management, Revenue Management and Investment/Super/Pension Platform; ranked #1 for adviser satisfaction in Australia for five consecutive years.
- Alpha Investment Management
- Infocus Lending Advisory
- Infocus Securities Australia
- Madison Financial Group
Companies that use Infocus Australia
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Infocus Australia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature6 records
Infocus Australia partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor, major and core.
- Oreana PartnershipsminorOreana Partnerships' advice and governance general manager Belind Barclay initiated an AI governance due diligence program within the Licensee Leadership Forum, approaching Infocus strategic partnerships general manager Matt Fogarty to co-lead a separate committee focused on AI governance.
- Madison Financial Group / Clime Investment ManagementmajorInfocus entered into a binding agreement to acquire Madison Financial Group (a licensee with 54 authorised representatives across 32 advisory practices) from Clime Investment Management, with completion by 30 June 2024. Madison Financial Group Pty Ltd (ABN 36 002 459 001, AFSL 246679) is now a subsidiary of Infocus and increased group FUA to ~$16B and adviser count to 200+.
- Platformplus Pty Ltd (wholly owned subsidiary)corePlatformplus Pty Ltd (ABN 46 103 551 533, AFSL 563335) is the wholly owned entity that delivers Infocus's proprietary end-to-end advice technology eco-system (AdviceTech, ComplianceTech, RevenueTech, Investment/Super/Pension platform) to internal and external clients.
- Alpha Investment Management Pty Ltd (wholly owned subsidiary)coreAlpha Investment Management Pty Ltd (ABN 13 122 381 908, AFSL 307379) is the wholly owned subsidiary delivering managed accounts, SMAs and managed funds with $3.65Bn FUM, including the circa $2.5B SMA program initiated by CIO Jeff Mitchell.
- AIA (AIA Vitality)minorInfocus provides all employees complimentary membership to AIA Vitality, Australia's leading health and wellbeing app, as part of its employee benefits program.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Infocus Australia competitors and assessment
Company assessmentDirect peers
- Fitzpatricks Private Wealth: Australian privately-owned private wealth and financial advice firm offering advice, portfolio management and superannuation services. Comparable to the Infocus Member/Partner Firm model and the source of Infocus's EGM Strategic Relationships.
- Count Limited (Count Financial): One of Australia's largest financial advice dealer groups, providing AFSL licensing, paraplanning, technology and compliance support to a national adviser network. Direct competitor in the Australian advice licensee space and Infocus's source for hiring its Head of Professional Standards.
- Centrepoint Alliance: ASX-listed Australian financial advice dealer group and licensee providing licensing, compliance, technology and support services to a national network of advice practices. Closely comparable to Infocus's Member/Partner Firm licensee model.
- Netwealth: ASX-listed Australian wealth management platform and technology business serving advisers, licensees and direct investors. Comparable to the Platformplus advice/compliance/revenue technology stack.
- Fortnum Private Wealth: Australian privately-owned financial advice licensee group offering licensing, professional services, and platform access to a national network of advice practices. Comparable scale and licensee structure to Infocus.
- Sequoia Financial Group: Australian diversified financial services group providing advice licensing, paraplanning, accounting support and lending services to a national adviser and accounting network. Closely comparable dealer-group / licensee model to Infocus.
- HUB24: ASX-listed Australian wealth platform technology provider offering SMA, HIN and wrap platform services to advisers and licensees. Direct technology peer for the Platformplus investment/super/pension platform module.
- Praemium: ASX-listed Australian and global wealth platform technology provider offering SMA, model portfolio and portfolio administration technology to advisers. Competes with Platformplus and Alpha on the investment platform layer.
Broad incumbents
- AMP Limited (AMP Financial Planning): Major Australian incumbent providing financial advice, superannuation, banking and investment products through a large adviser network. Competes with Infocus in advice and platform services but at significantly greater scale and with a much wider product suite.
- Insignia Financial (formerly IOOF): One of Australia's largest wealth management groups operating advice licensee, platform, asset management and superannuation businesses. Much larger and broadly diversified; competes with Infocus across advice, platform and investment management.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Infocus Australia social profiles
Digital presenceInfocus Australia compliance and trust
Trust signalCompliance7 records
Infocus Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Infocus Australia leadership team
Management profileNumber of profiles
Profiles10 records
Infocus Australia subsidiaries and ownership
Company hierarchySubsidiaries5 records
Infocus Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Infocus Australia 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 Infocus Australia
What does Infocus Australia do?
Infocus Australia is a privately held, founder-led Australian wealth management enterprise that licenses and supports a national network of 150 advice firms and 270 advisers through five partnership pathways (Member Firm, Partner Firm, Join an Existing Firm, Acquisition, and Start an Advisory Firm). It bundles an Australian Financial Services Licence, compliance, back-office support and its proprietary Platformplus advice technology (SaaS plus PaaS modules covering CRM, advice generation, compliance, revenue and investment/super/pension workflows) for advice firms, while delivering direct consumer financial advice and lending services through Infocus Financial Advice Services and Infocus Lending Advisory, and investment management via wholly owned subsidiary Alpha Investment Management.
Is Infocus Australia a public or private company?
Infocus Australia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Infocus Australia founded?
Infocus Australia was founded in 1994. It employs 101 to 250 people.
Where is Infocus Australia based?
Infocus Australia is headquartered in Maroochydore, Australia, in the Oceania region.
How does Infocus Australia make money?
Five revenue lines are on record. AFSL licensee and partner fees are the primary driver. The others are platformplus software subscriptions, investment management fees (Alpha), lending brokerage commissions and enterprise Solutions professional services.
Who are Infocus Australia's main competitors?
Direct peers on record are Fitzpatricks Private Wealth, Count Limited (Count Financial), Centrepoint Alliance, Netwealth, Fortnum Private Wealth, Sequoia Financial Group, HUB24 and Praemium. Broad incumbents are AMP Limited (AMP Financial Planning) and Insignia Financial (formerly IOOF).
Does Infocus Australia have an API?
No public API is recorded for Infocus Australia.
What industry is Infocus Australia in?
Infocus Australia's product category is Wealth Management. Its primary akta.pro industry code is FSAAAAAG, Managed Accounts & Model Portfolios (SMA/UMA), with a secondary code of FSAEAMAC, Investment & Wealth Introducers (RIA/Private Wealth Referrals). Its NAICS code is 523940 and its SIC code is 6282.