Infocus Australia

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.

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

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

• Wealth management services
• Advice technology platform
• Investment management solutions
• Financial advisory partnerships
• Mortgage lending services

Headquarters

HQ city

Maroochydore

HQ country

Australia

HQ region

Oceania

Offices3 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. 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.
2. 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).
3. 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.
4. Lending brokerage commissions: Brokerage/commission revenue from home, investment, business, vehicle/equipment and SMSF loans originated through Infocus Lending Advisory brokers.
5. 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

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers10 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

AI capability5 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor, major and core.

• Oreana PartnershipsminorGTM or Marketing Partner · 1 January 2026Oreana 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 ManagementmajorStrategic or Co-development Partner · 27 May 2024Infocus 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)coreOEM/ Whitelabel/ Licensing PartnerPlatformplus 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)coreStrategic or Co-development PartnerAlpha 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)minorOthersInfocus 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

Direct 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

• Facebookfacebook.com/infocuswealthmanagement
• LinkedInlinkedin.com/company/infocus-wealth-management
• Instagraminstagram.com/infocuswealthmanagement
• Xx.com/infocuswealth

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Infocus Australia