What Prime Financial Group does

Prime Financial Group is an ASX-listed (ASX:PFG) Australian financial services group founded in 1997 and headquartered in Southbank, Melbourne. The company operates a multi-service advisory platform spanning accounting and business advisory, CFO advisory and bookkeeping, R&D tax incentives and grant services, remuneration and employee share scheme administration, self-managed super fund (SMSF) administration, capital and corporate advisory, wealth management, wholesale property investment opportunities, alternative asset management, and private credit and alternatives. It also offers a dedicated ESG advisory practice. The group serves a diversified client base of business owners and companies, high-net-worth individuals, SMSF trustees, and wholesale/institutional investors across Australia.

The firm's technical infrastructure is centred on three client-facing portals — MyPrime, PrimeConnected, and a dedicated SMSF Client Login — supported by dedicated 1800-number phone lines and email channels for each service line. Operations are conducted through multiple wholly-owned AFSL-licensed subsidiaries (Primestock Securities Ltd, Primestock Wealth Management Pty Ltd, AC AFSL Pty Ltd, Equity Plan Services Pty Ltd, Lincoln Financial Group Pty Ltd, Prime Accounting and Business Advisory Pty Ltd, Prime Asset Protection Services Pty Ltd, and PFG Legal Services Pty Ltd), reflecting a regulated, licence-stacked operating model.

The group reports $1.9B+ in Funds Under Management, 225+ team members, and 44% staff/associate ownership, with physical offices in Victoria, New South Wales, and Queensland. Revenue is generated through a mix of professional services fees (financial advisory, R&D tax incentives, capital advisory, SMSF administration, remuneration services) and asset-based management fees on wealth, wholesale property, and alternative asset mandates. Distribution is sales-led, combining direct adviser relationships, dedicated service-line teams, and digital self-service portals.

Name

Prime Financial Group

Legal name

Prime Financial Group Ltd

Website

https://primefinancial.com.au

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

ASX-listed Australian financial services group providing integrated accounting, wealth management, capital advisory, SMSF administration, R&D tax incentives, and private credit/alternatives services to businesses, HNW individuals, SMSF trustees, and wholesale investors across Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Southbank

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Fees charged for financial advisory services including wealth management, accounting & business advisory, and SMSF advice and administration.
2. Funds Under Management: Management and administration of client assets across wealth management, wholesale property investments, and alternative asset management services.
3. R&D Tax Incentive Services: Assistance with R&D tax incentive claims, including eligibility assessment, application preparation, and compliance services for businesses conducting research and development activities.
4. Remuneration Services: Employee Share Scheme administration and reporting services, including ESS statements, ATO lodgement, and compliance support.
5. Capital & Corporate Advisory: Capital raising, corporate advisory, and transaction support services for businesses.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Prime Financial Group is an Australian advice, capital and asset management group delivering financial advisory, accounting, wealth management, SMSF administration, capital and corporate advisory, and R&D tax incentive services. It combines business-focused offerings (accounting, CFO advisory, R&D tax incentives, remuneration services, capital raising) with individual-focused wealth management and alternative asset investment products, supported by client-facing digital portals and a 225+ person advisory team across Melbourne, Sydney, and Brisbane.

Product overview

Prime Financial Group is a market-leading advice, capital and asset management group offering a comprehensive suite of financial services. The company operates a platform-plus-services model providing both business-focused offerings (Accounting & Business Advisory, CFO Advisory & Bookkeeping, R&D Tax Incentives & Grant Services, Remuneration Services, SMSF Administration, Capital & Corporate Advisory) and individual-focused services (Wealth Management, Wholesale Property Investment Opportunities, Alternative Asset Management, Private Credit and Alternatives, SMSF Advice & Administration, ESG Advisory). The integrated platform is supported by digital client portals including MyPrime, SMSF Client Login, and PrimeConnected, enabling clients to access their accounts and services across all offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting & Business Advisory Provides comprehensive accounting services, financial reporting, tax planning, and business advisory support for businesses of various sizes.
• CFO Advisory & Bookkeeping Virtual CFO services providing strategic financial guidance, bookkeeping, budgeting, and financial forecasting for SMEs and growth-stage companies.
• R&D Tax Incentives & Grant Assists businesses in identifying, claiming, and maximising Research and Development Tax Incentive refunds and government grants.
• Remuneration Services Employee share scheme administration, ESS reporting obligations, and executive compensation structuring services for employers.
• SMSF Administration Self-Managed Super Fund setup, administration, compliance, and ongoing management services for SMSF trustees.
• Capital & Corporate Advisory Strategic advisory for capital raising, mergers and acquisitions, corporate restructuring, and business valuations for business clients.
• Wealth Management Personalised investment advisory, portfolio management, and financial planning services for individual clients.
• Wholesale Property Investment Opportunities Access to wholesale-only property investment opportunities including preferred equity structures in real estate projects.
• Alternative Asset Management Management of alternative investments including private credit, private equity, and other non-traditional asset classes.
• Private Credit and Alternatives Exclusive wholesale-only funds offering consistent income, capital stability, and long-term growth across private markets.
• ESG Advisory Environmental, Social, and Governance advisory services helping businesses with sustainability reporting and ESG strategies.
• Employee Share Plan Administration & Management End-to-end administration and management of employee share plans for corporate clients.

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Morgans Financial: Australian full-service wealth, stockbroking and corporate advisory firm with multi-state presence — directly comparable to Prime across wealth advice, SMSF and capital advisory services.
• Pitcher Partners: Mid-tier Australian accounting, business advisory and wealth services firm competing with Prime's Accounting & Business Advisory and Virtual CFO service lines for SMEs and HNW individuals.
• Hub24: ASX-listed (ASX:HUB) technology-enabled wealth platform offering custody, portfolio reporting and SMSF administration to advisers and their clients — operating in Prime's core wealth/SMSF distribution space.
• Ord Minnett: Privately-held Australian full-service wealth, advisory and equity capital markets firm serving HNW individuals, family offices and mid-market corporates — directly comparable to Prime's wealth and corporate advisory mix.
• Perpetual Limited: ASX-listed (ASX:PPT) Australian wealth management, corporate trustee and asset management firm with comparable wealth, SMSF and investments offerings to Prime's individual client business.
• Pinnacle Investment Management: ASX-listed (ASX:PNI) Australian multi-affiliate investment manager distributing wholesale and institutional funds — directly comparable to Prime's wholesale property and alternative asset management businesses.
• Shaw and Partners: Australian wealth advisory, stockbroking and capital markets firm serving HNW individuals, SMSF trustees and corporate clients — closely comparable to Prime's wealth advisory and Capital & Corporate Advisory services.
• Netwealth Group: ASX-listed (ASX:NWL) rapidly-scaled Australian wealth platform providing portfolio administration, SMSF and managed accounts — competes directly with Prime's wealth management and SMSF administration services.
• Count Limited: ASX-listed (ASX:CUP) accounting, wealth advice and SMSF administration network serving Australian small businesses and individuals — a close scale comparable on the multi-service advice/accounting model.
• Insignia Financial Group: Australia's largest dedicated wealth and advice group (ASX:IFL, formerly IOOF), offering wealth management, advice, superannuation and asset management — directly competing with Prime across most service lines and target segments including HNW and SMSF trustees.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/primefingrp

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries8 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 Prime Financial Group