Profile Financial Services

What Profile Financial Services does

Profile Financial Services Pty Ltd is a privately held, 100% staff- and founder-owned boutique financial planning firm headquartered in Parramatta, New South Wales, with additional offices in Sydney CBD and Mudgee. Founded in 1986, the firm holds its own Australian Financial Services Licence (AFSL No. 226238, granted 2003) and Australian Credit Licence (No. 226238, granted 2011), and operates as a professional practice of the Financial Advice Association Australia and member of the Boutique Financial Planners Group. The firm advises a long-tail client base of 5,150+ individuals and families across $750M+ in funds under advice, organized around eight horizontal personas spanning Young Professionals, Pre-retirees, Retirees, Executives, Tech Professionals, Professional Families, Business Owners, and Family Offices.

The firm's core offering is a unified, life-stage-based advice platform structured as six service modules: Create Wealth (goal-based wealth creation), Retirement Planning, Care for the Next Generation (legacy and intergenerational planning), Portfolio Management, Mitigate Personal Risk (personal and business insurance), and Plan & Restructure (tax and entity structuring), complemented by SMSF advisory, a client portal built on the myfinance-hub platform, free financial calculators, and an Insights content hub. Distribution is via relationship-led advice delivered face-to-face across NSW offices and via video conferencing, supplemented by a zero-cost initial consultation and a referral-based acquisition engine drawing on accountants and solicitors.

Revenue is generated from a diversified mix of professional service fees (Strategy and Plan Fees, Implementation Fees), recurring subscription-style ongoing advice fees (Profile Partner Fee, asset- or dollar-based, billed annually), insurance commissions capped at 66% of first-year premium and 22% trail (post-2020 regulation), referral fees from partners such as TorFX, and a capped 75% share of performance fees generated by WTW Diversified Conservative and Growth Funds through August 2029 following the 2023 transition of its internal funds to Willis Towers Watson. Profile is not declared independent under the Corporations Act due to retained insurance commissions and WTW performance fee participation.

Name

Profile Financial Services

Legal name

Profile Financial Services Pty Ltd

Website

https://profileservices.com.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Profile Financial Services is a 100% staff-owned boutique financial planning firm in NSW, Australia, advising 5,150+ individuals and families across retirement, wealth creation, insurance, and legacy planning, with $750M+ in funds under advice and its own AFSL and Credit Licence.

Ownership category

akta.pro rank

Headquarters

HQ city

Parramatta

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Strategy and Plan Fees: Fees charged for initial financial planning advice based on complexity of the client's situation and scope of advice required. Disclosed in Terms of Engagement.
2. Insurance Commission: Life insurance commissions received from insurers on risk insurance products - up to 66% of first year premium and 22% ongoing of annual premium (as permitted under regulations from 1 January 2020).
3. Ongoing Profile Partner Fee: Ongoing advice service fees comprising fixed dollar fees and/or asset-based fees for strategic advice and services under Ongoing Fee Arrangements.
4. Implementation Fees: Fees charged for implementing recommendations, based on time and complexity of implementation tasks.
5. Referral Fees: Profile may earn referral fees from external parties including up to 25% of profit from TorFX currency exchange referrals. Referral arrangements are disclosed in Statements of Advice.
6. Performance Fee Share (WTW Funds): Following transition of internal funds to Willis Towers Watson on 1 September 2023, Profile receives 75% of any performance fees generated from WTW Diversified Conservative Fund and WTW Diversified Growth Fund outperforming benchmarks, capped until 31 August 2029.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Profile Financial Services is an Australian boutique financial advice firm delivering personalised, fee-for-service financial planning across the wealth lifecycle. Its core offerings include goal-based wealth creation advice, retirement and pension planning, investment portfolio management, personal and business risk insurance advice, SMSF advisory, and legacy/estate planning, delivered by licensed advisers under its own AFSL and Credit Licence.

Product overview

Profile Financial Services is a boutique financial planning firm offering a unified advice platform with multiple service modules covering the full wealth lifecycle. Core services include Create Wealth (goal-based wealth creation), Retirement Planning, Care for the Next Generation (legacy planning), Portfolio Management, Mitigate Personal Risk (insurance), and Plan & Restructure (financial structures). These are complemented by a client portal, financial planning tools/calculators, insights and resources content, and specialised SMSF advisory. The firm serves diverse segments including pre-retirees, retirees, executives, family offices, tech professionals, professional families, business owners, and young professionals. The offering is structured as bundled advisory services rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Create Wealth Tailored goal-based wealth creation advice that helps individuals move from income to assets through a compounding plan rather than ad-hoc decisions. Targeted at Australians building long-term wealth across the wealth lifecycle.
• Retirement Planning Personal retirement plan creation covering superannuation, pensions, investment allocation and drawdown strategy to help clients retire confidently. Targeted at pre-retirees and retirees in Australia.
• Care for the Next Generation Financial legacy and estate planning covering help for children into first homes, education funding, gifting to grandchildren, and ensuring wealth is protected, structured and transferred as intended. Targeted at families and family offices.
• Portfolio Management Investment strategy and portfolio administration that brings investments into one clear strategy, with ongoing monitoring, review and recommended adjustments. Targeted at clients with diversified investment holdings needing coordinated oversight.
• Mitigate Personal Risk Insurance strategies covering personal and business insurance to absorb financial impacts from serious illness, accidents, or periods out of work. Targeted at individuals and business owners seeking risk protection.
• Plan and Restructure Financial structuring and restructuring advice including entity setup, contribution strategies and ownership arrangements to optimise tax outcomes. Targeted at individuals, families and business owners with complex structures.
• Ongoing Profile Partner Advice Service Annual ongoing advice service comprising fixed dollar fees and/or asset-based fees for strategic advice and services under Ongoing Fee Arrangements, updated annually with client consent. Targeted at existing clients needing continuous advice and portfolio oversight.
• SMSF Advisory Advice on Self-Managed Superannuation Funds including trustee responsibilities, investment options, borrowing for investments and estate planning. Targeted at clients with SMSFs or considering SMSF establishment.

Quantifiable outcome

• Trusted by 5,150+ clients since 1986
• +2 more outcomes

Named customers2 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Willis Towers Watson (WTW)coreTechnology or Integration · 1 September 2023Profile transitioned its internally operated WTW Diversified Conservative Fund and WTW Diversified Growth Fund (previously Profile Preservation Portfolio and Profile Accumulation Portfolio) to Willis Towers Watson on 1 September 2023. Profile receives 75% of any performance fees generated from these funds outperforming benchmarks, capped until 31 August 2029.
• TorFXminorOthersTorFX provides foreign exchange services. Profile may earn up to 25% of profit from referrals to TorFX for currency exchange needs.
• Financial Advice Association Australia (FAAA)coreOthersProfile is a professional practice of the Financial Advice Association Australia, bound by their Code of Professional Practice. Advisers are listed on the Financial Advisers Register.
• Boutique Financial Planners GroupcoreOthersProfile is a member of the Boutique Financial Planners Group, a network of boutique financial planning firms.
• Australian Financial Complaints Authority (AFCA)minorOthersExternal dispute resolution body for financial services complaints. Profile is a member (AFCA member number 11113) and complaints can be referred to AFCA by calling 1800 931 678.

Scale indicators5 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Sequoia Financial Group: ASX-listed Australian financial advice and wealth management group operating a network of advice practices across Australia. Comparable to Profile as a multi-adviser, AFSL-holding wealth business serving mass-affluent and HNW clients with goals-based advice, retirement planning, and portfolio management.
• Shadforth Financial Group: Australian financial advice and superannuation business (now part of Insignia Financial) providing wealth, retirement, and insurance advice to individuals. Comparable in client segments and lifecycle-based advice offering to Profile, though it operates at significantly larger scale.
• Morgans Financial: Australian full-service stockbroking, wealth management and financial advice firm. Comparable to Profile in offering personalised financial advice, retirement planning, and portfolio management to mass-affluent and HNW clients, though larger and geographically broader.
• GPS Wealth: Australian financial advice licensee and wealth manager that supports a network of advisers and directly serves retail and mass-affluent clients. Comparable in AFSL-holder model, goals-based advice focus, and broad service menu (super, retirement, insurance, investments).
• Apt Wealth Partners: Australian boutique financial advice and accounting firm offering wealth management, retirement, SMSF, and insurance advice to individuals and families. Closely comparable in scale, full-service advice offering, and target client segments to Profile Financial Services.
• Count Limited: ASX-listed Australian financial advice network supporting boutique advice practices under its AFSL. Directly comparable to Profile in business model (licensed financial advice, retirement and wealth planning for individuals), differing mainly by being a licensing/aggregator model rather than a single branded practice.

Emerging players

• HUB24: ASX-listed Australian wealth management platform used by advisers (including many boutique firms) to deliver SMA/UMA portfolio solutions, super, and investment reporting. Adjacent rather than directly competitive, but increasingly relevant to boutiques like Profile as client expectations shift toward digital, model-portfolio-led delivery.

Broad incumbents

• Insignia Financial: Large ASX-listed Australian wealth management group (formerly IOOF) encompassing MLC, Shadforth, and several advice brands. A broad incumbent that competes with Profile across the full wealth and retirement value chain, but at materially larger scale and with both advised and platform offerings.
• AMP Limited: One of Australia's largest wealth managers and advice networks, offering financial advice, superannuation, platforms (AMP North), and investments. A broad incumbent in the same advice and retirement space, with overlapping customer segments and distribution scale far exceeding Profile's.
• Perpetual Limited: ASX-listed Australian wealth, asset management and corporate trust business with a private wealth arm serving HNW and mass-affluent clients. Comparable through its private client advice, portfolio management, and estate/succession services, though materially larger and more institutional.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/in/shane-dooley

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Profile Financial Services