McQueen

What McQueen does

McQueen Group (legal name McQueen Financial Group) is an Australian integrated financial advisory firm founded in 1994, headquartered in Melbourne with offices in Brisbane (opened via the 2024 acquisition of Merit Planning) and a third location, employing 41 staff. The firm delivers wealth management, accounting and tax, lending, aged care advisory, estate planning, and investment management services to individuals, SMSFs, and medium-sized business clients, operating under the Australian Financial Services Licence of Count Financial Limited (a subsidiary of ASX-listed Count Limited). Its core technology layer comprises two platforms: McQueen Connect, a client-facing portal (white-labeled on the myprosperity infrastructure) that provides 1,000+ clients secure digital access to their financial information, and the Strategic Dashboard, an internal tool hosted on vokkeapps that supports advisor workflow and client service delivery.

The business model is relationship-led and fee-based, with revenue generated from ongoing advisory engagements, accounting and tax engagements, lending commissions, and investment management fees negotiated individually with clients. Pricing is not publicly disclosed and is structured through direct advisory conversations rather than standardised tiers. Go-to-market is sales-led, anchored by a referral channel that contributes 60% of new business, supplemented by content marketing (monthly market insights and EOFY planning guides), organic social media presence across LinkedIn, Instagram, Facebook, and YouTube, and community engagement through sponsorships such as the Camberwell Magpies Cricket Club principal partnership. Customer concentration is low given a horizontally segmented base of more than 1,000 clients across multiple use cases, with no single account appearing to dominate revenue. McQueen does not disclose AI/ML capabilities; its technology differentiation rests on integrated service delivery and digital client experience rather than proprietary AI.

Name

McQueen

Legal name

McQueen Financial Group

Website

https://mcqueengroup.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

McQueen is a Melbourne-based integrated financial advisory firm founded in 1994, serving individuals, SMSFs, and medium-sized businesses across Australia with wealth management, accounting, tax, lending, aged care, estate planning, and investment management services via its McQueen Connect digital platform.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

akta.pro secondary industry

Family Office Advisory & Outsourced CIO (OCIO) (FSAAADAC)

Keywords

• Financial advisory services
• Wealth management
• Accounting and tax services
• Lending and finance solutions
• Estate planning

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Revenue generated from providing integrated financial advisory services including wealth management, accounting, tax services, lending solutions, aged care planning, estate planning, and investment management. Services are delivered under the Count Financial Limited authorised representative arrangement.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

McQueen Group is an integrated financial advisory firm that delivers wealth management, accounting and tax, lending, aged care planning, estate planning, and investment management services under one roof. The firm operates as an authorised representative of Count Financial Limited and serves individual clients, SMSFs, and small-to-medium business clients across Melbourne and Brisbane. Services are delivered through qualified financial advisers, accountants, and lending specialists, supported by the proprietary McQueen Connect client portal.

Product overview

McQueen Group is an integrated financial advisory firm offering a unified suite of services combining wealth management, accounting, lending, and insurance under one roof. The core service portfolio spans Financial Modelling, Accounting & Tax Services, Lending & Finance, Aged Care, Estate Planning, and Investment Management. Client-facing digital products include the McQueen Connect portal for secure client access and financial management, the Strategic Dashboard for internal strategic monitoring, Pay Your Invoice for client payments, and a Personal Introductions referral program. The integrated approach is designed to reveal hidden connections between wealth, tax, lending, and insurance that traditional advisors may overlook.

Differentiator

Problem solved

Functional benefit

Brands

• McQueen Connect: Digital client portal platform for secure client interactions and financial management

Products and services

• Financial Modelling Strategic financial planning service that helps clients map out their future and create actionable game plans to achieve financial goals. Targeted at individuals and businesses seeking structured wealth planning.
• Accounting & Tax Services Comprehensive accounting and tax preparation services for individuals and medium-sized businesses, including tax returns, financial statements, and strategic financial partnerships beyond basic number-crunching.
• Lending & Finance Smart lending solutions providing financing options for clients including home loans and other finance needs, with advice that extends beyond just competitive rates.
• Aged Care Expert financial guidance service for clients navigating aged care, covering facility selection, funding strategies, asset structuring, and ongoing support.
• Estate Planning

Quantifiable outcome

• 95% 5-star Google reviews
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Camberwell Magpies Cricket ClubminorStrategic or Co-development Partner · 1 January 2024Principal Partnership - McQueen Group has a principal partnership with the Camberwell Magpies Cricket Club. Dan Walker was recruited to the Operations team as Data Analyst after attending a McQueen 2024 Financial Literacy session hosted by the club. Partnership provides recruitment pipeline and community engagement.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Count Financial Limited: McQueen's AFSL parent and the broker-dealer network through which McQueen delivers licensed advisory services. Count operates a national network of authorised representatives offering wealth, accounting, and lending services, directly comparable in service mix but at much larger scale.
• BDO Australia Wealth Advisory: Global accounting and advisory network's Australian wealth advisory practice, combining accounting, tax, and financial planning. Comparable integrated offering, with stronger brand recognition and broader geographic reach than McQueen.

Direct peers

• Shadforth Financial Group: Australian integrated financial advisory firm offering wealth management, superannuation, tax, and estate planning. Operates as a wholly-owned subsidiary of IOOF/Insignia and is directly comparable to McQueen's multi-disciplinary wealth and accounting model.
• Pitcher Partners: Mid-tier Australian accounting and advisory firm combining accounting, tax, wealth management, and lending services. Closely comparable to McQueen in the integration of accounting and wealth advisory under one brand, though larger and multi-state.
• William Buck: Australian accounting and advisory network offering wealth management, tax, superannuation, and lending services. Comparable integrated offering to McQueen, with similar SMB and individual client focus across multiple states.
• HLB Mann Judd: Australian accounting and wealth advisory network combining business advisory, tax, and financial planning services. Comparable integrated service model serving individuals, SMSFs, and SMEs in a multi-office structure.
• Australian Unity Wealth: Member-owned Australian financial services provider offering banking, insurance, investment, and aged care services. Comparable integrated offering, particularly overlapping with McQueen's aged care and wealth management focus.
• Morgans Financial: Australian wealth advisory and stockbroking firm offering wealth management, superannuation, and investment advice to individuals and SMEs. Comparable client base and advisory model, with a broader geographic footprint.
• RI Advice Group: Large Australian licensee group supporting a network of financial advisers under a similar authorised-representative structure to Count. Comparable business model of affiliated advisory practices delivering wealth, SMSF, and retirement advice.

Others

• IOOF/Insignia Financial (now Insignia Financial Ltd): One of Australia's largest wealth management groups, owning licensee networks and wealth brands such as Shadforth and IOOF. Comparable in integrating advice, superannuation, and investment management, but at materially larger AUM and headcount scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/wix
• YouTubeyoutube.com/user/Wix
• Facebookfacebook.com/mcqueengroupau
• LinkedInlinkedin.com/company/mcqueen-group
• Instagraminstagram.com/wix

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 McQueen