Choice Capital

What Choice Capital does

Choice Capital is an Australian privately-held financial services firm founded in 1998 and headquartered in South Melbourne, Victoria. It operates through two regulated entities — Choice Capital Mortgages Pty Ltd (Australian Credit Licence 392127) and Choice Financial Advisors Pty Ltd (Australian Financial Services Licence 324987) — providing mortgage broking, holistic financial planning, investment management, personal insurance advice, and SMSF lending, with an in-house wholesale investment arm (Beulah Capital) serving sophisticated investors.

The firm serves a mix of first-home buyers, property investors, pre-retirees and retirees, SMSF holders, business owners, and high-net-worth individuals/family groups, with aged-care and business-succession advisory as specialist verticals. Its technology stack is built around integrations with external platform providers rather than proprietary AI: the client wealth portal aggregates accounts across Praemium, Class, Hub24, and Netwealth, a panel of 20+ lenders (major banks plus non-bank lenders including Judo, Resimac, Pepper, Heritage) underpins lending distribution, and Corelogic data feeds power free property and suburb reports.

Revenue is generated across five streams: financial planning and advisory fees (recurring), mortgage broking commissions (transactional), wealth and investment management fees (managed services), insurance commissions (affiliate), and SMSF lending commissions (transactional). Pricing is bespoke per client with no public disclosure; customer acquisition is sales-led through face-to-face or video consultations, supported by referral networks among accountants, conveyancers, and buyer's advocates, and content marketing (website, calculators, newsletters) feeding the top of the funnel. The firm employs 11-50 staff across lending specialists, financial advisers, portfolio managers, and corporate functions including a COO and CFO.

Name

Choice Capital

Legal name

Choice Capital Mortgages Pty Ltd and Choice Financial Advisors Pty Ltd

Website

https://choicecapital.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Choice Capital is an Australian privately-held financial services firm in South Melbourne that provides mortgage broking, holistic financial planning, investment management, insurance advice, and SMSF lending to individuals, HNW/family groups, and business owners across Victoria, with access to 20+ lenders and in-house wholesale investment arm Beulah Capital.

Ownership category

akta.pro rank

Product category

Financial Advisory and Wealth Management

NAICS

Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Loan Brokers (6163)

akta.pro primary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Mortgage broking services
• Financial planning advice
• Wealth management services
• Investment funds management
• Personal insurance advisory

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning & Advisory Fees: Ongoing financial advice services including superannuation, retirement planning, cash flow management, tax planning, and estate planning. Revenue generated through advisory fees for comprehensive financial advice.
2. Mortgage Broking & Lending Services: Residential and commercial lending solutions through a panel of 20+ lenders. Revenue generated through commissions from lender partners on settled loans.
3. Wealth Management & Investment Management: Portfolio management services including SMAs (Separately Managed Accounts), diversified managed account options, and active asset management. Revenue from investment management fees.
4. Insurance Advisory Services: Personal insurance advice covering life, trauma, income protection, and ownership succession. Revenue generated through insurance commissions.
5. SMSF Lending: Self-managed super fund lending solutions through specialist SMSF lenders for property investment within superannuation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Choice Capital provides holistic financial advisory services spanning residential and commercial lending/mortgage broking, financial planning (superannuation, retirement, tax, estate), investment funds management via Separately Managed Accounts, personal insurance advice, and wholesale investment services through its in-house arm Beulah Capital. The firm serves individual clients and small businesses, operating from South Melbourne, Australia, with access to 20+ lender partners and integrations with major wealth platforms.

Product overview

Choice Capital operates as a diversified financial services hub offering an integrated suite of services through its core products: Mortgage Broking/Lending Services and Financial Planning/Wealth Management. These core offerings are supported by Insurance Services, Investment Funds Management (via SMAs), and the Beulah Capital wholesale investment arm. The company provides complementary tools including loan calculators, property and suburb reports (powered by Corelogic data), and a client portal integrating with multiple wealth platforms (Praemium, Class, Hub24, Netwealth). The product portfolio is designed to serve as a one-stop financial services hub delivering holistic advice across lending, investments, tax planning, insurance, and estate planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Lending / Mortgage Broking Services Mortgage broking service providing residential and commercial lending solutions across a panel of 20+ lenders. Covers fixed rate, variable, guarantor, construction, commercial, refinancing, SMSF, and non-conforming loans.
• Financial Planning / Wealth Management Holistic financial planning covering superannuation, investing, retirement planning, cash flow and tax planning, insurance and wealth protection, succession and estate planning, and aged care services for individual clients and families.
• Insurance Services Personal insurance advice covering life, trauma, income protection, and ownership succession to preserve lifestyle, protect loved ones, and ensure business continuity.
• Investment Funds Management Investment management combining personalised portfolio design with Separately Managed Accounts (SMAs), providing full visibility, direct ownership, and strategic access to diversified, high-conviction investments.
• Beulah Capital (Wholesale Investments) In-house investment arm providing wholesale investment services to sophisticated and professional investors, offering access to investment options not available to retail clients, with portfolio design tailored to client needs.

Quantifiable outcome

• Seamless property settlement process from application to completion
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Macquarie BankcoreChannel Partner/ Reseller/ DistributorMajor lender partner providing residential and investment loan products through Choice Capital's mortgage broking services.
• ANZcoreChannel Partner/ Reseller/ DistributorMajor bank lender partner offering home loans, investment property financing, and refinancing options.
• WestpaccoreChannel Partner/ Reseller/ DistributorMajor bank partner providing access to residential lending products and competitive rates.
• NAB (National Australia Bank)coreChannel Partner/ Reseller/ DistributorMajor bank lender partner offering comprehensive home loan and commercial financing solutions.
• BankwestcoreChannel Partner/ Reseller/ DistributorBank partner providing residential and investment lending options through Choice Capital's panel.
• Bank of MelbournecoreChannel Partner/ Reseller/ DistributorRegional bank lender partner offering home loan products and refinancing solutions.
• Virgin MoneyminorChannel Partner/ Reseller/ DistributorDigital bank partner providing competitive home loan products and refinancing options.
• Judo BankminorChannel Partner/ Reseller/ DistributorNon-bank lender specializing in SME and commercial lending solutions.
• ResimacminorChannel Partner/ Reseller/ DistributorNon-conforming lender providing home loan solutions for clients who may not meet standard lending criteria.
• Pepper MoneyminorChannel Partner/ Reseller/ DistributorNon-bank lender providing specialist home loan solutions including non-conforming and SMSF lending.
• Heritage BankminorChannel Partner/ Reseller/ DistributorMutual bank lender partner offering competitive home loan and investment property products.
• Connective Home LoanscoreChannel Partner/ Reseller/ DistributorAggregation group providing access to broad range of lending products and competitive rates.
• AMPminorChannel Partner/ Reseller/ DistributorFinancial services partner providing home loan and wealth management products.
• Adelaide BankminorChannel Partner/ Reseller/ DistributorRegional bank lender partner offering residential lending solutions.
• Latrobe FinancialminorChannel Partner/ Reseller/ DistributorNon-bank lender providing specialist residential and commercial lending products.
• PraemiumcoreTechnology or IntegrationInvestment platform integration providing clients with consolidated portfolio view and wealth management access.
• ClasscoreTechnology or IntegrationSMSF administration platform integration for self-managed super fund clients.
• Hub24coreTechnology or IntegrationInvestment platform providing clients with investment management and portfolio administration services.
• NetwealthcoreTechnology or IntegrationWealth management platform providing investment administration and reporting capabilities.
• Beulah CapitalcoreStrategic or Co-development PartnerIn-house investment arm providing wholesale investment management services. Co-founded by Christian Ryan, providing portfolio design and investment management for sophisticated investors with access to exclusive investment options.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aussie Home Loans: Australia's largest retail mortgage broker with a national franchise network offering home loans, insurance, and some financial planning. Comparable lending-led model with similar panel-of-lenders approach and consumer-focused acquisition.
• Connective Home Loans:
• Shadforth Financial Group: Australian integrated financial advisory firm offering financial planning, investment management, superannuation, and lending solutions to mass-affluent and HNW clients. Highly comparable in business model, multi-service offering, and target client segments.
• Count Limited (Countplus): Australian financial advice and accounting network providing financial planning, lending, and wealth services through partner firms. Comparable integrated advice model with a focus on adviser-led wealth services, though larger and publicly listed.
• Dover Financial Advisers: Australian mid-market financial advisory firm offering holistic financial planning, investment management, and lending solutions. Closely comparable in integrated advice model and mass-affluent to HNW client focus.
• Ord Minnett: Privately held Australian wealth management firm offering private client advisory, portfolio management, and superannuation services. Comparable HNW/private wealth focus with discretionary portfolio management capabilities.
• Mortgage Choice (REA Group): Australian mortgage broking franchise network (owned by REA Group) providing home loan, investment lending, and financial planning services. Direct competitor in mortgage broking with panel-based lender access.

Broad incumbents

• IOOF/Insignia Financial: One of Australia's largest financial advice groups operating multiple licensee brands (IOOF, Bridges, Shadforth, Consultum) with financial planning, superannuation, investment, and lending services. Broader incumbent with overlapping capabilities.
• AMP Financial Planning: Australia's largest retail wealth manager and advice group offering financial planning, superannuation, investment platforms, and banking products through affiliated advisers. Broad incumbent competing across all of Choice Capital's service lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries1 record

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 Choice Capital