What SelfWealth Ltd does

SelfWealth Pty Ltd (operating as 'Selfwealth by Syfe') is an Australian retail brokerage headquartered in Melbourne that has operated for over a decade as a CHESS-sponsored, HIN-based investing platform. Customers hold Australian securities in their own name rather than via a custodian, trading on ASX, Cboe, Nasdaq, NYSE, and HKEX through a web platform and a dedicated mobile app. The platform supports Individual, Joint, Minor, Company, Trust, and Self-Managed Super Fund (SMSF) accounts, and offers stock-screener tools, auto-invest (dollar-cost averaging) and a recently introduced Bundles feature for thematic investing at a 30% brokerage discount.

The technical backbone consists of a self-serve onboarding flow, Osko real-time and standard bank-transfer funding rails, and integrations with FNZ Securities for disclosure and securities infrastructure, PhillipCapital as custodian for international shares, and Refinitiv for analyst ratings and valuations that feed the SafetyRating and WealthCheck Score. Exclusive data-feed partnerships with BGL Simple Fund 360 and Class Super provide seamless SMSF administration workflows with dedicated relationship managers for SMSF trading accounts. The company is ASX-listed under ticker SWF and is a subsidiary of Syfe, a digital wealth management platform.

Revenue is generated primarily through a flat-fee brokerage of $9.50 per AU or US trade and $88 HKD per Hong Kong trade, supplemented by the Selfwealth Premium subscription tier which unlocks stock reports, live-stream pricing, and portfolio tracking of experienced investors. Distribution is product-led and self-serve, with a referral program awarding 10 free ASX trades per successful funded referral, content marketing through the Selfwealth blog, and app-store presence as key acquisition channels.

Name

SelfWealth Ltd

Legal name

SelfWealth Pty Ltd

Website

https://selfwealth.com.au

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

SelfWealth Pty Ltd (Selfwealth by Syfe) is an Australian ASX-listed flat-fee retail brokerage, serving 130,000+ customers with CHESS-sponsored HIN-based trading across ASX, US, and HK markets.

Ownership category

akta.pro rank

Product category

Online Stockbroking

NAICS

Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200)

akta.pro primary industry

Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)

akta.pro secondary industry

Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

Keywords

• Flat-fee brokerage
• Online share trading
• CHESS-sponsored investing
• SMSF trading services
• Thematic investing bundles

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Brokerage Fees: Flat-fee brokerage charged per trade executed on the platform. $9.50 per trade for Australian and US markets, and $88 HKD for Hong Kong trades. The flat fee model provides cost predictability regardless of trade size.
2. Premium Subscription: Selfwealth Premium subscription offering exclusive features including stock reports, live-stream pricing, and portfolio tracking of experienced investors on the platform. Offered with a 90-day free trial.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SelfWealth is an Australian online investment platform that provides flat-fee brokerage services ($9.50 per trade across AU, US, and HK markets) for trading ASX-listed, US-listed, and Hong Kong-listed stocks and ETFs. All holdings are CHESS-sponsored and HIN-based, ensuring customers retain direct legal ownership of their shares. The platform also offers an annual Premium subscription with added research tools, thematic investing Bundles, and integrated SMSF administration support via partnerships with BGL and Class Super.

Product overview

Selfwealth by Syfe is a unified flat-fee investing platform providing CHESS-sponsored brokerage for Australian, US, and Hong Kong markets. The core platform enables share and ETF trading across ASX, Cboe, Nasdaq, NYSE, and HKEX, complemented by the mobile app, Premium tier (advanced insights), and Bundles (thematic investing with discount). Account types include Individual, Joint, Minor, Company, Trust, and SMSF accounts. The platform integrates with BGL Simple Fund 360 and Class Super for SMSF administration, and uses Refinitiv for market analytics including analyst recommendations and price forecasts.

Differentiator

Problem solved

Functional benefit

Brands

• Bundles: Thematic investing product offering 30% brokerage discount, allowing investors to invest in themes rather than individual stocks.
• Selfwealth Premium

Products and services

• Selfwealth by Syfe (Online Brokerage Platform) Web-based online brokerage account enabling Australian retail investors to buy and sell ASX, US, and HK-listed stocks and ETFs with a flat $9.50 commission per trade. Shares are held under a CHESS-sponsored HIN, providing direct legal ownership; the platform is targeted at self-directed individual investors and SMSF trustees.
• Selfwealth Mobile App Native mobile application available on the Apple App Store and Google Play Store that allows SelfWealth customers to monitor portfolios, set price alerts, manage watchlists, and place trades on ASX, US, and HK markets from their smartphone. Targeted at self-directed Australian retail and SMSF investors.
• Bundles (Thematic Investing) Thematic investing product enabling SelfWealth customers to purchase a curated basket of ASX-listed stocks in a single transaction, providing diversified exposure to a specific theme (e.g., sector or trend) through one trade. Designed for self-directed investors seeking simplified thematic exposure.
• Selfwealth Premium

Quantifiable outcome

• 130,000+ customers
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• BGL Simple Fund 360coreTechnology or IntegrationBGL Simple Fund 360 is a cloud-based SMSF compliance and administration solution. Selfwealth has an exclusive agreement ensuring all newly added or migrated funds are accessible the next day for trading, providing seamless data feeds directly into the Selfwealth platform.
• Class SupercoreTechnology or IntegrationClass Super is a cloud-based SMSF administration solution offering bulk capabilities, tax statement automation, and over 200 direct data feeds. Selfwealth integrates with Class Super to provide streamlined SMSF administration and trading.
• RefinitivcoreTechnology or IntegrationRefinitiv provides Selfwealth with analyst buy/sell ratings, price forecasts, and valuation data used in the WealthCheck Score feature. Enables access to professional-grade research for retail investors.
• PhillipCapitalcoreTechnology or IntegrationPhillip Capital serves as Selfwealth's custodian for international share trading. Handles the holding and settlement of US and Hong Kong shares through their infrastructure.
• FNZ SecuritiessupportingTechnology or IntegrationFNZ Securities provides securities infrastructure and disclosure documentation for Selfwealth's platform operations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stake: Australian-headquartered neobroker offering low-cost, flat-fee access to US and Australian equities with a self-serve, mobile-first product. Most directly comparable to SelfWealth on target customer (everyday Australian retail), pricing philosophy (flat-fee brokerage), and product surface (mobile app plus desktop platform).
• Pearler: Australian long-term-investing platform offering flat-fee brokerage with a strong focus on dollar-cost averaging, automation, and beginner retail investors. Directly comparable to SelfWealth's Auto-invest feature and self-directed, fee-sensitive customer base.
• Superhero: Australian neobroker offering flat-fee ASX and US share trading to retail investors with a digital onboarding flow. Closely comparable to SelfWealth in product, pricing model, and target demographic of self-directed Australian investors.
• Bell Direct: Australian online retail broker offering ASX and US share trading plus research and tools for self-directed investors. Comparable as a domestically focused Australian online brokerage competing for the same low-cost, self-directed retail segment as SelfWealth.

Broad incumbents

• CommSec: Commonwealth Bank's online retail brokerage arm, dominant incumbent in Australian online share trading with the largest customer base. Comparable as the legacy broker SelfWealth and the neobroker cohort are actively competing against on cost and UX.
• nabtrade: National Australia Bank's online share-trading platform serving retail investors with Australian and US market access. Comparable as an Australian incumbent brokerage alternative to SelfWealth, though bundled within a larger banking franchise.
• CMC Markets (Australia): Global CFD and share-trading provider offering Australian retail investors access to local and international equities and derivatives. Comparable on multi-market retail brokerage, though with a heavier derivatives tilt than SelfWealth's vanilla share-trading core.
• Interactive Brokers (Australia): Global low-cost, professional-grade brokerage offering Australian retail and sophisticated investors access to 150+ markets. Comparable as a flat/pricing-disciplined multi-market platform competing for the same cross-border-investing Australian customers as SelfWealth.
• Robinhood: US-headquartered retail investing platform known for commission-free equity trading and mobile-first experience. Comparable as the archetypal self-directed digital brokerage, though operating primarily in US markets and not directly competing with SelfWealth in Australia.
• eToro: Global multi-asset social-investing platform serving Australian retail with stocks, ETFs, and crypto. Comparable on social/community investing features, multi-market access, and self-directed retail targeting, though with a much broader product surface than SelfWealth.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_selfwealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 SelfWealth Ltd