Benton Asset Management

What Benton Asset Management does

Benton Asset Management Pty Ltd is an Australian privately held financial planning practice established in 1997 and headquartered at Suite 609, 7 Railway St, Chatswood, NSW. The firm operates as a directly licensed boutique under ASIC Australian Financial Services Licence Number 273228 (ABN 50 108 049 556), with principal Tony Chiu — a Certified Financial Planner, SMSF Specialist Advisor, Fellow of the Financial Services Institute of Australasia, and Tax (financial) Adviser — delivering personalised financial advice alongside a small four-person team (Practice Manager Jasmine Pattinson, Account Manager Bonnie Chen, Adviser Assistant Cynthia Kwan). Benton's offering centres on SMSF structuring, wrap and wholesale superannuation, investments, insurance, and tax financial planning, structured as three upfront advice packages (Comprehensive Strategy from $4,800, Multi Strategy from $3,800, Single Strategy from $1,200) plus three ongoing subscription tiers (Diamond from $8,000, Platinum from $4,800, Gold from $2,000 annually).

The business model is fee-for-service with no product commissions, differentiating Benton from vertically integrated dealer groups. Revenue is generated through one-off advice and implementation fees ($600–$2,600) for new engagements, plus recurring annual subscriptions for ongoing adviser services. Distribution is entirely direct: face-to-face consultations at the Chatswood office, ZOOM virtual meetings, phone enquiries, and client referrals, with no digital marketing or partner channels. Investment research is sourced from independent providers (Morningstar, Zenith, Lonsec) rather than product issuers, reinforcing the independent recommendation positioning. The firm reports 1,207+ valued clients, $128+ million under investment, and 889+ lives insured, with documented client tenures extending back to 2005.

The firm does not develop proprietary technology, does not operate an app, and has no disclosed integrations or API/SDK surface. Operations are traditional advisory workflows supported by standard productivity tooling. Geographic footprint is limited to New South Wales with no disclosed expansion beyond the Chatswood catchment, and there are no subsidiaries, parent entities, funding rounds, M&A activity, or patent/trademark filings in the source material. The firm carries $2,000,000 professional indemnity insurance per claim and aggregate for AFSL activities.

Name

Benton Asset Management

Legal name

Benton Asset Management Pty Ltd

Website

https://benton.com.au/

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Benton Asset Management is a privately held, ASIC-licensed Australian financial planning boutique in Chatswood, NSW, serving 1,207+ individual investors and SMSF trustees with fee-for-service advice, tiered subscription packages, and $128M+ under management.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industry

Directed Trust & Trust Advisory Services (FSAAANAK)

Keywords

• Financial planning advice
• SMSF specialist advisory
• Wealth management services
• Superannuation advice
• Portfolio management

Headquarters

HQ city

Chatswood

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, Others

Revenue model

1. Financial Advice Fees: Fee-based practice charging agreed fees based on time required and work performed. Includes one-time advice fees for financial plans and implementation fees. Ongoing adviser service subscriptions on annual basis with 12-month terms.
2. Implementation Fees: One-time implementation fees for setting up recommended financial strategies and investments. Fees vary by strategy complexity from $600 to $2,600.
3. Ongoing Adviser Services: Annual subscription-based adviser services with tiered packages (Diamond, Platinum, Gold) providing ongoing support, administration assistance, and priority adviser access.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Benton Asset Management is a directly licensed boutique financial planning practice that delivers personalised financial advice and portfolio management to individual investors and SMSF trustees. Core offerings comprise tiered upfront advice packages (Comprehensive, Multi, and Single Strategy) plus annual subscription-based ongoing adviser service tiers (Diamond, Platinum, Gold), with specialist advisory in SMSF structuring and tax financial planning.

Product overview

Benton Asset Management is a directly licensed and individually owned financial planning practice offering a tiered service model. The core offering consists of three initial advice packages: Comprehensive Strategy (full financial planning with SMSF, investments, and tax planning), Multi Strategy (multi-faceted advice on superannuation and insurance), and Single Strategy (single-topic focus). Ongoing adviser services are delivered through three subscription tiers: Diamond (premium SMSF and multi-level investor service), Platinum (mid-level investor service), and Gold (insurance-focused service). Additional specialist services include SMSF Specialist Advisory and Tax Financial Planning Advice. The practice combines personalised portfolio management with financial planning for individual investors and SMSF trustees.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Strategy Advice

Quantifiable outcome

• 28+ years of financial planning experience
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• MorningstarminorOthersIndependent research house utilized for investment research and analysis. Part of Benton's independent research process for investment recommendations.
• ZenithminorOthersIndependent research house utilized for investment research and fund manager analysis. Supports Benton's independent research capability.
• LonsecminorOthersIndependent research house utilized for investment research. Part of Benton's research ecosystem for objective investment advice.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Ord Minnett: Australian private wealth manager offering financial planning, investment, and SMSF advice to HNW clients. Comparable in independent advice model and target market.
• Capstone Financial: Australian financial advisory and wealth management firm providing SMSF, investment, superannuation, and insurance advice to retail and HNW clients. Closely comparable scope and Australian regulatory environment.
• Shadforth Financial Group: Australian boutique financial advisory firm offering financial planning, superannuation, SMSF, and investment advice to individual clients. Comparable service mix and target market to Benton's offering.
• Morgans Financial: Australian wealth management and advisory firm offering financial planning, SMSF, and portfolio management services to individual investors. Comparable in target client and service breadth.
• Hewison Private Wealth: Australian private wealth advisory firm offering financial planning, superannuation, and investment advice. Comparable in client focus on individual investors seeking personalised advice.
• Dover Financial Advisers: Australian financial advisory firm specialising in SMSF and tax-effective wealth strategies. Direct comparable in SMSF-focused advisory and independent ownership model.

Broad incumbents

• IOOF/Insignia Financial: One of Australia's largest wealth management groups offering financial advice, superannuation, and SMSF services at scale. Comparable service categories though operates at much larger scale.
• AMP Financial Planning: Major Australian financial advice business under AMP Limited, providing financial planning, superannuation, and investment services. Comparable service offerings though at national scale with broader product range.
• Colonial First State: Major Australian wealth manager offering wrap platforms, superannuation, and financial advice. Comparable in wrap and wholesale super offerings Benton provides to clients.
• Australian Unity Advice: Australian mutual offering financial advice, superannuation, and banking products. Comparable in offering financial planning and SMSF advisory to retail clients.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Benton Asset Management