Burrell

What Burrell does

Burrell Stockbroking Pty Ltd is a privately held Australian financial services firm founded in 1937 and headquartered in Brisbane, Queensland. The company delivers full-service stockbroking, investment management, wealth management, and estate administration to high-net-worth individuals, wholesale investors, corporate clients, and not-for-profit organisations. It operates five offices across Queensland (Brisbane, Gold Coast, Sunshine Coast, Ipswich, Bundaberg) and supplements this regional face-to-face distribution with virtual advisory appointments for clients outside the physical catchment.

The core product set spans the Burrell Online Managed Portfolios platform — which offers four model portfolios (Burrell 35, Burrell 20, Moderate Growth, Balanced) administered by OpenInvest Limited and accessed via an OnPraemium-powered client portal — alongside full-service stockbroking in shares, ETFs, LICs, REITs, managed funds, IPOs, options and warrants, and international shares. Burrell also distributes proprietary managed funds and a tiered Portfolio Solutions offering (PS, PPS, IMP), and provides comprehensive wealth management services covering SMSF, retirement, tax, personal risk insurance, aged care, and estate planning. The underlying technology is not proprietary; it is assembled from third-party managed-account and portfolio-reporting platforms integrated on top of a relationship-driven advisory service.

The business model is fee-based across three revenue streams: transaction fees on trading, recurring AUM-based management fees on managed portfolios and Portfolio Solutions, and professional service fees for wealth and estate advisory work. Go-to-market is enterprise/field sales through qualified investment advisers in physical offices, augmented by client referrals, professional adviser networks, and a self-serve online channel. Burrell holds AFSL No. 247431 and is a Participant of both ASX Group and NSX, and explicitly positions its 85-year private ownership and continuity of personal service as the core differentiator from larger commercial and multinational competitors.

Name

Burrell

Legal name

Burrell Stockbroking Pty Ltd

Website

https://burrell.com.au

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

11–50 employees

Short description

Burrell is a privately held Australian stockbroking and wealth management firm founded in 1937, serving high-net-worth individuals, wholesale investors, corporate clients, and not-for-profits across Queensland through five offices and a digital managed portfolios platform.

Ownership category

akta.pro rank

Product category

Wealth Management & Stockbroking

NAICS

Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

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

akta.pro primary industry

Full-Service Brokerage (Wirehouse/Universal) (FSAEACAA)

akta.pro secondary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Stockbroking services
• Wealth management
• Investment management
• Portfolio solutions
• Estate administration

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Stockbroking Services: Execution of share trades, ETF trading, options and warrants trading, and international shares for clients.
2. Investment Management Fees: Fees for managed investment portfolios, portfolio services (PS, PPS), and individually managed portfolios.
3. Wealth Management Services: Superannuation, self-managed super funds, retirement planning, tax planning, estate planning, and personal risk insurance services.
4. Burrell Online Managed Portfolios: Professionally managed model investment portfolios administered by OpenInvest Limited with annual investment fees calculated based on portfolio value.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Burrell is a privately held Australian stockbroking and wealth management firm that provides full-service stockbroking (shares, ETFs, LICs, REITs, managed funds, IPOs, options/warrants, international shares), proprietary managed investment portfolios via the Burrell Online platform (administered by OpenInvest), and comprehensive wealth management services including superannuation, retirement, tax, personal risk insurance, aged care and estate planning advice.

Product overview

Burrell is a privately held Australian stockbroking and wealth management firm established in 1937, offering a comprehensive financial services platform. The core offering centers around the Burrell Online Managed Portfolios platform (administered by OpenInvest), which provides four model investment portfolios: Burrell 35 (growth-focused ASX 300 stocks), Burrell 20 (top 20 ASX 20 stocks), Moderate Growth Portfolio, and Balanced Portfolio. The broader product suite encompasses traditional stockbroking and investing services (shares, ETFs, LICs, REITs, managed funds, IPOs, options/warrants, international shares), proprietary managed investments, and comprehensive wealth management including superannuation/self-managed super funds, retirement planning, tax planning, personal risk insurance, aged care advice, and estate planning. Additional services target wholesale investors, corporate clients, and not-for-profit organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Burrell Online Managed Portfolios: Investment platform providing access to professionally managed model investment portfolios where investors are beneficial owners of underlying securities.
• Portfolio Service (PS)
• Premium Portfolio Service (PPS)
• Individually Managed Portfolio (IMP) Service

Products and services

• Burrell Online Managed Portfolios An online investment platform providing access to professionally managed model investment portfolios where investors are the beneficial owners of all underlying securities, offering transparency similar to managed funds.
• Burrell 35 Portfolio A growth-oriented managed portfolio of approximately 35 top stock selections from the S&P/ASX 300 index, weighted towards larger capitalisation stocks using a value and GARP investment approach. Minimum investment $5,000.
• Burrell 20 Portfolio An equity-focused portfolio weighted towards the top 20 stocks in the S&P/ASX 20 Index by market capitalisation, using a value and Growth at Reasonable Price (GARP) strategy. Minimum investment $2,500.
• Burrell Moderate Growth Portfolio A diversified investment portfolio targeting consistent returns through effective asset allocation across multiple asset classes with a bias to Australian equities. Minimum investment $10,000.
• Burrell Balanced Portfolio A balanced portfolio aiming for consistent, lower volatility returns compared to the S&P/ASX 200 index through effective asset allocation across diversified asset classes.
• Stockbroking and Investing Full-service stockbroking providing access to shares, ETFs, LICs, REITs, managed funds, IPOs, cash and fixed interest, options and warrants, and international shares.
• Burrell's Managed Investments Proprietary managed investment funds managed by Burrell's investment team.
• Portfolio Solutions Comprehensive portfolio management services including Portfolio Service (PS), Premium Portfolio Service (PPS), and Individually Managed Portfolio (IMP) Service.
• Wealth Management Comprehensive wealth management including superannuation (including self-managed super funds), retirement planning, tax planning, personal risk insurance, aged care advice, and estate planning.
• Estate Administration Professional estate administration services for clients.
• Wholesale Investors Services Specialised investment services designed for wholesale investors meeting specific criteria, providing access to wholesale investment products and higher-level advisory services.
• Corporate Services Investment management and advisory services tailored for corporate clients and entities, including corporate treasury management.
• Not For Profits (NFPs) Services Specialised professional investment management services for not-for-profit organisations and community bodies, including governance-focused investment advice.

Named customers3 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered core.

• OpenInvest LimitedcoreStrategic or Co-development PartnerOpenInvest Limited administers the Burrell Online Portfolio Service (ARNS 628 156 052). Burrell Online provides professionally managed model investment portfolios where clients are beneficial owners of underlying securities.
• ASX GroupcoreOthersBurrell Stockbroking Pty Ltd is a Participant of ASX Group.
• NSX (National Stock Exchange of Australia)coreOthersBurrell Stockbroking Pty Ltd is a Participant of NSX.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Morgans Financial: Australian full-service stockbroker and wealth manager with a similar multi-office regional distribution model, advising HNW individuals on shares, managed portfolios, superannuation, and wealth planning — directly comparable offering and target market.
• Ord Minnett: Privately held Australian stockbroking and investment management firm offering full-service advice, portfolio management, and wealth services to HNW clients — overlapping product set and distribution philosophy.
• Bell Potter Securities: Full-service Australian retail and institutional broker providing advisory, portfolio management, and wealth management — directly competes for Burrell's HNW and wholesale client base.
• Wilsons Advisory and Stockbroking: Australian full-service stockbroking and wealth advisory firm offering personalised investment advice and portfolio management to HNW clients — closely comparable advisory-led model.
• Shadforth Financial Group: Australian wealth advisory firm offering financial advice, investment management, superannuation, and estate planning to HNW individuals — comparable HNW-focused wealth management offering.
• JBWere: Premium Australian wealth manager providing investment advice, portfolio management, superannuation, and estate services to HNW clients — directly overlapping target segment and service mix.

Broad incumbents

• Canaccord Genuity (Australia): Global financial services group with Australian wealth management operations offering stockbroking, advisory, and portfolio services — broader incumbent that competes for the same HNW book with deeper resources.
• Macquarie Private Wealth (E&P Financial Group): Larger Australian wealth and stockbroking platform (formerly Macquarie Private Wealth) offering full-service advice and investment management — overlaps with Burrell's HNW and wholesale segments at greater scale.

Emerging players

• SelfWealth: Australian low-cost online brokerage offering flat-fee share trading — represents the digital disruptor taking share from full-service brokers in the same retail investor base.
• Stake (Australia): Australian mobile-first brokerage providing low-cost US and ASX share trading — emerging digital competitor for younger and self-directed investors within Burrell's addressable market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BurrellAUS

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Burrell