Cardena Private Wealth

What Cardena Private Wealth does

Cardena Private Wealth is a non-institutionally owned, fee-for-service boutique wealth management and advisory firm headquartered at Martin Place, Sydney. The firm was established in 2004 by Jonathan Kilborn as Arrive Wealth Management Sydney and was re-launched under the Cardena name in November 2016. It serves high net worth individuals, families and family groups, business owners, and senior corporate executives across Australia, with client relationships documented to extend beyond 20 years.

The firm's service suite spans wealth creation, investment strategy, superannuation and SMSF administration (with 24/7 online portfolio access), debt and cash flow management, personal risk insurance, estate planning, aged care advice, expatriate and cross-border advisory, and philanthropic structuring. Portfolio implementation is delivered through an institutional-strength managed account service overseen by an Investment Committee comprising the four Directors (Ray Djani, Jonathan Kilborn, Iain Reid, Tom McDonald), independent chair Brad Matthews, and third-party consultants Resonant Asset Management and Evergreen. Underlying technology is third-party: the firm relies on leading administration and reporting platforms plus cloud storage, and discloses only incidental use of AI for meeting transcription and administrative efficiency.

The revenue model is recurring fee-for-service financial advice with no commission-based product sales, billed under multi-year advisory relationships and supplemented by SMSF administration fees. The firm employs 11 people, is owned and controlled by its founder-directors rather than institutional investors, holds AFSL 700020 through Cardena Financial Services Pty Ltd, and grows primarily through client referrals and a strategic partner network comprising estate planners, tax specialists, lenders (Thyme Financial Group), insurance specialists (MBS Insurance), and lawyers (Hall & Wilcox). Geographic scope is domestic, focused on New South Wales.

Name

Cardena Private Wealth

Legal name

Cardena Private Wealth Pty Ltd

Website

https://cardena.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Cardena Private Wealth is a Sydney-based, non-institutionally owned fee-for-service boutique wealth management firm serving high net worth individuals, families, business owners, and senior corporate executives with personalised advice across investment, SMSF, superannuation, insurance, estate, aged care, and expatriate planning.

Ownership category

akta.pro rank

Product category

Private Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Private Client/High-Net-Worth Advisory (FSAEAAAN), Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Private wealth management
• Financial advisory services
• Managed account solutions
• SMSF administration
• Estate planning advice

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-for-Service Financial Advice: The firm operates as a fee-for-service boutique wealth management advisory, providing personalised wealth management strategies. Revenue is derived from advisory fees for services including wealth creation, investment strategies, superannuation, SMSF administration, cash flow management, personal insurance, expatriate advice, estate planning, aged care, and philanthropy.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Cardena Private Wealth provides personalized, fee-for-service wealth management and advisory to high-net-worth individuals, families, business owners, and senior corporate executives. The firm delivers holistic advice across managed portfolios, superannuation and SMSF administration, insurance, estate and aged care planning, debt and cash flow management, expatriate advisory, and philanthropy. A team of 11 advisers and support staff executes through an institutional-strength managed account platform with a structured investment process.

Product overview

Cardena Private Wealth is a non-institutionally owned, fee-for-service boutique wealth management and advisory firm offering a comprehensive suite of personalized financial services. The core offering centers on a Wealth Management Strategy service supported by an institutional-strength Managed Account Service. Additional services include SMSF Administration (with 24/7 online access), Superannuation Planning, Debt and Cash Flow Management, Personal Risk Insurance, Estate Planning, Aged Care Advice, Expatriate Advisory, and Philanthropic Strategies. The firm leverages strategic partnerships with estate planners, tax specialists, asset consultants, and technology platforms to deliver holistic wealth management solutions to high net worth clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Advisory Personalised, fee-for-service wealth management for high-net-worth individuals, families, business owners, and senior corporate executives, structured around goals-based financial planning and a defined investment philosophy.
• Managed Account Portfolios Discretionary portfolio implementation via an institutional-strength managed account service, applying the firm's structured investment process and asset allocation framework for HNW clients.
• Superannuation and SMSF Administration Advice and administration for superannuation (including self-managed super funds) covering accumulation, transition-to-retirement, and pension phases for HNW clients.
• Estate Planning Advice Estate and intergenerational wealth transfer planning advice integrated with the wealth management offering for HNW individuals and families.
• Aged Care Advisory Advice on funding, structuring, and financial decision-making related to aged care for clients and their families.
• Insurance Solutions Advice on life, disability, income protection, and other personal insurance products as part of the holistic wealth plan for HNW clients.
• Debt and Cash Flow Management Advice on debt structuring, lending decisions, and cash flow planning integrated with broader wealth management for HNW individuals and business owners.
• Expatriate Advisory Cross-border financial advice for Australian expatriates and individuals relocating to or from Australia, covering tax, superannuation, and investment structures.
• Philanthropy Advisory Advice on charitable giving structures, philanthropy strategies, and intergenerational gifting integrated with estate planning.

Quantifiable outcome

• Managed account service with institutional best-practice standards

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and supporting.

• Thyme Financial GroupcoreStrategic or Co-development Partner · 23 July 2018Strategic alliance providing Cardena clients access to leading loan and finance products and advice. Thyme Financial Group, headquartered in Sydney, specialises in home loans, business finance, and asset financing. The partnership was established to help clients navigate the increasingly competitive lending landscape with access to broader financial funding alternatives.
• MBS InsurancecoreStrategic or Co-development Partner · 17 April 2018Alliance with specialist risk consultancy MBS Insurance for life insurance protection services. MBS provides end-to-end support from underwriting to processing claims for business continuity, income protection, trauma, life, and TPD cover. The partnership enables Cardena to offer integrated insurance as part of holistic wealth management advice.
• Resonant Asset ManagementsupportingTechnology or IntegrationThird-party consultant providing independent expertise to the Cardena Investment Committee. Contributes to investment decision-making process and portfolio strategy discussions.
• EvergreensupportingTechnology or IntegrationThird-party consultant contributing to the Cardena Investment Committee. Part of the institutional-strength managed account service oversight structure.
• Hall & WilcoxsupportingImplementation/ SI/ Consulting PartnerLegal firm partner providing content for estate planning topics. Contributed expertise for the contested estate article published on Cardena's website.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Morgans Financial: One of Australia's largest privately-owned wealth advisory firms offering HNW private wealth advice, portfolio management and SMSF services through a state-based adviser network — directly comparable boutique-to-mid-market positioning.
• Ord Minnett: Australian private wealth management firm providing HNW advice, portfolio management and superannuation services to individuals, families and institutions — directly comparable fee-based private client model.
• Shaw and Partners: Australian private wealth and investment advisory firm serving HNW clients with portfolio advice, superannuation and SMSF administration — comparable boutique-led, adviser-centric GTM motion.
• Evans Partners: Boutique Sydney-based private wealth management firm serving HNW individuals and families with holistic advice, portfolio management and estate planning — a near-twin on geography and client segment.
• Stanford Brown: Australian fee-for-service private wealth advisory serving HNW clients across super, SMSF, investment and estate advice — comparable independent, fee-based positioning targeting affluent professionals.
• Hewison Private Wealth: Australian boutique HNW wealth advisory offering personalised investment advice, superannuation and retirement planning — comparable scale, client segment and adviser-led service model.
• Minchin Moore Private Wealth: Australian boutique private wealth advisory serving HNW families with holistic advice across SMSF, investment and succession planning — closely comparable in scale, geography and client segment, and notably a prior employer of Cardena adviser Danielle Pearse.

Broad incumbents

• Pitcher Partners: Mid-tier Australian accounting and advisory network that has expanded into wealth advice and SMSF services — an integrated accounting+wealth model comparable to Cardena's multi-disciplinary team, but at materially larger scale.
• Shadforth Financial Group: Larger Australian wealth management firm providing financial advice, investment management and superannuation services to a broad client base including HNW — overlapping product set but at greater scale and broader distribution.
• JBWere: One of Australia's oldest private wealth managers, now part of NAB, serving UHNW clients with portfolio advice and investment management — comparable client cohort but institutionally owned and significantly larger.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/cardenawealth
• LinkedInlinkedin.com/company/cardena-private-wealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Cardena Private Wealth