Generation Life
Generation Life is an Australian investment bond and lifetime annuity provider (subsidiary of ASX-listed Generation Development Group) serving HNW individuals, retirees, and families through financial advisers and institutional platforms, with $5.3B in FUM and tax-effective, estate-planning-focused products.
- Company typePrivate
- Founded2004
- HeadquartersMelbourne, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Generation Life does
Generation Life Limited is an Australian investment bond and lifetime annuity provider founded in 2004 and headquartered in Melbourne. The company operates as a subsidiary of ASX-listed Generation Development Group (ASX:GDG) and holds Australian Financial Services Licence 225408. Its core products are investment bonds (LifeBuilder, ChildBuilder, FuneralBond) structured under life insurance legislation to deliver tax-effective wealth accumulation with effective long-term tax rates of approximately 10-15% versus nominal 30%, tax-free withdrawals after a 10-year holding period, and estate planning features (binding beneficiary nominations, Future Events/EstatePlanner) that bypass probate. The product suite also includes the IncomeSeries tax-optimised investment range, and LifeIncome — described as Australia's first investment-linked lifetime annuity — delivering income guaranteed for life with annual income resets, supported by a major global reinsurer.
The company's investment menu spans public market, geared, private credit, and unlisted property options managed by institutional partners including BlackRock, Invesco, Metrics Credit Partners, Charter Hall, and Langdon Equity Partners. Revenue is generated primarily through fees on approximately $5.3B in funds under management (as of March 2026), with investment bonds carrying no contribution caps and no lock-up periods. Distribution is exclusively intermediary-led: Generation Life reaches end clients through financial advisers, AFSL licensees, and advice practices, supported by a dedicated Distribution Manager team, a National Key Accounts function, and — most recently — institutional platform partnerships (notably Colonial First State's FirstChoice and Edge platforms via the May 2026 IRIS alliance). The company has 51-100 employees and serves primarily HNW Australian individuals, pre-retirees and retirees, families planning intergenerational wealth transfer, and the advisers who advise them.
Generation Life firmographics
Firmographics- Name
- Generation Life
- Legal name
- Generation Life Limited
- Website
- https://genlife.com.au
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Generation Life is an Australian investment bond and lifetime annuity provider (subsidiary of ASX-listed Generation Development Group) serving HNW individuals, retirees, and families through financial advisers and institutional platforms, with $5.3B in FUM and tax-effective, estate-planning-focused products.
- Ownership category
- akta.pro rank
Generation Life industry classification
Industry- Product category
- Investment Bonds and Lifetime Annuities
- NAICS
- Direct Life Insurance Carriers (524113), Portfolio Management and Investment Advice (523940)
- SIC
- Life Insurance (6311), Investment Advice (6282)
- akta.pro primary industry
- Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.) (FSAAAAAL)
- akta.pro secondary industries
- Whole Life Insurance (FSAIABAA), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD)
Keywords
Where Generation Life is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Generation Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Investment Bond Management and Contribution Fees: Generation Life earns fees on investment bond products (LifeBuilder, ChildBuilder, FuneralBond) based on funds under management. Investment bonds have no contribution caps, allowing unlimited inflows. Earnings are taxed internally at up to 30%, with tax-optimised options reducing effective rates to 10–15% over the long term. After 10 years of continuous holding (without reset), withdrawals become tax-free to the investor.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Investment bond products (LifeBuilder, ChildBuilder, FuneralBond) with flexible contribution and access terms |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Generation Life product offering
Product offeringCore offering
Generation Life issues and manages tax-effective investment bonds (LifeBuilder, ChildBuilder, FuneralBond), a Tax Optimised Investment Series, and an investment-linked lifetime annuity (LifeIncome) for Australian investors. The products are distributed through financial advisers, AFSL licensees, and institutional platforms, and provide features such as tax-free withdrawals after 10 years, estate planning via binding beneficiary nominations and the Future Events feature, and guaranteed lifetime income.
Product overview
Generation Life offers a comprehensive suite of tax-effective investment and retirement solutions built around investment bonds and lifetime annuities. The core product line includes LifeBuilder (flagship investment bond for wealth accumulation and estate planning), ChildBuilder (for children's education savings), and FuneralBond. The IncomeSeries provides tax-optimised equity income with effective tax rates of 10-15%. LifeIncome is an investment-linked lifetime annuity delivering guaranteed income for life, available with LifeBooster 2.5% or 5% income profiles. The expanded investment menu includes private markets (MPC Wholesale Investments Fund, Charter Hall Diversified Property), geared strategies (via Invesco and BlackRock), and global small caps (Langdon). The company also provides estate planning tools through the EstatePlanner Future Events feature. All products are tax-structured and complement superannuation for retirement planning.
Differentiator
Problem solved
Functional benefit
Brands
- LifeBuilder: Award-winning investment bond product offering flexible, tax-effective wealth accumulation with estate planning features including the EstatePlanner Future Events feature for controlled wealth transfer
- ChildBuilder
- FuneralBond
- IncomeSeries
- LifeIncome
- LifeBooster
- IRIS
Products and services
- LifeBuilder Investment Bond Flagship investment bond offering tax-effective wealth accumulation with flexible access, no contribution caps, tax-free withdrawals after 10 years, and estate planning features including the EstatePlanner Future Events feature for automatic wealth transfer at specified dates or on death to nominated beneficiaries. Designed for Australian investors advised by financial advisers.
- ChildBuilder Investment Bond
Quantifiable outcome
- Effective long-term tax rates as low as 10–15% for tax-optimised investment options, vs nominal 30% maximum rate
- +3 more outcomes
Companies that use Generation Life
Customer profileSegments4 records
Ideal customer profiles4 records
Generation Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Generation Life partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and secondary.
- Colonial First State (CFS)coreGeneration Life was selected by Colonial First State as a partner for the largest-ever expansion of CFS's retirement offerings. Generation Life's IRIS (Innovative Retirement Investment Solution) will be available on CFS FirstChoice, and investment bonds on both CFS FirstChoice and CFS Edge. This is Generation Life's first institutional alliance, bringing together income, tax efficiency, and intergenerational wealth planning in an integrated ecosystem for CFS members.
- Metrics Credit PartnerssecondaryMetrics Credit Partners manages the MPC Wholesale Investments Fund available within Generation Life's investment bond menu, providing private credit exposure through income-generating lending strategies for retail investors within the bond structure.
- Charter HallsecondaryCharter Hall manages the Charter Hall Diversified Property Portfolio available within Generation Life's investment bond menu, offering access to high-quality unlisted property with long-term capital-growth potential.
- InvescosecondaryInvesco manages the Generation Life Tax Effective Australian Share Fund (Geared) within the investment bond menu, providing professionally managed geared Australian equity exposure without personal borrowing implications for investors.
- Langdon Equity Partners LimitedsecondaryLangdon Equity Partners manages the Langdon Global Smaller Companies Fund available within Generation Life's investment bond menu — a specialist global small-cap strategy targeting high-quality companies with sustainable long-term growth characteristics.
- AccuriumsecondaryAccurium, an award-winning SMSF actuarial certificate provider, conducted independent research (Confidence for Life report) validating that LifeIncome materially enhances retirement outcomes and sustainable regular income for Australian retirees. The research analysed 672 retirement strategies and 96 household cohorts across 2,000 simulations.
- BlackRockcoreStrategic alliance with BlackRock to co-develop Holistic Retirement Solutions. BlackRock brings global investment capabilities and experience in delivering integrated target date strategies (e.g., LifePath Paycheck in the US). Together with Generation Life's Australian retirement expertise, the partnership supports the development of retirement solutions for CFS members as part of the CFS alliance.
- BlackRockcoreBlackRock manages the iShares Hedged International Equity Index Fund (Geared) within Generation Life's investment menu, providing institutional-grade geared international equity exposure. This aligns with the broader strategic alliance to co-develop holistic retirement solutions.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Generation Life competitors and assessment
Company assessmentDirect peers
- Challenger Limited: ASX-listed retirement income and annuity provider (Challenger Life). Directly comparable to Generation Life in the Australian lifetime annuity and retirement income market, with a much larger FUM base and broader institutional reach.
- Allianz Retire+: Provider of investment-linked lifetime annuities and retirement income solutions in Australia. Most direct head-to-head competitor to Generation Life's LifeIncome product in the Australian adviser channel.
- AIA Australia: One of Australia's largest life insurers offering investment bonds, life insurance, and retirement solutions. Directly comparable product suite, regulatory classification under the Life Insurance Act, and adviser-channel distribution.
Broad incumbents
- MLC Life Insurance: Major Australian life insurer (part of Nippon Life) offering investment bonds and retirement income products. Larger incumbent with broader portfolio across superannuation, investments, and life insurance.
- TAL (Dai-ichi Life Australia): Large Australian life insurance and investment provider offering life insurance and investment-linked products. Comparable as a life insurance carrier serving adviser distribution with broader offerings than Generation Life.
- AMP Limited: Major Australian wealth manager offering platform, super, and retirement income products. Operates in adjacent retirement and investment distribution space, with overlap in adviser channels.
- Insignia Financial (IOOF): Major Australian wealth management platform serving advisers and HNW clients with super, investments, and retirement products. Comparable in serving the HNW segment with tax-effective structures.
- Zurich Australia: Global life insurer with Australian operations offering investment bonds, life insurance, and wealth solutions. Comparable regulatory structure and adviser distribution, with broader product portfolio.
Others
- ClearBridge Investments: Investment manager (part of Franklin Templeton) managing Generation Life's Tax Effective Equity Income Fund within the IncomeSeries. Comparable as a strategic asset management partner and enabler of Generation Life's tax-optimised product offering.
- Colonial First State (CFS): One of Australia's largest wealth platforms and Generation Life's first major institutional distribution partner. Comparable as the principal distribution channel through which Generation Life's IRIS and investment bonds are now offered, shaping its forward growth.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
Generation Life social profiles
Digital presenceGeneration Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generation Life leadership team
Management profileNumber of profiles
Profiles6 records
Generation Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generation Life M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Generation Life
What does Generation Life do?
Generation Life issues and manages tax-effective investment bonds (LifeBuilder, ChildBuilder, FuneralBond), a Tax Optimised Investment Series, and an investment-linked lifetime annuity (LifeIncome) for Australian investors. The products are distributed through financial advisers, AFSL licensees, and institutional platforms, and provide features such as tax-free withdrawals after 10 years, estate planning via binding beneficiary nominations and the Future Events feature, and guaranteed lifetime income.
Is Generation Life a public or private company?
Generation Life is a private company. It is classified as corporate owned and is currently operating.
When was Generation Life founded?
Generation Life was founded in 2004. It employs 51 to 100 people.
Where is Generation Life based?
Generation Life is headquartered in Melbourne, Australia, in the Oceania region.
How does Generation Life make money?
One revenue line is on record: investment Bond Management and Contribution Fees.
Who are Generation Life's main competitors?
Direct peers on record are Challenger Limited, Allianz Retire+ and AIA Australia. Broad incumbents are MLC Life Insurance, TAL (Dai-ichi Life Australia), AMP Limited, Insignia Financial (IOOF) and Zurich Australia. Others are ClearBridge Investments and Colonial First State (CFS).
Does Generation Life have an API?
No public API is recorded for Generation Life.
What industry is Generation Life in?
Generation Life's product category is Investment Bonds and Lifetime Annuities. Its primary akta.pro industry code is FSAAAAAL, Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.), with a secondary code of FSAIABAA, Whole Life Insurance. Its NAICS code is 524113 and its SIC code is 6311.