ProductRex
ProductRex is an Australian SaaS platform that helps financial advisers, paraplanners and administrators complete superannuation, pension and investment product recommendations across 400+ platforms with customisable SoA-aligned output.
- Company typePrivate
- Founded2020
- HeadquartersKenthurst, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What ProductRex does
ProductRex is an Australian SaaS company founded in 2020 and headquartered in Kenthurst, Australia, that provides a web-based platform for superannuation, pension and investment product recommendations targeted at licensed financial advisers, paraplanners, administrators and other financial planning practice staff. The platform's core product is a self-serve tool that enables users to complete product recommendations and research, compare asset allocations and fees across more than 400 superannuation, pension and investment platforms, and generate fully customisable output aligned with Statement of Advice (SoA) requirements. Underlying technical components include an integrated FE FundInfo connection for fee and asset allocation data, pre-loaded licensee themes, risk profiles and rate cards, and practice-level sharing of clients, themes, portfolios and risk profiles, all delivered as a cloud-based SaaS application accessed via the productrex.com.au domain.
The company operates a product-led, self-serve go-to-market motion with direct web registration and no sales intermediation, distributing exclusively within Australia. Its business model is explicitly freemium: the platform is offered free to all financial advisers, paraplanners, administrators and practice staff with no tiers, no setup costs and no hidden or upgrade fees, and no specific revenue generation mechanism has been disclosed in available sources. ProductRex has no disclosed funding rounds, no institutional investors, no parent company and a headcount of 1-10 employees, consistent with a bootstrapped early-stage operation. It has earned industry recognition through the AFLR Awards, winning Overall Best New Advice Software in 2022 and Best Advice Software in 2023, and maintains a sponsorship relationship with AR (Australian Responsible).
ProductRex firmographics
Firmographics- Name
- ProductRex
- Website
- https://productrex.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ProductRex is an Australian SaaS platform that helps financial advisers, paraplanners and administrators complete superannuation, pension and investment product recommendations across 400+ platforms with customisable SoA-aligned output.
- Ownership category
- akta.pro rank
ProductRex industry classification
Industry- Product category
- Financial Advice Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Tax & Financial Document Preparation Organization (Non-Advisory) (HSAFAEAG)
Keywords
Where ProductRex is headquartered
LocationHeadquarters
- HQ city
- Kenthurst
- HQ country
- Australia
- HQ region
- Oceania
Markets served
ProductRex business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform Access (Free Model): The platform is currently offered free to all financial advisers, paraplanners, administrators, and anyone in financial planning practice. Revenue generation mechanism is not explicitly disclosed in the source material.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Single free tier for all users |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
ProductRex product offering
Product offeringCore offering
ProductRex is a cloud-based SaaS platform that enables financial advisers, paraplanners and administrators to complete product recommendations and comparative research for superannuation, pension and investment products. The platform aggregates data on 400+ platforms, integrates with FE FundInfo for fees and asset allocations, and produces customisable documents aligned with Statement of Advice (SoA) requirements. It is offered free of charge with no tiers, setup costs or upgrade fees.
Product overview
ProductRex is a single, unified cloud-based advice software platform designed for financial advisers and paraplanners. The core ProductRex platform provides end-to-end functionality for superannuation, pension, and investment product recommendations, including fee and asset allocation comparisons across 400+ platforms, practice-level sharing of clients, themes, portfolios, and risk profiles, pre-loaded licensee themes, risk profiles, and rate cards, and fully customizable document output that aligns with Statement of Advice requirements. The platform is offered as a flat-rate, no-tier membership with no setup costs or upgrade fees.
Differentiator
Problem solved
Functional benefit
Products and services
- ProductRex
Companies that use ProductRex
Customer profileSegments4 records
Ideal customer profiles1 record
ProductRex technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
ProductRex partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ARminorAR (Australian Responsible) appears as a sponsor of ProductRex. The partnership is displayed on the ProductRex website under the 'Our Sponsors' section, indicating a marketing or promotional relationship.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
ProductRex competitors and assessment
Company assessmentDirect peers
- Plannr: Plannr is an Australian advice workflow platform for advisers and paraplanners, covering fact-find, SoA and review processes. It competes directly with ProductRex for advisory firm workflow share and the same PLG buyer persona.
- Midwinter: Midwinter is an Australian financial advice software platform used by advisers and paraplanners for modelling, SoA generation and product research. It is one of the closest functional competitors to ProductRex in the Australian advice-tech niche.
- Moneysoft: Moneysoft builds cash-flow, affordability and lifestyle analysis tools embedded into the Australian advice process. It serves the same adviser/paraplanner buyer and is frequently combined with product-research tools, making it a closely adjacent peer to ProductRex.
- AdviserLogic: AdviserLogic provides practice management, compliance and advice-document software for Australian financial advisers. It targets the same adviser/paraplanner persona with overlapping workflow tools and is a direct peer in the SME advice-tech segment.
- Figtree Software: Figtree provides financial planning and practice-management software used by Australian advice firms for SoA preparation and ongoing service workflows. It directly overlaps with ProductRex in SoA generation and product-recommendation use cases.
Broad incumbents
- IRESS (XPLAN): IRESS XPLAN is the dominant, full-stack financial advice and wealth management platform in Australia, used by large licensees and advice practices. It is a broad incumbent offering end-to-end SoA, product research and back-office functionality that overlaps with ProductRex's narrower product-research focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key highlights6 records
Customer concentration
ProductRex social profiles
Digital presenceProductRex financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProductRex leadership team
Management profileNumber of profiles
ProductRex funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProductRex 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 ProductRex
What does ProductRex do?
ProductRex is a cloud-based SaaS platform that enables financial advisers, paraplanners and administrators to complete product recommendations and comparative research for superannuation, pension and investment products. The platform aggregates data on 400+ platforms, integrates with FE FundInfo for fees and asset allocations, and produces customisable documents aligned with Statement of Advice (SoA) requirements. It is offered free of charge with no tiers, setup costs or upgrade fees.
Is ProductRex a public or private company?
ProductRex is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ProductRex founded?
ProductRex was founded in 2020. It employs 1 to 10 people.
Where is ProductRex based?
ProductRex is headquartered in Kenthurst, Australia, in the Oceania region.
How does ProductRex make money?
One revenue line is on record: platform Access (Free Model).
Who are ProductRex's main competitors?
Direct peers on record are Plannr, Midwinter, Moneysoft, AdviserLogic and Figtree Software. IRESS (XPLAN) is listed as a broad incumbent.
Does ProductRex have an API?
No public API is recorded for ProductRex.
What industry is ProductRex in?
ProductRex's product category is Financial Advice Software. Its primary akta.pro industry code is HSAFAEAG, Tax & Financial Document Preparation Organization (Non-Advisory). Its NAICS code is 513210 and its SIC code is 7372.