Bombora Advice
Bombora Advice is an Australian specialized risk advice licensee operating under AFSL No 439065, providing compliance, professional development, and claims advocacy to a network of 100+ authorized risk adviser firms that distribute life insurance products to over 30,000 Australians.
- Company typePrivate
- Founded2013
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Bombora Advice does
Bombora Advice Pty Ltd is an Australian private company, founded in 2013, that operates as a specialized risk advice licensee under AFSL No 439065. It provides compliance management, professional development, claims advocacy, and operational infrastructure to a network of over 100 authorized risk adviser firms that distribute life insurance and risk products (term life, TPD, trauma/critical illness, income protection, and business covers including keyperson, succession funding, and business expense cover) to individuals, families, and business owners. The company is headquartered in Melbourne with an additional office in Blackburn, and employs 1-10 staff in a lean operating model that outsources client-facing distribution to its authorized representative network. Its advisory network has collectively served over 30,000 Australians and facilitated more than $350 million in paid claims.
The business operates a dual revenue model. The primary stream is recurring licensee services, where authorized risk advisers pay licensing fees for access to Bombora's compliance framework, professional indemnity insurance, PD Days, conferences, and the Bombora brand and peer network. The secondary stream is transactional claims advocacy and management, offered on a small set-up fee plus success-fee basis, handling paperwork, policy interpretation, and insurer negotiation for advisers and their clients. Additional revenue is generated through wholesale licensee partnerships (self-licensed businesses accessing Bombora's risk capability) and a referral partner program with accountants, lawyers, financial planners, and insurance brokers. Pricing is not publicly disclosed.
Bombora's go-to-market combines sales-led outreach to financial advisers seeking specialized risk licensee support, community-led growth through its 100+ partner professional service firm network, and enterprise field sales for wholesale licensee engagements. The company is privately held with no disclosed external investors, no funding rounds, and no M&A activity; leadership comprises Niall McConville (Managing Director, ex-TAL), Wayne Handley (Executive Chairman, ex-Apogee Financial Planning), Rory MacKenzie (Non-Executive Director), and Geoff Counsel (General Manager), alongside a Head of Risk & Compliance and dedicated Operations and Compliance Managers. There is no proprietary technology platform disclosed and no AI/ML capability referenced in the source material.
Bombora Advice firmographics
Firmographics- Name
- Bombora Advice
- Legal name
- Bombora Advice Pty Ltd
- Website
- https://bomboraadvice.com.au
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bombora Advice is an Australian specialized risk advice licensee operating under AFSL No 439065, providing compliance, professional development, and claims advocacy to a network of 100+ authorized risk adviser firms that distribute life insurance products to over 30,000 Australians.
- Ownership category
- akta.pro rank
Bombora Advice industry classification
Industry- Product category
- Risk Advice Licensee Services
- NAICS
- Insurance Carriers and Related Activities (524)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Group Variable Universal Life (GVUL) (FSAIADAD)
Keywords
Where Bombora Advice is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Bombora Advice business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Licensee Services: Bombora generates revenue by providing licensee services to risk advisers who operate under its AFSL. Advisers pay licensing fees for access to compliance support, professional development, claims management, and the Bombora brand/network.
- Claims Management Services: A claims support service for advisers where Bombora manages insurance claims on behalf of clients. The service includes a small set-up fee and a success fee that is only paid if the claim is accepted.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Bombora Advice product offering
Product offeringCore offering
Bombora Advice operates as a specialised Australian Financial Services Licensee (AFSL No 439065) focused exclusively on risk (life insurance) advice. The company provides licensee infrastructure, compliance oversight, professional development, and claims advocacy support to a network of 100+ risk advisers. Through this adviser network, Bombora delivers life insurance products including term life, TPD, trauma/critical illness, income protection, and business cover (keyperson, succession, expenses) to Australian individuals, families, and business owners.
Product overview
Bombora Advice operates as a specialized risk advice licensee offering a comprehensive suite of life insurance and risk protection products combined with professional services for advisers. The core product portfolio includes individual coverage products (Term Life, TPD, Trauma, and Income Protection) and business coverage products (Business Succession Funding, Keyperson Cover, and Business Expenses Cover). These insurance products are complemented by service offerings including claims advocacy and management, policy review services, compliance and governance frameworks for advisers, professional development programs, and licensee services for wholesale businesses. The company functions as a licensee network, providing advisers with support infrastructure, compliance oversight, and operational tools while the advisers deliver the actual insurance products to end consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Term Life Insurance
Quantifiable outcome
- Over $350 million paid in claims to Bombora advised clients
- +1 more outcomes
Companies that use Bombora Advice
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Bombora Advice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bombora Advice partnerships and signals
Strategic signalScale indicators8 records
Recent moves7 records
Expansion highlights5 records
Bombora Advice competitors and assessment
Company assessmentBroad incumbents
- AMP Limited: Major Australian financial services group with large advice licensee networks (AMP Financial Planning, Hillross). Operates the same AFSL-licensee-plus-authorised-representative model as Bombora, but at vastly greater scale and with a broader wealth management offering.
- Insignia Financial: One of Australia's largest wealth management and licensee groups (formerly IOOF), operating licensee networks across advice, superannuation, and platforms. Comparable to Bombora at the licensee model level but at materially greater scale and breadth.
Direct peers
- Lifespan Financial Planning: Australian financial advice licensee with specialist focus on risk insurance and claims support. Highly comparable to Bombora given overlapping risk-specialist positioning and shared emphasis on claims advocacy as a differentiator.
- Capstone Financial Planning: Australian financial advice licensee group supporting a network of advisers with compliance, professional development, and back-office services. Directly comparable to Bombora's licensee model serving authorised representatives under its AFSL.
- WT Financial Group: Australian financial advice licensee (ASX-listed) supporting advisers across risk, investment, and superannuation. Closely comparable to Bombora in providing AFSL infrastructure, compliance support, and operational tooling to authorised representatives.
- Count Limited: Australian financial advice and licensee group (ASX-listed) providing compliance, technical, and operational support to accounting and financial adviser networks. Comparable to Bombora in operating an AFSL-licensed adviser network with back-office services.
- Centrepoint Alliance: Australian mid-market financial advice licensee providing compliance, technical, and operational services to a network of advisers. Directly comparable to Bombora's licensee-plus-authorized-representative model, though broader in scope beyond pure risk advice.
- Astute Wheel: Specialist Australian financial advice licensee supporting advisers across risk and wealth. Comparable to Bombora as a niche AFSL targeting advisers seeking focused licensee support rather than a generalist offering.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Bombora Advice social profiles
Digital presenceBombora Advice compliance and trust
Trust signalCompliance1 record
Bombora Advice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bombora Advice leadership team
Management profileNumber of profiles
Profiles7 records
Bombora Advice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bombora Advice 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 Bombora Advice
What does Bombora Advice do?
Bombora Advice operates as a specialised Australian Financial Services Licensee (AFSL No 439065) focused exclusively on risk (life insurance) advice. The company provides licensee infrastructure, compliance oversight, professional development, and claims advocacy support to a network of 100+ risk advisers. Through this adviser network, Bombora delivers life insurance products including term life, TPD, trauma/critical illness, income protection, and business cover (keyperson, succession, expenses) to Australian individuals, families, and business owners.
Is Bombora Advice a public or private company?
Bombora Advice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bombora Advice founded?
Bombora Advice was founded in 2013. It employs 1 to 10 people.
Where is Bombora Advice based?
Bombora Advice is headquartered in Melbourne, Australia, in the Oceania region.
How does Bombora Advice make money?
Two revenue lines are on record. Licensee Services are the primary driver. The others are claims Management Services.
Who are Bombora Advice's main competitors?
Broad incumbents on record are AMP Limited and Insignia Financial. Direct peers are Lifespan Financial Planning, Capstone Financial Planning, WT Financial Group, Count Limited, Centrepoint Alliance and Astute Wheel.
Does Bombora Advice have an API?
No public API is recorded for Bombora Advice.
What industry is Bombora Advice in?
Bombora Advice's product category is Risk Advice Licensee Services. Its primary akta.pro industry code is FSAIADAD, Group Variable Universal Life (GVUL). Its NAICS code is 524 and its SIC code is 6411.