AdviceFirst
AdviceFirst Limited, operating as enable.me, is a New Zealand-registered Financial Advice Provider delivering personalised financial coaching, wealth management, insurance, KiwiSaver, and workplace wellbeing services to consumers, families, and employers via a national adviser network.
- Company typePrivate
- Founded2008
- HeadquartersWellington, New Zealand
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What AdviceFirst does
AdviceFirst Limited, founded in 2008 and operating under the consumer brand enable.me, is a New Zealand-registered Financial Advice Provider (FSP23242) with primary offices in Auckland and a national adviser network spanning Hamilton, Wellington, and Christchurch. The firm delivers personalised financial coaching, wealth management, insurance advisory, KiwiSaver planning, and workplace financial wellbeing solutions to individual consumers, families, and employers across New Zealand. Its core offerings are structured coaching programmes — Master Your Mortgage, Get Ambitious, Maximising Momentum, Future Ready, and Ongoing Support — supported by digital tools such as the Moneyfit Tracker, KiwiSaver Calculator, and Nestegg client portal, plus wealth, insurance, KiwiSaver, and B2B workplace solutions.
The business runs a sales-led professional services model. Revenue is generated through consultation and coaching fees, wealth advisory fees, insurance advisory commissions, KiwiSaver advisory fees, and B2B workplace contracts, with no publicly disclosed pricing. Distribution is direct-to-consumer via website bookings and a centralised 0800 number, complemented by a B2B channel selling workplace benefits to employers. Marketing is multi-channel — content (blog, podcasts, eBooks), social (Facebook, Instagram, YouTube, LinkedIn), webinars, referral programme, and PR via the More FM Change Your Life competition. The company has no proprietary technology platform, no mobile app, no public API, and extends its service ecosystem through partnerships with Key2Invest, Squirrel Mortgages, Footprint Digital Wills, and AMP. Ownership appears founder/independent with no disclosed institutional capital, no parent company, and no M&A history in the source data.
AdviceFirst firmographics
Firmographics- Name
- AdviceFirst
- Legal name
- AdviceFirst Limited
- Website
- https://advicefirst.co.nz
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AdviceFirst Limited, operating as enable.me, is a New Zealand-registered Financial Advice Provider delivering personalised financial coaching, wealth management, insurance, KiwiSaver, and workplace wellbeing services to consumers, families, and employers via a national adviser network.
- Ownership category
- akta.pro rank
AdviceFirst industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
- akta.pro secondary industries
- Financial Planning–Led RIAs (FSAAACAB), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN), Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH)
Keywords
Where AdviceFirst is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
AdviceFirst business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Financial Coaching Services: Personalised financial coaching delivered through programmes such as Master Your Mortgage, Get Ambitious, Maximising Momentum, and Future Ready. Revenue is generated through consultation and coaching fees as part of a structured programme offering.
- Wealth Management: Comprehensive wealth management services including investing, property investing, and sustainable investing, provided by qualified wealth advisers.
- Insurance Advisory: Insurance advisory services covering personal insurance, group insurance, and key person insurance for businesses.
- KiwiSaver Advisory: KiwiSaver advisory services for first home buyers and retirement planning, including a KiwiSaver calculator and review booking service.
- Workplace Solutions: Employee financial wellbeing programmes, group insurance, key person insurance, KiwiSaver provider services, and digital wills sold to employers as workplace benefit solutions.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
AdviceFirst product offering
Product offeringCore offering
AdviceFirst Limited, trading as enable.me, is a New Zealand-registered financial advice provider (FSP23242) founded in 2008 that delivers personalised financial coaching, wealth management, insurance advisory, and KiwiSaver advisory services to individual consumers, alongside workplace financial wellbeing solutions offered through employers. The firm operates from offices in Auckland, Hamilton, Wellington, and Christchurch and is staffed by a team of qualified financial advisers who run structured programmes covering mortgages, savings, investments, insurance, and retirement planning.
Product overview
AdviceFirst (trading as enable.me) offers an integrated financial services platform comprising financial coaching programmes (Master Your Mortgage, Get Ambitious, Maximising Momentum, Future Ready, Ongoing Support), wealth management services (investing, property investing, sustainable investing), insurance advisory, KiwiSaver planning with calculator tools, and workplace solutions (employee financial wellbeing programmes, group insurance, key person insurance, digital wills). The company also provides educational resources including blog content, podcasts, eBooks, and events. Core offerings centre on personalised financial coaching supported by digital tools like the Moneyfit Tracker.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Coaching
- Wealth Management
- Insurance Advisory
- KiwiSaver Advisory
- Workplace Solutions
- Master Your Mortgage
- Get Ambitious Coaching programme under Financial Coaching aimed at accelerating wealth creation and savings ambition for individual clients.
- Maximising Momentum Intermediate coaching programme under Financial Coaching designed to maintain and accelerate existing financial momentum for individual clients.
- Future Ready Planning-focused coaching programme under Financial Coaching that prepares individual clients for major future life and financial milestones.
- Ongoing Support Continuing coaching subscription for individual clients who want long-term, recurring financial advice, reviews, and behavioural accountability.
Companies that use AdviceFirst
Customer profileSegments2 records
Ideal customer profiles1 record
AdviceFirst technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AdviceFirst partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- Key2InvestminorKey2Invest is listed as one of enable.me's partner organisations, providing investment-related services as part of the broader financial advisory ecosystem.
- Squirrel MortgagesminorSquirrel Mortgages is listed as a partner on enable.me's website, offering mortgage-related services within the partner network.
- Footprint Digital WillsminorFootprint Digital Wills is a partner providing digital will services. This partnership is also featured under Workplace Solutions as a digital wills offering for employees.
- AMPminorAMP is listed as a partner organisation, providing financial products and services as part of the enable.me partner ecosystem.
Recent moves6 records
Expansion highlights5 records
AdviceFirst competitors and assessment
Company assessmentBroad incumbents
- AMP: A large Australian/NZ financial services incumbent offering wealth management, KiwiSaver, and insurance. AMP is also listed as one of enable.me's strategic partners and represents a broad incumbent competitor across all four of AdviceFirst's service lines.
- ANZ Bank New Zealand: Major NZ bank providing KiwiSaver, wealth, insurance, and workplace financial wellbeing — broad incumbent competitor to AdviceFirst's full suite, especially on workplace and KiwiSaver.
Emerging players
- Sorted (Commission for Financial Capability): Government-backed NZ financial education platform offering free financial planning tools and guidance. Comparable to enable.me's financial literacy, coaching, and KiwiSaver-calculator offerings as a free, partially-overlapping alternative.
- MoneyTalks: New Zealand budgeting and personal finance coaching service that overlaps with enable.me's financial coaching programmes and mass-market financial wellbeing positioning.
Direct peers
- Craigs Investment Partners: NZ-headquartered investment advisory and wealth management firm providing personalised investment advice and KiwiSaver services — directly competes with enable.me in the NZ mass-affluent and high-net-worth segment.
- Milford Asset Management: NZ-based fund manager and KiwiSaver provider with a strong direct-to-consumer advice offering. Comparable to AdviceFirst on KiwiSaver advisory and wealth management in the NZ retail market.
- Generate KiwiSaver: NZ-focused KiwiSaver and wealth provider with a strong digital and advice-led model, directly comparable to enable.me's KiwiSaver advisory service and target mass-affluent customer base.
- Forsyth Barr: A leading New Zealand investment advisory and wealth management firm offering personalised advice, KiwiSaver, and wealth services — directly comparable to AdviceFirst's wealth and KiwiSaver advisory offering for NZ consumers.
- Booster: NZ wealth and KiwiSaver specialist with workplace and retail offerings — directly comparable to AdviceFirst across KiwiSaver advisory, workplace solutions, and personal wealth services.
- Jarden: New Zealand investment and advisory firm offering wealth management, KiwiSaver, and investment research to retail and institutional clients, overlapping directly with AdviceFirst's wealth and KiwiSaver service lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AdviceFirst social profiles
Digital presenceAdviceFirst compliance and trust
Trust signalCompliance1 record
AdviceFirst financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdviceFirst leadership team
Management profileNumber of profiles
AdviceFirst funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdviceFirst 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 AdviceFirst
What does AdviceFirst do?
AdviceFirst Limited, trading as enable.me, is a New Zealand-registered financial advice provider (FSP23242) founded in 2008 that delivers personalised financial coaching, wealth management, insurance advisory, and KiwiSaver advisory services to individual consumers, alongside workplace financial wellbeing solutions offered through employers. The firm operates from offices in Auckland, Hamilton, Wellington, and Christchurch and is staffed by a team of qualified financial advisers who run structured programmes covering mortgages, savings, investments, insurance, and retirement planning.
Is AdviceFirst a public or private company?
AdviceFirst is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdviceFirst founded?
AdviceFirst was founded in 2008. It employs 101 to 250 people.
Where is AdviceFirst based?
AdviceFirst is headquartered in Wellington, New Zealand, in the Oceania region.
How does AdviceFirst make money?
Five revenue lines are on record. Financial Coaching Services are the primary driver. The others are wealth Management, insurance Advisory, kiwiSaver Advisory and workplace Solutions.
Who are AdviceFirst's main competitors?
Broad incumbents on record are AMP and ANZ Bank New Zealand. Emerging players are Sorted (Commission for Financial Capability) and MoneyTalks. Direct peers are Craigs Investment Partners, Milford Asset Management, Generate KiwiSaver, Forsyth Barr, Booster and Jarden.
Does AdviceFirst have an API?
No public API is recorded for AdviceFirst.
What industry is AdviceFirst in?
AdviceFirst's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent), with a secondary code of FSAAACAB, Financial Planning–Led RIAs. Its NAICS code is 523940 and its SIC code is 6282.