SmartMoney
SmartMoney is an Australian private wealth advisory firm serving individual clients nationally with integrated financial advice, mortgage broking, SMSF, investment management, retirement, insurance, and estate planning services, led by co-founders Peter Kaleski and Hovig Evanian from its Sydney Olympic Park headquarters.
- Company typePrivate
- Founded-
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What SmartMoney does
SmartMoney Wealth Management Group Pty Ltd is a privately held Australian financial advisory firm headquartered at Sydney Olympic Park, serving individual clients nationally with integrated wealth management services. Operating through three wholly-owned subsidiaries — SmartMoney Financial Services Pty Ltd (advice, operating as a Corporate Authorised Representative of Bluewater Financial Advisors under AFSL 411846), SmartMoney Home Loans Pty Ltd (mortgage broking), and SmartMonwy Property Investment Pty Ltd (property investment) — the firm delivers a unified suite covering financial advice, investment management, self-managed superannuation funds (SMSF), personal insurance, retirement planning, mortgage broking and advisory, and estate planning.
The go-to-market is sales-led, with a freemium 15-minute strategy session (requiring a 2-minute online application and a 1-business-day adviser follow-up) acting as the primary conversion mechanism. Demand generation is driven by a multi-channel content engine — a regularly updated blog (2021-2025), the "Here Comes The Money" podcast distributed on YouTube, free eBooks, Facebook, and email newsletter — all targeting Australians earning $150K+ who feel financially stuck despite strong incomes. Notable client-outcome metrics cited include $320m+ in wealth created and $7.2m in taxation savings across 1,100+ clients.
The business is a classic boutique professional services model: fee-based, quote-driven advisory with no publicly disclosed pricing tiers, served by a 1-10 person team led by co-founder directors Peter Kaleski and Hovig Evanian. Technology is described generically as financial planning software and digital platforms supporting personalized strategy sessions, offset account assessments, super contribution analyses, and investment structure reviews. The firm is privately funded with no disclosed institutional backing, no subsidiaries added in the observable window, and no revenue figures publicly disclosed.
SmartMoney firmographics
Firmographics- Name
- SmartMoney
- Legal name
- SmartMoney Wealth Management Group Pty Ltd
- Website
- https://smartmoneygroup.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SmartMoney is an Australian private wealth advisory firm serving individual clients nationally with integrated financial advice, mortgage broking, SMSF, investment management, retirement, insurance, and estate planning services, led by co-founders Peter Kaleski and Hovig Evanian from its Sydney Olympic Park headquarters.
- Ownership category
- akta.pro rank
SmartMoney industry classification
Industry- Product category
- Wealth Management & Financial Advisory
- NAICS
- Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (52592)
- SIC
- Investment Advice (6282), Loan Brokers (6163)
- akta.pro primary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
Keywords
Where SmartMoney is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
SmartMoney 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
- Financial Advisory Fees: Fees charged for personalized financial advice and wealth management services including financial planning, investment management, SMSF advice, personal insurance, retirement solutions, mortgage broking, and estate planning.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free 15-Minute Strategy Session |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
SmartMoney product offering
Product offeringCore offering
SmartMoney is an Australian financial advisory firm that delivers integrated wealth management services to mid-to-high income individuals and families. Its core offerings include personalised financial advice, investment management, self-managed superannuation fund (SMSF) advice, personal insurance, retirement solutions, mortgage broking and advisory, and estate planning. Services are coordinated so that mortgage structure, super contributions, tax strategy, and investments are managed as a single wealth plan rather than in isolation.
Product overview
SmartMoney is a financial advisory and wealth management firm offering a unified suite of services including Financial Advice, Investment Management, Self-Managed Superannuation Funds (SMSF), Personal Insurance, Retirement Solutions, Mortgage Broking & Advisory, and Estate Planning. These services are designed to work together holistically — for example, a strategy session integrates mortgage structure, super contributions, tax strategy, and investment planning. The company also provides educational content through the 'Here Comes The Money Podcast' and free eBooks. The firm positions itself as making wealth management accessible and affordable for everyday Australians, serving clients nationally from their Sydney Olympic Park head office.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Advice Personalised financial advice for Australian clients that helps them maximise the use of their money, minimise tax payments, and build wealth; integrated with mortgage, super, and investment strategies.
- Investment Management Investment management services covering shares, managed funds, and property investment to help clients build long-term wealth.
- Self-Managed Superannuation Funds (SMSF) SMSF advice and management offering flexibility and independence in controlling retirement savings and investments, including property held within super.
- Personal Insurance Life, income protection, and total and permanent disability insurance coverage to protect families against loss of income.
- Retirement Solutions Retirement planning services to help clients retire comfortably and potentially earlier than traditional retirement age.
- Mortgage Broking & Advisory Property financing services including loan structure optimisation, refinancing, and mortgage advisory for buying or restructuring property loans.
- Estate Planning Estate planning services including wills, power of attorney, medical directives, and trust funds to protect clients' financial assets.
- Free 15-Minute Strategy Session A complimentary 15-minute consultation session mapping out mortgage, super, tax, and investment strategies tailored to the client's income and goals, available to Australians earning $150K+.
Quantifiable outcome
- $320m+ in client wealth created
- +4 more outcomes
Companies that use SmartMoney
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
SmartMoney technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
SmartMoney partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bluewater Financial Advisors Pty LtdcoreSmartMoney Financial Services Pty Ltd is a Corporate Authorised Representative (No. 001265087) of Bluewater Financial Advisors Pty Ltd (ABN: 99 153 118 533), holder of Australian Financial Services Licence No. 411846. This licensing arrangement enables SmartMoney to provide financial advice services under Bluewater's regulatory framework.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
SmartMoney competitors and assessment
Company assessmentEmerging players
- Stockspot: Australian digital wealth manager / robo-adviser offering automated investment portfolios and financial advice at lower price points. Adjacent competitor for the mass-affluent segment, especially on the investment-management side.
- Mortgage Choice: ASX-listed Australian mortgage broking franchise network. Comparable for the mortgage broking side of SmartMoney's business and as a potential channel/distribution comparison.
Broad incumbents
- Ord Minnett: Australian private wealth manager offering investment advisory, portfolio management, superannuation, and estate planning to affluent and HNW clients. Comparable in client profile but with a higher HNW tilt and broader investment capability.
- AMP Limited (AMP Advice): One of Australia's largest wealth management incumbents offering financial advice, superannuation, banking, and investment products. Competes with SmartMoney for the same mass-affluent segment but at much larger scale and across a broader portfolio.
- Insignia Financial (formerly IOOF): Major Australian wealth management platform offering financial advice, superannuation, and investment administration. A scaled incumbent competitor operating in the same advice-led category as SmartMoney.
Direct peers
- Capstone Financial Planning: Australian financial advisory firm combining mortgage broking, financial planning, and wealth management. Highly comparable because it pairs lending and advice in a way that mirrors SmartMoney's structure.
- Sequoia Financial Group: ASX-listed Australian financial advice group providing holistic wealth management, superannuation, and mortgage solutions to retail and mass-affluent clients. Directly comparable integrated model and target segment to SmartMoney.
- Count Financial Limited: Large Australian financial adviser network providing financial planning, wealth management, and lending solutions through a licensee model. Comparable in the way SmartMoney uses Bluewater as its AFSL sponsor.
- Astute Financial Management: Australian financial advice and accounting group offering financial planning, wealth management, lending, and tax strategies. Comparable integrated offering and similar boutique-to-mid-market positioning.
- Shadforth Financial Group: Australian financial advisory firm offering financial planning, superannuation, insurance and lending advice to mass-affluent households. Comparable integrated multi-product model and adviser-led service delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SmartMoney social profiles
Digital presenceSmartMoney financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartMoney leadership team
Management profileNumber of profiles
Profiles2 records
SmartMoney subsidiaries and ownership
Company hierarchySubsidiaries3 records
SmartMoney funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartMoney 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 SmartMoney
What does SmartMoney do?
SmartMoney is an Australian financial advisory firm that delivers integrated wealth management services to mid-to-high income individuals and families. Its core offerings include personalised financial advice, investment management, self-managed superannuation fund (SMSF) advice, personal insurance, retirement solutions, mortgage broking and advisory, and estate planning. Services are coordinated so that mortgage structure, super contributions, tax strategy, and investments are managed as a single wealth plan rather than in isolation.
Is SmartMoney a public or private company?
SmartMoney is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SmartMoney founded?
SmartMoney was founded in -1. It employs 1 to 10 people.
Where is SmartMoney based?
SmartMoney is headquartered in Sydney, Australia, in the Oceania region.
How does SmartMoney make money?
One revenue line is on record: financial Advisory Fees.
Who are SmartMoney's main competitors?
Emerging players on record are Stockspot and Mortgage Choice. Broad incumbents are Ord Minnett, AMP Limited (AMP Advice) and Insignia Financial (formerly IOOF). Direct peers are Capstone Financial Planning, Sequoia Financial Group, Count Financial Limited, Astute Financial Management and Shadforth Financial Group.
Does SmartMoney have an API?
No public API is recorded for SmartMoney.
What industry is SmartMoney in?
SmartMoney's product category is Wealth Management & Financial Advisory. Its primary akta.pro industry code is FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.