Smart Financial
- Company typePrivate
- Founded2007
- HeadquartersShellharbour, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
Smart Financial firmographics
Firmographics- Name
- Smart Financial
- Legal name
- Smart Financial Capital Pty Ltd
- Website
- https://smartfinancial.com.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Smart Financial industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Financial Planning–Led RIAs (FSAAACAB)
- akta.pro secondary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
Keywords
Where Smart Financial is headquartered
LocationHeadquarters
- HQ city
- Shellharbour
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Smart Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Financial Planning Fees: Fee-for-service model where clients pay for the preparation of their Financial Plan and Statement of Advice, as outlined in the Letter of Engagement provided after the initial consultation.
- Mortgage Brokerage / Lending: Smart Financial Lending acts as a mortgage broker, working with individuals and families across the Illawarra for over 16 years to guide them toward financial freedom and wealth creation through property purchase and loan restructuring.
- Accounting and Tax Services: Accounting services offered through Smart Financial Accounting Pty Ltd, including tax compliance, advisory, GST, CGT, FBT, tax planning, financial reporting, bookkeeping, BAS services, and SMSF management.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Smart Financial product offering
Product offeringCore offering
Smart Financial provides integrated financial planning, accounting, and lending services to individuals and families across the Illawarra, Shoalhaven, South Coast and East Coast of Australia. Its core offerings include retirement planning, investment advice, superannuation, insurance, estate planning, aged care advice, tax and accounting services, and mortgage brokerage. All services are delivered by a team of qualified advisers and accountants through offices in Warilla and Nowra, NSW, under AFSL 533901.
Product overview
Smart Financial is a financial advisory firm offering an integrated suite of services spanning financial planning, accounting, and lending. The core offering comprises eight interconnected financial planning services: Retirement Planning, Investment Advice, Superannuation Advice, Insurance Advice, Estate Planning Advice, and Aged Care Advice. These are complemented by Accounting Services (including taxation, business advisory, bookkeeping, and SMSF management) and Lending (mortgage brokerage). The firm also operates a Tax Agent service enabling direct ATO representation for clients, and maintains an internal Cadetship Program for training new advisers. All services are delivered through offices in Warilla and Nowra, NSW, by a team of qualified financial advisers and accountants.
Differentiator
Problem solved
Functional benefit
Products and services
- Retirement Planning Comprehensive retirement planning services that help clients structure income streams from superannuation, non-superannuation assets, and Centrelink pension benefits to achieve their desired retirement lifestyle. Intended for individuals and couples approaching or in retirement.
- Investment Advice Investment advisory services helping clients determine objectives, assess risk tolerance, track investments, and grow portfolios through ethical and transparent advice. Targeted at individual investors and families building wealth.
- Superannuation Advice Superannuation advisory services including fund reviews, contribution strategies, investment settings, fee optimization, account consolidation, and insurance inside super review. For individuals seeking to optimise their superannuation position.
- Insurance Advice Insurance advisory covering life insurance, superannuation insurance, total and permanent disablement (TPD), income protection, and trauma insurance to protect client assets and finances. For individuals and families seeking personal risk protection.
- Estate Planning Advice Estate planning services including will preparation, taxation liability minimization, power of attorney, life insurance re-evaluation, and asset protection for beneficiaries. For individuals and families planning intergenerational wealth transfer.
- Aged Care Advice Specialist aged care financial advice covering home care package subsidies, residential care accommodation payments (RAD/DAP), means-tested fees, and Centrelink implications. For pre-retirees, retirees, and families navigating aged care decisions.
- Lending (Mortgage Brokerage) Mortgage brokerage services providing residential lending, construction loans, refinancing, investment lending, and SMSF lending with access to multiple lenders to negotiate competitive interest rates and flexible terms. For home buyers, refinancers, property investors, and SMSF borrowers.
- Accounting Services Full-service accounting including taxation compliance and planning, business services and advisory, bookkeeping and BAS services, and Self-Managed Superannuation Fund (SMSF) setup and management. For small businesses, SMSF holders, and individuals requiring tax compliance.
- Tax Agent Services Tax agent nomination and management services allowing Smart Financial to act on clients' behalf with the ATO for tax filing and compliance. For individuals and small businesses that nominate Smart Financial as their tax agent via the ATO portal.
Quantifiable outcome
- Clients have achieved early retirement (e.g., client Miguel retired comfortably in his early 50s)
Companies that use Smart Financial
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Smart Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Smart Financial partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SMART FINANCIAL CAPITAL PTY LTDcoreSmart Financial is an Authorised Representative of SMART FINANCIAL CAPITAL PTY LTD (ABN 78 627 468 759) AFSL 533901. This is the parent entity that holds the Australian Financial Services Licence under which Smart Financial operates.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Smart Financial competitors and assessment
Company assessmentDirect peers
- Astute Financial Management: Australian independent financial advisory network offering comprehensive financial planning, lending, and tax services to individuals and families — directly comparable in service mix, independent ownership structure, and Australian retail-client focus.
- Foster Financial Group: Independent Australian financial advisory practice providing financial planning, superannuation, and aged care advice to retail clients — closely comparable in independence, planning-led model, and retirement specialisation.
- Capstone Financial Planning: Independent Australian financial planning firm focused on holistic advice, retirement, and investment services for retail clients — comparable as an independent, planning-led RIA-style operation.
- Bridges Financial Group: Privately owned Australian financial advisory firm providing financial planning, superannuation, and insurance advice to individuals — closely comparable in scale, ownership model, and holistic retail advice positioning.
Broad incumbents
- Shadforth Financial Group: Larger Australian wealth advisory offering financial planning, superannuation, and investment services — broader portfolio but overlaps materially with Smart Financial's retirement and wealth advice proposition.
- Aussie Home Loans: Australia's largest mortgage broker brand offering home loans, financial planning, and insurance — directly comparable to Smart Financial Lending's mortgage brokerage line, though at far greater scale.
- Count Financial: Australia-wide network of aligned financial advisers providing comprehensive financial planning and lending advice — competes in the same independent-advice category but at greater scale with an established licensee footprint.
- Insignia Financial (formerly IOOF): Major Australian wealth management group offering financial advice, superannuation, and investment platforms — overlaps broadly but serves a national institutional and retail base rather than a regional niche.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Smart Financial social profiles
Digital presenceSmart Financial compliance and trust
Trust signalCompliance6 records
Smart Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smart Financial leadership team
Management profileNumber of profiles
Profiles10 records
Smart Financial subsidiaries and ownership
Company hierarchySubsidiaries1 record
Smart Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smart Financial 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 Smart Financial
What does Smart Financial do?
Smart Financial provides integrated financial planning, accounting, and lending services to individuals and families across the Illawarra, Shoalhaven, South Coast and East Coast of Australia. Its core offerings include retirement planning, investment advice, superannuation, insurance, estate planning, aged care advice, tax and accounting services, and mortgage brokerage. All services are delivered by a team of qualified advisers and accountants through offices in Warilla and Nowra, NSW, under AFSL 533901.
Is Smart Financial a public or private company?
Smart Financial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smart Financial founded?
Smart Financial was founded in 2007. It employs 11 to 50 people.
Where is Smart Financial based?
Smart Financial is headquartered in Shellharbour, Australia, in the Oceania region.
How does Smart Financial make money?
Three revenue lines are on record. Financial Planning Fees are the primary driver. The others are mortgage Brokerage / Lending and accounting and Tax Services.
Who are Smart Financial's main competitors?
Direct peers on record are Astute Financial Management, Foster Financial Group, Capstone Financial Planning and Bridges Financial Group. Broad incumbents are Shadforth Financial Group, Aussie Home Loans, Count Financial and Insignia Financial (formerly IOOF).
Does Smart Financial have an API?
No public API is recorded for Smart Financial.
What industry is Smart Financial in?
Smart Financial's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions). Its NAICS code is 523940 and its SIC code is 6282.