Boag Financial

Name

Boag Financial

Legal name

Boag Asset Management Pty Ltd

Website

https://boagfinancial.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Private Wealth Management

NAICS

Finance and Insurance (52)

SIC

Investment Advice (6282)

akta.pro primary industry

Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC)

Keywords

• Private wealth management
• Portfolio management
• Asset management
• Investment advisory
• Discretionary investment services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Advisory, Investment Management and Administration Services: Single fee structure covering advisory, investment management and administration services. The firm manages assets directly using individual securities in liquid secondary markets rather than commingled investments, enabling competitive single-fee pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

Boag Financial is a boutique private asset management organisation that delivers personalised wealth management to individuals, family groups, and charitable organisations through three integrated services: an Advisory Service, a Discretionary Portfolio Management Service, and an Administration Service. All services operate via Individually Managed Accounts where securities are held directly in the client's name, enabling transparency and a single-fee structure that combines advisory, investment management, and administration.

Product overview

Boag Financial is a boutique private asset management organisation offering three integrated wealth management services: Advisory (for clients wanting direct involvement in portfolio decisions), Discretionary Portfolio Management (professionally managed with full transparency), and Administration (comprehensive reporting and tax management). All services utilise direct investments held in clients' names, providing transparency and tax efficiency through a 'structural dividend' approach that minimises performance leakage from layered fees.

Differentiator

Problem solved

Functional benefit

Products and services

• Advisory Service An advisory service in which clients retain direct involvement in day-to-day investment decisions while Boag Financial works alongside them to select appropriate investments in equities, fixed income, and debt securities. Includes management of administration and reporting under a single fee.
• Discretionary Portfolio Management Service A professionally managed investment portfolio service where clients delegate day-to-day decisions to Boag Financial while retaining direct ownership of all securities held in their own name. Combines internal research with best-in-class external research and applies a multi-factor, fundamentally driven asset allocation process.
• Administration Service Comprehensive administration and tax reporting provided on an individual basis to all clients, covering portfolio construction, monitoring, reporting, individual cost base management for optimal tax planning, and access to an online portfolio reporting platform. Operates under an Individually Managed Account structure with securities directly held by the client.

Quantifiable outcome

• Asset allocation accounts for up to 90% of portfolio's total return
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• High-calibre Research PartnerscoreTechnology or IntegrationBoag Financial utilises select range of high-calibre research partners for stock selection 'alpha' in equity portfolios. The concentrated best ideas stocks approach ensures performance benefit of good research is not diluted from over diversification.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Perpetual Limited (Perpetual Private): Larger ASX-listed Australian wealth manager with a Perpetual Private division offering advice, portfolio management and estate planning to HNW clients. Overlaps with Boag in HNW discretionary management but at materially greater scale and breadth.
• Insignia Financial (formerly IOOF): Major Australian wealth platform encompassing IOOF, Shadforth and ANZ-aligned wealth brands. Competes with Boag for HNW/family clients but through a vertically integrated, scale-led model rather than a boutique family-office approach.
• Macquarie Private Bank: Private banking arm of Macquarie Group offering wealth management, portfolio advisory and structured solutions to HNW Australian clients. Comparable in target segment and discretionary capability but embedded within a much larger banking platform.
• Pictet Group: Swiss private bank and asset manager with strong family-office heritage serving HNW clients globally via discretionary mandates and managed portfolios. Comparable in multi-decade HNW focus and direct-holding philosophy, though at substantially larger scale.

Direct peers

• Ord Minnett: Privately owned Australian wealth management and stockbroking firm offering discretionary portfolio management, advisory and research-driven investing. Comparable boutique scale, HNW client focus and integrated advice + broking DNA.
• LGT Group: Global private banking and asset management group owned by the Liechtenstein princely family, with Australian operations (LGT Crestone). Comparable family-office heritage, long-term investment philosophy and HNW discretionary portfolio management focus.
• Crestone Wealth Management (LGT Crestone): Australian boutique private wealth manager with family office heritage providing discretionary portfolio management and advice to HNW individuals and institutions. Closely mirrors Boag Financial's boutique, family-office-rooted, advice-led operating model.
• Affinity Private Wealth: Australian boutique wealth management firm providing discretionary portfolio management and advice to HNW individuals and families. Closely comparable boutique scale, fee structure and personalised service model.
• Shadforth Financial Group: Australian boutique wealth manager serving HNW clients with financial advice, investment management and superannuation services. Comparable in boutique positioning and HNW/family client focus.

Others

• Magellan Asset Management: Australian boutique asset manager (now division of Magellan Group) focused on global equities with a high-conviction, fundamentals-driven investment philosophy. Adjacent comparable on boutique Australian investment philosophy, though more institutional than private-wealth focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/boag-financial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Boag Financial