What My SMSF Property does

My SMSF Property (operated by R S Capital Partners Pty Ltd, ABN 67 145 282 908) is an Australian fixed-fee SMSF administration provider founded in 2010 by Robbie Joseph. The company targets individual Australian SMSF trustees - particularly those investing in alternative assets such as residential and commercial property, cryptocurrency, and physical precious metals - through a direct-to-consumer online model. Its core offerings are SMSF establishment (corporate trustee setup $990, individual trustee $440, transfers or $220) and three-tier annual administration packages (Bronze $1,190, Silver $1,550, Gold $2,550 per year), supplemented by one-off services for LRBA bare trusts, pension establishment, actuarial certificates, and wind-ups. Approximately 1,300 SMSF funds are managed nationwide with a 1-10 person headcount.

The platform is built on a cloud-based SMSF administration system delivered through app.mysmsfproperty.com.au, with specialist modules for tracking cryptocurrency holdings across cold wallets and exchanges (CoinSpot, Kraken, Independent Reserve, Bitaroo), physical precious metals valuation and storage compliance (with Reserve Vault integration), and property-LRBA documentation. The business operates fully online with no physical offices, serving clients Australia-wide via phone (1300 545 516), WhatsApp, email and self-service portals. Technology integrations include Bitaroo for clean crypto compliance records and Reserve Vault for insured gold/silver/pink diamond storage.

Revenue is generated through one-time setup charges, recurring annual administration subscriptions (with 12-24 month minimums on Silver and Bronze tiers), and additional services fees. GTM is digital-first: content marketing, SEO, free educational tools (calculators, ebooks, courses), review platforms (Google 5.0, Word of Mouth and ProductReview 4.9 each), and a five-lender referral channel (Best Rate Loans, Firstmac, SMSF Loan Experts, St George, Westpac). The company is bootstrapped and profitable, holding Tax Practitioners Board registration (No. 25506504), and was recognized in Anthill Magazine's Top 30 Innovations between 2013-2017.

Name

My SMSF Property

Legal name

R S Capital Partners Pty Ltd

Website

https://mysmsfproperty.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

My SMSF Property provides fixed-fee online SMSF administration for individual Australian trustees investing in property, cryptocurrency, and precious metals, managing approximately 1,300 funds through a cloud-based platform with specialist alternative-asset compliance modules and no physical offices.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. SMSF Setup Fees: One-time fees for establishing new SMSFs with corporate or individual trustee structures. Corporate trustee setup is $990, individual trustee is $440. Transfer existing SMSF is $220.
2. Annual Administration Packages: Recurring annual fees for ongoing SMSF administration including tax returns, financial statements, and audit coordination. Three tiers: Bronze $1,190, Silver $1,550, Gold $2,550 per year.
3. Additional Services: One-off fees for specific services including pension establishment ($550), actuarial certificates ($330), bare trust setup for LRBA ($1,770), trust deed replacement ($330), and SMSF wind-up ($2,200)

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

My SMSF Property provides fixed-fee online SMSF establishment (corporate or individual trustee structures) and recurring annual administration packages including tax returns, financial statements, and independent audit coordination. It specialises in alternative-asset SMSF administration covering property (including LRBA borrowing), cryptocurrency wallets and exchanges, and physical precious metals such as gold, silver, platinum, and pink diamonds. All services are delivered through a cloud-based portal enabling Australia-wide online service without physical offices.

Product overview

My SMSF Property offers a modular SMSF administration platform with three tiers of annual administration packages (Bronze, Silver, Gold) built around a fixed-fee model. Core services include SMSF setup with either corporate or individual trustee structure, plus specialist add-on services for crypto administration (since 2016), gold and precious metals accounting, property accounting, commercial property services, and SMSF loans/lending referrals. The offering is complemented by free tools including an SMSF Property Calculator and Loan Comparison tool, along with free trustee education courses. All services operate through an online portal with digital document flow, eliminating the need for in-person consultations.

Differentiator

Problem solved

Functional benefit

Products and services

• SMSF Setup (Corporate Trustee) One-time SMSF establishment service including company registration with ASIC, trustee company setup, trust deed, and full ATO registration (ABN/TFN). Corporate trustee structure is recommended for property investors.
• SMSF Setup (Individual Trustee) One-time SMSF establishment service with individual trustees acting in their personal capacity, including trust deed, ABN/TFN application and full ATO registration.
• SMSF Setup-Only Service

Quantifiable outcome

• Save up to $3,438 per year versus industry average SMSF administration cost
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Best Rate LoanscoreChannel Partner/ Reseller/ DistributorSMSF loan broker providing competitive interest rates (6.99%) for SMSF property loans. Cashback offers available for loans over $300k.
• FirstmaccoreChannel Partner/ Reseller/ DistributorNon-bank lender offering SMSF property loans up to 80% LVR without LMI. Interest rate 7.25% with $360 loan fees.
• SMSF Loan ExpertscoreChannel Partner/ Reseller/ DistributorSMSF specialist broker with fast approval process. Interest rate 7.15%, offering cashback of $300 for eligible loans.
• St George BankcoreChannel Partner/ Reseller/ DistributorMajor bank offering SMSF commercial property loans with offset account availability. Interest rate 7.49%, cashback $1,000.
• WestpaccoreChannel Partner/ Reseller/ DistributorMajor bank providing SMSF property loans with package discounts available. Interest rate 7.39%, cashback $750.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pitcher Partners: Top-tier Australian accounting and business advisory firm offering SMSF administration among a broad service portfolio. Comparable to My SMSF Property in SMSF compliance work, but as a broad incumbent serving mid-market and corporate clients rather than specialising in alternative-asset SMSFs.
• Crowe Australia: Major Australian accounting and advisory network providing SMSF administration, tax and audit services to individuals and businesses. Comparable to My SMSF Property in SMSF compliance, but operating as a broad incumbent with a much larger service mix and corporate client base.

Direct peers

• Heffron: Long-standing Australian SMSF administration, lending and education specialist. Closely comparable to My SMSF Property in its SMSF-property and lending focus, including LRBA structuring and SMSF loan referrals.
• SuperConcepts: One of Australia's largest specialist SMSF administration, accounting and audit providers. Direct competitor to My SMSF Property in serving self-directed SMSF trustees, but operating at much larger institutional scale with a broader service menu.
• Cleardocs: Australian online legal document provider offering SMSF trust deeds, company setup and related documentation. Comparable to My SMSF Property in online SMSF establishment, but focused on legal documents rather than ongoing tax and compliance administration.
• Smarter SMSF: Australian specialist SMSF accounting and advisory firm serving individual trustees with annual administration and setup services. Direct competitor in the specialist, fixed-fee SMSF admin segment that My SMSF Property also targets.
• BGL Corporate Solutions: Provider of CAS 360 and Simple Fund 360, the dominant cloud SMSF administration software used by Australian accountants and SMSF trustees. Competes with My SMSF Property in the technology-enabled SMSF admin layer, though it sells to firms rather than directly to consumers.
• Class (Praemium): Cloud-based SMSF administration platform (now part of Praemium) widely adopted by Australian accounting firms. Comparable to My SMSF Property in modern cloud SMSF administration, but positioned as B2B software rather than direct-to-consumer service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/my-smsf

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 My SMSF Property