Link Advice
Link Advice, part of MUFG Pension & Market Services, operates the Retire360 platform—providing telephone, digital, and licensee financial advice solutions to Australian superannuation funds, wealth managers, and insurers serving over 1.5 million members since 2011.
- Company typePrivate
- Founded2011
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Link Advice does
Link Advice operates as part of MUFG Pension & Market Services (MPMS), a wholly-owned subsidiary of MUFG (Mitsubishi UFJ Financial Group) [MUFG (三菱UFJフィナンシャル・グループ)], providing the Retire360 financial advice platform to Australian superannuation funds, wealth managers, and insurers. The company serves institutional clients exclusively through a B2B enterprise sales motion, delivering a 360-degree view of member financial well-being across the Plan, Protect, Grow, Transition, and Retire life stages. It has served over 1.5 million members through its digital advice platform since 2011, processes approximately 30,000 member bookings annually, and converts roughly 80% of personal retirement recommendations into pension account openings.
The core technology is the proprietary Super Blueprint digital advice algorithm, refined over a decade and reviewed annually by actuaries, delivered through API-integrated modules that connect to fund administration systems regardless of administrator. The modular product suite includes Telephone Advice, Digital Advice, Retirement Ready (with Centrelink Age Pension implementation), Licensee Services (AFSL-compliant), and Adviser Online tools. The Retire360 platform sits within the broader MUFG Retirement Solutions aurora Retirement Platform ecosystem alongside aperture (administration), lumina (experience), spectra (data), lucra (employer), and prisma (security) platforms.
The business model is subscription-based with multi-year enterprise contracts priced on solutions used, advice volumes, number of advisers, API requirements, and licensee structure (authorized representative vs corporate authorized representative). Revenue is not publicly disclosed. Link Advice is headquartered in Parramatta, Australia, with operating geography limited to the Australian market. Leadership is anchored by CEO Duncan McPherson. The company does not disclose funding activity, consistent with its position as a wholly-owned operating subsidiary of MUFG.
Link Advice firmographics
Firmographics- Name
- Link Advice
- Legal name
- MUFG Pension & Market Services
- Website
- https://linkadvice.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Link Advice, part of MUFG Pension & Market Services, operates the Retire360 platform—providing telephone, digital, and licensee financial advice solutions to Australian superannuation funds, wealth managers, and insurers serving over 1.5 million members since 2011.
- Ownership category
- akta.pro rank
Link Advice industry classification
Industry- Product category
- Retirement 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
- Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)
- akta.pro secondary industries
- Financial Planning–Led RIAs (FSAAACAB), Retirement Income Planning & Decumulation Advisory (FSAEABAD), Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)
Keywords
Where Link Advice is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Link Advice business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Financial Advice Services: Fees for telephone advice, digital advice, and licensee services provided to superannuation funds. Pricing varies by solution type, advice volumes, number of advisers, and API requirements. Corporate authorized representative licensing available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom enterprise pricing based on scope and volume |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Link Advice product offering
Product offeringCore offering
Link Advice provides financial planning, compliance, retirement planning, insurance, investment advisory, and superannuation solutions to Australian institutional clients. Operating as part of MUFG Pension & Market Services' Retire360 platform, the company delivers a 360-degree view of member financial well-being through telephone advice, digital advice (powered by the proprietary Super Blueprint algorithm), licensee services, and adviser online tools for superannuation funds, wealth managers, and insurers.
Product overview
Retire360 by MUFG Retirement Solutions is a comprehensive financial advice platform offering a modular portfolio of services designed for superannuation funds. The core Retire360 platform is built on the aurora Retirement Platform architecture and is supplemented by distinct service modules including Telephone Advice, Digital Advice (powered by Super Blueprint), Retirement Ready, Licensee Services, and Adviser Online. These modules can be used individually or in combination, providing funds with telephone-based, digital, and licensee-based advice solutions. The platform also integrates with broader MUFG offerings including miraqle CRM, Vote+, and Virtual Meetings for complete investor relations support. Over 1.5 million members have been served through the digital advice platform since 2011.
Differentiator
Problem solved
Functional benefit
Brands
- Retire360: A 360-degree financial advice solution for superannuation fund members, offering telephone advice, digital advice, and licensee services.
- Super Blueprint
- miraqle
- prisma Security Platform
- aperture Administration Platform
- lumina Experience Platform
- spectra Data Platform
- aurora Retirement Platform
- lucra Employer Platform
- Investor Centre
- Vote+
- Virtual Meetings
Products and services
- Retire360 A holistic 360-degree financial advice platform providing superannuation funds with telephone advice, digital advice, licensee services, and adviser online tools to support members at every age and stage of life from accumulation to retirement.
- Telephone Advice Expert phone-based advice and guidance solutions for superannuation funds, wealth managers and insurers covering superannuation essentials, investment choice, contributions, insurance, transition to retirement, and account-based pensions.
- Digital Advice Advanced digital advice platform delivering seamless, tailored intra-fund advice embedded via APIs into member portals with pre-filled member details, powered by the Super Blueprint proprietary algorithm.
- Retirement Ready Scaled advice solution for simple retirement needs including Retirement Concierge (guidance/general advice), Centrelink Age Pension implementation, Pre-Retirement Check-In, and Guided Support through the retirement journey.
- Licensee Services AFS licensee service empowering funds to deliver high-quality compliant financial advice including financial planning tools with customized workflows, para-planning, Statement of Advice templates, compliance support, expert training, and research/technical support.
- Adviser Online Solution for ASIC Registered financial advisers focused on automation, security and user experience with instant self-registration, Third-Party Authority approvals, self-serve documentation, and digital advice fee processing.
Quantifiable outcome
- 80% personal retirement recommendation to pension account conversion rate
- +3 more outcomes
Companies that use Link Advice
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Link Advice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Link Advice partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights3 records
Link Advice competitors and assessment
Company assessmentOthers
- Iress (Xplan): Provider of Xplan financial planning software widely used by Australian advisers and licensees. Comparable as enabling technology for the adviser workflows that Retire360's Licensee Services and Adviser Online modules serve.
Broad incumbents
- Netwealth: Australian wealth platform providing portfolio administration, digital advice, and superannuation services to advisers and their clients. Competes in the broader digital advice and managed-account space.
- HUB24: Australian wealth platform serving advisers, licensees, and SMSFs with portfolio management, digital advice, and superannuation integration. Comparable in providing scalable digital advice infrastructure.
- Mercer Australia: Global consulting and wealth firm with large Australian superannuation and intra-fund advice practice. Comparable as both a competitor and potential client in scaled retirement advice delivery.
- Insignia Financial (formerly IOOF): Large Australian wealth and superannuation group providing advice, platform, and administration services. Comparable as both a potential client of intra-fund advice technology and as a competitor with in-house advice capabilities.
- BT Panorama (BT Financial Group / Westpac): Large incumbent Australian wealth platform with digital advice, intra-fund capabilities, and member portals across superannuation and wealth. Overlaps Retire360's digital advice and licensee services but as part of a much broader retail wealth offering.
Emerging players
- Praemium: Australian-Singaporean wealth platform with Separately Managed Accounts, intra-fund capabilities, and digital advice tooling. Comparable in providing scalable advice infrastructure to advisers and funds.
- Advice Intelligence: Australian intra-fund advice and digital advice technology provider targeting superannuation funds. Comparable in scale and segment focus but smaller in member reach than Retire360.
Direct peers
- Midwinter Financial Services: Provides financial advice software, paraplanning, and intra-fund scaled advice solutions to Australian super funds and wealth managers, competing directly with Retire360's Licensee and Digital Advice modules.
- Ignition Advice: Australian intra-fund digital advice platform serving superannuation fund members with scaled advice delivery. Closest direct competitor to Retire360/Super Blueprint in the same niche.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Link Advice social profiles
Digital presenceLink Advice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Link Advice leadership team
Management profileNumber of profiles
Profiles1 record
Link Advice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Link Advice 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 Link Advice
What does Link Advice do?
Link Advice provides financial planning, compliance, retirement planning, insurance, investment advisory, and superannuation solutions to Australian institutional clients. Operating as part of MUFG Pension & Market Services' Retire360 platform, the company delivers a 360-degree view of member financial well-being through telephone advice, digital advice (powered by the proprietary Super Blueprint algorithm), licensee services, and adviser online tools for superannuation funds, wealth managers, and insurers.
Is Link Advice a public or private company?
Link Advice is a private company. It is classified as corporate owned and is currently operating.
When was Link Advice founded?
Link Advice was founded in 2011. It employs 1 to 10 people.
Where is Link Advice based?
Link Advice is headquartered in Sydney, Australia, in the Oceania region.
How does Link Advice make money?
One revenue line is on record: financial Advice Services.
Who are Link Advice's main competitors?
Iress (Xplan) is listed as an others. Broad incumbents are Netwealth, HUB24, Mercer Australia, Insignia Financial (formerly IOOF) and BT Panorama (BT Financial Group / Westpac). Emerging players are Praemium and Advice Intelligence. Direct peers are Midwinter Financial Services and Ignition Advice.
Does Link Advice have an API?
Yes. Retire360 offers APIs that enable seamless integration with fund member portals. The digital advice platform can be embedded via APIs into member portals with pre-filled member details for a streamlined experience. SBP (Super Blueprint) is designed to call member data using an application programming interface (API), connecting data to Super Blueprint from separate applications regardless of fund administrator. The API connects member data regardless of who administers the fund. Costs vary depending on whether API work is required. Developer documentation is at www.mpms.mufg.com/en/mufg-retirement-solutions/au/platform-suite/aurora-retirement-platform/retire360.
What industry is Link Advice in?
Link Advice's product category is Retirement Financial Advisory Services. Its primary akta.pro industry code is FSAEABAF, Retirement Plan Participant Advice & Managed Accounts, with a secondary code of FSAAACAB, Financial Planning–Led RIAs. Its NAICS code is 523940 and its SIC code is 6282.