Approved Financial Planners

What Approved Financial Planners does

Approved Financial Planners is an independent, privately held Australian financial advisory firm incorporated as Approved Financial Planners Pty Ltd and operating under its own Australian Financial Services Licence (AFSL 536864). Founded in 2005 and headquartered in Floreat, Perth, Western Australia, the firm employs 11-50 staff and serves individuals, families, professionals, and business owners in the Perth metropolitan area. Its service portfolio spans retirement planning, superannuation and self-managed superannuation (SMSF) advice, investment planning, wealth protection (personal insurance), estate planning, business financial solutions, cash management and debt advice, and mortgage broking (home loans). The firm positions itself as an independent adviser not tied to product sales, and operates a structured seven-step advice process from initial consultation through ongoing reviews, supported by a Plutosoft-hosted client portal for plans, goals tracking, and portfolio snapshots.

The business model is professional services fee-for-advice, with the firm generating revenue through advisory fees, ongoing service fees, and product-related commissions typical of the Australian financial advice industry. Distribution is sales-led and primarily direct, relying on in-person consultations at the Floreat office, phone enquiries, website contact forms, educational blog content, Google review-driven referral/social proof, and a retirement readiness quiz as a lead generation tool. The firm has no proprietary technology platforms, no disclosed AI/ML capabilities, no public APIs, and no third-party integrations documented in the source data, making it a human-capital-driven advisory practice rather than a technology-enabled business. The named senior team includes Managing Director Daniel Stevens and Financial Advisers Jack Webb and Tracey Corbett, with over 40 years of combined adviser experience cited as a differentiator. No funding rounds, acquisitions, partnerships, regulatory actions, or ownership changes are disclosed, and the company appears to be founder/owner-operated with a single domestic market focus in Perth, WA.

Name

Approved Financial Planners

Legal name

Approved Financial Planners Pty Ltd

Website

https://approvedfp.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Approved Financial Planners is an independent Perth-based Australian financial advisory firm providing retirement, superannuation, SMSF, investment, wealth protection, estate planning, business solutions, and home loan services to individuals, families, professionals, and business owners in Western Australia.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Finance and Insurance (52)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Retirement Income Planning & Decumulation Advisory (FSAEABAD), Estate & Legacy Planning Advisory (FSAEAAAG), Business Owner & Executive Financial Planning (FSAEAAAO), Financial Coaching & Budgeting Advisory (FSAEAAAH)

Keywords

• Financial advisory services
• Retirement planning advice
• Superannuation advice
• Wealth management planning
• Estate planning services

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Fee-based or commission-based financial planning services provided to individuals, families, and business owners. Services include retirement planning, superannuation advice, self-managed superannuation, investment planning, wealth protection, estate planning, and business solutions. Revenue is generated through advisory fees, potentially including ongoing service fees and implementation charges.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Approved Financial Planners is an independent financial advisory firm providing personalised financial planning services to individuals, families, professionals, and business owners in Perth, Western Australia. Services include retirement planning, superannuation advice, self-managed superannuation (SMSF), investment planning, wealth protection, estate planning, business solutions, cash management and debt advice, and home loan/mortgage broking. Engagements follow a seven-step advice process from initial consultation through implementation and ongoing reviews.

Product overview

Approved Financial Planners is a financial advisory firm based in Floreat, Perth WA, established in 2005. The company provides personalized financial planning services through professional financial advisers, not a technology product or software platform. Its service portfolio includes: Retirement Planning (winning retirement strategies for Perth WA clients), Superannuation Advice (tax-effective long-term investment for retirement), Self Managed Superannuation (SMSF) for clients wanting direct control of retirement funds, Investment Planning (advice on various investment avenues), Wealth Protection (holistic approach including personal insurance), Estate Planning (wills and estate management), Business Solutions (business financial planning), Cash Management & Debt Advice (debt reduction strategies), and Home Loans (mortgage broking services). The company also provides a Client Portal for clients to access their financial information. These services are delivered through direct advisory engagements rather than a software-as-a-service product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Shadforth Financial Group: Boutique Australian financial advisory firm offering superannuation, retirement, investment, and estate planning. Comparable as a similarly-sized, advice-led practice competing for the same individual and family client segments in the wealth advisory space.
• Count Financial: Australian advice licensee supporting a network of independent financial planning practices. Highly comparable because Count's adviser model — independent practices offering retirement, super, SMSF, and wealth protection — mirrors Approved's service mix and small-firm structure.
• Hillross Financial Services: Nationally branded financial advice network (part of the AMP group) serving individuals and business owners. Comparable as a similarly positioned full-service planning firm with retirement, investment, superannuation, and estate planning offerings, distributed through local adviser practices.
• Fortnum Private Wealth: Australian licensee supporting a national network of independent financial advisers. Highly comparable because Fortnum's member practices deliver the same comprehensive financial planning, superannuation, SMSF, and retirement services to individual clients that Approved offers.
• Godfrey Pembroke: National financial advice network under the Insignia Financial group offering retirement, superannuation, investment, and estate planning. Comparable as a similarly positioned full-service planning practice serving individuals, families, and business owners across Australia.

Broad incumbents

• Centrepoint Alliance: Australian advice, accounting, and finance platform supporting financial planning practices. Comparable as both a peer (advice-led model) and a potential aggregator/partner for a boutique firm like Approved seeking scale or succession solutions.
• AMP Financial Planning: Australia's largest advice network with thousands of advisers across metro and regional Australia. Comparable because AMP provides comprehensive financial planning, retirement, superannuation, and investment services through aligned adviser practices, though at vastly greater scale than Approved.
• Morgans Financial: Largest Australian-owned private full-service stockbroking and wealth management group with offices across states. Comparable for its broad financial planning, retirement, and investment services to individual investors and business owners, though materially larger and offering trading services Approved does not.
• Ord Minnett: Australian private wealth manager offering investment advice, portfolio management, and financial planning. Comparable in target client (high-net-worth individuals and families) and in providing holistic advice on retirement, estate, and wealth protection, though also a full-service stockbroker.

Emerging players

• AZNGA (AZ Next Generation Advisory): Aggregator of independent financial advisory practices across Australia. Comparable because it represents both the strategic exit/roll-up opportunity for Approved and an emerging competitive model — combining multiple small practices into a scaled advice platform.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ApprovedFinancialPlanners

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Approved Financial Planners