Australian Mortgage and Financial Advisers

Name

Australian Mortgage and Financial Advisers

Legal name

Australian Mortgage and Financial Advisers Pty Ltd

Website

https://amafa.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Financial Advice Licensing & Dealer Group Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)

akta.pro secondary industries

Mortgage Refinance & Rate/Term Intermediation (FSAEAEAC), Automated Underwriting Systems (AUS) & Decisioning Engines (FSALALAB)

Keywords

• Financial advice licensee
• Mortgage broking services
• Adviser practice management
• Compliance support services
• Paraplanning services

Headquarters

HQ city

Kenmore

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. AFSL Licensee Fees - Practice Package: Monthly retainer model: $3,300 per month for the first adviser, $1,000 per month for each additional adviser, plus 1.25% PI levy on total revenue. Structured to support growing practices with transparent and scalable pricing.
2. AFSL Licensee Fees - Standard Package: Monthly retainer with revenue share: $1,800 per month plus 5% of revenue, plus $295 per month PI levy. Clear and consistent pricing suitable for a wide range of advice businesses.
3. In-House Paraplanning Services: Professional paraplanning support with four-business-day turnaround on advice documents. SOAs produced through this service automatically receive a compliance tick. Offered as an on-demand service to reduce administrative workload.
4. Offshore Virtual Assistant Support: Optional paid offshore VA service managed directly by AMAFA, providing flexible administrative and advice preparation support without the risks of managing offshore staff independently. Operates as a controlled extension of adviser practices.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Australian Mortgage and Financial Advisers (AMAFA) is a boutique Australian Financial Services Licence (AFSL) and Australian Credit Licence (ACL) holder that licenses and supports financial advisers and mortgage brokers. The company provides an integrated ecosystem of proprietary technology platforms (MainstayPlus CRM, DiscoveryDocs, AMAFAConnect, RevenuePlus) along with in-house paraplanning, compliance oversight, offshore VA support, and operational tools that advisers use to run compliant, scalable advice practices.

Product overview

AMAFA operates as a boutique financial advice licensee providing an integrated ecosystem of proprietary technology platforms and professional services for financial advisers and mortgage brokers. The core product suite comprises MainstayPlus (enterprise CRM with built-in SOA Document Builder), DiscoveryDocs (digital fact-find and client engagement), AMAFAConnect (client marketing), and RevenuePlus (revenue and commission management), all designed to work together within the AMAFA adviser network. Supplementary services include in-house paraplanning with four-business-day turnaround and integrated remote support teams. An Enhanced Investment Capability, delivered through a partnership with Human Financial, adds specialist portfolio expertise and model portfolios to the platform. AMAFA also provides access to research and modelling tools including Omnium, RetireMap, and ProductRex, while supporting advisers who use Xplan or AdviserLogic. The platform is built for both holistic financial planners and risk specialists, with mortgage broking capabilities under its own ACL.

Differentiator

Problem solved

Functional benefit

Brands

• MainstayPlus: Enterprise CRM for modern advisers - secure, client-centric CRM designed to support licensees in delivering consistent advice standards, stronger oversight, and scalable growth.
• DiscoveryDocs
• AMAFAConnect
• RevenuePlus

Products and services

• MainstayPlus Enterprise CRM for financial advisers that centralises client data, documentation, and workflows with integrated digital forms, a built-in Statement of Advice Document Builder, automated tracking of ongoing fee arrangements, and compliance task management. Provided to AMAFA-authorised advisers.
• DiscoveryDocs Secure, client-centric digital fact-find platform that enables advisers to send web-based forms, monitor client progress in real time, and capture structured data that flows directly into the CRM and SOA Document Builder. Used by AMAFA-authorised advisers for client onboarding.
• AMAFAConnect Dedicated adviser marketing hub for targeted client communications across email, SMS and MMS, with ready-to-use templates, articles and multimedia content, plus scheduling and automation for key client moments. Available to AMAFA-authorised advisers.
• RevenuePlus Proprietary web-based revenue and commission management system giving advisers visibility over business performance, historical statements, detailed reports, and integrated Ezidebit functionality for fee collection. Used by AMAFA-authorised advisers and brokers.
• In-House Paraplanning Service Professional paraplanning support producing compliant advice documents with a four-business-day turnaround; SOAs produced through this service automatically receive a compliance tick. Offered as an on-demand service to AMAFA-authorised advisers.
• Integrated Advice Support AMAFA-managed remote support team providing operational coordination, client lifecycle management, compliance-aligned administrative assistance, and reporting preparation for financial advice practices operated by AMAFA-authorised advisers.
• Enhanced Investment Capability Partnership-enabled service giving AMAFA advisers access to specialist investment expertise, model portfolios, portfolio construction support, Investment Committee insights, and ongoing investment support, delivered in collaboration with Human Financial.
• Mortgage Broking Services Mortgage broking services operated under AMAFA's own Australian Credit Licence (ACL 389206) in partnership with Connective Aggregation Services, providing access to broad lender panels, systems, and operational support for residential home loans, asset finance, and personal lending.

Quantifiable outcome

• Four-business-day turnaround on paraplanning documents
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Human FinancialcoreStrategic or Co-development Partner · 1 January 2026AMAFA has partnered with Human Financial to strengthen investment capability available to its adviser network. Through this partnership, AMAFA advisers gain access to specialist investment expertise, portfolio solutions (Model Portfolios), portfolio construction support, Investment Committee insights, and ongoing investment support. AMAFA retains full control over APL oversight, Investment Committee decisions, adviser compliance standards and model portfolio approval. Human Financial provides Chief Investment Officer Angus Sippe (20+ years investment management experience including Schroders) and Head of Distribution Ateeth A Rungta (25+ years financial services experience).
• Connective Aggregation ServicescoreChannel Partner/ Reseller/ DistributorAMAFA holds its own Australian Credit Licence (ACL 389206) and partners with Connective Aggregation Services, one of Australia's leading aggregators, for mortgage broking operations. This provides access to broad lender panels, leading systems and operational support without the need for advisers to build their own infrastructure.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Count Limited: Listed Australian financial advice network and accounting licensee supporting member firms with compliance, licensing, technology and professional services. Comparable in offering licensee services and adviser-support infrastructure to AMAFA's network.
• Centrepoint Alliance: Australian AFSL/dealer group that supports a national network of financial advisers and mortgage brokers via licensee services, software platforms and aggregation partnerships. Closely comparable to AMAFA's model of providing licensing, compliance and operational infrastructure to adviser practices.
• PSK Financial Group: Australian AFSL dealer group providing licensing, compliance, paraplanning and practice services to financial advisers. Closely aligned with AMAFA's integrated licensee, compliance support and practice transition model.
• Fortnum Private Wealth: Boutique Australian financial advice licensee offering AFSL infrastructure, compliance support and operational services to a network of advisers. Mirrors AMAFA's boutique positioning and adviser-onboarding value proposition.
• Resolute Financial Group: Australian financial advice and licensee group providing AFSL support, paraplanning services and operational infrastructure to adviser practices. Comparable as a mid-sized AFSL/dealer group competitor to AMAFA.

Broad incumbents

• AMP Limited: Major Australian wealth manager operating advice businesses (including AMP and Hillross) and adviser platforms. Provides overlapping AFSL/adviser infrastructure at significantly larger scale than AMAFA, competing for adviser transitions.
• Insignia Financial: Large Australian wealth-management platform (formerly IOOF) operating multiple AFSL brands (IOOF, Shadforth, ANZ Wealth) and serving hundreds of advisers. Competes with AMAFA in the licensee space but at much greater scale and with broader product capabilities.

Others

• Hub24: Leading Australian investment and superannuation platform servicing financial advisers with portfolio administration, reporting and SMSF tools. Adjacent to AMAFA — a platform vendor whose products AMAFA advisers may use rather than a direct AFSL competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=LD5ZLLQmJZQ

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Australian Mortgage and Financial Advisers