What GPS Wealth does

GPS Wealth is an Australian financial advice licensee operating under Australian Financial Services Licence No. 254544 (ABN 17 005 482 726), headquartered at Level 11, 45 Clarence Street, Sydney. Founded in 2014 and recognized at launch as ifa Best New Licensee in Australia, the company functions as a B2B2C licensee network: GPS Wealth authorizes and supports financial advisers who in turn serve end-client individuals and families, with revenue generated through recurring subscription-style fees from adviser practices for access to the licence and the company's 12 support service areas.

The core product is the Game of Money framework, a proprietary client engagement methodology that uses a baseball-diamond metaphor to map financial life stages across four bases: 1st Base (PERFECT Foundations), 2nd Base (Pathway to Wealth), 3rd Base (Countdown to Retirement), and 4th Base (Retire in Style, anchored by the CARE Investment Philosophy). Sub-products include PERFECT Foundations (insurance, estate plans, super, debt, cash flow, tax) and Pathway to Wealth (SMART Cashflow, debt reduction, superannuation acceleration, investment property, share portfolios). Underpinning the framework are 12 service areas spanning Business Growth and Practice Development, Investment Solutions led by a 20+ year investment committee, Referral Development through an accounting-practice network, Quality Advice Coaching, in-house SMSF and technical specialists, Advice Technology Tools and Templates (Xplan, Midwinter, Enzumo) delivered by 10+ year technology specialists, Professional Development, Back Office, Revenue Management, Peer to Peer Forums, and Transitional Equity.

The business model is sales-led and high-touch, targeting progressive financial advisers seeking to build their ideal practice under a supportive, collaborative licensee. Marketing relies heavily on industry awards (CoreData 2025 Advice Network of the Year, CoreData 2021 Top-Tier Licensee, CoreData 2020 Licensee of the Year, multiple ifa Dealer Group and Independently Owned Licensee wins from 2014–2019), the Game of Money thought-leadership content, and accounting referral partners. GPS Wealth operates as a subsidiary brand within the Diverger group, with adviser services delivered through a unified Diverger Salesforce portal.

Name

GPS Wealth

Legal name

GPS Wealth

Website

https://gpswealth.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

GPS Wealth is an Australian financial advice licensee (AFSL No. 254544) that supports financial advisers and advice practices through a 12-area service model anchored by the proprietary Game of Money client engagement framework, serving end-client individuals and families via a B2B2C distribution model.

Ownership category

akta.pro rank

Product category

Financial Advice Licensee Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Finance Services (6199)

akta.pro primary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

akta.pro secondary industries

Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Financial Planning–Led RIAs (FSAAACAB)

Keywords

• Financial advice licensee
• Practice management services
• Wealth management support
• Investment solutions
• Financial planning services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Licensee Services: GPS Wealth operates as a financial advice licensee (AFSL No. 254544), providing support services to financial advisers who are authorized to provide advice under their license. Revenue is generated through fees charged to adviser practices for access to the license, support services, and practice development resources.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

GPS Wealth is an Australian financial advice licensee (AFSL No. 254544) that supports authorised financial advisers through a high-touch, 12-area service model covering business growth, investment solutions, compliance coaching, technical (SMSF) support, back office, technology tools, peer collaboration, and practice transitions. The proprietary Game of Money® client engagement framework, structured around four life-stage "bases" (PERFECT Foundations, Pathway to Wealth®, Countdown to Retirement, Retire in Style), underpins adviser-led client conversations and is supported by an in-house investment committee with 20+ years of experience and technology expertise across Xplan, Midwinter, and Enzumo.

Product overview

GPS Wealth is a financial advice licensee/network providing a unified service offering centered around the Game of Money® client engagement framework. The core product uses a baseball diamond metaphor (4 bases) to guide clients through financial life stages: PERFECT Foundations (1st Base), Pathway to Wealth® (2nd Base), Countdown to Retirement (3rd Base), and Retire in Style (4th Base). Supporting this core framework are 12 service areas including Business Growth & Practice Development, Investment Solutions, Technical Support, Advice Technology Tools & Templates (Xplan, Midwinter, Enzumo), Peer to Peer Forums, and Transitional Equity.

Differentiator

Problem solved

Functional benefit

Brands

• Game of Money: A financial communication framework that uses a baseball diamond metaphor to describe different stages of a person's financial life. It includes four bases: Setting the Foundations (1st base), Pathway to Wealth (2nd base), Countdown to Retirement (3rd base), and Retire in Style (home base).

Products and services

• Game of Money® Client Engagement Framework Proprietary client engagement framework that helps GPS Wealth-authorised advisers structure client conversations across four life stages using a baseball diamond metaphor. Anchors the firm's broader advice methodology.
• Business Growth & Practice Development High-touch support model enabling authorised advisers to create and scale their ideal practice and achieve business goals through dedicated practice development managers.
• Investment Solutions Investment committee-led support led by experts with 20+ years of experience, guiding advisers and clients through market uncertainty using the CARE Investment Philosophy.
• Referral Development Support programme leveraging a large network of accounting practices to help advisers engage and grow accounting referral partnerships.
• Quality Advice Coaching & Support In-house QA team that monitors and assists advisers to ensure compliance and worry-free day-to-day business operations.
• Technical Support In-house SMSF and technical specialists assisting advisers through client service processes and complex technical scenarios.
• Revenue Management Operations handling adviser and client payments and enquiries in a timely and professional manner.
• Professional Development & Education Training programmes with interactive sessions and workshops designed to keep advisers up to date with industry knowledge and best practice.
• Back Office Support Operations team supporting advisers and their staff in day-to-day business operations efficiently and professionally.
• Advice Technology Tools & Templates Technology advisory and tooling support delivered by in-house experts with 10+ years of experience across advice platforms Xplan, Midwinter, and Enzumo.
• Peer to Peer Forums Community forums that enable GPS Wealth advisers to share experience and knowledge, reinforcing the firm's collaborative culture.
• Transitional Equity Support programme for advisers transitioning their equity position, including succession planning within the licensee network.
• PERFECT Foundations Program First-base programme within Game of Money® helping clients build financial foundations: Protect Family (insurance), Estate Plans, Really Smart Super, Foundation Support, Effective Debt Management, Cash Flow Under Control, Tax Under Control.
• Pathway to Wealth® Program Second-base wealth creation programme targeting clients aged 28–50 with 10+ years to retirement, featuring SMART Cashflow, debt reduction, superannuation acceleration, investment property, and share portfolios.

Quantifiable outcome

• Advisers have achieved their set business goals and gone beyond them
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Scale indicators3 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Shadforth Financial Group: Australian advice licensee providing financial advisers with compliance, technical and practice-development support. Closely comparable B2B licensee support model and target adviser audience.
• Hillross Financial Services (IOOF/Insignia): Long-established Australian financial advice licensee network under IOOF/Insignia providing wrapped licensee support to advisers; comparable in scale and B2B licensee structure but part of a much larger wealth group.
• Charter Financial Group: Australian AFSL-aligned advice licensee/network serving financial advisers with compliance, technical and paraplanning support. Directly comparable B2B licensee service model targeting similar adviser segments.
• Count Financial: Australian AFSL licensee network providing support services to financial advisers. Comparable head-to-head because both operate a B2B licensee model offering compliance, technical, and practice-development support, and Count is even referenced in GPS Wealth's footer Terms/Privacy links.
• Fortnum Financial Advisers: Australian advice licensee providing compliance, technical, and practice support to financial advisers. Comparable B2B licensee model targeting similar mid-market advice practices.
• Centrepoint Alliance (Oasis/Buroserv): Australian advice licensee / consulting aggregator providing AFSL, licensee services, and consulting to advisers and accountants. Comparable B2B licensee model with focus on accountant-referred advisers.
• Financial Wisdom (entirefinancial.com.au): Australian advice licensee group (part of Entire Financial / Diverger-aligned entities historically) offering AFSL licensee support to advisers. Comparable B2B licensee services and adviser support offerings.

Broad incumbents

• AMP Financial Planning: Australia's largest vertically integrated advice licensee network tied to AMP's wealth platform. A broad incumbent that competes for advisers and end-clients using proprietary platform and technology capabilities beyond GPS Wealth's scope.

Others

• Diverger (parent group): Strategic operating parent that consolidates Australian advice licensees including GPS Wealth. Relevant as a peer/operating-partner because it provides shared infrastructure (Salesforce adviser portal, listed via Diverger.com.au/gps-wealth) and roll-up capital.

Emerging players

• Moneywise / Kaplan Australia adviser programs: Smaller Australian advice support/adviser programs providing licensee lite, education and referral support; comparable in B2B adviser support value prop but at smaller scale than GPS Wealth's award-recognized network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInbit.ly/3OdJ07F
• Xx.com/gpswealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 GPS Wealth