Perpetual Guardian

What Perpetual Guardian does

Perpetual Guardian is a privately held New Zealand statutory trust company operating under Perpetual Guardian Holdings Limited, providing estate planning, trust administration, investment advisory, and philanthropic services with heritage dating to 1882. The company serves over 125,000 client relationships through a 16-branch nationwide network, managing approximately $2.8 billion in investment advisory assets and administering over $6 billion in total group assets. Core product offerings include Wills, Trusts, Enduring Powers of Attorney, Estate Administration, Discretionary Investment Management Services (DIMS), managed PG Funds, direct investment portfolios, and philanthropy services spanning 500+ charitable entities that distribute more than $40 million annually to the community.

The company's technology stack is built around operational rather than AI-driven capabilities: a Fluxx-based Funding Hub platform for grant management, APLYiD biometric identity verification for AML/CFT compliance, and a Client Portal for self-service account access. These tools support rather than differentiate the core fiduciary service, which is delivered primarily through face-to-face advisory relationships. The group has expanded through strategic acquisitions, most recently Castle Point Funds Management (June 2024) and the Private Wealth division of Trustees Executors (2024), alongside the 2020 acquisition of online giving platform Givealittle.

Perpetual Guardian's revenue model combines recurring AUM-based fees (DIMS management charges of 0.75%-1.25% depending on portfolio tier, tiered Investment Management Charges, and PG Fund costs) with episodic estate planning fees (Wills and EPAs starting at $200), philanthropic administration fees for 500+ charitable trusts, and subscription-based private wealth services. The go-to-market is sales-led through the physical branch network, supplemented by channel partnerships with financial and insurance institutions and self-service digital portals for existing clients and grant seekers. Customer segments span private individuals and families, family and business trustees, ultra-high-net-worth family office clients (Platinum tier), wholesale investors including Iwi organizations, and the charitable sector.

Name

Perpetual Guardian

Legal name

Perpetual Trust Limited

Website

https://perpetualguardian.co.nz

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Perpetual Guardian is a privately held New Zealand statutory trust company providing estate planning, trust administration, investment advisory, and philanthropy services to over 125,000 clients through 16 branches, managing $2.8B in advisory assets and administering $6B in total group assets.

Ownership category

akta.pro rank

Product category

Trust and Estate Planning Services

NAICS

Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282)

akta.pro primary industry

Personal & Family Trust Services (FSAAANAA)

akta.pro secondary industries

Estate Administration & Probate Services (FSAAANAE), Personal Trust & Fiduciary Administration (FSAEAKAA), Estate Planning, Trust Structuring & Governance (FSAAADAF)

Keywords

• Estate planning services
• Trust administration
• Investment advisory
• Philanthropic services
• Family office

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Estate Planning Services: Fees for Wills, Trusts, Enduring Powers of Attorney, and Estate Administration services. Wills start at $200 and EPAs start at $200, with fees proportionate to complexity.
2. Investment Management Fees: Tiered Investment Management Charges (IMC) covering portfolio management costs. Includes Platform fees and PG Fund Costs for managed funds. Charged monthly on invested assets.
3. DIMS (Discretionary Investment Management Service): Fees for discretionary investment management including Initial Investment Plan fee up to $1,000 and ongoing annual management fees ranging from 1.25% down to negotiable rates for larger portfolios
4. Charitable Trust Administration: Management and administration fees for over 500 charitable trusts. Distribution of over $40 million per year into the community on behalf of donors.
5. Trustees Executors Private Wealth Services: Financial advice and investment management services for private wealth clients including KiwiSaver, managed funds, and direct equities

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Perpetual Guardian provides estate planning, trust administration, and fiduciary services including Wills, Trusts, Enduring Powers of Attorney, and Estate Administration. The firm also offers investment advisory and discretionary investment management services (DIMS), managed funds (PG Funds), philanthropy and charitable trust administration, and a premium family office service (Platinum) for ultra-high-net-worth clients in New Zealand.

Product overview

Perpetual Guardian is New Zealand's premier provider of estate planning and fiduciary services with over 135 years of history. The company operates as a unified platform offering Wills, Trusts, Enduring Powers of Attorney (EPA), Estate Administration, Philanthropy Services, and Investment Advisory. Core products include Trust management, Will preparation, and EPA setup, supported by the Perpetual Guardian Foundation for philanthropy. The investment arm (Perpetual Guardian Investments) manages approximately $2 billion of investable assets through DIMS, managed funds, and direct portfolios. Premium offerings include Perpetual Guardian Platinum family office services. The company also provides a Client Portal and Funding Hub platform for digital access. Recent expansions include acquisitions of Castle Point Funds Management and Trustees Executors' Private Wealth division.

Differentiator

Problem solved

Functional benefit

Brands

• Perpetual Guardian Platinum: Family Office service providing premium wealth management and governance for high-net-worth families.
• New Zealand Trustee Services (NZTS)
• Perpetual Guardian Investments (PGI)
• Givealittle
• Perpetual Giving

Products and services

• Estate Planning Services Comprehensive estate planning offering covering Wills, Trusts, Enduring Powers of Attorney, and Estate Administration for individuals and families in New Zealand.
• Wills Legal Will preparation services specifying asset distribution and executor appointments after death. Wills start at $200 depending on complexity.
• Trusts Establishment and ongoing administration of legally binding trust arrangements to protect and preserve family wealth across generations.
• Enduring Powers of Attorney (EPA) Legal documents appointing an attorney to manage property and personal care/welfare if the client becomes incapacitated. EPAs start at $200.
• Estate Administration Carrying out the wishes outlined in a Will by ensuring the estate is distributed effectively to the right beneficiaries.
• Investment Advisory Services Investment advisory managing approximately $2.8 billion of funds under management with over 135 years of experience. Includes DIMS, managed funds, and direct investment portfolios.
• Discretionary Investment Management Service (DIMS) Discretionary service where clients authorise Perpetual Guardian to buy and sell assets across their portfolio within agreed parameters. Tiered fees from 1.25% down to negotiable for larger portfolios.
• PG Funds (Managed Funds) Managed investment funds offering diversified portfolio options and single asset class funds for investors.
• Philanthropy Services Comprehensive philanthropic services managing over 500 charitable entities and distributing over $40 million annually. Includes Charitable Trusts, Foundation management, and grant administration.
• Perpetual Guardian Foundation Donor community allowing contributions starting from $5, with options to contribute to existing Legacy Funds or establish a new Legacy Fund (minimum $50,000).
• Perpetual Guardian Platinum (Family Office) Premium family office service providing tailored wealth management, investment advisory, estate planning, and philanthropy services for ultra-high-net-worth families with dedicated team support.
• Active Investor Plus Visa Services Investment management and estate planning services designed to meet New Zealand's Active Investor Plus Visa requirements, including visa-compliant investment portfolios and personal wealth structuring.
• Charitable Trust Administration Management and administration services for over 500 charitable trusts, distributing over $40 million per year into the community on behalf of donors.

Quantifiable outcome

• $40 million distributed to community annually through philanthropic services
• +3 more outcomes

Named customers5 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Castle Point Funds ManagementcoreStrategic or Co-development Partner · 4 June 2024Perpetual Guardian acquired Castle Point Funds Management, a boutique fund manager established in 2013 managing approximately $350 million across three retail funds. The acquisition expands Perpetual Guardian's presence in the retail investment market and leverages Castle Point's licenses and operations.
• Trustees Executors Private Wealth DivisioncoreStrategic or Co-development Partner · 1 January 2024Perpetual Guardian Group acquired the Private Wealth division of Trustees Executors, expanding its capabilities in private wealth management and financial advisory services.
• Financial and Insurance Institutions (Partner Network)coreChannel Partner/ Reseller/ DistributorPartnerships with financial and insurance institutions to provide estate planning services as value-added offerings to staff and customers. Includes charity management services and innovative products tailored to partner business models.
• GivealittleminorStrategic or Co-development PartnerGivealittle is a charitable giving platform. Perpetual Guardian partners with Givealittle to enable online charitable giving, allowing donors to give directly to individuals, schools, businesses or charities.
• Perpetual GivingminorStrategic or Co-development PartnerInitiative encouraging more people to think about leaving charitable gifts when writing a Will, making legacy giving a social norm. Works with charities to grow the legacy giving market.
• Perpetual Guardian Investments (PGI)coreTechnology or IntegrationPGI (formerly Openly Investing Ltd) provides portfolio research, modelling, and construction of PG Fund portfolios. PGI and Perpetual Trust Limited are both owned by Perpetual Guardian Holdings Limited.
• Public TrustminorOthersSupervisor for Perpetual Guardian unit trusts, providing independent oversight.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Public Trust: New Zealand state-owned statutory trust company providing wills, estate administration, and trustee services. Directly competes with Perpetual Guardian in personal trust and estate administration; also serves as supervisor for PG's unit trusts, making it both competitor and counterparty.
• Trustees Executors: Historic NZ trustee company offering estate planning, trust administration, and fiduciary services. Perpetual Guardian acquired its Private Wealth division in 2024, but the remaining Trustee Services and Investment Advisory businesses continue as direct competitors in the NZ trustee market.
• Forsyth Barr: Major New Zealand investment advisory and wealth management firm offering portfolio management, KiwiSaver, and financial advice to individuals and families. Comparable to PG's investment advisory and DIMS offerings with a similar target HNW client base.
• Craigs Investment Partners: New Zealand wealth management and investment advisory firm serving private clients, families, and institutions. Overlaps with Perpetual Guardian's discretionary investment management and KiwiSaver advisory offerings for HNW individuals.
• Milford Asset Management: Largest New Zealand-based active fund manager offering KiwiSaver and managed portfolios. Overlaps with PG Funds in single asset class and diversified retail fund offerings, sharing KiwiSaver and investment management clients.
• Fisher Funds Management: One of New Zealand's largest active fund managers (now ANZ-owned) offering KiwiSaver, managed funds, and direct investment services. Competes with PG Funds and PG's discretionary investment services for retail and HNW wealth mandates.
• Jarden (New Zealand): NZ-headquartered financial advisory and wealth manager offering investment advisory, KiwiSaver, and private wealth services. Comparable target customers (HNW individuals, families) and product overlap (managed portfolios, financial advice).

Broad incumbents

• Computershare: Global leader in corporate trust, share registry, and governance services serving issuers, investors, and financial intermediaries. Comparable in administration of trusts and estates at scale, though with a broader corporate-services portfolio and less estate-planning focus than PG.
• Link Group (now part of Mitsubishi UFJ): Global provider of fund administration, superannuation, and wealth management services. Comparable to Perpetual Guardian Group's broader fund administration and trustee services at a much larger international scale, covering corporate trust and registry work.

Emerging players

• Generate KiwiSaver & Investment Management: NZ-focused KiwiSaver and managed funds provider targeting retirement savers. Partial overlap with PG's KiwiSaver and investment management offerings, particularly relevant after the Castle Point acquisition expanded PG's retail fund footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xlinkedin.com/company/perpetual-trust
• Facebookfacebook.com/pgtrust
• LinkedInlinkedin.com/company/perpetual-trust
• Instagraminstagram.com/perpetualguardian

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Perpetual Guardian