Keep
- Company typePrivate
- Founded2016
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
Keep firmographics
Firmographics- Name
- Keep
- Legal name
- Keep Wealth Partners Pty Ltd
- Website
- https://keepwp.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Keep industry classification
Industry- Product category
- Wealth Management and Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Planning–Led RIAs (FSAAACAB)
- akta.pro secondary industries
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)
Keywords
Where Keep is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Keep business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Financial Planning and Advisory Fees: Fixed annual fees agreed with clients, including professional investment management, ongoing financial planning, and regular review meetings. Initial consultations are complimentary.
- Investment Management Services: Professional investment management fees bundled within annual service agreements, creating tailor-made investment portfolios for clients
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | Complimentary Initial Consultation |
| Subscription | Annual | Annual Advisory Service |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Keep product offering
Product offeringCore offering
Keep Wealth Partners is a boutique wealth management firm that delivers three core services: Financial Planning (holistic advice covering budgeting, tax, insurance, estate planning, and charitable giving), Wealth Management (professional investment management with tailor-made portfolios), and SMSF Advice (specialized guidance for self-managed super funds). Services are delivered through a structured five-step advisory process underpinned by values-based planning and a digital Lifebook tool for tracking client goals.
Product overview
Keep Wealth Partners operates as a boutique wealth management firm offering three core services: Financial Planning, Wealth Management, and SMSF Advice. Financial Planning encompasses comprehensive advisory services covering budgeting, tax management, insurance, estate planning, and charitable giving tailored to life stages. Wealth Management provides professional investment management through tailor-made portfolios aligned to individual goals and risk profiles. SMSF Advice offers specialized guidance for self-managed super fund clients. The firm utilizes digital tools including a Lifebook for goal tracking, investment preferences assessment for portfolio customization, and a 'Your Life' survey (via Lumiant platform) to understand client values and priorities. The business is structured around a five-step advisory process: understanding the client's current situation, identifying values and priorities, developing a 'best life' strategy, establishing investment preferences, and capturing everything in the Lifebook for ongoing progress monitoring.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Experienced team with directors averaging long tenure in financial services industry
Companies that use Keep
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Keep technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
Keep partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Murrumbeena Junior Football ClubminorKeep Wealth Partners is an official partner of Murrumbeena Junior Football Club. This community sponsorship aligns with the firm's aim to partner with good people and organizations, supporting local community sports.
Scale indicators2 records
Recent moves6 records
Keep competitors and assessment
Company assessmentDirect peers
- Shadforth Financial Group: Australian boutique wealth advisory firm offering financial planning, investment management, and superannuation advice to professionals and retirees. Comparable in size, independence model, and HNW client focus to Keep Wealth Partners.
- Lifespan Financial Planning: Australian boutique financial planning firm focused on providing tailored financial advice to professionals, business owners, and retirees. Comparable in positioning and value-based planning approach.
- Sequoia Financial Group: Australian wealth management and advice business offering financial planning, investment management, and SMSF services. Operates an integrated advice-led model comparable to Keep's bundled fee approach.
- Bridges Financial Group: Independent Australian financial advisory firm with multiple offices providing financial planning, wealth management, and aged care advice. Direct competitor in the boutique-to-mid-market advice segment.
- Astute Financial: Australian financial advice licensee group with a network of self-employed financial advisers across Australia. Provides financial planning, SMSF, and wealth management services to a similar HNW/professional client base.
- Count Financial: Australian financial advice dealer group with a network of independent financial advisers. Provides financial planning, SMSF, and wealth management services to a similar client demographic across Australia.
- Hewison Private Wealth: Independent boutique wealth advisory firm in Australia providing financial planning, investment management, and family wealth advice to HNW clients. Closely comparable in boutique positioning and holistic advice model.
Broad incumbents
- Charles Schwab (RIA custody): US-based brokerage and RIA custodian providing custody, technology, and practice management services to independent financial advisers globally. Relevant as an incumbent in the RIA ecosystem underpinning boutique wealth firms.
- Pitcher Partners Investment Services: Australian accounting and wealth advisory firm from which Keep's three founders departed. Represents the established bank-affiliated/incumbent advisory model that Keep explicitly competes against as an independent licensee.
- Morgans Financial: Large Australian wealth management and stockbroking firm operating nationally with private client advisory, financial planning, and portfolio management services. Larger incumbent competing for similar HNW clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Keep financial estimates
Financial estimateRevenue estimate
Valuation estimate
Keep leadership team
Management profileNumber of profiles
Profiles4 records
Keep funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Keep 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 Keep
What does Keep do?
Keep Wealth Partners is a boutique wealth management firm that delivers three core services: Financial Planning (holistic advice covering budgeting, tax, insurance, estate planning, and charitable giving), Wealth Management (professional investment management with tailor-made portfolios), and SMSF Advice (specialized guidance for self-managed super funds). Services are delivered through a structured five-step advisory process underpinned by values-based planning and a digital Lifebook tool for tracking client goals.
Is Keep a public or private company?
Keep is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Keep founded?
Keep was founded in 2016. It employs 1 to 10 people.
Where is Keep based?
Keep is headquartered in Melbourne, Australia, in the Oceania region.
How does Keep make money?
Two revenue lines are on record. Financial Planning and Advisory Fees are the primary driver. The others are investment Management Services.
Who are Keep's main competitors?
Direct peers on record are Shadforth Financial Group, Lifespan Financial Planning, Sequoia Financial Group, Bridges Financial Group, Astute Financial, Count Financial and Hewison Private Wealth. Broad incumbents are Charles Schwab (RIA custody), Pitcher Partners Investment Services and Morgans Financial.
Does Keep have an API?
No public API is recorded for Keep.
What industry is Keep in?
Keep's product category is Wealth Management and Financial Advisory Services. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.