Keep

Wealth Management and Financial Advisory Serviceskeepwp.com.au

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

Wealth management services
Financial planning advisory
Investment management
SMSF advice
Retirement planning

Where Keep is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Keep technology and API

Technology

Technology 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 signal

Partnerships

One partnership is on record.

Murrumbeena Junior Football ClubminorOthers · 5 May 2019Keep 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 assessment

Direct 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 estimate

Revenue estimate

Valuation estimate

Keep leadership team

Management profile

Number of profiles

Profiles4 records

Keep funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Keep M&A and investment

M&A and investment

M&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?

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.