AdviserLogic
Morningstar Australasia's web-based financial advisory platform for Australian financial advisers and advisory practices, delivering client reporting, portfolio analysis, financial planning tools, and integrated Morningstar proprietary research and fund ratings on a B2B subscription licensing basis.
- Company typePrivate
- Founded2008
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What AdviserLogic does
AdviserLogic is a web-based financial advisory software platform developed and operated by Morningstar Australasia Pty Ltd, a subsidiary of the publicly traded investment research firm Morningstar Inc. The product targets licensed financial advisers and advisory practices across Australia, providing tools for client reporting, portfolio analysis, and financial planning alongside integrated access to Morningstar's proprietary investment research, fund ratings, and market data. Founded in 2008 and headquartered in Sydney, AdviserLogic operates with 51–100 employees and is delivered as a single B2B subscription-licensed product suite to Australian advisory firms.
The platform is built on a traditional technology stack — Java, C++, C#, ASP scripts, HTML, and CGI scripts — running against a proprietary database architecture. Notably, the underlying technology agreement explicitly restricts use of machine learning, neural networks, deep learning, predictive analytics, or AI technologies, materially differentiating AdviserLogic from contemporary competitor offerings and constraining its product evolution path. The platform holds Australian Financial Services Licence (AFSL) 240892 and is contractually restricted from being exported to the United States, capping addressable market to Australia.
AdviserLogic's go-to-market is leveraged through Morningstar's existing institutional relationships with Australian financial advisers and advisory firms, providing distribution advantages that an independent challenger could not easily replicate. The product does not appear to have undergone significant rebranding, product line extension, geographic expansion, or material headcount change since its founding, suggesting a mature, maintenance-oriented operating posture within the broader Morningstar portfolio.
AdviserLogic firmographics
Firmographics- Name
- AdviserLogic
- Legal name
- Morningstar Australasias Pty Ltd
- Website
- https://adviserlogic.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Morningstar Australasia's web-based financial advisory platform for Australian financial advisers and advisory practices, delivering client reporting, portfolio analysis, financial planning tools, and integrated Morningstar proprietary research and fund ratings on a B2B subscription licensing basis.
- Ownership category
- akta.pro rank
AdviserLogic industry classification
Industry- Product category
- Financial Planning Software
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)
- akta.pro secondary industry
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
Keywords
Where AdviserLogic is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
AdviserLogic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Licensing: Morningstar licenses AdviserLogic to Company Recipients (financial advisory practices) through subscription agreements. Company Recipients pay subscription fees to provide access to Authorised Users within their organisation. The licensing is structured as a limited nonexclusive, nontransferable license with terms defined in Separate Agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise subscription for financial advisory practices |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
AdviserLogic product offering
Product offeringCore offering
AdviserLogic is a web-based financial advisory software platform that provides authorised financial advisers and advisory practices with access to computer programs, data, analyses, screens, and manuals backed by Morningstar's proprietary research, ratings, and third-party content. The platform enables Authorised Users to generate Company Recipient Output such as letters, emails, spreadsheets, graphs, charts, tables, reports, and documents for delivering financial advice to clients and operating their AFSL practice. A separate Client Authorised User tier provides end-clients with limited research and monitoring functionality, restricted from advice provision.
Product overview
AdviserLogic is a single unified product — a Morningstar-owned financial adviser platform delivered as a web application. The product provides Authorised Users (financial advisers) with access to computer programs, Internet web pages, data, analyses, screens, and manuals, enabling them to generate Company Recipient Output (letters, messages, spreadsheets, graphs, charts, reports, and other materials) in the normal course of providing financial advice to Clients. The platform integrates Morningstar's proprietary data, ratings, and third-party content (including ASX data and Standard & Poor's identifiers such as CUSIP and GICS). The product is explicitly restricted from use with machine learning, neural networks, deep learning, predictive analytics, or AI computer programs, and may not be used to create models that predict trades.
Differentiator
Problem solved
Functional benefit
Products and services
- AdviserLogic
Companies that use AdviserLogic
Customer profileSegments2 records
Ideal customer profiles2 records
AdviserLogic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AdviserLogic partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Morningstar Australasias Pty LtdcoreAdviserLogic is a product owned and operated by Morningstar Australasias Pty Ltd (ABN: 95 090 665 544, AFSL: 240892). Morningstar provides the product, proprietary data, research, and support services. The company is incorporated in Australia and regulated under Australian financial services laws.
Scale indicators1 record
Recent moves3 records
AdviserLogic competitors and assessment
Company assessmentBroad incumbents
- Envestnet: Envestnet is a large U.S. wealth-management technology platform providing planning, portfolio management, and reporting tools. It is a broad incumbent in the same category as AdviserLogic but operates at much larger scale and is largely U.S.-centric.
- Morningstar Office: Morningstar Office is Morningstar Inc.'s global adviser workstation, offering research, portfolio analytics, and presentation tools. It is the parent group's own broader incumbent, often co-existing with or replacing AdviserLogic in larger practices.
- BlackRock Aladdin Wealth: Aladdin is BlackRock's institutional investment and risk platform, with a wealth-management extension targeting advisers. While primarily institutional, it is a broad incumbent in the wealth-tech space that could compete with AdviserLogic for large advice groups seeking consolidated technology.
- Salesforce Financial Services Cloud: Salesforce Financial Services Cloud is a broad CRM and workflow platform for wealth and financial services firms. It overlaps with AdviserLogic at the client-engagement and practice-management layer and represents a credible horizontal alternative for larger advice groups.
Direct peers
- Midwinter Financial Services: Midwinter is an Australian financial advice software platform serving advisory practices with modelling, fact-find, and SOA/ROA generation. It competes head-to-head with AdviserLogic for the same AFSL practice buyers in Australia.
- IRESS (Xplan): IRESS Xplan is one of the most widely used financial planning and adviser software platforms in Australia. It directly competes with AdviserLogic for AFSL-holding practices, offering modelling, research, and client-output workflows, making it the closest like-for-like peer.
- Coin Software: Coin is an Australian financial planning software provider used by advice practices for modelling, compliance, and client reports. It targets the same vertical (AFSL practices) and is a direct competitor to AdviserLogic.
- PlanPlus (Global Financial Planning): PlanPlus provides goal-based financial planning software for advisers, with research, modelling, and client deliverables. It competes with AdviserLogic at the workflow and output-generation layer, particularly for practices seeking digital-first planning tools.
Emerging players
- AdvisorEngine: AdvisorEngine is a U.S.-based wealth management platform offering CRM, planning, and portfolio management for advisers. It is an emerging player that intersects with AdviserLogic's workflow but serves a different geography and is more CRM-led.
- FinTech Studios (AdviceOS / WealthOS): FinTech Studios is an Australian wealthtech provider offering adviser and licensee software (AdviceOS, WealthOS). It is an emerging player directly targeting the same Australian AFSL practice market as AdviserLogic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
AdviserLogic social profiles
Digital presenceAdviserLogic financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdviserLogic leadership team
Management profileNumber of profiles
AdviserLogic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdviserLogic 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 AdviserLogic
What does AdviserLogic do?
AdviserLogic is a web-based financial advisory software platform that provides authorised financial advisers and advisory practices with access to computer programs, data, analyses, screens, and manuals backed by Morningstar's proprietary research, ratings, and third-party content. The platform enables Authorised Users to generate Company Recipient Output such as letters, emails, spreadsheets, graphs, charts, tables, reports, and documents for delivering financial advice to clients and operating their AFSL practice. A separate Client Authorised User tier provides end-clients with limited research and monitoring functionality, restricted from advice provision.
Is AdviserLogic a public or private company?
AdviserLogic is a private company. It is classified as corporate owned and is currently operating.
When was AdviserLogic founded?
AdviserLogic was founded in 2008. It employs 51 to 100 people.
Where is AdviserLogic based?
AdviserLogic is headquartered in Sydney, Australia, in the Oceania region.
How does AdviserLogic make money?
One revenue line is on record: subscription Licensing.
Who are AdviserLogic's main competitors?
Broad incumbents on record are Envestnet, Morningstar Office, BlackRock Aladdin Wealth and Salesforce Financial Services Cloud. Direct peers are Midwinter Financial Services, IRESS (Xplan), Coin Software and PlanPlus (Global Financial Planning). Emerging players are AdvisorEngine and FinTech Studios (AdviceOS / WealthOS).
Does AdviserLogic have an API?
No public API is recorded for AdviserLogic.
What industry is AdviserLogic in?
AdviserLogic's product category is Financial Planning Software. Its primary akta.pro industry code is FSAEABAK, Digital/Hybrid Robo-Wealth & Retirement Advisory, with a secondary code of FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms. Its NAICS code is 523940 and its SIC code is 6282.