E.L. & C. Baillieu
E.L. & C. Baillieu, operating as Ord Minnett, is an Australian-owned private wealth management firm founded in 1872, delivering financial advice, stockbroking, corporate finance, superannuation, and private capital services to high-net-worth individuals, families, institutions, and corporate clients across Australia through a national network of licensed private advisers.
- Company typePrivate
- Founded1872
- HeadquartersMelbourne, Australia
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What E.L. & C. Baillieu does
E.L. & C. Baillieu, which operates under the brand Ord Minnett, is an Australian-owned private wealth management and financial advisory firm headquartered in Melbourne and tracing its history to 1872. The firm delivers a full-service platform across five distinct revenue streams: wealth management and financial advice (subscription/recurring fees), stockbroking (transaction fees), corporate finance including capital raising, IPOs and M&A advisory (professional services fees), a Cash Management Trust product (subscription/recurring), and superannuation and SMSF advisory services. The platform also encompasses private capital, institutional equities research and broking, retirement planning, estate planning, philanthropic giving, and a Significant Investor Visa advisory service, with the client-facing surface comprising a national network of licensed private wealth advisers and a client portal (NetXInvestor).
The firm serves primarily high-net-worth individuals and families across Australia, with secondary segments covering non-profits and charitable foundations, institutional investors and fund managers, corporate clients, and SMSF trustees. There is no disclosed proprietary technology stack, no APIs, no AI/ML capabilities, and no digital self-service onboarding; the go-to-market is relationship-led, with bespoke rather than publicly priced services and a nationally distributed adviser network accessed via a "Find an Adviser" search.
The business is privately held with no parent company, no public listing, no disclosed funding rounds, and no recent M&A, restructuring, or leadership changes evident in the source data. Revenue is not publicly disclosed. The firm's strategic posture is anchored on heritage, brand longevity, and personalised adviser relationships rather than technology-led or scale-driven growth.
E.L. & C. Baillieu firmographics
Firmographics- Name
- E.L. & C. Baillieu
- Legal name
- Ord Minnett Limited
- Website
- https://baillieu.com.au
- Company type
- Private
- Founded year
- 1872
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- E.L. & C. Baillieu, operating as Ord Minnett, is an Australian-owned private wealth management firm founded in 1872, delivering financial advice, stockbroking, corporate finance, superannuation, and private capital services to high-net-worth individuals, families, institutions, and corporate clients across Australia through a national network of licensed private advisers.
- Ownership category
- akta.pro rank
E.L. & C. Baillieu industry classification
Industry- Product category
- Wealth Management and Financial Advisory
- NAICS
- Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)
- akta.pro secondary industry
- Managed Account / SMA Multi-Manager Platforms (FSANAGAL)
Keywords
Where E.L. & C. Baillieu is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Markets served
E.L. & C. Baillieu business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Wealth Management Services: Financial advisory and investment management services for high net worth individuals and families, including portfolio management and personalized investment solutions.
- Stockbroking: Execution and trading services for securities, providing access to equity markets and investment opportunities.
- Corporate Finance: Capital raising, IPOs, and M&A advisory services for businesses, including strategic deal support from inception through completion.
- Cash Management Trust: Competitive interest-bearing cash management product for investors to hold funds while seeking opportunities.
- Superannuation & SMSF Services: Retirement planning and self-managed superannuation fund advisory services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
E.L. & C. Baillieu product offering
Product offeringCore offering
E.L. & C. Baillieu (operating as Ord Minnett) is an Australian wealth management and financial advisory firm providing tailored investment solutions and portfolio management for individuals, families, high net worth clients, institutions, and corporate clients. Core services include wealth management, financial advice, stockbroking, superannuation and SMSF advisory, retirement planning, estate planning, corporate finance (capital raising, IPOs, M&A), and institutional equities research and broking. The firm also offers investment products including the Cash Management Trust and managed portfolios.
Product overview
Ord Minnett (E.L. & C. Baillieu) is an Australian wealth management and financial advisory firm founded in 1872, operating as a unified platform of integrated services rather than discrete product modules. The core offering centers on Wealth Management and Financial Advice, supplemented by specialized services including Superannuation & SMSF, Retirement Planning, Stockbroking, Corporate Finance, and Institutional Equities. Investment products include the Cash Management Trust and managed portfolios. The firm serves diverse segments including individuals, families, high net worth clients, non-profits, institutions, and businesses, with advisers located across Australia. Client access is provided through web portals including the Client Portal and NetXInvestor platform.
Differentiator
Problem solved
Functional benefit
Companies that use E.L. & C. Baillieu
Customer profileSegments6 records
Ideal customer profiles4 records
E.L. & C. Baillieu technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
E.L. & C. Baillieu partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
E.L. & C. Baillieu competitors and assessment
Company assessmentEmerging players
- SelfWealth: SelfWealth is an Australian digital wealth and trading platform targeting self-directed retail investors. Represents the emerging digital/low-cost competitive set that pressures traditional adviser-led wealth firms like Ord Minnett.
Direct peers
- Shadforth Financial Group: Shadforth is an Australian private wealth advisory firm providing financial advice, superannuation, retirement planning and investment solutions to HNW clients. Comparable in client segmentation and Australian HNW advice focus.
- Wilsons Advisory: Wilsons Advisory is an Australian private wealth and corporate advisory firm offering stockbroking, wealth management, superannuation and corporate finance. Similar mid-sized Australian multi-service financial advisory profile.
- Bell Potter Securities: Bell Potter is an Australian full-service stockbroker and wealth adviser offering private client advisory, institutional equities research, corporate finance and superannuation services. Closely matches Ord Minnett's combination of stockbroking, advice and corporate finance.
- Canaccord Genuity (Australia): Canaccord Genuity's Australian operation provides institutional equities, corporate finance (IPOs, M&A, capital raising) and wealth management. Comparable in research-driven institutional equities and corporate advisory activities.
- Morgans Financial: Morgans is an Australian-owned wealth management and stockbroking group with national adviser coverage, retail and institutional broking, corporate advisory and portfolio management. Highly comparable multi-service Australian wealth platform.
- Evans Dixon / Myer Family Office: Myer Family Office (incorporating the former Evans Dixon) is an Australian private wealth and corporate advisory firm serving HNW clients with advice, stockbroking and corporate finance. Comparable in scale and service mix to Ord Minnett.
- JBWere (Macquarie Group): JBWere is one of Australia's leading private wealth advisory firms serving high net worth individuals and families with portfolio management, advice, and stockbroking. Directly comparable to Ord Minnett's wealth management, financial advice and institutional equities offerings in the Australian HNW segment.
Broad incumbents
- Insignia Financial (IOOF): Insignia Financial is a major Australian wealth and advice platform operating advice networks, superannuation and investment platforms. Larger scale incumbent competing for similar HNW advice and superannuation clients.
- AMP Limited (Wealth Management): AMP is one of Australia's largest wealth managers offering advice, superannuation, platforms, and asset management at significantly greater scale. Overlaps with Ord Minnett's advice and superannuation business but operates as a broad incumbent across many more segments.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks3 records
Key highlights7 records
Customer concentration
E.L. & C. Baillieu social profiles
Digital presenceE.L. & C. Baillieu financial estimates
Financial estimateRevenue estimate
Valuation estimate
E.L. & C. Baillieu leadership team
Management profileNumber of profiles
E.L. & C. Baillieu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
E.L. & C. Baillieu M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about E.L. & C. Baillieu
What does E.L. & C. Baillieu do?
E.L. & C. Baillieu (operating as Ord Minnett) is an Australian wealth management and financial advisory firm providing tailored investment solutions and portfolio management for individuals, families, high net worth clients, institutions, and corporate clients. Core services include wealth management, financial advice, stockbroking, superannuation and SMSF advisory, retirement planning, estate planning, corporate finance (capital raising, IPOs, M&A), and institutional equities research and broking. The firm also offers investment products including the Cash Management Trust and managed portfolios.
Is E.L. & C. Baillieu a public or private company?
E.L. & C. Baillieu is a private company. It is classified as unknown and is currently operating.
When was E.L. & C. Baillieu founded?
E.L. & C. Baillieu was founded in 1872. It employs 251 to 500 people.
Where is E.L. & C. Baillieu based?
E.L. & C. Baillieu is headquartered in Melbourne, Australia, in the Oceania region.
How does E.L. & C. Baillieu make money?
Five revenue lines are on record. Wealth Management Services are the primary driver. The others are stockbroking, corporate Finance, cash Management Trust and superannuation & SMSF Services.
Who are E.L. & C. Baillieu's main competitors?
SelfWealth is listed as an emerging player. Direct peers are Shadforth Financial Group, Wilsons Advisory, Bell Potter Securities, Canaccord Genuity (Australia), Morgans Financial, Evans Dixon / Myer Family Office and JBWere (Macquarie Group). Broad incumbents are Insignia Financial (IOOF) and AMP Limited (Wealth Management).
Does E.L. & C. Baillieu have an API?
No public API is recorded for E.L. & C. Baillieu.
What industry is E.L. & C. Baillieu in?
E.L. & C. Baillieu's product category is Wealth Management and Financial Advisory. Its primary akta.pro industry code is FSABADAD, Private Banking Advisory & Discretionary Portfolio Management, with a secondary code of FSANAGAL, Managed Account / SMA Multi-Manager Platforms. Its NAICS code is 523940 and its SIC code is 6282.