Financial Framework
Financial Framework is a Perth-based Australian financial advisory firm serving small business owners, families, couples and individuals nationwide with superannuation, SMSF, retirement, investment, insurance, succession and aged care advice under AFSL 553987.
- Company typePrivate
- Founded2014
- HeadquartersPerth, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Financial Framework does
Financial Framework is an Australian financial advisory firm headquartered in Perth, Western Australia, founded in 2014 and operating as a Corporate Authorised Representative of FF Financial Services Pty Ltd under AFSL 553987. It provides personal financial advice to retail and small-business clients across superannuation, self-managed super funds (SMSFs), retirement planning, investment advice, personal insurance, business succession, aged care and broader retirement strategies. The team includes founder and Managing Director Tim Luxton alongside at least five named advisers (Dan Hewitt, Will Walker, Josh Hummerston, Jay Brennan, Ben Mooney), supported by 11–50 total staff.
The firm's revenue model combines upfront advice and implementation fees (Statement of Advice and Implementation, both $0–$30,000), ongoing Adviser Service Fees structured as recurring subscriptions ($4,400–$50,000/yr per client), optional hourly billing ($0–$700/hr) and insurance commissions tied to personal insurance placements. Pricing is tiered and productised across the client lifecycle, from initial advice through to ongoing portfolio servicing, which supports a recurring, annuity-like revenue profile typical of subscription-based advice practices.
Customer acquisition is directed at small business owners, families, couples and individuals, with the firm marketing nationally from its Perth base via digital content and social channels rather than through physical branch expansion. The firm was a finalist for Best Financial Adviser at the 2024 Australian Wealth Management Awards (AWMA). There is no disclosed AI/ML capability, no external funding, and no M&A activity; growth to date has been organic, reliant on adviser recruitment, brand building and service-line extension.
Financial Framework firmographics
Firmographics- Name
- Financial Framework
- Legal name
- Financial Framework Pty Ltd trading as Financial Framework ATF the FF Unit Trust Pty Ltd
- Website
- https://financialframework.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Financial Framework is a Perth-based Australian financial advisory firm serving small business owners, families, couples and individuals nationwide with superannuation, SMSF, retirement, investment, insurance, succession and aged care advice under AFSL 553987.
- Ownership category
- akta.pro rank
Financial Framework industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Financial Coaching & Budgeting Advisory (FSAEAAAH)
Keywords
Where Financial Framework is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Financial Framework business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Advice and Service Fees: Fees charged to clients for Statement of Advice preparation, implementation, and ongoing adviser service fees. These are the primary revenue stream for personalized financial advice services.
- Insurance Commissions: Commissions received from insurance providers for life insurance, TPD, trauma, and income protection products arranged for clients. Upfront commissions up to 66% of first annual premium and ongoing commissions up to 35% of annual premium.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Statement of Advice Preparation Fee |
| Other | Pay-as-you-go | Implementation Fee |
| Subscription | Annual | Adviser Service Fee (Ongoing) |
| Other | Pay-as-you-go | Ad Hoc / Hourly Advice |
| Other | Pay-as-you-go | Insurance Commission - Upfront |
| Other | Annual | Insurance Commission - Ongoing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Financial Framework product offering
Product offeringCore offering
Financial Framework is a Perth-based financial advisory firm providing personalized financial advice to individuals, families, couples, and small business owners across Australia. Its core offerings cover superannuation advice, self-managed super funds, retirement planning, investment advice, personal insurance, business succession planning, retirement strategies, and aged care, delivered through one-on-one consultations and supported by internal financial planning software.
Product overview
Financial Framework is a financial advisory firm offering a portfolio of advisory services rather than a unified software platform. The core offering consists of eight distinct advisory services: Superannuation Advice, Self Managed Super Funds, Retirement Planning, Investment Advice, Personal Insurance, Business Succession Planning, Retirement Strategies, and Aged Care services. These services are delivered through personalized financial planning consultations and are supported by financial planning software used internally to develop strategies and projections. The company operates as an authorized representative of FF Financial Services Pty Ltd (AFSL 553987) serving clients throughout Australia from their West Leederville, Perth office.
Differentiator
Problem solved
Functional benefit
Products and services
- Superannuation Advice
Companies that use Financial Framework
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Financial Framework technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Financial Framework partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FF Financial Services Pty LtdcoreFF Financial Services Pty Ltd (ABN 22 671 389 905, AFSL 553987) is the licensee and parent company. Financial Framework ATF FF Unit Trust Pty Ltd is a Corporate Authorised Representative (No. 456867) operating under this license. This is the core regulatory and licensing relationship enabling Financial Framework to provide financial services.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Financial Framework competitors and assessment
Company assessmentDirect peers
- GPS Wealth: Australian financial services group providing licensee, advice, SMSF administration and portfolio management services to advisers and their clients. Comparable on licensee infrastructure and SMSF/advice offering.
- Count Financial: Australia's largest advice dealer group, supporting a national network of financial advisers offering superannuation, retirement and investment planning. Comparable as a multi-adviser advice licensee with similar service categories.
- Dover Financial Advisers: Multi-adviser Australian financial advice licensee supporting self-employed advisers who service clients across super, retirement, investment and insurance. Closely comparable to Financial Framework's authorised-representative model under a head AFSL.
- Sequoia Financial Group: ASX-listed financial advice and professional services group supporting a national network of self-licensed and aligned advisers. Comparable as a multi-service advisory platform with insurance commission and fee-for-service revenue streams.
- WT Financial Group: Australian financial advice licensee supporting a network of financial advisers offering wealth creation, superannuation, retirement and insurance solutions. Directly comparable licensee / authorised-representative model.
- Affinia Financial Advisers: Australian financial advice dealer group supporting self-employed advisers across retirement, investment, superannuation and insurance. Comparable mid-market advice practice structure.
- Shadforth Financial Group: Australian financial advisory firm offering superannuation, retirement planning, investment and insurance advice to individuals and families. Comparable mid-market advice practice with a similar product mix and recurring fee-based model.
Broad incumbents
- AMP Limited: Australia's largest retail wealth manager and advice business, operating the AMP Advice network. Comparable across advice, superannuation, retirement and insurance products but at much larger scale.
- Morgans Financial: One of Australia's largest full-service stockbroking and wealth management firms with wealth advisory, superannuation and portfolio management offerings. Comparable but larger, with broader institutional and retail wealth capabilities.
Emerging players
- Stockspot: Australian robo-advisor offering automated investment portfolios, superannuation and SMSF services to retail clients. Comparable as a competing channel for the same mass-affluent investment and super advice market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Financial Framework social profiles
Digital presenceFinancial Framework financial estimates
Financial estimateRevenue estimate
Valuation estimate
Financial Framework leadership team
Management profileNumber of profiles
Profiles6 records
Financial Framework funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Financial Framework 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 Financial Framework
What does Financial Framework do?
Financial Framework is a Perth-based financial advisory firm providing personalized financial advice to individuals, families, couples, and small business owners across Australia. Its core offerings cover superannuation advice, self-managed super funds, retirement planning, investment advice, personal insurance, business succession planning, retirement strategies, and aged care, delivered through one-on-one consultations and supported by internal financial planning software.
Is Financial Framework a public or private company?
Financial Framework is a private company. It is classified as management employee owned and is currently operating.
When was Financial Framework founded?
Financial Framework was founded in 2014. It employs 11 to 50 people.
Where is Financial Framework based?
Financial Framework is headquartered in Perth, Australia, in the Oceania region.
How does Financial Framework make money?
Two revenue lines are on record. Advice and Service Fees are the primary driver. The others are insurance Commissions.
Who are Financial Framework's main competitors?
Direct peers on record are GPS Wealth, Count Financial, Dover Financial Advisers, Sequoia Financial Group, WT Financial Group, Affinia Financial Advisers and Shadforth Financial Group. Broad incumbents are AMP Limited and Morgans Financial. Stockspot is listed as an emerging player.
Does Financial Framework have an API?
No public API is recorded for Financial Framework.
What industry is Financial Framework in?
Financial Framework's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.