What Link Wealth Group does

Link Wealth Group Pty Ltd is an Australian financial advisory firm founded in 2012 and headquartered in Kew East, Victoria, operating under the AFSL of Akumin Financial Planning Pty Ltd. The company delivers an integrated wealth management offering that bundles financial advice (Link Wealth Advice), mortgage and commercial broking (Link Wealth Finance), and tax and accounting services (Link Wealth Accounting) under a single brand, addressing the common client pain point of fragmented providers across super, lending and tax. Service modules span superannuation strategy, retirement planning, tax minimisation, debt management, estate planning, insurance/asset protection, cashflow optimisation and investing outside super, with a specialist offering for Australian expats in Singapore delivered through a local partnership.

The business model is fee-for-service financial advice with a free 15-minute introductory call as the top-of-funnel conversion mechanism, supported by online adviser booking, an adviser matching service and a Refer-a-Friend program. The client base is described as thousands of individuals and families distributed across professionals and families, business owners, pre-retirees/retirees and expats, with operations across four Australian states (Victoria, South Australia, Tasmania, Queensland). Technology stack is modest: a myprosperity-powered client portal for live financial snapshots and secure document sharing, with Microsoft Outlook and Calendly used for scheduling; there is no proprietary core platform and no disclosed AI/ML capability.

Brand and talent have been built through content and community assets — the Winner's Playbook podcast, Wealth Simplified newsletter, Beyond School financial literacy program, monthly market reports and the Link Wealth Adviser Academy — alongside repeated industry recognition (FS Power 50 in 2023-2025; 2024 IFA Excellence Awards Innovator of the Year; 2025 Great Place To Work certification). Ownership appears founder/management-controlled with no disclosed external venture or private equity capital.

Name

Link Wealth Group

Legal name

Link Wealth Group Pty Ltd

Website

https://linkwealth.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Link Wealth Group is an Australian integrated financial advisory firm offering financial advice, mortgage broking and accounting services to thousands of individuals, families, business owners and retirees across four Australian states and Singapore-based expats.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Loan Brokers (6163)

akta.pro primary industry

Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

akta.pro secondary industries

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI), Wealth Lending & Credit Solutions (Lombard/Margin, Mortgages, Structured Credit) (FSAAABAG), Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH)

Keywords

• Financial advisory services
• Retirement planning
• Mortgage broking
• Wealth management
• Tax accounting services

Headquarters

HQ city

Camberwell

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advice Fees: Fee-for-service financial advice model where clients pay for tailored financial planning services. The firm offers a free 15-minute introductory call to assess fit before proceeding to paid advisory services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Link Wealth Group provides holistic financial advisory services covering superannuation, retirement planning, tax minimisation, debt management, cashflow optimisation, estate planning, insurance, and investing outside super. The firm also operates linked lending (Link Wealth Finance) for home loans and mortgage broking, and accounting (Link Wealth Accounting) for tax returns, BAS, and small business structuring, delivering advice, lending and accounting under one integrated model.

Product overview

Link Wealth Group operates as an integrated financial services firm offering a unified platform combining financial advice, lending (mortgage broking), and accounting services through three sub-brands: Link Wealth Advice, Link Wealth Finance, and Link Wealth Accounting. The core Link Wealth Advice product provides holistic financial advisory services encompassing superannuation, retirement planning, tax strategies, debt management, cashflow optimisation, insurance, estate planning, and investing outside super. Additional service modules include specialist support for Australian expats in Singapore, a client portal powered by myprosperity, financial education through the Wealth Simplified newsletter and The Winner's Playbook podcast, the free Beyond School financial literacy program for students, and the Link Wealth Adviser Academy training program. The company also produces monthly market reports and offers adviser matching services to connect prospective clients with suitable advisors.

Differentiator

Problem solved

Functional benefit

Brands

• Beyond School: Free financial literacy program for senior students teaching money skills including budgeting, super, tax, investing and more.
• Wealth Simplified
• The Winner's Playbook
• Link Wealth Adviser Academy

Products and services

• Link Wealth Advice Holistic financial advisory services covering superannuation, retirement planning, tax strategies, debt management, cashflow optimisation, insurance, estate planning, and investing for individuals and families across Australia.
• Link Wealth Finance Home loan and mortgage broking services that compare lenders, structure loans, and secure competitive rates for individuals buying, refinancing or investing in property.
• Link Wealth Accounting Tax and accounting services for families and small businesses including tax returns, BAS lodgements, and business structure setup.
• Aussie Expats in Singapore Services Specialised financial advisory for Australians living in Singapore covering super management, cross-border investments, tax residency, and return planning.
• Client Portal (myprosperity) Digital client portal available via iOS and Android apps that provides live financial snapshots, secure document sharing, and communication with the adviser team.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• Singapore Partner FirmminorStrategic or Co-development PartnerLink Wealth has partnered with a trusted firm in Singapore to provide local support for Australian expats living in Singapore. This partnership enables clients to receive real, local support backed by experience in both Australian and Singaporean markets, addressing time zone challenges and providing boots on the ground while maintaining Australian advice expertise.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Count Financial: Count Financial is one of Australia's largest advice networks, providing financial planning services to individuals and families through a multi-adviser model. It is directly comparable to Link Wealth in offering holistic personal advice across super, retirement, tax and wealth, though at significantly larger scale.
• Morgans Financial: Morgans is an Australian full-service wealth advisory and stockbroking firm offering financial planning, portfolio advice and wealth management to individuals and families. It is comparable to Link Wealth in offering holistic private-client advice, but with a broader investment platform and larger adviser headcount.
• Ord Minnett: Ord Minnett is a privately owned Australian wealth advisory and broking firm providing financial planning, private wealth management and portfolio advice. It is comparable to Link Wealth in being a privately held, multi-adviser holistic wealth firm, though with deeper HNW focus and a national footprint.
• Australian Unity Personal Financial Advice: Australian Unity's Personal Financial Advice division provides holistic financial planning across super, retirement, insurance and wealth to individuals and families. It is comparable to Link Wealth in target client and holistic scope, though it operates within a larger mutual organisation and a broader product set.
• Shaw and Partners: Shaw and Partners is an Australian wealth management and advisory firm offering financial planning, investment advice and wealth solutions to retail and HNW clients. It is comparable to Link Wealth in serving individuals and families with personalised advice across super, retirement and investments, but at larger scale and with institutional research capabilities.
• Interprac Financial Planning: Interprac is an Australian licensee and advice network supporting hundreds of financial advisers with back-office, compliance and licensing infrastructure. Like Link Wealth it serves retail clients through individual advisers, but operates at substantially larger scale and as a licensee rather than sub-licensee.

Broad incumbents

• BT Financial Group (Westpac): BT Financial Group is Westpac's wealth division, offering financial advice, super, investments and insurance through adviser networks and platforms. It competes with Link Wealth for mass-affluent advice clients but operates as a bank-owned incumbent with far greater scale and distribution.
• Insignia Financial: Insignia Financial (formerly IOOF) is a major Australian wealth management group owning multiple advice brands, licensees and platforms. It overlaps with Link Wealth across personal financial advice and platform services but serves the same market at much larger scale with broader product breadth.
• AMP Financial Advice: AMP is Australia's largest financial advice network, offering financial planning across super, retirement, investments and insurance through thousands of advisers. It competes with Link Wealth for the same retail and mass-affluent advice market but operates at vastly larger scale under its own licensee and brand.

Emerging players

• Stockspot: Stockspot is an Australian digital wealth manager and robo-advisor offering automated investment portfolios to retail clients. It is an emerging competitor targeting the simpler end of the same retail advice market Link Wealth serves, though with a low-fee automated model rather than holistic human advice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LinkWealthGroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Link Wealth Group