Green Associates

What Green Associates does

Green Associates (legal entity Kaylene Pty Ltd) is an Australian financial planning practice founded in 1989, operating as an authorised representative of Charter Financial Planning Limited under AFSL/ACL No. 234665. Headquartered in Deakin (Canberra, ACT), the firm runs three offices across Canberra, Brisbane, and Goulburn, employing between 11 and 50 staff including Certified Financial Planners, Chartered Tax Advisers, and a dedicated lending lead. It serves individuals and families, SMEs, corporate clients, and first home buyers across ACT, QLD, and NSW with in-person, phone, and online consultations.

The firm's service portfolio spans financial advice and planning, superannuation, investment strategy, wealth management, retirement planning, tax planning, estate planning, aged care planning, redundancy planning, and socially responsible investing. It also runs a mortgage broking and lending arm plus an insurance advisory covering life, TPD, trauma, income protection, and child life cover. Delivery follows a structured 7-step process anchored by a pre-meeting "Getting to Know You Questionnaire," with supporting digital tools limited to static online financial calculators and an educational step-by-step planning guide — no proprietary technology platform, API, or AI/ML capability is in evidence.

Green Associates monetises through three streams: fee-for-service and percentage-of-assets financial advisory fees, transaction commissions on mortgage and lending products (via its accredited mortgage consultant with ~25 years of finance experience), and commissions on insurance placements. Pricing is quote-based and not publicly disclosed, billed on an annual cadence for ongoing advice. Go-to-market is sales-led, combining a content-rich SEO website, organic social (Facebook, LinkedIn, Instagram), direct phone outreach (1300 815 921), online appointment booking, and a referral/word-of-mouth engine built over 36+ years. The firm has no disclosed revenue, no external funding, and no parent ownership beyond the Charter Financial Planning licensee relationship.

Name

Green Associates

Legal name

Kaylene Pty Ltd

Website

https://greenassociates.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Green Associates is an Australian financial planning practice founded in 1989, operating across Canberra, Brisbane, and Goulburn under Charter Financial Planning Limited. It serves individuals, families, SMEs, and first home buyers with comprehensive financial advice, superannuation, investments, lending, insurance, and estate planning.

Ownership category

akta.pro rank

Headquarters

HQ city

Deakin

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Fee-for-service or percentage-of-assets advisory fees for comprehensive financial planning, wealth management, and investment advice services.
2. Mortgage & Lending Commission: Commission revenue from mortgage broking and lending services, including home loans and refinancing solutions.
3. Insurance Commission: Commission revenue from insurance products including life insurance, TPD, trauma, income protection, and other wealth protection products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Green Associates is an Australian financial planning practice that delivers comprehensive financial advice, wealth management, superannuation, retirement, tax, estate, and aged care planning to individuals, families, and small businesses. It also provides mortgage broking for home loans and refinancing, and wealth-protection insurance including life, TPD, trauma, and income protection. Services are delivered by Certified Financial Planners under the Charter Financial Planning licence through offices in Canberra, Brisbane, and Goulburn, with phone and online consulting.

Product overview

Green Associates is a financial advisory practice operating as a unified service model offering comprehensive financial planning and advisory services. The portfolio includes core advisory services (Financial Advice & Planning, Superannuation Planning, Investment Strategy, Retirement Planning, Taxation Planning, Estate Planning, and Aged Care Planning) complemented by lending services (Home Loans & Lending) and wealth protection (Insurance). The practice also provides digital tools including financial calculators and educational resources. The services are delivered through a structured 7-step process from initial questionnaire through plan creation and ongoing review, with offices in Canberra, Brisbane, and Goulburn.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Advice & Planning Comprehensive financial planning services covering personal, legislative, and economic overlays to help clients grow and protect their wealth, delivered via a structured 7-step process with certified financial planners.
• Superannuation Planning & Advice Superannuation-focused planning and advice to help clients maximise retirement savings through strategic contribution, investment, and structuring decisions, including SMSF advice.
• Investment Strategy & Advice Strategic investment planning services to help clients build and manage portfolios aligned with their risk tolerance and financial goals.
• Home Loans & Lending Mortgage and lending services helping clients find the right loan solutions for home purchase and refinancing, including first-home buyer, guarantor, and investment lending.
• Wealth Management Comprehensive wealth management services that go beyond financial planning or investment advice to help clients build and protect their assets across the wealth lifecycle.
• Retirement Planning Retirement planning services to help clients prepare for and achieve their desired retirement lifestyle, covering income, superannuation drawdown, and lifestyle funding.
• Taxation Planning Tax planning and advice services, including strategies delivered by a Chartered Tax Adviser/registered tax agent, to minimise tax liabilities and optimise financial strategies.
• Socially Responsible Investing Investment approach that considers environmental, social, and governance (ESG) factors alongside financial returns.
• Redundancy Planning Financial planning services to help clients navigate and maximise their redundancy payments and career transitions.
• Estate Planning Comprehensive estate planning services including will creation, trust structures, and beneficiary planning to ensure assets are distributed according to client wishes.
• Aged Care Planning Specialised financial advice for aged care, helping clients navigate costs, government entitlements, and care options for themselves or loved ones.
• Insurance & Wealth Protection Insurance advisory services including life insurance, TPD, trauma insurance, income protection, and child life insurance to protect clients' financial security.
• Mortgage & Lending Dedicated mortgage broking and lending service helping clients find the right home loan solution across lender panels.
• Financial Calculators Online calculators including home loans & mortgage calculators, personal finance calculators, savings calculators, and income tax calculators to help clients manage their finances.
• Step-by-Step Financial Planning Guide Comprehensive guide empowering clients to navigate personal finance complexities with practical steps, tips, worksheets and planners.

Quantifiable outcome

• Comprehensive financial advice covering all aspects from retirement planning to estate planning

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Charter Financial Planning LimitedcoreStrategic or Co-development PartnerCharter Financial Planning Limited is the licensee that authorises Green Associates to operate as an authorised representative. Green Associates operates as a Charter Financial Planning practice and is one of a select few practices awarded Certified Quality Advice Practice status by Charter Financial Planning. This partnership enables Green Associates to provide financial services under Australian Financial Services Licence and Australian Credit Licence No. 234665.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Morgans Financial: Morgans is an Australian full-service wealth management and stockbroking firm offering financial planning, investment advice and portfolio management. Overlaps with Green Associates on investment advisory and wealth management, but adds trading and corporate advisory capabilities.
• JBWere: JBWere is a leading Australian private wealth manager (part of NAB/Mlc) providing investment advice, superannuation, retirement and estate planning to HNW individuals and families. Comparable at the customer and high-end advisory level to Green Associates, but significantly larger and focused on ultra-HNW clients.
• Perpetual Private: Perpetual Private offers comprehensive wealth management, financial planning and estate services to HNW Australian clients. Comparable to Green Associates on wealth and retirement advisory, but with substantially greater AUM scale and broader institutional capabilities.
• Ord Minnett: Ord Minnett is a long-established Australian private wealth and stockbroking firm providing investment advisory, portfolio management and superannuation services to HNW clients. Comparable advisory mandate and customer segment to Green Associates' wealth management offering.
• AMP Financial Planning: AMP Financial Planning is the largest Australian financial advice network, offering superannuation, investment and retirement advice through a broad adviser footprint. Overlaps with Green Associates' core services but at vastly greater scale, with a wider product portfolio and stronger brand recognition.
• Insignia Financial (formerly IOOF): Insignia is a major Australian wealth management group encompassing financial advice, superannuation, platform and asset management businesses. Directly comparable at the customer and service-line level to Green Associates, but operates at far greater scale across multiple licensee brands (Shadforth, Lonsdale, Bridges).

Direct peers

• Shadforth Financial Group: Shadforth is an Australia-wide financial advice practice (now part of Insignia) offering superannuation, investment, retirement and aged-care advice to individuals and business owners — closely comparable to Green Associates in service mix, customer segment, and fee-for-service plus commission revenue model.
• RI Advice Group: RI Advice is an AMP-aligned Australian financial advice dealer group whose authorised representative practices offer holistic financial planning, lending and wealth services under a shared AFSL — structurally analogous to Green Associates' Charter Financial Planning network model, with comparable fee/commission revenue mixes and mid-market HNW client focus.
• Count Financial: Count is an Australian financial advice and accounting network whose member firms provide integrated financial planning, lending and wealth services under a licensed model. Directly comparable to Green Associates in advisory scope and licensee-network distribution.
• Hillross Financial Services: Hillross is a long-established AMP-aligned financial planning network whose member practices offer comprehensive advice across superannuation, investments, retirement and lending — a very similar mid-market Australian financial planning value proposition to Green Associates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/greenassociatesFP
• LinkedInlinkedin.com/company/green-associates
• Instagraminstagram.com/greenassociates.au

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Green Associates