Parker Financial

What Parker Financial does

Parker Financial is a privately held, self-licensed financial advisory and wealth management firm headquartered in Canberra, ACT, Australia, founded in 1992 by Ron Parker. The firm operates through Parker Wealth Management Pty Ltd, which holds Australian Financial Services Licence 519344, with Parker Financial Services Pty Ltd acting as its Corporate Authorised Representative. Parker Financial serves high-net-worth individuals, professionals, business owners, SMSF holders, and families across wealth accumulation, pre-retirement, and retirement lifestyle stages, with engagement structured around a 12-month Fixed Term Advice and Services Agreement.

The firm's core product is holistic, conflict-free financial advice covering investments, superannuation, SMSF strategy, tax planning, retirement income, estate planning, and personal risk insurance. Beyond pure advice, Parker Financial offers the Parker Financial Investment Series Separately Managed Accounts, operated in partnership with boutique asset consultant Evidentia Group and distributed via HUB24 and Macquarie Wrap platforms, with Ironbark Asset Management as responsible entity. A separate joint venture, MBS Parker Pty Ltd, extends the firm into risk insurance under MBS Advice Licence. The technology stack is composed entirely of third-party tools: Xplan (Iress) for financial planning, CRM and portfolio reporting; my prosperity for client portal; DocuSign for e-signature; and Microsoft cloud infrastructure, with offshore administration support from Aptium Assist (Vietnam) and 5Elk (Philippines).

Parker Financial generates revenue through a transparent, fixed-fee structure rather than product commissions: a one-time Statement of Advice Fee (minimum A$4,400) plus an ongoing annual Adviser Service Fee (minimum A$11,000, CPI-indexed), supplemented by one-time implementation fees and insurance commissions (up to 66% upfront, 22% ongoing). Investment commissions from listed investments are fully rebated to clients. The firm manages approximately A$1 billion in funds under management/advice, employs 11-50 staff across four owner-directors (Easterby, Farmer, Furler, Cooke), several additional financial advisers, and dedicated operations and client services personnel, and operates via a high-touch direct advisory distribution model with no intermediary channel.

Name

Parker Financial

Legal name

Parker Financial Services Pty Ltd

Website

https://parkerfinancial.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Parker Financial is a self-licensed, Canberra-based wealth management firm founded in 1992 that provides holistic financial advice, portfolio management via SMAs, SMSF and estate planning to high-net-worth individuals, professionals, and business owners across Australia, managing approximately A$1 billion in client assets.

Ownership category

akta.pro rank

Product category

Financial Advisory and Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)

akta.pro secondary industries

Family Office Advisory (Single/Multi-Family) (FSAEAAAI), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Financial advisory services
• Wealth management advice
• Retirement planning services
• Superannuation and SMSF advice
• Estate planning assistance

Headquarters

HQ city

Canberra

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Statement of Advice Fees: One-time fee covering meeting, advice determination, and production/presentation of Statement of Advice. Minimum $4,400 depending on scope and complexity.
2. Adviser Service Fees: Ongoing fixed or percentage-based fee for managing and reviewing financial plans. Minimum $11,000 per year, typically fixed and CPI-indexed. Covers strategic work, funds under management, services, and investment structure.
3. Implementation Fees: One-time fees for assisting with implementation of recommended financial products.
4. Insurance Commissions: Upfront commissions (0-66% of first year premium) and ongoing commissions (0-22% of annual premium) from product providers for risk insurance recommendations. Not rebated to clients unlike investment commissions.
5. Investment Commissions (Rebated): Placement/stamping fees from listed investments (hybrids, IPOs) are fully rebated to clients or credited against advice fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Parker Financial is a self-licensed financial advisory firm providing holistic wealth management to individuals, families, and business owners. Core services include wealth accumulation advice, pre-retirement and retirement lifestyle planning, superannuation and SMSF advisory, portfolio management through Separately Managed Accounts (SMAs), personal risk insurance, estate planning, and margin lending, delivered through a structured advice process from initial discovery to ongoing annual reviews.

Product overview

Parker Financial is a financial advisory firm operating as a unified service offering rather than a modular software platform. The core offering encompasses holistic financial advice across multiple service areas: wealth accumulation advisory, pre-retirement planning, retirement lifestyle management, superannuation and SMSF advice, portfolio management, wealth creation strategies, personal risk insurance, estate planning, and margin lending. The firm also offers Parker Financial Investment Series Separately Managed Accounts (SMAs) managed in partnership with Evidentia Group and available through HUB24 and Macquarie platforms. Client engagement is supported through Xplan financial planning software, my prosperity client portal, DocuSign for document signing, and Microsoft cloud infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Accumulators Advisory Financial advisory service for professionals in the wealth accumulation phase, offering tailored advice, tax-effective strategies, and investment planning to balance short-term goals with long-term ambitions including mortgages, investment properties, family trusts, portfolio growth, and superannuation maximisation.
• Pre-Retirement Planning Advisory service helping clients prepare financially for retirement, including superannuation maximisation, asset protection, retirement income strategy development, downsizing assessment, travel and family assistance planning, and remaining debt management.
• Retirement Lifestyle Advisory Retirement advisory focusing on capital preservation, reliable income generation, investment management, estate planning, aged care considerations, gifting strategy, and lifestyle continuity for retirees.
• Superannuation and SMSF Advice Strategic advice on superannuation funds and Self-Managed Superannuation Funds including contribution strategies, retirement savings accounts, SMSF establishment, borrowing arrangements, investment strategy within SMSFs, and compliance management.
• Portfolio Management Managed investments, securities, deposits, payment products, debentures, stocks and bonds portfolio management services delivered through Separately Managed Accounts on HUB24 and Macquarie Wrap platforms.
• Wealth Creation and Strategic Planning Strategic planning for wealth creation including interests in managed schemes and investor directed portfolio services, alongside tax, cash flow, and lifestyle planning tailored to client goals.
• Personal Risk Insurance Life investment and life risk products advice for personal financial protection, delivered via the MBS Parker Pty Ltd joint venture under MBS Advice Licence Pty Ltd (AFSL 536983).
• Estate Planning Assistance Assistance with estate planning matters including testamentary trusts, wealth transfer structures, and arrangements to ensure wealth is transferred according to client wishes.
• Margin Lending Standard margin lending facility for geared investment strategies, available through select authorised representatives.
• Parker Financial Investment Series (Separately Managed Accounts) SMA portfolios designed, built, implemented, and managed by Evidentia Group Pty Ltd (AFSL 511802), available on HUB24 Invest, HUB24 Super, Macquarie Wrap IDPS, and Macquarie Super & Pension platforms with Ironbark Asset Management as responsible entity (AFSL 298626). Provides professional investment management with direct asset ownership transparency for investors.

Quantifiable outcome

• $1 billion in funds under management
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Evidentia Group Pty LtdcoreTechnology or IntegrationBoutique asset consultant that designs, builds, implements and manages the Parker Financial Investment Series SMAs. Provides oversight and governance on portfolio management recommendations including asset allocation, investment selection, and portfolio rebalancing. Operates under AFSL 511802.
• HUB24 Custodial Services LtdcoreTechnology or IntegrationPlatform provider for Parker Financial SMA portfolios. HUB24 is responsible for implementing investment instructions from the portfolio manager on HUB24 Invest and HUB24 Super platforms. AFSL 239122.
• Macquarie Investment Management LtdcoreTechnology or IntegrationPlatform provider for Parker Financial SMA portfolios on Macquarie Wrap IDPS and Macquarie Super & Pension platforms. Responsible for implementing investment instructions from portfolio manager. AFSL 237492.
• Ironbark Asset Management (Fund Services) LimitedcoreTechnology or IntegrationResponsible entity for The Parker Financial Investment Series. Issues interests, PDS, and is responsible for operation and management of Parker Financial SMA portfolios on HUB24 platform. AFSL 298626.
• MBS Parker Pty LtdcoreStrategic or Co-development PartnerJoint venture between Parker Wealth Management and MBS Advice Licence for insurance services referrals. Corporate Authorised Representative of MBS Advice Licence Pty Ltd (AFSL 536983) providing personal and business risk insurance advice. Profit share arrangement exists between the joint venture parties.
• Xplan (Iress)coreTechnology or IntegrationFinancial planning software, CRM, portfolio reporting, and cloud file storage platform used for client management and advice delivery.
• MicrosoftcoreTechnology or IntegrationCloud file storage and business applications provider. Data centres used for storing client information.
• Aptium AssistminorImplementation/ SI/ Consulting PartnerVietnam-based administration and paraplanning services provider assisting local team. Bound by confidentiality arrangements and directly trained and managed by Parker Financial.
• 5ElkminorImplementation/ SI/ Consulting PartnerPhilippines-based administration services provider. Part of outsourcing policy for administrative support.
• Fourth LineminorImplementation/ SI/ Consulting PartnerAdvice compliance audit services provider ensuring regulatory compliance.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Count Limited: ASX-listed Australian financial advice and wealth management group providing accounting, advice, and wealth solutions to HNW individuals and SMEs, comparable in mid-market positioning.
• Shaw and Partners: Australian private wealth management and advisory firm offering investment advice, superannuation, and portfolio management to HNW clients; comparable in offering breadth and target market.
• Collins SBA: Australian independent private wealth management firm providing holistic financial planning, investment management, and SMSF advice to HNW individuals, mirroring Parker's owner-operated boutique model.
• Fortnum Private Wealth: Australian boutique wealth advisory network offering HNW and family advisory services with a self-licensed, conflict-free model closely comparable to Parker Financial's positioning and service mix.
• Morgans Financial: Australian full-service wealth advisory and stockbroking firm serving HNW clients with portfolio management, superannuation, and retirement advice across a national footprint.
• Sequoia Financial Group: ASX-listed Australian wealth advisory group aggregating multiple advice practices; comparable business model of acquiring and operating HNW-focused advisory firms, relevant for assessing Parker's potential roll-up trajectory.
• Hewison Private Wealth: Long-established Australian private wealth firm offering portfolio management, retirement, and estate planning advice to HNW clients with a fee-based model, comparable in scale and client segment to Parker Financial.
• Centric Capital: Australian boutique wealth management firm providing tailored financial advice and portfolio management to professionals and business owners, directly comparable to Parker's target segments.

Broad incumbents

• AMP Limited: Largest incumbent Australian wealth manager with broad platform, advice, and asset management operations; relevant as a competitive backdrop and benchmark for scale, but operates a far larger and product-integrated model.
• Insignia Financial: Major Australian wealth platform and advice business (formerly IOOF) operating advice networks (e.g., MLC, Hillross, Belong); competes for HNW clients but at significantly greater scale and with different distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/parkerfinau
• Facebookfacebook.com/parkerfinancialcanberra
• LinkedInlinkedin.com/company/parker-financial-canberra
• Instagraminstagram.com/parker_financial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

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 Parker Financial