moneyGPS

What moneyGPS does

moneyGPS is an Australian fintech SaaS company founded in 2021 and headquartered in Melbourne, offering affordable, compliant digital financial advice to everyday Australian consumers — including first-home buyers, pre-retirees, and individuals seeking to manage debt or build wealth. The platform is operated by Fiduciary Financial Services Pty Ltd under the Fiduciary Financial Group Pty Ltd corporate umbrella and conducts business under Australian Financial Services Licence (AFSL) 247344, which provides the regulatory framework required to deliver digital personal advice in Australia. MoneyGPS distributes primarily through a B2B2C referral-code model across accountants, financial advisers, employers, superannuation funds, institutions, accounting practices, and retail groups, with direct GPS Coach outreach as a secondary acquisition path.

The product surface consists of free Money Check-Up and Retirement Check-Up reports (the latter valued at A$285), a peer-benchmarked Financial Wellness Score, personalised compliant digital Statements of Advice (SoAs) priced at A$55-A$198 per topic across super, retirement, investment, insurance, and related areas, a premium subscription offering 25%-50% SoA discounts, and paid GPS Coaching sessions delivered by salaried finance professionals (commonly former advisers and CFPs). Underlying technology is an algorithm-driven calculation engine that produces 10-14 page SoA documents, with all outputs reviewed by compliance, legal, and financial advisory specialists. The platform is delivered as a responsive web application hosted on AWS infrastructure within Australia, with AES-256 encryption and 24/7 monitoring by an AWS-approved partner.

Revenue is generated through four streams: free reports used as customer acquisition (freemium), transactional SoA purchases, recurring premium subscriptions for SoA discounts, and paid GPS Coaching beyond a complimentary initial 45-minute session. Operating exclusively in Australia and holding a parent-issued AFSL, the company relies on the partner referral channel as its primary growth mechanism, supplemented by content marketing, webinars, LinkedIn presence, and direct GPS Coach engagement. Strategic partners include Hamilton Locke for estate planning and AWS for cloud services; charitable affiliations include Professionals 4 Change and Royal Children's Hospital Foundation.

Name

moneyGPS

Legal name

Fiduciary Financial Services Pty Ltd

Website

https://moneygps.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

moneyGPS is an Australian fintech SaaS offering affordable, compliant digital financial advice via a web-based platform with algorithm-driven Statements of Advice and human coaching, distributed through accountant, financial adviser, and employer partner channels to everyday Australian consumers.

Ownership category

akta.pro rank

Product category

Digital Financial Advice Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital/Robo Financial Planning (FSAEAAAK)

akta.pro secondary industries

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Budgeting & Cash-Flow Management (FSAGADAA)

Keywords

• Digital financial advice
• Financial wellness platform
• Personal financial planning
• Retirement planning software
• Statement of advice generation

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Free Financial Reports (Freemium): Complimentary Money Check-Up and Retirement Check-Up reports available at no cost, driving user acquisition and platform engagement. Users receive these free reports upon completing the digital fact-find survey.
2. Statement of Advice (SoA) Sales: One-time purchase of single-topic digital Statements of Advice priced between $55-$198 including GST. Topics cover super, retirement, insurance, and investment areas. This is the primary transaction-based revenue stream.
3. Premium Subscription: Monthly or annual paid subscriptions offering 25%-50% discounts on SoA fees plus access to additional benefits. Designed for ongoing users who need multiple advice topics over time.
4. GPS Coaching Sessions: Additional paid coaching sessions with GPS Coaches available for purchase beyond the complimentary initial 45-minute consultation. Both 30-minute and 45-minute appointment options are offered.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

moneyGPS operates a SaaS digital financial advice platform that combines algorithm-driven insights with human GPS Coach support to deliver compliant, affordable personal financial advice to everyday Australians. Users complete a digital fact-find survey to access free Money Check-up and Retirement Check-up reports, then purchase topic-specific digital Statements of Advice (SoAs) priced from $55-$198 and optional paid coaching sessions, with partner-based referral distribution through accountants, advisers, employers, and super funds.

Product overview

moneyGPS is a digital financial wellness platform that operates as a freemium model combining a web-based platform with human coaching. The core offering includes the Money Check-up Report (free entry point providing financial health assessment and Financial Wellness Score) and the Retirement Check-up Report (free retirement position analysis). Paid products include Statements of Advice (SoAs) covering super and non-super topics, priced $55-$198 per topic. GPS Coaching provides hybrid human support, with an initial complimentary 45-minute session. Users can subscribe to paid monthly or annual plans for 25-50% discounts on SoA fees. The platform is accessible through a responsive web application and via partner referral codes from accountants, advisers, or employers.

Differentiator

Problem solved

Functional benefit

Products and services

• Money Check-up Report

Quantifiable outcome

• Users can retire $327,000 wealthier on average (based on user data as at 19/02/2025)
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Fiduciary Financial Group Pty LtdcoreOthersmoneyGPS is owned by Fiduciary Financial Group Pty Ltd, an Australian fintech company. Fiduciary specialises in developing technology to offer affordable and compliant personal digital advice and SMSF services. The parent company provides the AFSL framework (AFSL: 247344) under which moneyGPS operates.
• Hamilton LockeminorStrategic or Co-development PartnermoneyGPS partners with Hamilton Locke to provide dedicated estate planning services for more complex situations beyond standard online Will solutions. Hamilton Locke advisers are available for meetings through the moneyGPS platform for tailored estate planning recommended based on user assessment answers.
• Professionals 4 ChangeminorOthersProfessionals 4 Change (P4C) is a Grant Organisation providing education to children in third world countries including Zambia, Papua New Guinea, Sierra Leone and Fiji. It is a collective effort of advice professionals who take part to provide educational opportunities to children without access to education.
• Royal Children's Hospital FoundationminorOthersThe RCH Foundation supports four key areas at the Royal Children's Hospital: enabling access to life-saving equipment and technology, supporting ground-breaking research, developing medical minds through leadership and training, and supporting patient and family-centred care.
• AWS (Amazon Web Services)coreTechnology or IntegrationAll data is stored with Amazon Web Services (AWS) Cloud Security within Australia. The database has Advanced Encryption Standard 256 encryption. The database and app are monitored 24/7 by an AWS-approved partner, providing the core cloud infrastructure for moneyGPS operations.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wealthsimple: Canada's leading digital wealth platform offering robo-advice, trading, and crypto. Comparable as a benchmark for the digital-first, low-cost wealth management category moneyGPS operates in.
• Betterment: US-based pioneer robo-advisor offering automated goal-based investing and cash management. Comparable as a category-defining digital advice model targeting retail investors at lower cost than traditional advisers.

Direct peers

• Stockspot: Australia's largest dedicated robo-advisor, offering algorithm-driven ETF portfolio management for retail Australians. Directly comparable as a low-cost digital investment/advice alternative to traditional advisers.
• Raiz Invest: ASX-listed Australian micro-investing and retirement app targeting younger retail Australians. Comparable consumer-facing digital wealth platform, though oriented around micro-savings rather than full advice.
• Grow Super: Australian digital superannuation fund with low-fee, app-based retirement product. Comparable as a tech-first challenger to traditional super and advice channels targeting everyday Australians.
• Moneysoft: Australian personal financial management and cash-flow analytics tool used by advisers and consumers. Comparable as a digital PFM/advisory input layer in the Australian wealth ecosystem.
• Six Park: Australian robo-advisor providing automated, goals-based ETF portfolio management with hybrid human advice access. Comparable hybrid digital-plus-human model targeting mass-affluent Australians.
• QuietGrowth: Australian automated investment/robo-advisor providing diversified portfolio management with low fees. Comparable digital-only wealth management offering for retail clients.
• Spaceship: Australian digital super and investment platform offering low-cost funds with app-first experience. Comparable as a tech-enabled, affordable alternative to traditional super/advice products.

Others

• Smartsalary: Australian salary packaging and employee benefits platform, often distributed through employers. Comparable as a complementary employee-financial-wellness distribution channel and benefit-adjacent product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/yourmoneygps
• LinkedInlinkedin.com/company/money-gps

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 moneyGPS