Finura Group

What Finura Group does

Finura Group is a Melbourne-headquartered, privately held Australian wealth technology consulting and software company founded in 2020 by Peter Worn and Aron Satchell, both former senior leaders of Enzumo (acquired by ASX-listed Centrepoint Alliance in 2020). The firm operates a dual-entity structure: Finura Services Pty Ltd delivers technology consulting under an outsourced 'Wealth CTO' model and an 8-step technology roadmap framework, while Finura Digital Pty Ltd houses the SaaS product portfolio — chiefly Advice Designer (cloud-based SOA automation launched in early 2025, approved by several major AFSLs and used to produce 1,000+ advice documents), the subscription-based Advice Library (120+ advice strategies, templates, and client education flyers), and the forthcoming Review Designer (scheduled for early 2026). Additional assets include the Tech Health Check and AI Health Check benchmarking surveys (n=279+ responses) and the WealthTech Insider podcast (68+ episodes).

The business serves Australian financial advisers and advice businesses, ranging from boutique IFAs to large national advice firms and ASX-listed financial services businesses, with secondary engagement with licensees/dealer groups and superannuation funds. Revenue mechanics are split between project-based professional services (consulting, outsourced CTO engagements booked via Calendly) and recurring SaaS subscriptions (Advice Library at $40-$90 per authorised representative per month; Advice Designer pricing undisclosed). Distribution is domestic-only and combines direct consulting sales, self-serve SaaS on finuragroup.com and advicedesigner.com, and content-led demand generation through the podcast, Peter Worn's 'Code & Capital' newsletter, joint webinars, and industry events (IRESS WealthTech Summit, Professional Planner Advice Practitioner Summit).

In November 2025, ASX-listed HUB24 Limited took a strategic equity stake in Finura Digital to accelerate Advice Designer development and pursue larger national advice firms, with HUB24's Innovation Lab collaborating on adviser productivity solutions. As part of this transaction, the advisory business was ring-fenced into Finura Services, which remains 100% owned by Finura Group's directors and staff, preserving advisory independence. The firm also operates a 2021 joint venture with Vokke for custom technology development.

Name

Finura Group

Legal name

Finura Digital Pty Ltd

Website

https://finuragroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Finura Group is a Melbourne-based Australian wealth technology firm offering technology consulting (Wealth CTO, 8-step roadmap) and SaaS products (Advice Designer, Advice Library) to financial advisers, advice businesses, licensees, and super funds across Australia.

Ownership category

akta.pro rank

Product category

Wealth Management Technology

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Services-Management Consulting Services (8742)

akta.pro primary industry

Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

akta.pro secondary industries

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Financial Planning–Led RIAs (FSAAACAB), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

Keywords

• Wealth management technology
• Financial advice software
• Advice document automation
• Wealth tech consulting
• XPLAN integration services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D

Revenue model

1. Technology Consulting Services: Finura provides end-to-end wealth tech consulting including technology roadmaps, CRM customisation, integrations, AI enablement, and an outsourced Wealth CTO service. Engagement is direct and project-based, with clients ranging from boutique IFAs to ASX-listed financial services businesses.
2. Advice Library Subscription: Monthly subscription SaaS product providing advice strategy content, client education flyers, SOA/ROA templates, and insurance product text. Priced per authorised representative with tiered volume discounts.
3. Advice Designer SaaS: Cloud-based advice document automation platform. Finura Digital Pty Ltd operates Advice Designer as a SaaS subscription. The platform reduces SOA creation time significantly and is approved by several major AFSLs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Finura Group provides wealth technology consulting and SaaS products to Australian financial advisers and advice businesses. Its core offerings include the Advice Designer cloud SaaS for automating Statement of Advice (SOA) creation, the Advice Library subscription of pre-built advice strategies and templates, an outsourced Wealth CTO service, and project-based technology consulting covering roadmaps, CRM customisation, AI enablement, and integrations with practice management systems such as XPLAN.

Product overview

Finura Group operates as a dual-entity structure consisting of Finura Digital (which secured strategic investment from HUB24 in November 2025) and Finura Services. The core product portfolio centers on Advice Designer, a cloud-based SaaS platform for advice document automation, complemented by the forthcoming Review Designer for client reviews. Beyond software products, the company offers a subscription-based Advice Library with pre-built advice strategies and templates, assessment tools including Tech Health Check and AI Health Check surveys, the WealthTech Insider podcast for industry content, and technology consulting services under a Wealth CTO model. The portfolio positions Finura as a full-suite wealth technology partner offering both software products and consulting services.

Differentiator

Problem solved

Functional benefit

Brands

• Advice Designer: A cloud-based SaaS platform for Australian financial advisers to automate advice production processes, create advice documents, and digital client presentations. Integrates with XPLAN and other practice management systems.
• WealthTech Insider Podcast
• Tech Health Check
• AI Health Check Survey
• Wealth CTO

Products and services

• Advice Designer Cloud-based SaaS platform that helps Australian financial advisers automate their advice production processes, including Statement of Advice (SOA) creation and digital client presentations. Integrates with IRESS XPLAN and other practice management systems. Reduces typical SOA creation time to under two hours, with 43% completed in under 60 minutes. Approved by several major Australian Financial Services Licence (AFSL) holders.
• Advice Library Monthly subscription service providing 120+ advice strategies across 10 practice areas, 50+ client education flyers, SOA and ROA templates, and insurance product text for Australian financial advisers. Priced per authorised representative with tiered volume discounts (first 10 ARs at $90/month + GST; 11–50 at $50/AR/month; 51+ at $40/AR/month).
• Wealth CTO Outsourced Chief Technology Officer service providing technology strategy, project management of change, tech partner management, and ongoing support for wealth management businesses. Delivered as a retainer engagement by Finura's senior practitioners.
• Consulting Framework Project-based technology consulting services covering an 8-step technology roadmap process, CRM customisation, financial advice delivery transformation, AI enablement, and digital client experience design for Australian financial advice businesses.

Quantifiable outcome

• Reduces typical SOA creation time to under 2 hours, with 43% completed in under 60 minutes
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Tangelo Advice ConsultingminorStrategic or Co-development Partner · 9 April 2026Finura Group and Tangelo Advice Consulting co-hosted a joint webinar on 9 April 2026 exploring AI adoption in financial advice businesses. The two firms have also submitted joint recommendations to the Quality of Advice Review alongside Encore Advisory, combining compliance, technology, and practice management perspectives.
• VokkecoreStrategic or Co-development Partner · 1 January 2021Vokke (co-founded by Adrian Grayson-Widarsito and Jon Wellman) entered a joint venture with Finura in 2021 to develop custom technology solutions for the wealth management industry. Jon Wellman serves as Software Development Partner at Finura, responsible for executing and developing Finura's software services strategy.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Enzumo (Centrepoint Alliance): The XPLAN consulting business where Finura's founders previously worked, now part of Centrepoint Alliance. Closest historical and operational peer — both firms were built on the same Enzumo DNA.
• Midwinter Financial Services: Australian financial planning software platform (Midwinter/Advicepoint) serving financial advisers with practice management, SOA, and advice-production tools. Directly competes with Advice Designer in the Australian advice-tech stack.
• Class Limited: ASX-listed Australian provider of accounting, SMSF, and advice software used by financial advisers and accounting practices. Overlaps with Finura on SOA generation and advice production tooling.
• AdviceOS: Australian advice and practice management software for financial advisers and accountants, with SOA/ROA document automation. Competes head-to-head with Advice Designer for adviser wallet share.
• Smarter Tech: Australian wealth-tech consulting and managed-services firm supporting financial advisers with technology strategy, CRM, and integrations. Closest consulting-services peer to Finura Services.
• Implemented By Design: Australian advice-tech consultancy specialising in XPLAN, AdviserLogic, and practice management implementations — directly comparable to Finura's consulting framework.

Broad incumbents

• Netwealth: ASX-listed Australian wealth platform competing with HUB24. Comparable as a broad incumbent in the advice-technology ecosystem Finura serves.
• HUB24: ASX-listed wealth-management platform and now a strategic equity investor in Finura Digital. Broader platform incumbent that both partners with and competes around the adviser productivity layer.
• IRESS (XPLAN): Dominant Australian practice management system (XPLAN) used by most large advice groups. Finura's Advice Designer integrates with XPLAN; IRESS is both partner infrastructure and a competitor to Finura's broader advice-production workflow.

Regional players

• Intelliflo (Invesco): UK-headquartered practice management and advice-production platform with growing Australian presence. Comparable SOA/advice-document automation capability to Advice Designer, primarily a regional/UK peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/finuragroup
• YouTubeyoutube.com/@finuragroup
• Facebookfacebook.com/finuragroup
• LinkedInlinkedin.com/company/finura-group
• Instagraminstagram.com/finuragroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 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 Finura Group