Midsec financial advisors

What Midsec financial advisors does

Midsec Financial Advisors is an Adelaide-based, privately held financial advisory firm established in May 2012 by David Middleton, Phillip Middleton, and Nick Loxton (Managing Principal) following their separation from Prescott Securities. Operating under AFSL No 524124 via Midsec Licencing Pty Ltd, the firm delivers three interconnected service lines - Financial Planning, Investment Advice, and Personal Insurance Advice - to over 1,100 clients with funds under advice in excess of $1.8 billion. The client base is concentrated in high-net-worth individuals, executives, business owners, professionals, SMSF holders, and clients navigating major life transitions across Adelaide and broader South Australia.

The firm operates a fee-for-service model with publicly disclosed pricing: initial planning fees of $1,150-$3,970 per Statement of Advice, implementation fees of $3,030, and ongoing annual fees comprising a $3,960 flat component plus 0.69% of funds under advice, capped at $23,976 per client per year. A 30% margin on placed insurance premiums provides an additional revenue stream. Service delivery combines direct face-to-face advisory through twelve to thirteen professional advisers with an indirect channel via joint venture arrangements with several Adelaide accounting firms. The investment proposition rests on the proprietary Midsec 10 Commandments process, which the firm reports has outperformed the major Fund Indices approximately two-thirds of the time since January 2000.

The technology footprint is modest: a Progressive Web App built on bespoke JABA CMSv7 supporting a secure client portal and a Knowledge Centre, with no disclosed AI/ML tooling, data products, or algorithmic decision-making. Marketing relies on a blog (News & Views), events and seminars, and accounting partner referrals rather than digital performance channels. The firm competes on transparency of fees, longevity of adviser-client relationships, team-based investment committee decisions, and a stated "uncommon sense" philosophy of disciplined, intelligible advice - positioning itself as arguably the largest non-bank advisory practice in Adelaide.

Name

Midsec financial advisors

Legal name

Midsec Pty Ltd

Website

https://midsec.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Midsec Financial Advisors is an Adelaide-based independent financial advisory firm providing fee-based financial planning, investment advice, and personal insurance to over 1,100 clients with $1.8 billion in funds under advice.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Financial planning services
• Investment advisory services
• Personal insurance advice
• Retirement planning services
• Wealth management advice

Headquarters

HQ city

Parkside

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Initial Planning Fees: Fees charged for preparing Statement of Advice and Investment Plans - $3,450 for standard plans, $1,150 for insurance-only plans, $3,970 for plans including insurance
2. Implementation Fees: Fees for implementing recommended strategies until Ongoing Fee commences - $3,030 for financial/investment planning
3. Ongoing Service Fees: Annual fees comprising flat fee of $3,960 plus 0.69% of funds under advice for investment advice, capped at $23,976 for larger portfolios
4. Insurance Commission: 30% margin on insurance premiums for policies placed through Midsec. Periodic insurance reviews undertaken at no additional cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Midsec Financial Advisors is an independent, fee-based financial advisory firm providing personalised financial planning, investment advice, and personal insurance advice to high-net-worth individuals, executives, professionals, business owners and retirees in Adelaide and broader South Australia. The firm manages in excess of $1.8 billion in funds under advice for 1,100+ clients through 12 professional advisers supported by 21+ dedicated staff, using a proprietary 20-year-track-record investment process and a transparent flat-fee-plus-percentage pricing model.

Product overview

Midsec Financial Advisors is a financial advisory firm offering three interconnected service lines: Financial Planning (foundational service covering investment, superannuation, SMSF, estate planning, tax minimization, and wealth strategies), Investment Advice (portfolio management using the Midsec Investment Process with a documented 20-year performance track record), and Personal Insurance Advice (risk assessment and coverage optimization). Clients typically engage across multiple services, with the financial planning service serving as the entry point and investment advice forming a core ongoing component of the advisory relationship.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive personalised financial planning service for individual clients that begins with discovery of the client's situation and objectives, preparation of a Statement of Advice, implementation of agreed strategies, and ongoing annual plan updates with regular reviews throughout the year. Coverage spans investment advice and portfolio management, estate planning, retirement planning, family trusts, growing wealth, superannuation strategies, direct investments, gearing strategies, income protection, portfolio reviews/administration, SMSF advice, personal risk insurance, tax minimisation and borrowing to invest.
• Investment Advice Investment advisory and portfolio management service for individual clients based on the proprietary Midsec 10 Commandments ("Midsec Investment Process"), which has a documented 20-year track record of outperforming the Conservative, Balanced and Growth Fund Indices approximately two-thirds of the time since January 2000. Delivered via a consensus-based investment committee structure.
• Personal Insurance Advice Personal insurance advisory service for individual clients and families, focused on ensuring clients have only as much personal insurance as needed and no less. Includes comprehensive needs analysis, policy implementation assistance, ongoing management, and periodic insurance reviews undertaken at no additional cost. Covers life, income protection, and personal risk insurance with revenue earned via a disclosed 30% margin on placed premiums.

Quantifiable outcome

• Successfully outperformed each of the Conservative Fund Index, the Balanced Fund Index, and the Growth Fund Index two-thirds of the time since January 2000
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Accounting Firm PartnerscoreChannel Partner/ Reseller/ DistributorMidsec has joint venture arrangements with several accounting firms to provide their uncommonly high quality, sensible financial advice to their clients. These partnerships bring invaluable benefits by giving accounting partners access to highly-respected financial and investment resources from Adelaide's largest non-bank advisory practice.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Midsec financial advisors