What Aged Care Steps does

Aged Care Steps Pty Ltd is an Australian B2B platform provider that supports financial advisers in delivering aged care financial advice. Founded in 2012 and headquartered in Sydney, the company operates under Australian Financial Services Licence (AFSL) 486723 and is the exclusive provider of the educational program for the Financial Advice Association Australia (FAAA) Aged Care Specialist designation. Its core product suite centres on a web-based subscription platform comprising the Business Toolkit™ (a resource portal with calculators, marketing collateral, brochures, and client communication templates), the Advice Generator™ (a modelling tool that allows advisers to compare up to five aged care strategies and generate Statement of Advice documents), and the Accredited Aged Care Professional™ training program. Additional services include paraplanning, AFSL support, workshops and CPD training, and a Find an Adviser directory that connects consumers with accredited advisers.

The company generates revenue primarily through membership subscriptions billed annually, with pricing not publicly disclosed (quote-based). Go-to-market is sales-led with a self-serve component via the website's book-a-demonstration tool, supplemented by channel partnerships with financial advice licensees and dealer groups, and event-driven demand generation through webinars, CPD sessions, and the annual ACS Aged Care Adviser of the Year Awards. The customer base comprises Australian financial advisers and financial planning businesses ranging from solo practitioners to mid-market advice practices, with case study evidence showing members attributing 30% to over 50% of new business to their Aged Care Steps membership. The company maintains an active thought leadership presence through white papers, regulatory advocacy, and content marketing targeting the aged care financial advice niche.

Name

Aged Care Steps

Legal name

Aged Care Steps Pty Ltd

Website

https://agedcaresteps.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Aged Care Steps is an Australian B2B subscription platform that provides financial advisers with tools, training, and accreditation (including the FAAA Aged Care Specialist designation) to deliver specialist aged care financial advice under AFSL 486723.

Ownership category

akta.pro rank

Product category

Financial Adviser Software

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

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

akta.pro primary industry

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

akta.pro secondary industries

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Aged care financial advice
• Financial adviser training
• Paraplanning services
• Aged care advice software
• Financial services licensing

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Membership Subscriptions: Aged Care Steps generates revenue primarily through membership subscriptions. Advisers and financial planning businesses subscribe to access the Business Toolkit, Advice Generator, accreditation program, technical support, and marketing resources. Membership tiers are offered (Essentials membership mentioned).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Aged Care Steps provides Australian financial advisers with a subscription-based software platform, training program, and technical support for delivering aged care financial advice. Core offerings include the Business Toolkit™ (marketing and calculation portal), the Advice Generator™ (aged care strategy modeling tool), and the Accredited Aged Care Professional™ training program that qualifies advisers for the FAAA Aged Care Specialist designation. The company also delivers paraplanning services and AFSL support, and operates under AFSL 486723.

Product overview

Aged Care Steps is a B2B platform provider offering financial advisers a suite of integrated tools and services for aged care advice. The core products include the Business Toolkit™ (marketing and calculation platform) and Advice Generator™ (strategy modeling and comparison tool), both accessible through membership subscriptions. The company also provides training through the Accredited Aged Care Professional™ program, paraplanning services, and AFSL support. Additional offerings include workshops, CPD training, and a Find an Adviser referral service. The platform operates under AFSL 486723 and partners with FAAA for specialist designation certification.

Differentiator

Problem solved

Functional benefit

Brands

• Business Toolkit™: Online resource portal providing calculators, brochures, client emails, social media posts and marketing materials for financial advisers offering aged care advice.
• Advice Generator™
• Accredited Aged Care Professional™
• Aged Care Personal Advice™

Products and services

• Business Toolkit™ A comprehensive one-stop-shop web portal that provides financial advisers with calculators, brochures, client emails, social media posts, fact sheets, and marketing materials for aged care advice. Designed for advisers and financial planning businesses that need ready-made tools to promote and deliver aged care services efficiently.
• Advice Generator™ Web-based modelling and comparison tool that allows financial advisers to input client data and compare up to five aged care strategies simultaneously, generating template Statement of Advice (SoA) wording for the recommended course of action. Built for advisers producing compliant SoA documents for aged care clients.
• Accredited Aged Care Professional™ Program Gold-standard accreditation program for financial advisers covering the technical rules and practical implementation of aged care advice. Completion qualifies advisers for the FAAA Aged Care Specialist designation and includes ongoing technical feedback on SoAs and strategy queries. Designed for Australian financial advisers seeking formal aged care specialisation.
• Paraplanning Services Outsourced paraplanning service that produces detailed, high-quality Statements of Advice (SoAs) for aged care strategies on behalf of financial advisers. Targeted at advisers who lack confidence or authorization to deliver aged care advice independently.
• Find an Adviser Online directory service connecting older Australians and their families with financial advisers who have completed the Aged Care Steps accreditation program and are currently listed on the ASIC Financial Adviser Register. Used by consumers seeking accredited aged care advice and by advisers to receive consumer referrals.
• Aged Care Personal Advice™ Personal aged care advice service delivered by Aged Care Steps experts to assist clients or advisers who need urgent guidance or are not yet authorised to provide aged care advice independently. Used in complex scenarios where real-time expert input is required.
• Workshops and CPD Continuing professional development workshops and educational programs covering aged care financial advice, designed to help Australian financial advisers maintain and update their knowledge and meet CPD requirements.
• AFSL Support Compliance and regulatory support services for Australian Financial Services Licensees (AFSL holders) seeking to authorise or expand aged care advice within their network. Delivered under AFSL 486723.

Quantifiable outcome

• Over 30% of new business attributed to aged care advice for some adviser members (Kerrie-Lee Lord/PSK Advisory)
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Financial Advice Association Australia (FAAA)coreStrategic or Co-development PartnerAged Care Steps is the exclusive provider of the educational program for the FAAA Aged Care Specialist designation. The company partnered with FAAA to deliver the accreditation pathway that qualifies advisers for the FAAA Aged Care Specialist designation. This is a significant strategic partnership as the designation has been formally recommended by the Independent Review of Residential Aged Care Accommodation Pricing as the benchmark for specialist aged care advice capability.
• ASIC Financial Adviser Register (FAR)coreOthersAdvisers accredited through Aged Care Steps' program are listed on the ASIC Financial Adviser Register (FAR), demonstrating their compliance with regulatory requirements and providing consumer confidence in the quality of advice.
• Aged Care Personal AdviceminorGTM or Marketing PartnerAged Care Personal Advice is listed on the Aged Care Steps Find an Adviser directory. They provide aged care personal advice services and appear to be a referral partner connecting consumers with advice services.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• HelloCare: Australian aged care news and information portal covering aged care policy, providers, and reform. Comparable as an adjacent ecosystem participant in Australian aged care content and information, with overlapping subject matter.
• Capdesk: Australian platform providing financial advisers with research, investment, and practice management tools. Comparable as a B2B tooling platform for Australian financial advisers, though broader and not aged-care focused.

Direct peers

• CarePage: Australian aged care platform providing advice, comparison and information tools. Comparable to Aged Care Steps in the Australian aged care advice space, though more consumer-facing.
• Aged Care Online: Australian aged care directory and information resource for families and providers. Comparable in the Australian aged care advice and information space, with overlap on the consumer-facing side of Aged Care Steps' Find an Adviser directory.
• Midwinter Financial Services: Australian financial adviser software platform providing planning, advice, and practice management tools. Comparable to Aged Care Steps as a B2B technology vendor serving Australian financial advisers, although not aged care specific.
• Aged Care Decisions: Australian aged care placement and advice platform helping families navigate aged care options. Comparable to Aged Care Steps in the Australian aged care advice vertical, though positioned more toward consumers/families rather than financial advisers.
• Compare Age Care: Australian aged care comparison and information service. Comparable in the Australian aged care advice vertical where Aged Care Steps also operates, though more focused on family/consumer guidance.

Broad incumbents

• Consultum Financial Advisers: Australian financial advice licensee and dealer group. Comparable as part of the broader Australian financial advice ecosystem in which Aged Care Steps' members operate, though it is a competitor advice business rather than a tooling vendor.
• Iress: Large Australian-listed financial services technology vendor (Xplan, Mortgage Choice) serving advisers and wealth managers. Comparable as an incumbent technology platform supporting financial advisers across Australia, with broader scope than ACS's aged care specialization.
• Class Limited (now part of IRESS): Australian SaaS provider of self-managed super fund (SMSF) accounting and advice software for advisers. Comparable as a subscription-based B2B platform serving Australian financial advisers with workflow and compliance tooling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Agedcaresteps
• LinkedInlinkedin.com/company/aged-care-steps

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Aged Care Steps