Mentor Financial Services

What Mentor Financial Services does

Mentor Financial Services is an independent Australian financial advisory firm established in 2005 and headquartered in Willetton, Perth (Western Australia). It provides personalised, fee-based financial planning across five integrated service lines: superannuation and retirement planning, risk management and personal protection, wealth accumulation and investments, debt and cashflow strategies, and estate and generational planning. The firm serves individual Australians — pre-retirees, retirees, working professionals, and families — as well as family units navigating complex intergenerational wealth transfer, with hundreds of clients in Western Australia.

The firm operates as a Corporate Authorised Representative (ARN 1264033) under the Australian Financial Services Licence 552265 held by Mentor Financial Services (WA) Pty Ltd, and trades through multiple operating trusts (Flowers Mentor Trust, Eddy Mentor Trust, TST Mentor Trust and ARK Mentor Trust). It has no proprietary technology platform: investment selection relies on third-party research houses for screening and rating, and the firm explicitly disclaims product-provider ownership to preserve its independent-advice positioning. The technical stack is therefore a traditional human-adviser workflow plus licensed research inputs rather than a software platform.

The business model is a sales-led, consultative professional services practice. Services are delivered via direct adviser-client relationships through phone, email, and in-person consultations at the Willetton office; pricing is not publicly disclosed and is quote-based, billed annually. Revenue derives from initial advice fees and ongoing service fees typical of Australian holistic financial planning. The team is three people — Rhys MacDonald (Principal Financial Planner since January 2017), Bea Benitez (Associate), and Annette Brown (Client Services Officer) — making revenue highly dependent on a single principal adviser. Marketing is limited to website content, blog articles, and local community engagement in Willetton; no paid acquisition, digital channels, or partnerships are in evidence.

Name

Mentor Financial Services

Legal name

Mentor Financial Services (WA) Pty Ltd

Website

https://mentorfinancial.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Mentor Financial Services is an independent, Willetton-based Australian financial advisory firm (est. 2005) delivering fee-based superannuation, risk, wealth-accumulation, debt, and estate planning to hundreds of individual clients and families across Western Australia.

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 industries

Financial Coaching & Budgeting Advisory (FSAEAAAH), Financial Hardship & Forbearance Assistance (FSAEAFAJ)

Keywords

• Financial planning services
• Retirement planning advice
• Wealth management advisory
• Superannuation consulting
• Estate planning services

Headquarters

HQ city

Perth

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. Financial Advisory Services: Fee-based financial planning and wealth advisory services for individual clients. Provides advice on superannuation, retirement planning, risk management, wealth accumulation, debt strategies, and estate planning.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Mentor Financial Services is an independent financial advisory firm delivering personalized financial planning and wealth solutions to individual Australians and families. The firm offers five core advisory services — superannuation and retirement planning, risk management and personal protection, wealth accumulation and investments, debt and cashflow strategies, and estate and generational planning — through direct adviser-client relationships.

Product overview

Mentor Financial Services is an independent financial advisory firm established in 2005, operating as a Corporate Authorised Representative (ARN 1264033) under Australian Financial Services License 552265. The company offers a unified suite of five integrated financial planning services delivered by human advisers. The core portfolio consists of: Superannuation and Retirement Planning (tax-advantaged retirement savings optimization), Risk Management and Personal Protection (income and asset protection against unforeseen events), Wealth Accumulation and Investments (custom portfolio construction using institutional-grade research), Debt and Cashflow Strategies (debt reduction and cashflow optimization), and Estate and Generational Planning (will preparation and intergenerational wealth transfer). All services are provided independently without product provider ownership, enabling access to any solution across the market. The company serves clients from short-term goal planning through to long-term retirement and estate planning needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Superannuation and Retirement Planning Advisory service focused on maximizing superannuation savings and planning retirement income. Covers superannuation fund suitability assessment, retirement savings targets, fee optimization, and risk profiling for growth versus security balance. Targeted at pre-retirees, retirees, and working professionals seeking to optimize retirement outcomes.
• Risk Management and Personal Protection Financial protection planning addressing income loss from sickness or accident, serious illness or accident coverage, and contingency planning for market crashes or legal issues. Includes stress-testing advice against unforeseen circumstances. Targeted at individuals and families seeking to protect income and assets against unforeseen events.
• Wealth Accumulation and Investments Custom investment portfolio construction service. Analyzes goals, timeframes, return requirements, income needs, tax position, entity structures, and risk tolerance to build tailored portfolios using third-party research-screened and rated investments. Targeted at individuals and families with uncommitted capital seeking to grow wealth.
• Debt and Cashflow Strategies Debt management and cashflow advisory service covering mortgage payoff acceleration, money management improvement, and goal-achieving pathways. The firm provides advice on existing debts but does not have licensing for loan origination. Targeted at individuals managing debt balances and seeking improved cashflow outcomes.
• Estate and Generational Planning Will and estate planning service ensuring assets transfer to intended beneficiaries with correct ownership and control proportions, minimizing tax on income and capital gains, protecting assets from beneficiary legal difficulties, and providing for children with complex needs. Targeted at families and individuals with intergenerational wealth transfer and succession planning needs.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• AMP Advice: Australia's largest vertically integrated wealth manager; overlapping service categories include superannuation advice, retirement, and investment. Represents the institutional model that independent practices like Mentor differentiate against, though it is significantly larger and more diversified.
• Count Financial: Larger Australian accounting and financial advisory network providing financial planning through member firms. A broader incumbent with overlapping financial advisory services aimed at Australian individuals and families, but operating at significantly greater scale.
• Australian Unity Personal Financial Advice: The financial advice arm of Australian Unity, a large mutual providing banking, wealth, and advice services. Overlaps Mentor's holistic financial planning scope but operates as part of a much larger diversified portfolio and is institutionally owned.
• RI Advice Group: Australian advice licensee group supporting a network of financial advisers. Provides licensing and compliance infrastructure across superannuation, retirement, and wealth advice to individuals — overlapping with Mentor's services, though at much greater scale through its advice network.

Direct peers

• Shadforth Financial Group: Australian independent financial advisory firm offering holistic wealth advice across superannuation, retirement, investment, and estate planning. Directly comparable independent, fee-for-service model serving individual Australians, with similar multi-service suite and adviser-led delivery.
• Bridges Financial Services: Australian financial planning group providing personalized advice on superannuation, investment, retirement, and wealth protection to individuals and families. Comparable in being a mid-sized advice practice targeting the same individual Australian segment with a holistic service offering.
• Hewison Private Wealth: Australian private wealth advisory firm providing investment and retirement planning advice to individual clients and families. Directly comparable boutique-advisory model focused on personalized financial planning across the same lifecycle stages as Mentor.
• Fortnum Private Wealth: Privately-owned Australian wealth advisory firm offering financial planning, superannuation, and investment advice to individuals. Comparable independent ownership structure and target client base of Australian households seeking personalized advice.

Emerging players

• Yellow Brick Road Wealth Management: Australian wealth management and advisory firm offering financial advice, lending, and wealth solutions to individuals and small businesses. Comparable in providing integrated personal financial advice with some cross-sell into lending/credit services — overlaps with Mentor's debt-and-cashflow service line.
• Raiz Invest: Australian micro-investing and robo-advisor platform offering automated portfolio construction and superannuation switching to retail consumers. Represents the digital advisory alternative targeting price-sensitive Australian investors — adjacent rather than directly competing, but a clear source of competitive pressure on traditional advisers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/mentor-financial-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Mentor Financial Services