Partners in Planning

What Partners in Planning does

Partners in Planning is a privately held, fee-only Australian financial advisory firm founded in 2010, operating under parent A Partner in Planning (Aus) Pty Ltd which holds Australian Financial Services Licence 476202. The firm delivers personal financial advice across four core service pillars — Retirement & Super, Financial Planning, Insurance, and Investing — supplemented by specialised capabilities in Self-Managed Super Funds (SMSF) including Limited Recourse Borrowing Arrangements, business needs analysis with three business-insurance protection tiers (Asset, Revenue, Ownership Protection), and aged care planning. Distribution is delivered face-to-face across 7 Victorian offices (Carnegie, Cheltenham, East Brunswick, Mornington, Hamlyn Heights, Bayswater, and the Melbourne South office) plus an international office in Santa Monica, California serving Australians in LA and Silicon Valley.

The business operates under a strict 100% fee-only model: compensation is received solely from clients, no commissions are accepted on any financial product including insurance, and all insurance commissions are rebated to clients. Service breadth is enabled through an ecosystem of more than 20 product and platform partners (Vanguard, Macquarie, MLC, AIA, Zurich, Asteron, TAL, Netwealth, HUB24, OnePath, BT, AMP, plus industry super funds including Australian Ethical, CareSuper, CBUS, Sunsuper, HESTA, Christian Super, Tasplan, MediaSuper, AusSuper), giving clients access without product-affiliation conflicts. Technology is standard — Xero for payments, Setmore for appointment booking, conventional financial planning software — with no proprietary tooling, AI capabilities, or integrations beyond standard platforms disclosed. Two sub-brands extend reach: My Money Buddy for the broader retail segment and Invest Green (greenfinancialplanning.com.au) for ESG-focused planning.

The customer base is distributed across at least seven personas: Families, Pre-Retirement, Retirement, Business Owners, Australians in LA/Silicon Valley, High Profile Individuals, and Industry Super Members/Not For Profit organisations. Marketing relies on content (blog, educational articles, downloadable resources) plus social presence on Facebook, Twitter/X, LinkedIn, YouTube, and Pinterest. Pricing is quote-based with fixed (not percentage) fees billed annually; pricing is not publicly disclosed. Revenue, headcount growth, funding rounds, and M&A activity are all undisclosed in source materials.

Name

Partners in Planning

Legal name

Partners in Planning Pty Ltd

Website

https://apartnerinplanning.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Partners in Planning is a privately held, 100% fee-only Australian financial advisory firm operating since 2010 across 7 Victorian offices and one Santa Monica office. It delivers independent retirement, superannuation, insurance, investment, SMSF, business, and aged care planning to families, retirees, business owners, and Australian expats.

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

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

Keywords

• Financial planning advisory
• Retirement planning services
• Superannuation advice
• Insurance advisory services
• Wealth management advice

Headquarters

HQ city

Carnegie

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

Offering type

Services

Cost components

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

Revenue model

1. Fee-only Financial Advisory Services: The firm operates on a 100% fee-only model where they receive compensation directly from clients only. They do not accept commissions on any financial products including insurance. All insurance commissions are rebated to clients. This ensures advice is conflict-free and solely in clients' best interests.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Partners in Planning is a fee-only, commission-free independent financial advisory firm that delivers personal financial planning, retirement and superannuation advice, insurance advisory, and investment portfolio guidance to individuals, families, pre-retirees, retirees, business owners, and Australians based overseas. All compensation is received directly from clients; insurance commissions are rebated to clients. Services are delivered face-to-face across seven offices in Victoria and one office in Santa Monica, California.

Product overview

Partners in Planning is a fee-only, commission-free independent financial advisory firm operating since 2010, offering a unified suite of financial planning services rather than a software product. Its core service offering spans four main pillars — Retirement & Super, Financial Planning, Insurance, and Investing — supported by specialized capabilities in SMSF (Self-Managed Super Fund) management, business needs analysis, and aged care planning. The firm emphasizes its 100% independence,rebating all insurance commissions to clients and receiving compensation solely from client fees. Business insurance offerings include three distinct protection tiers: Asset Protection Insurance, Revenue Protection Insurance, and Ownership Protection Insurance. The SMSF service extends to LRBA (Limited Recourse Borrowing Arrangement) strategies enabling business owners to purchase commercial premises within their superannuation fund. All services are delivered through multiple office locations across Melbourne and one international office in Santa Monica, California.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement & Superannuation Advisory Retirement planning and superannuation advice including strategies for maximizing retirement savings, transition-to-retirement planning, and pension setup for individuals, pre-retirees, and retirees.
• Financial Planning Comprehensive personal financial planning covering budgeting, debt management, savings strategies, and investment planning tailored to individual circumstances for families and individuals.
• Insurance Advisory Risk protection and insurance advisory including life insurance, income protection, business insurance, and key person insurance for individuals, families, and business owners. All insurance commissions are rebated to clients.
• Investment Advisory Investment advisory services including portfolio construction, asset allocation, and access to a wide range of investment products via multiple product partners for individual and family investors.
• Self-Managed Super Fund (SMSF) Advisory Self-Managed Super Fund setup, management, and strategy including Limited Recourse Borrowing Arrangement (LRBA) for property purchases within superannuation, offered primarily to business owners and high-net-worth clients.
• Business Needs Analysis and Business Insurance Advisory Customized business needs analysis for business owners including Asset Protection Insurance, Revenue Protection Insurance, and Ownership Protection Insurance (with buy-sell agreement structuring) to protect against key-person loss, succession risk, and business continuity threats.
• Aged Care Planning Residential aged care financial planning including ACAT assessment guidance, facility selection, cost structuring, and optimization of government benefits (such as Centrelink/age pension) for retirees and their families.
• Private Wealth Advisory for US-Based Australians Private wealth and financial planning service tailored for Australian expatriates living and working in Los Angeles and Silicon Valley, addressing cross-border tax considerations, superannuation maintenance, and long-term financial planning.

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• AMP Limited: Large ASX-listed Australian financial services group with wealth management, superannuation, and advice platforms. Broad incumbent whose financial planning network provides overlapping retirement, investment, and insurance services at materially larger scale.
• Insignia Financial: Major ASX-listed Australian wealth management group (formerly IOOF) with advice, superannuation, and platform businesses. Broad incumbent offering comparable retirement and advice services at significantly larger scale.
• Count Limited: Large Australian financial advice and accounting support group providing platforms and services to hundreds of advice practices. Broad incumbent offering overlapping advice capabilities but as part of a wider portfolio/business services suite.

Direct peers

• Apt Wealth Partners: Australian fee-only financial advisory firm offering retirement, investment, and insurance advice across similar client segments. Direct peer given comparable fee-only, commission-free model and holistic planning approach.
• Hewison Private Wealth: Independent, fee-for-service financial advice firm based in Melbourne, providing retirement and wealth planning with a similar philosophy of transparency and conflict-free advice. Direct peer given shared geography and model.
• Continuum Financial Services: Independent Melbourne-based financial planning firm providing fee-based advice across superannuation, insurance, and investments. Direct peer given overlapping geography and independent advice model.
• Alman Partners: Independent fee-for-service financial planning practice in Australia offering retirement, investment, and tax strategy advice. Direct peer given shared fee-only ethos and similar target clientele.
• Bridges Financial Group: Independent Australian financial advisory firm providing fee-for-service wealth, retirement, and SMSF advice. Direct peer given aligned independent model and overlapping service breadth.
• Fox and Hare Financial Advice: Australian fee-only financial planning firm focused on holistic advice for individuals and families, particularly pre-retirees. Direct peer given matching independent/fee-only positioning and similar client segments.
• Robertson Scannell: Independent Australian financial advice practice offering retirement, investment, and aged care planning on a fee-for-service basis. Direct peer given shared independence and life-stage planning focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pipadviser
• YouTubeyoutube.com/channel/UCJYkVYRxJm3w4-bPBrm-sGg
• Facebookfacebook.com/partnersinplanning
• LinkedInlinkedin.com/company/partners-in-planning-financial-services
• Pinterestpinterest.com.au/advicemelbourne/_created

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

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 Partners in Planning