Sentinel Financial Group

What Sentinel Financial Group does

Sentinel Financial Group is a privately held, founder-led Australian wealth management and investment-technology firm headquartered in Perth, Western Australia, operating under Australian Financial Services License No. 230542 since 2003. The firm builds and maintains its own in-house portfolio management technology, comprising the Sentinel Portal (web) and the Sentinel Invest native mobile application on iOS and Android, which together support design, implementation, monitoring, and reporting across Australian and International equities, ETFs, LICs, property, infrastructure, fixed and floating income, cash, currencies, and alternatives held in a single account under direct beneficial ownership.

The commercial model combines an administration fee of 0.52% per annum capped at $100 per client per month with a transaction fee of 0.33% (minimum $66) on executed trades, with no lock-in contracts. Sentinel monetises this stack across three engagement tiers - DIY, Sentinel Assisted, and With Financial Professional - serving retail investors, SMSF trustees, financial planners, accountants, family offices, charities, dealer groups, and wholesale financial institutions. Products include the Complete Investment Solution, Modern Stockmarket (ETF/LIC focused), Investment Management (including Managed Discretionary Accounts under Sentinel Select MDA), and Reporting & Administration supported by proprietary compliance, hierarchical-permission, and execution infrastructure.

Ownership remains with co-founders Norm Robinson (CEO) and Justin Robinson (Executive Chairman), with Adam Conigliaro (Executive Director) heading the Research Division. The company reports serving thousands of investors across Australia with a Perth-based head office and 11-50 employees, and discloses no external institutional investors, parent entities, funding rounds, or M&A activity in the source material.

Name

Sentinel Financial Group

Legal name

Sentinel Financial Group Pty Ltd

Website

https://sentinelgroup.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Sentinel Financial Group is a Perth-based, founder-led Australian wealth management and investment-technology firm that runs an AFSL-licensed platform for DIY investors, advisers, family offices, and wholesale institutions via proprietary web and mobile tooling.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

akta.pro secondary industry

Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO)

Keywords

• Wealth management services
• Investment management platform
• Portfolio administration
• SMSF investment solutions
• Financial adviser technology

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Reporting & Administration Fee: Annual portfolio management fee of 0.52% of portfolio value, capped at $100 per month. Includes complete investment suite, Sentinel Select/MDA, investment advice and research, and reporting and administration services.
2. Transaction Fee: User-pays brokerage model charging 0.33% of transaction value with minimum $66 per transaction. Clients only pay when they transact on their investments.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Sentinel Financial Group provides a complete investment solution that lets Australian clients design, implement, monitor and maintain diversified portfolios across Australian and international equities, property, infrastructure, fixed and floating income, cash and alternatives. The offering combines a custom-built investment platform (web portal plus iOS/Android app) with execution, managed discretionary accounts (Sentinel Select MDA), research and advice, performance and tax reporting, and administrative support, and is also delivered to financial professionals as a white-label implementation engine.

Product overview

Sentinel Financial Group offers a unified investment platform centered on its Complete Investment Solution, which integrates multiple modules: Modern Stockmarket for asset allocation, Investment Management for transaction execution and MDA offerings, Reporting and Administration for performance and tax reporting, and Intuitive Technology for the web-based Sentinel Portal. The core products Sentinel Select and Sentinel Select MDA form the investment foundation, accessible via the Sentinel Invest mobile app (iOS/Android) and Sentinel Portal web platform.

Differentiator

Problem solved

Functional benefit

Brands

• Sentinel Invest: Mobile application enabling clients to view, report and monitor their Investment Portfolios on Apple and Android devices.

Products and services

• Complete Investment Solution Central investment solution that gives clients a single stock market account to design, implement, monitor and maintain portfolios across Australian Shares, International Shares, Property, Infrastructure, Bonds, Cash, Currencies and Commodities; bundling the Modern Stockmarket, Research & Advice, Investment Management, Reporting & Administration, and Intuitive Technology modules.
• Sentinel Select Investment selection product within the Complete Investment Suite that provides clients with curated investment options, personalised service, and access to Sentinel's research and advice.
• Sentinel Select MDA Managed Discretionary Account offering within the Sentinel Select suite that delegates portfolio management to Sentinel's research team for the full investment life cycle.
• Sentinel Invest Mobile App Proprietary iOS and Android mobile and tablet application that lets clients view, monitor and interact with their investment portfolios, including total values, asset allocations, securities data, performance reporting, holdings, transactions and custom date-range reporting.
• Sentinel Portal (Web Platform) Web-based online portal that provides end-to-end portfolio management with 'helicopter' style visibility, allowing users to design, present, implement, report and maintain investments, with centralised access and hierarchical permissions for financial professionals.

Quantifiable outcome

• Diversified portfolio coverage with just a few ETF investments vs. dozens of individual stocks
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AMP: Australia's largest retail wealth manager — broad incumbent offering super, advice, platform, and managed account services overlapping multiple Sentinel segments including SMSF and advised wealth.
• Colonial First State (CFS): Major Australian superannuation and investment platform owned by KKRA — competes with Sentinel in SMSF and advised retail segments via FirstWrap and Choice platforms.
• Macquarie Wrap: Macquarie Bank's wrap/MDA platform — a much larger incumbent offering broadly comparable managed-account administration to advisers and retail clients across Australia.
• BT Panorama (Westpac): Westpac-owned wealth platform providing super, investment, and managed account services — broad incumbent competitor with overlapping MDA and SMSF administration capabilities.

Direct peers

• Bell Direct: Australian retail broker and wealth platform — comparable in offering DIY execution, ETF access, and reporting to Sentinel's Modern Stockmarket DIY tier.
• HUB24: Australian-listed investment and superannuation platform providing MDA, wrap, and portfolio administration to advisers and direct clients — directly comparable to Sentinel's financial-professional and MDA offering at a larger scale.
• Mason Stevens: Sydney-based Australian investment platform offering MDA, SMSF administration, and adviser infrastructure — competes head-to-head for SMSF trustees and dealer groups using Sentinel.
• SelfWealth: Australian retail trading platform targeting self-directed investors with low-cost brokerage — comparable to Sentinel's DIY tier and Modern Stockmarket offering.
• Netwealth: Australian-listed wealth management platform serving advisers, HNW investors, and self-directed clients with managed accounts and reporting infrastructure — a direct competitor in the same adviser-platform and MDA category.
• Praemium: Australian platform offering separately managed accounts, SMA administration, and portfolio reporting tools — closely comparable to Sentinel's Modern Stockmarket and MDA modules.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SentinelStockbr
• Facebookfacebook.com/SentinelGroupAus
• LinkedInlinkedin.com/company/sentinel-stockbroking

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 Sentinel Financial Group