Property Investors Council of Australia

What Property Investors Council of Australia does

Property Investors Council of Australia (PICA) is a not-for-profit membership association founded in 2017 and headquartered in Melbourne, Victoria, registered as a company limited by guarantee (ABN 56 621 616 260). PICA's stated mission is to provide a single collective voice for Australia's 2.3 million-plus property investors, advocating on their behalf with government, industry, and consumers. The organisation is governed by a National Board of directors (chaired by Ben Kingsley) and operates State Councils in Victoria, New South Wales, and Western Australia, supported by volunteers and allied industry partners including the Property Investment Professionals of Australia (PIPA), Property Developer Network, Image Property, and Hotspotting.

PICA's core offering is a tiered membership program comprising Individual Membership (AUD $25/year or $100 for five years, with voting rights) and Associate Membership for industry and business associations (AUD $250/year or $1,000 for five years, without voting rights). Membership is supplemented by a donation channel. The organisation does not sell a proprietary technology platform; rather, it operates a WordPress-based website (pica.asn.au) with Infusionsoft-driven enrolment and a member login portal. Adjacent to membership, PICA delivers advocacy services, commissioned research and data resources, reports and calculators (with explicit disclaimers that they do not constitute financial advice), member-exclusive webinars, and in-person state-level meetups.

PICA's go-to-market is community-led and event-driven, combining digital channels (website, email newsletter, LinkedIn, X/Twitter, Facebook, YouTube, and PR/media releases) with grassroots events and word-of-mouth referrals. Its revenue mechanics are subscription-recurring (annual and multi-year memberships) plus donations. The organisation does not run funding rounds, does not have disclosed revenue, and operates at a small scale consistent with a volunteer-heavy not-for-profit — its stated long-term objective is to build a membership base exceeding 1 million members in order to amplify its political and regulatory influence on property-investor policy.

Name

Property Investors Council of Australia

Legal name

Property Investors Council of Australia Limited

Website

https://pica.asn.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Property Investors Council of Australia (PICA) is a Melbourne-based not-for-profit association, founded in 2017, that advocates for and educates Australia's 2.3 million-plus property investors through individual and associate memberships, research, member events, and government engagement.

Ownership category

akta.pro rank

Product category

Property Investment Industry Association

NAICS

Public Relations Agencies (541820)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYBPAFADAC

Investor Relations (IR) Services

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

Keywords

• Property investor advocacy
• Property investment education
• Housing policy advocacy
• Industry association membership
• Property market research

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Membership Fees: Annual and five-year individual memberships sold directly through the website. Individual membership costs $25/year or $100 for five years. Voting rights are granted to individual members.
2. Associate Membership Fees: Industry and business association memberships offered at $250/year or $1000 for five years. Associate members support the PICA charter but do not have voting rights.
3. Donations: PICA accepts donations to support its advocacy, research, and campaigns. A dedicated donation page is available on the website.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

PICA is a not-for-profit membership association that sells Individual and Associate memberships to property investors and industry stakeholders in Australia. Its core offering combines paid membership subscriptions with collective advocacy, government engagement, member education, research and data resources, and member-only events and webinars.

Product overview

PICA is a not-for-profit membership association offering a unified membership program that combines advocacy representation for property investors, educational content, research resources, and member-exclusive events and webinars. The organization provides a single voice for property investors to government and industry. PICA does not offer a technology product per se; its primary offerings are membership-based advocacy, education, and informational resources. The website includes reports and tools for informational purposes only, with clear disclaimers these are not financial advice.

Differentiator

Problem solved

Functional benefit

Products and services

• PICA Membership Program Annual or 5-year membership providing advocacy representation, educational content, latest property news and investment information, access to member events, webinars, and research reports for property investors in Australia. Available as Individual ($25/year or $100 for 5 years, with voting rights) and Associate ($250/year or $1,000 for 5 years, without voting rights) tiers.
• Advocacy Services PICA advocates on behalf of all property investors to government, industry, and consumers, engaging with regulators and the community to ensure property investors receive appropriate representation in matters impacting them. PICA publishes federal budget media releases and Senate submissions on rental crisis, negative gearing, CGT reforms, and tenancy legislation.

Quantifiable outcome

• PICA represents more than 2.3 million property investors in Australia
• +1 more outcomes

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

Partnerships

Four partnerships are on record, tiered core and minor.

• Property Investment Professionals of Australia (PIPA)coreStrategic or Co-development PartnerPICA collaborates closely with PIPA on joint research initiatives including the annual Property Investment Sentiment Survey, advocacy coordination, and joint media releases. Both associations share a common mission of advocating for property investors and the broader industry, with PICA Chair Ben Kingsley hosting joint webinars with PIPA Chair Nicola McDougall.
• Property Developer NetworkcoreStrategic or Co-development PartnerProperty Developer Network, founded by Rob Flux, is a strategic partner for educational content on property development and subdivision. Rob Flux serves on PICA's National Board and co-hosts PICA webinars on planning law reforms and development opportunities for property investors.
• Image PropertyminorStrategic or Co-development PartnerImage Property, one of Australia's largest property management firms managing 4,000+ properties, is featured as a guest speaker at PICA events and provides market insights on the rental sector. Managing Director Corinne Bohan participates in PICA VIC events.
• HotspottingminorStrategic or Co-development PartnerHotspotting, led by Tim Graham (PICA's General Manager), provides property market analysis and data to support PICA's educational events and advocacy messaging around legislative impacts on the property market.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Self Managed Super Fund Association (SMSFA): SMSFA is a national not-for-profit association advocating for Australians who use self-managed super funds, many of whom invest in property. It shares PICA's membership association, advocacy, education, and event-driven GTM model and competes for the same DIY investor audience.
• Australian Investors Association: A national not-for-profit for retail investors across multiple asset classes, including property. It shares PICA's structure of subscription membership, education, networking events, and research, with overlapping individual investor members.
• Property Investment Professionals of Australia (PIPA): PIPA is an industry association for property investment professionals in Australia and PICA's closest formal partner, co-publishing the annual Property Investment Sentiment Survey and co-hosting webinars. Both organisations share an advocacy mission for property investors and overlap in member base and content.

Regional players

• Real Estate Institute of New Zealand (REINZ): REINZ is New Zealand's national real estate industry body, structurally and functionally analogous to Australia's REIA. It is a regional peer that operates a similar membership, advocacy, and data/research model in an adjacent market.
• Property Investors Federation (New Zealand): New Zealand's property investor advocacy group, providing a closely comparable mission to PICA: supporting and representing property investors with government. It is a regional peer in a trans-Tasman market with similar regulatory pressures.
• National Association of Real Estate Investors (US): A US-based non-profit association advocating for real estate investors with government and media. It is a regional peer operating in a different market but with an almost identical membership-association, education, and advocacy thesis to PICA.

Broad incumbents

• Real Estate Institute of Australia (REIA): REIA is the national federation of state-based real estate institutes, representing real estate agents and agencies. While it focuses on agency-side professionals, it engages in similar advocacy and policy work and is a competing voice in property-related regulatory debates.
• Australian Property Institute (API): API is a national membership body for property professionals (valuers, analysts, fund managers). It is a broader industry incumbent with overlapping advocacy interests in property investment, valuation, and regulation.
• Property Council of Australia: Australia's peak property industry body representing the full real estate ecosystem (developers, investors, agents, owners). It is a much larger, broader incumbent than PICA, but operates in the same advocacy and policy space and competes for influence with government.

Others

• Homestart (Australian Housing Advocates): An Australian housing advocacy and advisory body that engages with government on housing affordability and policy. It is not a direct competitor but operates in the same broader property-policy ecosystem and influences the regulatory environment PICA responds to.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pica_au
• Facebookfacebook.com/pica.au
• LinkedInlinkedin.com/company/property-investors-council-of-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Property Investors Council of Australia