Salary Masters

What Salary Masters does

SalaryMasters is an Australian salary packaging and novated leasing specialist operating as part of The DPoA Group under Wakefield Corporation Pty Ltd (ATF The Wakefield Corporation Trust). Founded in 2003 by John Kallitsas, the company originated by serving Australia's Diplomatic and Consular Corps before expanding to address salary packaging needs across 12 industry sectors including federal, state, territory and local government, healthcare, education, universities, corporate, charities, and research institutions. Services span salary sacrifice arrangements, novated leases, associate leases (Family Car Benefit), additional superannuation, living expenses, and Employee Investment Trusts, supported by three online calculators (Salary Packaging, Novated Lease, Fuel), a Driver Portal for self-service, and an Employee Benefits Card administered by Beyond Bank.

The company operates a web-based administration platform with proprietary calculation systems designed to maximize client savings compared to standard approaches, complemented by a national vehicle dealer network providing fleet pricing across brands such as BMW, Tesla, Mercedes-Benz, Toyota, BYD and others. Insurance services are delivered through a partnership with Vero Insurance offering 3-year new-for-old replacement, while claims processing routes through Suncorp 360sv. All staff are based in Australia with no offshore operations, and clients are assigned a dedicated personal client manager.

Revenue is generated through salary packaging administration fees negotiated directly with employers on a recurring subscription basis, transaction-based novated lease arrangement fees, professional consultation/advisory services, and managed services tied to vehicle fleet pricing. The go-to-market combines a B2B employer partnership channel with direct-to-employee digital self-service tools (calculators, online booking) and inside sales via a 1300 phone line. The company is privately held with no external institutional investors, no funding rounds disclosed, and reports no M&A activity.

Name

Salary Masters

Legal name

Wakefield Corporation Pty Ltd ATF The Wakefield Corporation Trust

Website

https://salarymasters.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

SalaryMasters is an Australian salary packaging and novated leasing specialist serving 12 industry sectors including government, healthcare, education, and corporate clients through employer partnerships and direct-to-employee services across Australia.

Ownership category

akta.pro rank

Product category

Salary Packaging Services

NAICS

Payroll Services (541214), Professional Employer Organizations (561330)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA)

akta.pro secondary industry

Employer of Record (EOR) & Global Payroll (FSAMAKAB)

Keywords

• Salary packaging services
• Novated lease administration
• Employee benefits administration
• Fringe benefits tax
• Fleet vehicle leasing

Headquarters

HQ city

Brunswick East

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Salary Packaging Administration Fees: Service fees negotiated directly with employers for managing salary packaging arrangements. The company states 'Discounted salary packaging fees are negotiated directly with your employer.' Administration covers setup, ongoing management, payroll deductions, compliance reporting, and FBT handling.
2. Novated Lease Arrangement Fees: Fees for setting up and administering novated car leases, including vehicle sourcing through dealer network, finance arrangement, running cost management, and end-of-lease residual handling.
3. Consultation and Advisory Services: Free initial consultations with specialized advisors providing guidance on salary packaging strategies, FBT compliance, and vehicle selection. Follow-up advisory services as part of ongoing client management.
4. Vehicle Fleet Pricing: Access to fleet pricing from major manufacturers through established dealer network relationships. While pricing benefits flow to customers, administrative fees may apply for vehicle sourcing and arrangement services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

SalaryMasters provides outsourced salary packaging administration and novated leasing services to Australian employers and their employees. The company handles FBT compliance, payroll deductions, vehicle sourcing through dealer fleets, and ongoing administration so employees can use pre-tax salary for vehicles, living expenses, additional superannuation, and other approved benefits. It also offers independent advisory consultations and a driver portal for self-service lease management.

Product overview

Salary Masters is an Australian salary packaging and novated leasing specialist operating as part of The DPoA Group. The company offers a unified service combining core salary packaging products (Salary Packaging, Novated Leasing, and Associate Lease/Family Car Benefit) with supporting tools including three online calculators (Novated Lease Calculator, Salary Packaging Calculator, and Fuel Calculator), vehicle procurement services through fleet pricing partnerships, insurance services via Vero, and an Employee Benefits Card through Beyond Bank. The platform also extends to various benefit categories such as additional superannuation, living expenses, and Employee Investment Trusts. All services are delivered through a team of specialists with ongoing ATO compliance support and are available across multiple industry sectors including corporations, healthcare, education, and government.

Differentiator

Problem solved

Functional benefit

Products and services

• Salary Packaging Salary sacrifice arrangement allowing employees to use pre-tax salary to pay for vehicles, mortgages, and everyday expenses before tax is calculated, reducing taxable income and increasing disposable income. Administered end-to-end by SalaryMasters on behalf of participating employers.
• Novated Leasing Three-way agreement between employee, employer, and financier enabling pre-tax salary deductions to cover vehicle finance and operating costs including fuel, registration, insurance, maintenance, and tyres, with GST savings on vehicle purchase and running costs. Vehicle sourced via SalaryMasters' national dealer fleet network.
• Associate Lease (Family Car Benefit) Allows employees to salary package the operating expenses of a family member's existing vehicle without requiring new finance, providing tax benefits by redirecting pre-tax salary to cover the associate's vehicle running costs such as fuel, registration, insurance, and maintenance.
• Vehicle Offers (Fleet Procurement) Access to fleet pricing from major manufacturers (BMW, BYD, CHERY, CUPRA, Hyundai, Mazda, Mercedes-Benz, MINI, Tesla, Toyota, Volkswagen, Volvo) through a nationwide network of local dealers, covering sports, family, prestige vehicles, wagons, 4WDs and SUVs.
• Employer Salary Packaging Program (Outsourced Administration) Fully outsourced salary packaging solution for employer HR and payroll departments across 12 industry sectors, handling program setup, ongoing management, payroll deductions, compliance reporting, and FBT year-end processing.
• Employee Benefits Card Pre-paid benefit card administered through Beyond Bank, allowing employees to access salary packaging funds for living expenses, meals entertainment, and venue hire at participating merchants and billers.
• Employee Investment Trusts Long-term incentive structure enabling employees to participate in the capital value of their organisation through various investment vehicles, offered as an employer-side benefit.
• Salary Packaging Consultation Services Free 30-minute obligation-free consultations with specialized advisors providing guidance on salary packaging strategies, FBT compliance, and vehicle selection, available to both employees and employers.

Quantifiable outcome

• Annual income tax and GST savings of $3,484 for CHERY T3X example (MY25 TIGGO 4 PRO)
• +9 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Vero InsurancecoreStrategic or Co-development PartnerPartnership providing insurance for novated lease vehicles. The fleet policy is tailored for novated leasing and offers a 3-year new-for-old replacement in the event of a write-off. This is a key component of the novated lease offering ensuring vehicle protection.
• Suncorp (360sv)coreStrategic or Co-development PartnerInsurance claims processing partner. Customers directed to Suncorp 360sv for insurance claims (policy number MSL022015414).
• Beyond BankcoreChannel Partner/ Reseller/ DistributorBeyond Bank provides the Benefit Card infrastructure for salary packaging living expenses and meal entertainment. Cards allow purchases at merchants and bill payments. Part of the FBT year-end process where final payments occur before March 31.
• Vehicle Dealers (National Network)coreChannel Partner/ Reseller/ DistributorNetwork of local dealers across Australia stocking major vehicle brands. Long-established relationships with premium dealers providing fleet pricing and buying power. Makes include: BMW, BYD, CHERY, CUPRA, Hyundai, Mazda, Mercedes-Benz, MINI, Tesla, Toyota, Volkswagen, Volvo, and many others.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Paywise: Salary packaging and novated lease provider in Australia offering pre-tax salary benefits administration for employers and employees. Comparable offering across salary packaging, novated leases, and benefit cards.
• LeasePlan Australia: Major fleet leasing and novated lease operator in Australia, part of global LeasePlan. Direct competitor on novated lease product with established employer relationships and dealer network partnerships comparable to SalaryMasters'.
• SG Fleet: ASX-listed novated lease and fleet management provider in Australia, offering salary packaging, novated leasing, and end-to-end fleet solutions. Closely comparable to SalaryMasters on novated lease core product and employer-channel distribution.
• Maxxia: Australian salary packaging and novated lease provider owned by Smartequity, serving employees across healthcare, government, education, and corporate sectors. Direct competitor with similar B2B employer partnership model and employee calculator-based GTM.
• RemServ: Australian salary packaging administrator serving FBT-exempt employers (healthcare, charities, public benevolent institutions) and broader sectors. Direct competitor with overlapping sector focus and employer-channel distribution model.

Broad incumbents

• Smartgroup Corporation: ASX-listed (SIQ) Australian leader in salary packaging, novated leasing, and outsourced benefits administration across all major employment sectors. Directly comparable business model to SalaryMasters but materially larger with public-company financials, technology scale, and broader product suite.
• Eclipx Group: ASX-listed fleet management and vehicle leasing platform in Australia and New Zealand. Adjacent incumbent operating in fleet/novated lease space with broader portfolio including financing, fleet management, and vehicle disposal services.

Emerging players

• FlareHR: Australian employee benefits platform offering salary packaging, novated leasing, and broader financial wellbeing products. Emerging player with overlapping product set but newer entrant targeting similar B2B employer distribution channels.
• AccessPay Australia: Australian salary packaging and novated lease provider focused on mid-market employers and FBT-exempt sectors. Comparable service offerings to SalaryMasters with similar employer-channel GTM.

Others

• Beyond Bank Australia: Customer-owned Australian bank providing benefit card infrastructure used by SalaryMasters for salary packaging. Relevant as infrastructure/ecosystem partner rather than direct competitor, illustrating the dependency on banking infrastructure that underpins SalaryMasters' meal entertainment and living expense products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/salary_masters
• Facebookfacebook.com/SalaryMasters.com.au
• LinkedInlinkedin.com/company/the-dpoa-group
• Instagraminstagram.com/salarymasters

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Salary Masters