What Godfrey Pembroke does

Godfrey Pembroke Group Pty Ltd (ABN 38 078 629 973, AFSL No: 245451) is an Australian Financial Services Licensee founded in 1981, operating as an adviser-owned and adviser-led platform that supports a national network of affiliated financial advice practices across New South Wales, Victoria, Queensland, Western Australia, South Australia, and the Australian Capital Territory. The company's legal entity is a private proprietary limited company headquartered at Lawson Place, Suite 402, Level 4, 167 Phillip Street, Sydney NSW 2000, with approximately ten staff across core management (Executive Director, General Manager, Professional Standards Manager, Advice Technology Manager, Advice Enablement Manager) and a five-member Board (Trevor Bransdon, Aziz Meherali, John Nantes, Matthew Wilson, Bernard Schortinghuis). John Nantes serves as Executive Director.

The business delivers a full catalogue of financial planning services to end-clients via its affiliated advisers: Personal CFO Services, Wealth Accumulation and Planning, Super and Retirement Planning (including SMSF setup), Estate Planning and Administration, Cashflow Management, Business Management, Investment Planning, Ongoing Tax Management, Wholesale Advice, Risk Insurance, Debt Management, and referral-based Legal Services. Underlying advice technology is built on the Xplan financial planning platform, with a dedicated Advice Technology Manager overseeing enablement. The adviser network is supported by a centralised governance and compliance framework (including FASEA compliance support) and an Advice Enablement function that provides technical support, legislative updates, and practice solutions to advisers.

Godfrey Pembroke earns revenue through recurring licensing arrangements with affiliated adviser practices operating under its AFSL. Pricing is quote-based and disclosed via the Financial Services Guide provided to clients on initial contact rather than published publicly. The primary end-client segments are high-net-worth individuals with complex financial needs and retirement-focused clients (including SMSF users), with secondary segments in small businesses/corporations and wholesale clients. Marketing is concentrated on digital channels — an online adviser-locator tool, contact forms, and direct phone/email — and customer acquisition relies on the affiliated adviser network and professional referrals rather than direct consumer marketing spend. No AI, mobile apps, public APIs, or external funding rounds are referenced; no M&A activity, regulatory actions, or leadership turnover are recorded in the source data.

Name

Godfrey Pembroke

Legal name

Godfrey Pembroke Group Pty Ltd

Website

https://godfreypembroke.com.au

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Godfrey Pembroke Group is an Australian Financial Services Licensee (AFSL No: 245451) founded in 1981 that supports a national network of affiliated, adviser-owned financial advice practices across six Australian states and territories. It delivers comprehensive financial planning, superannuation, estate, and investment advice to HNW individuals, retirees, small businesses, and wholesale clients.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

• Financial advice services
• Wealth management
• Financial planning
• AFSL licensee
• Retirement planning

Headquarters

HQ city

Rose Bay

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, Others

Revenue model

1. Financial Advice Services: AFSL licensee providing governance, compliance, and operational support to affiliated financial adviser practices. Revenue generated through licensing arrangements with advice firms in the network.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Godfrey Pembroke operates as an adviser-owned and adviser-led Australian Financial Services Licensee (AFSL No: 245451), supporting a national network of financial advice firms. The company provides governance, compliance, professional development, and operational enablement to affiliated adviser practices, which in turn deliver comprehensive financial planning services—including wealth accumulation, superannuation, retirement planning, estate planning, investment planning, risk insurance, and tax management—to individual and business clients across Australia.

Product overview

Godfrey Pembroke is an adviser-owned and adviser-led Australian Financial Services Licensee that supports a network of financial advice firms. The company operates as a unified licensee platform offering comprehensive financial planning services through its network of advisers across Australia. The product portfolio consists of advisory services organized around key financial planning disciplines: Personal CFO Services (comprehensive wealth management for executives), Wealth Accumulation and Planning, Super and Retirement Planning, Estate Planning and Administration, Cashflow Management, Business Management, Investment Planning, Ongoing Tax Management, Wholesale Advice, Risk Insurance, Debt Management, and Legal Services referral. These services are delivered through a network of financial advisers located across Australian states, supported by governance frameworks and technology expertise (including Xplan proficiency).

Differentiator

Problem solved

Functional benefit

Products and services

• Personal CFO Services A personalised and all-inclusive financial planning service tailored for executives, professionals and senior managers, reviewing current positions and establishing goals to enhance or create wealth accumulation plans.
• Wealth Accumulation and Planning Reviews current financial positions and establishes goals to identify opportunities to enhance existing wealth accumulation plans or create new ones for individual clients.
• Super and Retirement Planning Assistance with setting up self-managed super funds (SMSF) and ongoing investment strategy guidance to maximise tax-effectiveness and minimise costs for retirement-focused clients.
• Estate Planning and Administration Protection of personal and business assets with external estate planning experts, ensuring tax-effective wealth transfer including investment planning, philanthropy, wills, powers of attorney, and trustee services.
• Cashflow Management Structures investments to be tax-effective while meeting ongoing cashflow requirements of clients.
• Business Management Corporate super plan setup and management, employee financial counselling, investment option seminars, super reviews, and business succession planning for business owners.
• Investment Planning Access to diverse investment options following risk tolerance assessment, with a disciplined approach to reviewing investments in line with established strategy.
• Ongoing Tax Management Proactive tax management through coordination with external accountants to ensure assets and investments are structured tax-effectively.
• Wholesale Advice Tailored advice supporting broad investment and complex regulatory requirements of wholesale clients.
• Risk Insurance Strategies to protect income and assets if clients suffer a serious illness or accident.
• Debt Management Strategies to use debt efficiently to accelerate investment growth and eliminate inefficient debt.
• Legal Services Referral Access to external lawyers who are practice area specialists providing comprehensive legal advice to clients.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor.

• FNArenaminorOthersPartner logo displayed on website. Financial news and research platform.
• RPS AustraliaminorOthersPartner logo displayed on website. Professional services firm.
• 5ElkminorOthersPartner logo displayed on website.
• UMLAUT SolutionsminorOthersPartner logo displayed on website. Financial services industry solutions provider.
• AphonseminorOthersPartner logo displayed on website.
• LonsecminorOthersPartner logo displayed on website. Investment research and ratings firm.
• 3LinesminorOthersPartner logo displayed on website. Advisory services.

Scale indicators2 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• Centrepoint Alliance: Australian AFSL licensee supporting a national network of financial advisers with professional services, compliance, and technology support. Closely comparable in scale, model (adviser support licensee), and target market to Godfrey Pembroke.
• Consultum Financial Advisers: AFSL licensee operating a national network of affiliated financial advisers in Australia. Direct peer offering comparable governance, compliance, and adviser support services to financial advice practices.
• Fortnum Private Wealth: Adviser-owned and adviser-led AFSL licensee in Australia providing governance, compliance, and back-office support to affiliated advice practices. Direct peer in structure, ownership model, and licensee-supported advice network.
• Shadforth Financial Group: Australian financial advice licensee offering comprehensive wealth management services to HNW individuals and retirees. Comparable peer for full-service financial advice under a licensed adviser network.
• Millennium3 Financial Services: Australian AFSL licensee supporting a network of self-employed financial advisers with licensing, compliance, and technology infrastructure. Direct peer in the licensed-dealer-group model.
• Lifespan Financial Planning: Australian AFSL licensee with an adviser-owned structure supporting affiliated advice practices across multiple states. Comparable peer for the licensee-supported, adviser-aligned operating model.
• Fitzpatricks Private Wealth: Australian financial advice network providing holistic wealth management to HNW clients under a unified licensee. Comparable for HNW-focused, adviser-network-supported advice delivery model.

Broad incumbents

• AMP Limited: One of Australia's largest wealth managers with an AFSL license and aligned adviser network. Highly comparable business model: supports affiliated financial advisers under a common licensee with governance, compliance, and product support.
• Insignia Financial (formerly IOOF): Large Australian wealth management group operating multiple AFSL licensees (including IOOF and ANZ-aligned advice businesses). Comparable as a multi-brand advice licensee platform serving Australian advisers and clients across similar service lines.
• ClearView Wealth: Australian wealth management group with advice and licensee operations. Broad incumbent offering financial advice, superannuation, and wealth products with overlap in advice services and licensee infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/godfrey-pembroke

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 Godfrey Pembroke