Money101
Money101 (Money for Life Pty Ltd) is an Australian digital financial education provider founded in 2004 and based in Melbourne. It sells annual B2B subscriptions to its MyMoney101 platform — containing 90+ interactive modules — to employers, super funds, banks, government, and not-for-profits across Australia.
- Company typePrivate
- Founded2004
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Money101 does
Money101 (legal entity Money for Life Pty Ltd) is an Australian digital financial education provider founded in 2004 by Catherine Birchall and headquartered in Melbourne. The company delivers interactive financial wellbeing content to organizations across Australia, operating a digital learning platform accessible via web browser or LMS integration that houses over 90 interactive learning modules covering budgeting, superannuation, retirement planning, tax, debt management, and emerging topics such as cryptocurrency. Content is refined by subject matter experts and reviewed by legal and compliance teams, and is updated regularly to reflect Australian legislative changes.
The company's product suite is anchored by the MyMoney101 Employee Benefit Program — an annual B2B subscription offering unlimited access to the full module library, articles, videos, and resources. Supplementary offerings include readymade off-the-shelf modules for quick LMS deployment, custom-branded content tailored to client brand voice, an Engagement Library of monthly-updated articles, a Retirement Coach sub-brand, and an online Tax Calculator tool. The company is explicit that its content is education-only and non-product-based, deliberately maintaining the boundary between education and financial advice.
Money101 sells through direct enterprise field sales to large employers, superannuation funds, banks, financial advisers, insurers, government agencies, and not-for-profit organizations, primarily in Australia. Its customers include AustralianSuper, QSuper, Bunnings, Stanwell Corporation, the Royal Children's Hospital, Gateway Bank, and Border Bank. The company is privately held, founder-controlled, with no external funding rounds disclosed. It has won the LearnX Diamond Award for Best Online Learning in three consecutive years (2023, 2024, 2025). The current leadership includes founder Catherine Birchall, CEO Andrew MacNiven (joined 2021), and Digital Development and Marketing Manager Fiona Williams (joined 2015).
Money101 firmographics
Firmographics- Name
- Money101
- Legal name
- Money for Life Pty Ltd
- Website
- https://money101.com.au
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Money101 (Money for Life Pty Ltd) is an Australian digital financial education provider founded in 2004 and based in Melbourne. It sells annual B2B subscriptions to its MyMoney101 platform — containing 90+ interactive modules — to employers, super funds, banks, government, and not-for-profits across Australia.
- Ownership category
- akta.pro rank
Money101 industry classification
Industry- Product category
- Financial Wellness Education Platform
- akta.pro primary industry
- Budgeting & Cash-Flow Management (FSAGADAA)
- akta.pro secondary industry
- Bill Management & Subscription Management (FSAGADAG)
Keywords
Where Money101 is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Money101 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Annual Subscription – MyMoney101 Employee Benefit Program: Organisations subscribe on an annual basis to provide employees unlimited access to the complete suite of digital financial wellbeing resources, including the full interactive module library, articles, videos, and tools. This is the primary revenue stream for Money101.
- Readymade Module Licensing: Off-the-shelf, ready-to-deploy interactive financial education modules licensed to wellbeing professionals, marketing leads, and education managers for integration into existing LMS or websites.
- Custom Branded Content: Bespoke financial education content built to client specifications and branded to the organisation's identity, sold as a tailored content engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | MyMoney101 Employee Benefit Program – Annual Subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Money101 product offering
Product offeringCore offering
Money101 provides a digital financial wellbeing and education platform that delivers interactive learning modules, articles, and videos on personal finance topics such as budgeting, superannuation, investing, and retirement planning. Its flagship offering, the MyMoney101 Employee Benefit Program, is sold to Australian organisations on an annual subscription basis, giving employees unlimited access to the company's full content library. Complementary offerings include off-the-shelf readymade modules for LMS integration and custom-branded content tailored to client brands.
Product overview
Money101 offers a platform-plus-modules architecture centered around its core MyMoney101 Employee Financial Wellness Program, which provides unlimited access to a comprehensive suite of online resources including an interactive module library. The offering is supplemented by Readymade Finance Modules for quick off-the-shelf deployment, Custom Branded Financial Education Content for organizations wanting bespoke branding, and an Engagement Library of articles and videos. Additional products include Retirement Coach for retirement-focused education and a Tax Calculator tool. The company has over 110 learning modules covering topics from budgeting basics to cryptocurrency.
Differentiator
Problem solved
Functional benefit
Brands
- MyMoney101: Employee financial wellness program providing unlimited access to a comprehensive suite of online resources including interactive module library, articles, videos, and resources
- Retirement Coach
Products and services
- MyMoney101 Employee Benefit Program A comprehensive employee financial wellness program offering unlimited access to a suite of online resources including the full interactive module library, articles, videos, and tools, provided to organisations on an annual subscription.
- Readymade Finance Modules Off-the-shelf, bite-sized interactive financial education modules designed for seamless integration into existing LMS or websites for wellbeing professionals, marketing leads, and education managers.
- Custom Branded Financial Education Content Bespoke financial education content built to client specifications and branded to the organisation's identity, particularly targeted at super funds, banks, and financial advisers requiring cohesive marketing messaging.
- Engagement Library A library of regularly updated financial wellbeing articles and videos covering a wide range of finance and wellbeing topics, fully editable and adaptable to client needs, with new articles added monthly.
- Retirement Coach Interactive learning experience focused on retirement planning and superannuation education, offered as a sub-brand within the Money101 portfolio.
Quantifiable outcome
- High employee usage rate of the MyMoney101 program reported by enterprise clients such as Stanwell Corporation
- +1 more outcomes
Companies that use Money101
Customer profileNamed customers15 records
Segments7 records
Ideal customer profiles4 records
Money101 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Money101 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- City FertilityminorMoney101 announced a corporate partnership with City Fertility, bringing added benefits to Money101 subscribers. Subscribers to Money101's financial wellbeing employee benefits platform can enjoy a special discount on City Fertility's comprehensive fertility solutions. The partnership is designed to support subscribers on their family planning journey by simplifying access to fertility services through the Money101 platform.
Scale indicators5 records
Recent moves5 records
Expansion highlights3 records
Money101 competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Money101 social profiles
Digital presenceMoney101 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Money101 leadership team
Management profileNumber of profiles
Profiles3 records
Money101 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Money101 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Money101
What does Money101 do?
Money101 provides a digital financial wellbeing and education platform that delivers interactive learning modules, articles, and videos on personal finance topics such as budgeting, superannuation, investing, and retirement planning. Its flagship offering, the MyMoney101 Employee Benefit Program, is sold to Australian organisations on an annual subscription basis, giving employees unlimited access to the company's full content library. Complementary offerings include off-the-shelf readymade modules for LMS integration and custom-branded content tailored to client brands.
Is Money101 a public or private company?
Money101 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Money101 founded?
Money101 was founded in 2004. It employs 1 to 10 people.
Where is Money101 based?
Money101 is headquartered in Melbourne, Australia, in the Oceania region.
How does Money101 make money?
Three revenue lines are on record. Annual Subscription – MyMoney101 Employee Benefit Program is the primary driver. The others are readymade Module Licensing and custom Branded Content.
Does Money101 have an API?
No public API is recorded for Money101.
What industry is Money101 in?
Money101's product category is Financial Wellness Education Platform. Its primary akta.pro industry code is FSAGADAA, Budgeting & Cash-Flow Management, with a secondary code of FSAGADAG, Bill Management & Subscription Management.