Moneysmart

What Moneysmart does

Moneysmart (moneysmart.gov.au) is an Australian Government financial literacy website operated by the Australian Securities and Investments Commission (ASIC), an independent Commonwealth statutory body. It serves the entire Australian adult population with free, unbiased financial guidance and decision-support tools, positioned as a public-good counterweight to commercial financial product marketing. The platform's core technology is a web-based suite of more than fifteen interactive calculators and planning tools covering banking, budgeting, savings, superannuation and retirement, home loans and mortgages, credit cards, personal and payday loans, income tax and GST, investing, and scams awareness. Notable technical components include the Budget Planner with multi-currency and multi-frequency summaries, the Simple Money Manager available in eight community languages with audio content, and scenario-modeling tools such as the Retirement Planner and compound interest calculator. The educational content hub organizes content across eight main topic areas with extensive sub-pages covering life-stage topics (marriage, divorce, illness, having a baby, financial abuse, older Australians).

Moneysmart operates as a direct-to-consumer service with no commercial monetization. There is no pricing model because all tools and content are provided at no cost; the platform is funded through the Australian Government budget as part of ASIC's consumer-protection mandate. Go-to-market is digital-first via the official domain, supplemented by organic social channels (Facebook, YouTube, Instagram), a monthly email newsletter, and SEO-optimized long-form content. Distribution is exclusively domestic Australia, and the service does not sell products, generate advertising revenue, or operate outside ASIC's statutory scope. The strategic role is regulatory and educational rather than commercial, making Moneysmart functionally distinct from private-sector fintech competitors despite surface overlap in calculator-style tools.

Name

Moneysmart

Legal name

Moneysmart

Website

https://moneysmart.gov.au

Company type

Private

Operating status

Operating

Short description

Moneysmart is the Australian Government's free financial literacy platform, operated by ASIC, providing calculators, educational content, and multilingual budgeting tools to all Australian consumers across banking, investing, superannuation, and consumer-protection topics.

Ownership category

akta.pro rank

Product category

Financial Literacy Education

NAICS

Educational Support Services (6117), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH)

akta.pro secondary industries

Budgeting & Cash-Flow Management (FSAGADAA), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN), Financial Coaching & Budgeting Advisory (FSAEAAAH)

Keywords

• Financial literacy education
• Budgeting calculators
• Government financial guidance
• Retirement planning tools
• Consumer finance resources

Headquarters

HQ city

Kyabram

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: Moneysmart is an Australian Government service funded by the Australian Securities and Investments Commission (ASIC). As a public education initiative, it provides free services to all Australians without generating commercial revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Moneysmart is an Australian Government financial literacy service operated by ASIC (Australian Securities and Investments Commission) that provides free interactive financial calculators, budget planners, and educational content to all Australians. The core offerings include a suite of planning calculators (Budget Planner, Retirement Planner, Superannuation Calculator, Mortgage Calculator, Savings Goals, Income Tax, Personal Loan, Credit Card, Compound Interest, Payday Loan, Reverse Mortgage, GST, and Employer Contributions calculators) along with comprehensive educational resources covering banking, budgeting, saving, loans, credit, debt, investing, superannuation, retirement, insurance, and scams awareness. All tools and resources are provided at no cost as a public service.

Product overview

Moneysmart is an Australian Government service (operated by ASIC) providing free financial guidance, calculators, and educational resources. The core offering is a suite of financial planning calculators including the Budget Planner, Retirement Planner, Superannuation Calculator, Mortgage Calculator, Savings Goals Calculator, Income Tax Calculator, and Personal Loan Calculator. These tools are supported by comprehensive educational content covering banking and budgeting, loans and credit, investing and planning, super and retirement, insurance, and scams awareness. The Simple Money Manager provides multilingual budgeting support in eight languages with audio content. All tools and resources are free to users and designed to help Australians make informed financial decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• Budget Planner An online budgeting tool that helps users track income and expenses, set spending categories, create custom items, and view summaries in multiple currencies and time frequencies (weekly, fortnightly, monthly, quarterly, annually) with autosave functionality and multi-language support.
• Simple Money Manager A quick and easy multilingual budgeting tool available in English, Simplified and Traditional Chinese, Italian, Arabic, Vietnamese, Somali, Dari, and Sudanese Arabic with audio content to help users track income and expenses.
• Retirement Planner A calculator tool that helps users explore and plan their future retirement income with scenario modeling capabilities.
• Superannuation Calculator A calculator that helps users explore what their super balance might be at retirement based on current contributions and growth rates.
• Savings Goals Calculator A calculator that helps users work out how long it will take to reach savings goals and outlines steps to implement a savings plan, with adjustable interest rates and deposit frequencies.
• Mortgage Calculator A calculator that helps users find out how to repay their home loan sooner, showing repayment scenarios based on different interest rates and terms.
• Income Tax Calculator A calculator that helps users work out Australian income tax, take-home salary after tax and Medicare levy, and marginal tax rates for various financial years.
• Personal Loan Calculator A calculator that helps users work out how much they could afford to borrow and repay for personal loans.
• Credit Card Calculator A calculator that helps users calculate savings with higher repayments or lower interest rates on credit card debt.
• Compound Interest Calculator A calculator that helps users work out what money they will have if they save a regular amount, how compounding increases savings interest, and the difference between saving now versus later.
• Payday Loan Calculator A calculator that helps users see how much a payday loan will really cost, illustrating the true cost of high-interest short-term loans.
• Employer Contributions Calculator A calculator that helps users check if they are receiving the correct amount of superannuation employer contributions.
• Reverse Mortgage Calculator A calculator that helps users explore what a reverse mortgage could cost over time for retirement income purposes.
• GST Calculator A calculator that helps users calculate Australian goods and services tax (GST) including prices with and without GST and the GST component.
• Educational Content Hub Free financial guidance and educational resources covering banking, budgeting, loans, credit cards, investing, superannuation, retirement planning, insurance, and scams awareness across dozens of topic pages organized into 8 main topic areas with 15 sub-categories.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Finder: Australian financial comparison marketplace covering banking, insurance, investing, and super. Comparable topic coverage but commercial-driven, with affiliate monetization versus MoneySmart's independent government-funded model.
• Canstar: Australian financial product comparison and research firm providing star ratings and calculators across banking, super, insurance, and investments. Comparable in offering consumer comparison tools but with a commercial research and advertising model.

Emerging players

• YNAB (You Need A Budget): Subscription-based budgeting app with strong educational content (workshops, podcasts) popular among Australian users. Comparable in budgeting-first positioning and educational ethos, though commercial and not Australian-specific.
• Barefoot Investor: Popular Australian personal finance education brand led by Scott Pape, with strong household reach and budgeting frameworks. Comparable in financial literacy audience but operates as a commercial media/education business rather than a government service.

Direct peers

• MoneyHelper: UK government-funded free money and pensions guidance service, similar in offering free calculators, debt advice, and budget planners under a public-good mandate. Directly comparable in scope and consumer-protection positioning.
• Sorted: New Zealand government-run financial literacy platform operated by the Sorted Charitable Foundation. Most direct peer: free, government-backed, multi-language calculators and planning tools for budgeting, saving, and retirement, comparable to MoneySmart's mandate.
• MyMoney.gov: US Financial Literacy and Education Commission portal offering free government financial education across budgeting, saving, investing, and scams. Direct peer in category and public-mandate delivery model.
• Financial Consumer Agency of Canada (FCAC): Canadian government agency providing free financial literacy tools, budget calculators, and consumer guidance. Directly comparable as a national regulator-led consumer education platform.

Others

• Australian Government's MoneySmart (YouTube): Listed only as adjacent - this is the subject company itself. Noted here as part of the broader MoneySmart video/social ecosystem that extends its reach.

Regional players

• MoneySense (Singapore): Singapore government financial education portal offering free budgeting tools and personal finance content. Comparable in mandate and free-to-user model, though operating in a different jurisdiction and language market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MoneySmartAu
• Facebookfacebook.com/MoneySmartAu
• Instagraminstagram.com/moneysmartau
• Xx.com/moneysmartteam

Revenue estimate

Valuation estimate

Number of profiles

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 Moneysmart