EJM Financial Services

What EJM Financial Services does

EJM Financial Services (marketed as "EJM Advice") is an Australian private financial advisory firm headquartered in Melbourne CBD, with additional offices in Geelong, Albury, and Wangaratta. Founded by Brendan Cairns in Wangaratta in 2011, the firm provides personalized financial planning to individual clients and families across Victoria across six integrated service lines: superannuation and self-managed super funds (SMSFs), wealth creation, retirement planning, personal insurances, aged care funding advice, and cash flow and budgeting. The firm employs 11–50 staff, references over 350 years of combined advice experience, and serves "hundreds of happy clients" evidenced by 13 published individual testimonials.

The firm's core deliverable is structured around a proprietary 3-step advisory process — a complimentary intro call, a tailored strategy and plan, and ongoing implementation and review — delivered via face-to-face and phone consultations across its four offices. The technology footprint is modest and marketing-led: a WordPress website, Calendly integration for online appointment booking, blog content for organic acquisition, and a downloadable e-book lead magnet ("7 Fatal Financial Planning Mistakes") targeting Baby Boomers. There is no proprietary software, mobile application, API, or AI/ML capability disclosed.

EJM operates as an authorized and credit representative of Akumin Pty Limited (AFSL 232706, ACL 232706), the licensed entity that underwrites its financial services and credit activities. Revenue is generated fee-for-service on individualized advice engagements, with client acquisition driven by digital marketing (SEO blog, lead magnet, Calendly scheduling), founder-led local brand presence in regional Victoria, and referrals. The customer base is entirely B2C — individual consumers and families — with no enterprise or institutional clients evidenced.

Name

EJM Financial Services

Legal name

EJM Financial Services Pty Ltd

Website

https://ejm.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

EJM Financial Services (EJM Advice) is a Melbourne-based Australian financial advisory firm serving individual clients and families across Victoria from offices in Melbourne CBD, Geelong, Albury, and Wangaratta, offering superannuation, SMSF, retirement, wealth, insurance, and aged care planning.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

akta.pro secondary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

• Financial planning services
• Wealth management advice
• Retirement planning
• Superannuation SMSF advice
• Personal insurance broking

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Financial Advisory Services: Revenue generated through personalized financial advice services including superannuation, wealth creation, retirement planning, personal insurances, aged care advice, and cash flow management. The firm operates as an authorized representative under Akumin Pty Limited's AFSL and ACL.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

EJM Financial Services provides licensed financial advice to individual Australians and small-business clients, covering financial planning, wealth creation, superannuation and self-managed super funds (SMSFs), retirement and income strategies, personal insurance, aged care funding, and cash flow/budgeting. Advice is delivered face-to-face across four regional Victorian and southern NSW offices via a structured 3-Step Advice Process and is authorised under Akumin Pty Limited's AFSL and ACL.

Product overview

EJM Financial Services offers a unified financial advisory service built around personalized, goal-based financial planning. The core offering consists of six integrated service areas: Financial Planning and Wealth Creation, Superannuation and SMSFs, Retirement Planning and Income Strategies, Personal Insurances, Aged Care Advice and Funding, and Cash Flow and Budgeting. These services are delivered through a structured 3-Step Advice Process (Intro Call, Strategy and Plan, Implement and Review), providing clients with a comprehensive, ongoing advisory relationship rather than one-off consultations. The company operates as an authorized representative of Akumin Pty Limited, servicing clients in Melbourne and surrounding areas including Geelong, Albury, and Wangaratta.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning and Wealth Creation Holistic financial planning and wealth creation advice for individual Australians and small-business clients, delivered by licensed advisers under the firm's 3-Step Advice Process.
• Superannuation and SMSF Advice Advice on superannuation strategies and self-managed super funds (SMSFs) for individual clients seeking to manage their own retirement savings.
• Retirement Planning and Income Strategies Retirement planning and income strategy advice to help clients structure sustainable income in retirement.
• Personal Insurances Personal insurance advice and product placement for individuals, covering life, income protection, and related risk protection needs, delivered under Akumin Pty Limited's AFSL.
• Aged Care Advice and Funding Advice and funding strategies for clients navigating aged care decisions and associated financial arrangements.
• Cash Flow and Budgeting Cash flow and budgeting advice to help individual clients manage day-to-day finances and align spending with long-term goals.

Named customers13 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Akumin Pty LimitedcoreOthersEJM Financial Services Pty Ltd operates as an authorized and credit representative of Akumin Pty Limited, which holds AFSL 232706 and ACL 232706. This licensing arrangement enables EJM to provide financial services under Akumin's regulatory framework.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Insignia Financial (formerly IOOF): Major Australian wealth management group encompassing multiple advice brands (Consultum, Bridges, MLC). Provides overlapping personal financial advice, super, retirement and SMSF services but at significantly greater scale and geographic breadth.
• AMP Financial Planning: One of Australia's largest financial advice networks with hundreds of practices and billions in advised assets. Offers overlapping super, retirement, insurance and aged-care advice but as part of a broad wealth/Super/AMP Bank portfolio rather than a specialized regional boutique.

Direct peers

• Consultum Financial Advisers: Australia-wide financial advisory network (part of Insignia Financial/IOOF group) providing personal advice on superannuation, retirement planning, wealth management and insurance to individuals and families. Similar licensee-style network of regional offices.
• Ord Minnett: Australian private wealth manager offering financial planning, superannuation, retirement and investment advice with a strong regional office footprint. Closely comparable in advisor-led, regional, full-service advice model.
• Shadforth Financial Group: Australian mid-sized financial advisory firm offering superannuation, retirement planning, investment advice and aged care services to individuals across multiple regional offices. Closely comparable in scope of services and target client base.
• Bridges Financial Group: Independent Australian financial advisory firm providing holistic wealth creation, retirement, superannuation and personal insurance advice. Highly comparable in service breadth, client segment, and face-to-face advisory model.
• Morgans Financial Limited: Australian wealth advisory and stockbroking firm providing comprehensive financial planning, superannuation and investment advice to individuals and families. Comparable in offering personalized, full-service advice to mass-affluent clients.
• Centric Wealth: Australian financial advice and wealth management firm offering superannuation, retirement, investment and aged care advice to individuals. Comparable in client segment and integrated service model.
• Hillross Financial Services: Long-established Australian financial advice network (associated with AMP) offering comprehensive personal advice including super, retirement, insurance and aged care. Comparable in service offering, scale, and target mass-affluent client base.
• Patrons Financial Advice: Direct competitor offering personal financial advice, super/SMSF, retirement planning, insurance and aged care advice across Australia through a network of regional offices. Operates a similar license-rep model and serves the same Baby Boomer / retiree segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ejmfs
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/ejm-financial-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 EJM Financial Services