What Pass Financial does

Pass Financial Pty Ltd is a privately held Australian financial advisory firm founded in 1993 by Kevin Pass and headquartered in West Perth, Western Australia. It operates as an Authorised Representative of Godfrey Pembroke Group Pty Ltd, an Australian Financial Services Licensee (AFSL 245451), which provides the firm with research coverage on more than 250 ASX-listed securities alongside a range of managed funds and insurance products. The firm delivers a structured five-step financial planning process - from initial discovery meeting through to ongoing reviews - covering wealth accumulation and planning, investment portfolio management, retirement planning, home loan and debt structuring, estate planning, and personal risk insurance.

The business model is fee-for-service: clients pay directly for advice, and no commissions are charged on investment business. The first appointment is offered cost- and obligation-free to lower the client acquisition barrier. Distribution is face-to-face advisory from a single West Perth office, with client acquisition driven primarily by personal referrals, professional networks, and the firm's long-standing local reputation, supplemented by educational content on the website. Customer segments span wealth builders, pre-retirees and retirees, and SMSF trustees across Western Australia, other Australian states, and some international locations.

Operational scale is small: a Principal Consultant (Kasey Pass), a Consultant (Bernard Simlesa, joined October 2024), and two client service staff (Jessica Barratt and Eric Vu Lu, joined June 2024), with founder Kevin Pass on the Investment Committee after ceasing advisory work in 2024. The firm carries no disclosed funding, no subsidiaries, no M&A activity, and no technology platform beyond third-party ASIC calculators, reflecting the character of a traditional licensed advisory practice rather than a scaled financial technology business.

Name

Pass Financial

Legal name

Pass Financial Pty Ltd

Website

https://passfinancial.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Pass Financial is a Perth-based, fee-for-service financial advisory firm providing wealth accumulation, investment, retirement, estate, and risk-insurance advice to individuals and SMSF trustees across Australia, operating as an Authorised Representative of Godfrey Pembroke Group (AFSL 245451).

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

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Fee-Only Advisory (FSAEAAAL), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Financial planning advice
• Retirement planning
• Investment management
• Estate planning
• Personal insurance advice

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Fees: Services are provided on a fee for service basis. No commissions are charged on investment business. This means clients pay directly for financial planning services received.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Pass Financial provides fee-for-service personal financial planning advice to individuals, covering wealth accumulation, investment portfolio management, retirement planning, estate planning, home loans/debt management, and personal risk insurance. The firm delivers its advice through face-to-face consultations from its West Perth office, supported by research and product access via its Authorised Representative relationship with Godfrey Pembroke Group Pty Ltd (AFSL 245451).

Product overview

Pass Financial offers professional financial planning, investment and personal insurance advice, including retirement planning and portfolio management. The company provides a comprehensive suite of financial advisory services including Wealth Accumulation & Planning, Investment Planning, Retirement Planning, Home Loans/Debt Management, Estate Planning, and Risk Insurance. Services are provided on a fee for service basis with no commissions charged on investment business. The firm is an authorised representative of Godfrey Pembroke Group and backs its advice with market and technical research expertise covering over 250 ASX-listed securities and a wide range of managed funds and insurance products.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Accumulation & Planning Strategic financial planning advice for wealth builders covering superannuation, self-managed superannuation funds, gearing, savings programs, and salary sacrifice strategies, delivered via face-to-face consultation.
• Investment Planning Portfolio management services constructing share portfolios and managed fund portfolios, assessing risk tolerance, and applying tax management for individual investors.
• Retirement Planning Retirement income planning including designing retirement income streams, optimising strategy, tax-effective structure selection, cost minimisation, and maximising Centrelink benefits.
• Home Loans / Debt Management Advisory assistance with finding better home loan rates, refinancing options, and strategies to pay off debt sooner for individual clients.
• Estate Planning Estate planning advice covering wills, enduring power of attorney, estate tax optimisation, asset protection, personal succession, wealth transfer options, family trusts, and testamentary trusts.
• Risk Insurance Personal insurance advice covering income protection, asset protection strategies, life and disability insurance, and trauma insurance.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Godfrey Pembroke GroupcoreStrategic or Co-development Partner · 1 January 1981Pass Financial is a part of Godfrey Pembroke Group, a national financial planning group founded in 1981. Kasey Pass, Bernard Simlesa and Pass Financial are all Authorised Representatives of Godfrey Pembroke Group Pty Ltd (ABN 38 078 629 973), an Australian Financial Services Licensee (AFSL Number 245451). From an investment perspective, Godfrey Pembroke Group provides access to views and opinions on 250+ ASX-listed securities as well as a wide range of managed funds and insurance products.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Godfrey Pembroke Group: Pass Financial's licensee and parent network, also founded in 1981. Same AFSL (245451), same face-to-face financial planning model, same target market of mass-affluent and pre-retiree Australian clients - effectively sister practices.
• Shadforth Financial Group: Australian mid-market financial advisory practice offering strategic financial planning, investment, superannuation, and insurance advice. Comparable fee-based model serving similar mass-affluent and retiree segments, with similar boutique-to-mid-market scale.
• Ord Minnett: Australian private wealth manager offering financial planning, portfolio management, and superannuation advice. Comparable full-service advice model to Pass Financial, with broader geographic reach across Australia.
• Count Financial: Australian financial advice dealer group supporting independent financial planners. Direct comparable as a licensed network through which boutique advisors like Pass Financial could alternatively operate, offering similar licensee-style infrastructure.
• JBWere: Long-established Australian private wealth advisory firm providing strategic financial advice, investment management, and superannuation services. Closely comparable fee-based advice model for HNW and mass-affluent clients, with deeper research capability.

Broad incumbents

• Perpetual Private: Wealth management division of Perpetual Limited providing financial advice, portfolio management, and superannuation services. Comparable strategic financial planning offering with stronger institutional research and broader product shelf.
• AMP Financial Planning: One of Australia's largest advice networks operating under AMP's AFSL. Competes for the same mass-affluent financial planning clients as Pass Financial but at much greater scale and with vertically integrated product manufacturing.
• Insignia Financial (IOOF): Large Australian wealth management group that owns Godfrey Pembroke Group (Pass Financial's licensee). Operates multiple advice brands (IOOF, Bridges, Shadforth), making Pass Financial effectively part of its broader advice ecosystem.
• MLC Wealth: Major Australian wealth platform and advice business (part of Nippon Life). Overlaps with Pass Financial on superannuation, investment, and retirement planning, but at institutional scale with proprietary products and platform technology.

Others

• Australian Finance Group (AFG): Australia's largest mortgage aggregator and growing advice network. Relevant ecosystem peer as an alternative dealer group that financial advisors could join; provides broker and white-label services that complement or compete with traditional advice practices.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/pass-financial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Pass Financial