Lifeguard Financial Services

What Lifeguard Financial Services does

LifeGuard Financial Services Pty Ltd is an Australian retail financial advisory firm headquartered in Camberwell, Victoria, that delivers personalised financial planning services to individuals, families, and business owners. It operates under a regulatory licensing arrangement as an authorised representative of Fortnum Private Wealth Limited (ABN 54 139 889 535, AFSL 357306), which provides the legal authorisation to provide financial services in Australia. The firm is family-owned and led by Director and Senior Financial Adviser Toby Webb, who assumed leadership of his father's business in 2013 and brings more than 25 years of industry experience.

The firm structures its delivery around two branded programs: the flagship "Next Success" program, which serves aspirational families and business owners navigating major life stage transitions, and the introductory "Getting Sorted" program, which targets millennials and early-career professionals needing foundational financial tidy-up (superannuation, life insurance, spending, wills). Both programs are anchored to a proprietary "LifeStage Transitions" framework that catalogues 50+ life events requiring planning consideration. The sales motion is consultative and direct: an initial 20-minute phone consultation to triage, followed by a structured three-step engagement (Get In Touch, Next Success, Get It Done) delivered through face-to-face or phone-based advisory meetings.

The business model is professional-services fee-for-advice on multi-year contracts, with pricing disclosed only on a quote basis. Distribution is entirely direct-to-consumer; there is no disclosed digital marketing, no app, no API, no proprietary technology stack beyond a Squarespace-hosted website, and no identified enterprise customers. The firm is geographically limited to Victoria, Australia, and the team beyond Mr. Webb is not publicly enumerated, indicating a small, principal-led practice with no external funding, no parent company, and no disclosed institutional backing.

Name

Lifeguard Financial Services

Legal name

LifeGuard Financial Services Pty Ltd

Website

https://lifeguard.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Lifeguard Financial Services is a family-owned Australian retail financial advisory firm in Camberwell, Victoria, delivering personalised financial planning through its Next Success and Getting Sorted programs to aspirational families, millennials, and seasoned couples navigating life stage transitions, operating under Fortnum Private Wealth's AFSL.

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 industry

Family & Life-Stage Financial Planning (Marriage, Kids, Caregiving) (EDAAAJAM)

Keywords

• Financial planning services
• Wealth advisory
• Life stage planning
• Retirement planning
• Financial advice

Headquarters

HQ city

Hawthorn

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Financial Advisory Services: Provides financial planning and advisory services through structured programs (Next Success and Getting Sorted) targeting families and professionals navigating life stage transitions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

LifeGuard Financial Services provides personalised financial planning and advisory services through two structured programs: the flagship "Next Success" Program for aspirational families navigating life stage transitions, and the "Getting Sorted" Program for younger professionals and those needing to establish financial basics. Services are delivered via a three-step consultative process (initial 20-minute phone call, Next Success pathway design, and implementation support) covering superannuation, life insurance, wills, spending plans, and wealth management.

Product overview

Lifeguard Financial Services offers two distinct financial planning programs: the flagship 'Next Success' Program and the introductory 'Getting Sorted' Program. The Next Success Program serves as the primary offering for aspirational families and business owners facing life stage transitions, providing comprehensive goal identification, pathway design, and ongoing advisory support. The Getting Sorted Program serves as an entry point for younger professionals or those requiring foundational financial tidy-up before pursuing larger goals. Both programs are structured around the company's 'LifeStage Transitions' approach, which addresses over 50 life events requiring financial planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Next Success Program The flagship financial planning program that helps clients identify not only future goals and aspirations but their very next most important one, maps out a path to achieve it, and provides ongoing guidance towards financial success. Designed for aspirational families and business owners navigating major life stage transitions such as exiting business ownership, upgrading a home, planning school fees, and retirement readiness.
• Getting Sorted Program An introductory financial planning program for younger professionals (millennials) or those who have taken their own path and need a tidy-up. Focused on getting financial basics right first — superannuation, life insurance, spending, wills — before progressing to larger financial goals.

Segments3 records

Ideal customer profiles2 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.

• Fortnum Private Wealth LimitedcoreOthersLifeGuard Financial Services Pty Ltd and its advisers are authorised representatives of Fortnum Private Wealth Limited (ABN 54 139 889 535, AFSL 357306). This is a regulatory licensing relationship enabling the company to provide financial services under Fortnum's AFS license.

Scale indicators1 record

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• Ord Minnett: Established Australian wealth advisory and stockbroking firm serving private clients, families, and professionals. Comparable to LifeGuard in life-stage financial planning for retail wealth but with a broader investment offering and national footprint.
• Morgans Financial: Larger Australian wealth advisory and stockbroking firm with a national adviser network. Overlaps with LifeGuard in financial planning and wealth advisory for individuals and families but operates at materially greater scale and product breadth.
• JBWere: Major Australian private wealth manager offering comprehensive financial planning, investment, and portfolio services to high-net-worth individuals and families. Comparable to LifeGuard in life-stage wealth planning for affluent Australian households but with significantly broader capabilities.
• AMP Financial Planning: Large incumbent Australian wealth manager operating an extensive financial adviser network across the country. Overlaps with LifeGuard in comprehensive financial planning for retail clients but at far greater scale and with broader product and platform offerings.

Direct peers

• Hillross Financial Services: Network of Australian financial advisers delivering comprehensive financial planning advice to retail clients. Comparable to LifeGuard in target customer, advice-led delivery, and Australian retail wealth advisory scope.
• Fitzpatricks Private Wealth: Boutique Australian wealth advisory firm providing personalized financial planning, investment, and superannuation advice to families and professionals. Directly comparable to LifeGuard's adviser-led, family-targeted financial planning model.
• Shadforth Financial Group: Australian boutique financial advisory firm offering comprehensive financial planning to individuals and families. Highly comparable to LifeGuard in target customer (Australian families/professionals), service mix (advice-led planning programs), and operating model (adviser-led practice).
• Infocus Wealth Management: Australian financial advisory group providing personalized wealth advice and financial planning to individuals and families. Closely comparable to LifeGuard in customer segment, advice-led model, and boutique advisory positioning.
• Bravium Wealth: Australian financial advisory firm offering tailored financial planning and wealth advice to professionals and families. Comparable to LifeGuard in customer profile, advice-led delivery, and Australian retail wealth management focus.

Others

• Fortnum Private Wealth: Australian financial services licensee (AFSL 357306) under which LifeGuard operates as an authorised representative. Not a direct competitor but the enabling license partner whose AFSL authorisation permits LifeGuard to deliver its advisory services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/LifeGuardFinancialServices

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lifeguard Financial Services