Entireti
Entireti is Australia's largest financial advice business services provider, holding six AFSLs and serving 1,300+ advisers across 570 practices with licensing, compliance, technology, and investment management services.
- Company typePrivate
- Founded2010
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Entireti does
Entireti is Australia's largest financial advice business services provider, operating as a public unlisted holding company owned by its advisers, management and staff. The group holds six Australian Financial Services Licenses (AFSLs) and serves approximately 1,300 financial advisers across 570 practices nationwide, delivering licensing, compliance, supervision, file review, paraplanning, business consulting, HR and technology support services. It operates through four sub-brands — Fortnum Private Wealth, Personal Financial Services (PFS), Akumin (housing the former AMP advice licensees and Jigsaw), and Entireti Alliances (supporting self-licensed advisers) — with offices in Sydney, Melbourne, Brisbane and Adelaide.
The business generates revenue through annual AFSL licensing fees and professional service subscriptions charged to advice practices, together with asset-linked fees on Salita Portfolio Services, which administers approximately $5 billion across actively managed separately managed accounts (accumulation, retirement and direct equities) and bespoke private-label SMAs. Pricing is quote-based and not publicly disclosed; the group committed to no professional service fee changes for at least two years following the December 2024 AMP transaction. Technology is anchored by deep integration with Iress Xplan, with Entireti maintaining a dedicated Advice Tech team for data migration and practice support, and by Salita Portfolio Services for managed account infrastructure. The flagship forward-looking technology is ERAi, an AI-powered advice ecosystem being co-developed with global fintech Communify to aggregate data from emails, financial planning software and apps into a central knowledge base with deterministic compliance guardrails, with first-phase availability to the network targeted from Q3 2026.
Go-to-market combines sales-led acquisition of advice businesses (Fortnum acquired Australian Unity's PFS in November 2023; Entireti acquired AMP's advice licensees in December 2024 for $10.2 million with AMP retaining a 30% NewCo stake; Entireti acquired Insignia's IOOF Alliances in August 2025) with a community-led retention model built on peer forums, national professional development days, an annual adviser conference and the University Challenge talent program. Strategic partnerships extend capability without internal build: Otivo (digital advice continuum), Striver (graduate talent pipeline), Communify (AI platform) and Lonsec Investment Solutions (investment research support for Salita).
Entireti firmographics
Firmographics- Name
- Entireti
- Legal name
- Entireti Limited
- Website
- https://entireti.com.au
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Entireti is Australia's largest financial advice business services provider, holding six AFSLs and serving 1,300+ advisers across 570 practices with licensing, compliance, technology, and investment management services.
- Ownership category
- akta.pro rank
Entireti industry classification
Industry- Product category
- Financial Advice Business Services
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)
- akta.pro secondary industries
- Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF)
Keywords
Where Entireti is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Entireti business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- AFSL Licensing Services: Entireti holds multiple Australian Financial Services Licenses (6 AFSLs) and provides licensing services to financial advisers including due diligence, onboarding, risk management, supervision and monitoring, ASIC requirements, training and education/CPD, core advice technology, approved product lists, paraplanning, business insights and coaching.
- Business Services: Provision of diversified business support services tailored to financial planning practices including practice back-office admin functions, HR support, technology innovation, cyber security, change management, succession planning, compliance tools, policy templates, file reviews, strategic business consulting, practice efficiency frameworks, and education and training modules.
- Investment Management (Salita Portfolio Services): Portfolio solutions and investment advisory services including separately managed accounts (SMAs) and portfolio management services. Salita currently provides services representing $5 billion in funds under management across the Entireti network.
- AFSL Licensee Fees: Professional service fees charged to advice practices for licensing and regulatory compliance services. The company committed to no changes to terms or conditions for practices including professional service fees for at least two years following the AMP transaction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise licensing services for large adviser networks |
| Subscription | Annual | AFSL Support Services for self-licensed advisers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Entireti product offering
Product offeringCore offering
Entireti is Australia's largest financial advice business services provider, holding six Australian Financial Services Licences (AFSLs) and supporting over 1,300 advisers across 570 practices with ~$100b+ in Funds Under Administration. It provides AFSL licensing, compliance, supervision, business consulting, HR, cyber security, education/CPD, and core advice technology to financial advisers, alongside investment management via Salita Portfolio Services ($5b FUM) and the in-development ERAi AI-powered advice platform.
Product overview
Entireti is a financial advice business services provider operating as a multi-brand platform structure. The company serves as parent to four advice sub-brands: Akumin (housing AMP Financial Planning, Hillross, Charter Financial Planning, Jigsaw), Fortnum Private Wealth, Personal Financial Services, and Entireti Alliances (supporting self-licensed advisers). Entireti's core offerings include AFSL licensing and compliance services, business consulting, investment management (via Salita Portfolio Services with $5B+ FUM), and technology solutions. The company is developing ERAi, an AI-powered digital ecosystem platform in partnership with Communify, expected to launch in Q3 2026. The technology strategy, aligned to the 'Road to 200' initiative, focuses on expanding adviser capacity through AI, automation, and process improvement. Entireti serves approximately 1,300 advisers across 570 practices with ~$100B+ FUA and ~$750M+ revenue.
Differentiator
Problem solved
Functional benefit
Products and services
- Entireti AFSL Licensing & Business Services Provision of AFSL licensing (Entireti group holds 6 AFSLs) with due diligence, onboarding, risk management, supervision, monitoring, ASIC requirements support, training/education/CPD, core advice technology, approved product lists, paraplanning, business insights and coaching for self-employed financial advisers and advice practices.
- Akumin (Financial Advice Brand) Non-institutional licensing and business support brand for financial advisers. Houses AMP Financial Planning (being rebranded to Akumin Financial Planning), Hillross, Charter Financial Planning and Jigsaw Advice Solutions, providing AFSL services, compliance, technology and business consulting to advisers.
- Fortnum Private Wealth AFSL licensing and business services for financial advisers across Australia, focused on practice growth, investment solutions and quality advice delivery. Provides licensing, compliance, technology, paraplanning and consulting support to adviser practices.
- Personal Financial Services (PFS) AFSL licensing and business services for financial advisers, with particular expertise in investment portfolio management and related controls. Supports practices with licensing, compliance, technology and investment services.
- Entireti Alliances Support services for self-licensed advisers and AFSL holders covering AFSL compliance obligations, practice management, community networks and business consulting. Includes compliance tools, policy templates, file reviews, strategic consulting, education/training and peer forums.
- Salita Portfolio Services Managed account and portfolio management service offering actively managed, cost-effective separately managed accounts (SMAs) including accumulation, retirement and direct equities options, plus portfolio management services to build bespoke private-label SMAs. Currently represents $5 billion in funds under management across the Entireti network.
- ERAi (Advice Platform for the Intelligence Era) AI-powered digital ecosystem platform that gathers, analyses and organises data from practice systems including emails, financial planning software and apps to create a secure central knowledge base. Delivers insights in text, video and digital formats with deterministic guardrails for compliant AI outputs; targets adviser productivity and capacity.
Quantifiable outcome
- 1,300+ financial advisers in network as at December 2024
- +4 more outcomes
Companies that use Entireti
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Entireti technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature3 records
Entireti partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, supporting and strategic.
- CommunifycoreEntireti partnered with global fintech company Communify to build ERAi, an Australian-first AI-powered digital ecosystem platform for advice businesses. Communify provides financial AI, digital and data solutions globally. ERAi will leverage AI to gather, analyse and organise data from practice systems, creating a secure central knowledge base with deterministic guardrails for compliant AI outputs.
- StrivercoreEntireti partnered with Striver, a specialist wealth management career and talent development platform, to launch a program placing high-quality graduates and job seekers in member firms. The partnership white-labels Striver's technology platform connecting employers and candidates, with education and training resources. Entireti is Striver's only licensing and business services partnership. The partnership supports Striver's mission to place 5,000 new advisers over the next decade.
- Lonsec Investment SolutionssupportingSalita Portfolio Services is supported by investment consulting capabilities of Lonsec Investment Solutions, part of the Evidentia Group. Lonsec provides investment research and consulting to support portfolio management capabilities.
- OtivostrategicEntireti and Otivo entered a strategic alliance to develop a scalable, low-cost advice continuum solution. The partnership combines IP and resources to create a simplified, flexible and integrated advice offering catering to episodic and limited scope advice, enabling consumers to move along the advice continuum as their needs change. Otivo is a licensed digital advice platform trusted by superannuation funds and corporate clients.
- AZ NGAcoreEntireti and AZ NGA formed a strategic partnership in the AMP transaction, with AZ NGA acquiring AMP's minority equity stakes in 16 advice practices for $82.2 million while Entireti acquired AMP's advice licensees. AZ NGA is backed by Azimut Group (one of Europe's largest investment houses). The partnership created Australia's largest advice business services provider.
Scale indicators9 records
Recent moves10 records
Expansion highlights7 records
Entireti competitors and assessment
Company assessmentBroad incumbents
- BT Financial Group (Westpac): Westpac-owned wealth business offering financial advice, platforms (BT Panorama), and licensee services. Comparable to Entireti in providing AFSL support and technology infrastructure to a network of aligned advisers.
- AMP Limited: Former owner of AMP Financial Planning, Hillross and Charter (now owned by Entireti) and one of Australia's largest wealth managers. Remains a peer through retained wealth/Super platforms, North asset management, and the 30% stake in Entireti's Akumin JV.
- Focus Financial Partners: US-listed partnership of independent wealth management firms, providing capital, technology and back-office services to adviser networks. Comparable as a global consolidator of advice businesses — analogous role to Entireti in Australia but at much larger scale.
- MLC Wealth (NAB): NAB's wealth division providing advice, superannuation and platform services to advisers and clients. Comparable as a large, multi-brand Australian advice and licensee platform with similar scale and regulatory exposure.
Direct peers
- Shadforth Financial Group: Large Australian financial advice licensee offering advice-led wealth management services to retail clients. Comparable as a multi-adviser AFSL business competing for adviser recruitment and retention in the same regulatory regime.
- Centrepoint Alliance: ASX-listed advice licensee and business services provider operating the Centrepoint, Lifespan, and Mine Wealth + Karma brands. Closely comparable business model to Entireti's Akumin/Alliances in providing AFSL support to advisers and licensees at smaller scale.
- Insignia Financial: ASX-listed wealth management group owning IOOF, MLC Wealth, and ANZ-aligned advice businesses. Direct competitor in the Australian AFSL/advice licensee market; Insignia itself divested IOOF Alliances to Entireti in 2025, confirming overlap in target market and licensee consolidation strategy.
- Australian Unity: Mutual providing banking, advice (formerly PFS — divested to Entireti in 2023) and wealth services. Comparable as a competing advice licensee that has similarly divested parts of its advice business, validating the broader market consolidation theme.
Regional players
- Netwealth Group: ASX-listed Australian wealth management platform providing super, investment, and wrap-platform services to advisers and their clients. Comparable as a technology-enabled enabler of adviser practices, though more focused on platform/ custody than AFSL licensing.
Others
- Lonsec Investment Solutions: Australian investment research and consulting firm supporting Salita Portfolio Services and other licensees. Adjacent ecosystem participant: comparable as an enabling partner/research provider to the advice industry, not a direct licensee competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Entireti social profiles
Digital presenceEntireti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Entireti leadership team
Management profileNumber of profiles
Profiles12 records
Entireti subsidiaries and ownership
Company hierarchySubsidiaries5 records
Entireti funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Entireti 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 Entireti
What does Entireti do?
Entireti is Australia's largest financial advice business services provider, holding six Australian Financial Services Licences (AFSLs) and supporting over 1,300 advisers across 570 practices with ~$100b+ in Funds Under Administration. It provides AFSL licensing, compliance, supervision, business consulting, HR, cyber security, education/CPD, and core advice technology to financial advisers, alongside investment management via Salita Portfolio Services ($5b FUM) and the in-development ERAi AI-powered advice platform.
Is Entireti a public or private company?
Entireti is a private company. It is classified as management employee owned and is currently operating.
When was Entireti founded?
Entireti was founded in 2010. It employs 51 to 100 people.
Where is Entireti based?
Entireti is headquartered in Sydney, Australia, in the Oceania region.
How does Entireti make money?
Four revenue lines are on record. AFSL Licensing Services are the primary driver. The others are business Services, investment Management (Salita Portfolio Services) and AFSL Licensee Fees.
Who are Entireti's main competitors?
Broad incumbents on record are BT Financial Group (Westpac), AMP Limited, Focus Financial Partners and MLC Wealth (NAB). Direct peers are Shadforth Financial Group, Centrepoint Alliance, Insignia Financial and Australian Unity. Netwealth Group is listed as a regional player. Lonsec Investment Solutions is listed as an others.
Does Entireti have an API?
No public API is recorded for Entireti.
What industry is Entireti in?
Entireti's product category is Financial Advice Business Services. Its primary akta.pro industry code is FSAAACAA, Comprehensive/Full-Service RIAs & Independent Wealth Managers, with a secondary code of FSAAACAC, Portfolio Management–Led RIAs (Discretionary/Model-Based). Its NAICS code is 523940 and its SIC code is 6282.