EC Financial

What EC Financial does

EC Financial is a Sydney-based boutique financial planning and advisory firm operating as an Authorised Representative of Count Financial Ltd (AFSL 227232), which is owned by ASX-listed Count Limited. The firm is built around two partners, Ian Carter and John Ellis, supported by a Client Services Manager, and serves individual clients and business owners across four explicit life-stage segments: Young Professionals (wealth creation), Couples & Families (wealth building), Pre-retirees (wealth maximisation), and Retirees (wealth protection). Business owners are flagged as the primary client segment, with advisory work spanning tax-effective investment strategies, tax structuring and preparation, and integrated accounting advice through a cross-referral partnership with Ellis Norton + Co.

The firm's core products are professional advisory services, not software. Service delivery is human-led via scheduled in-person appointments at its Sydney CBD office (Level 32, 200 George Street) and via an email enquiry form on its website, with a recently added secure online document submission portal for client-adviser file exchange. The underlying technology stack is not disclosed beyond a standard WordPress-based website and a CAPTCHA-protected contact form; no proprietary platforms, APIs, AI systems, or mobile applications are referenced in available sources. The product page structure segments each life stage as a distinct service line, but functionally all lines are delivered through the same partner-led advice engagement model.

EC Financial's revenue model is professional services fee-based, with no publicly disclosed pricing, no packaged subscription tiers, and no enterprise or platform revenue. The GTM motion is sales-led, relying on direct client appointments, professional referrals (notably from Ellis Norton + Co), the Count Financial network's credibility layer, and organic channels including the firm website and partners' LinkedIn profiles. Distribution is single-geography (New South Wales, Australia) with no stated plans for geographic expansion. The firm does not advertise hiring, does not have disclosed funding, and operates with a flat 7-person headcount, indicating a mature, stable practice rather than a scaling entity.

Name

EC Financial

Legal name

EC Financial

Website

https://ecfinancial.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

EC Financial is a Sydney-based boutique financial planning firm operating as an Authorised Representative of Count Financial, providing tax-effective investment, retirement, and business-owner advisory services to individual clients across four life stages and to business owners.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

Keywords

• Financial planning services
• Wealth management advice
• Retirement planning
• Tax advisory services
• Investment strategy advice

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning and Advisory Services: EC Financial generates revenue through professional financial planning and advisory fees. Services include developing strategies for business owners, providing tax-effective investment strategies, and offering tax structuring, advice, and preparation services. The firm operates as an Authorised Representative of Count Financial Ltd under an Australian Financial Services Licence.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

EC Financial is a Sydney-based financial planning firm that delivers personalised financial advice, tax-effective investment strategies, tax structuring and preparation services, and business growth strategies to individual clients and business owners. Services are structured around four life-stage tracks (Young Professionals, Couples & Families, Pre-retiree, and Retiree) and are delivered under the regulatory authorisation of Count Financial Ltd's Australian Financial Services Licence.

Product overview

EC Financial is a financial planning firm offering advisory services structured around four distinct life-stage service offerings: Young Professionals (wealth creation), Couples & Families (wealth building), Pre-retiree (wealth maximization), and Retiree (wealth protection). The firm also provides a Document Submission Portal for secure client communications. All services are delivered under the Count Financial Ltd authorization framework.

Differentiator

Problem solved

Functional benefit

Products and services

• Young Professionals Financial Planning

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Count Financial LtdcoreStrategic or Co-development PartnerEC Financial operates as an Authorised Representative of Count Financial Ltd ABN 10 001 974 625, holder of Australian Financial Services Licence Number 227232. This relationship provides regulatory authorisation, compliance infrastructure, and access to Count Financial's resources and network. Count Financial is owned by Count Limited ABN 111 26 990 832, listed on the Australian Stock Exchange.
• Ellis Norton + CocoreStrategic or Co-development PartnerEC Financial maintains a strategic partnership with Ellis Norton + Co, an accounting firm. John Ellis is a principal of Ellis Norton + Co and a partner in EC Financial, enabling integrated financial and accounting advisory services with cross-referrals between the two firms.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Perpetual Private: Major Australian wealth manager offering comprehensive financial planning, portfolio management, and advice to high-net-worth individuals and families. Comparable in service scope but operates as a large incumbent with proprietary AFSL and significantly larger AUM and adviser headcount.
• IOOF (Insignia Financial) Adviser Network: Large ASX-listed wealth management group supporting a network of authorised financial advisers in Australia. Comparable as a parent/licensee platform enabling small advisory firms to operate; EC Financial's Count relationship mirrors this licensee-network structure.

Direct peers

• Affinia Financial Advisers: Australian boutique financial planning firm offering comprehensive advice, superannuation, and investment strategy to individuals and business owners under a licensee model. Closely comparable in client base, advisory style, and service packaging.
• Kaplan Partners Wealth Advisers: Sydney-based boutique financial advisory practice offering tailored financial planning, investment, and tax-effective strategies to professionals, families, and business owners. Strongly comparable in target client segments, fee-based advice model, and life-stage service packaging.
• Shadforth Financial Group: Large Australian financial advisory firm operating as an authorised representative of IOOF/Insignia, providing comprehensive financial planning across life stages. Highly comparable to EC Financial in service scope (advice, tax, super) and authorised-representative model, though at much greater scale.
• Count Financial Network Advisers: Other Authorised Representatives operating under Count Financial's AFSL, offering similar holistic financial planning, superannuation, and tax-effective investment advice through in-person advisory practices across Australia. Most direct structural peer given shared licensing and service model.

Emerging players

• Pitcher Partners Wealth Advisory: Wealth advisory arm of an Australian accounting group, integrating tax, accounting, and financial planning services. Comparable to EC Financial's Ellis Norton + Co co-location model, though operating at greater scale across multiple states.

Regional players

• Cutcher & Neale Wealth Management: NSW-based financial advisory and accounting firm offering integrated wealth management, financial planning, and tax services to business owners and individuals. Comparable in integrated accounting/advice model and business-owner focus, primarily NSW footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/ec-financial-australia

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 EC Financial