Southern Advisory
Southern Advisory is a privately held Sydney-based financial planning practice employing nine people and operating as an Authorised Representative of Charter Financial Planning Limited (Akumin Group). Two named advisers deliver personalised investment, insurance, superannuation, wealth management, and estate planning advice to individual clients in New South Wales.
- Company typePrivate
- Founded-
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Southern Advisory does
Southern Advisory is a small, privately held financial planning practice based in Sydney, Australia. Founded in 2012, the firm operates from a single office at Level 6, 88 Phillip Street, Sydney NSW, and employs approximately nine people. Two named financial advisers — Sean Thomas and Kade Anthony — deliver personalised advice directly to individual clients.
The firm's offering is a unified suite of financial planning services that includes investment advisory, insurance (life, income protection, and trauma), wealth management with superannuation integration, and estate planning. Services are delivered via phone contact and in-person consultation from the Sydney office, with the firm's website acting as a static informational presence rather than a digital distribution channel. No proprietary technology, software platform, or AI tooling is evident in the source material.
Southern Advisory generates revenue through professional services fees tied to financial advice. It does not hold its own Australian Financial Services Licence; instead, it operates as an Authorised Representative (No. 437285) of Charter Financial Planning Limited (AFS Licence No. 234665), which is part of the Akumin Group. Pricing is not publicly disclosed and is determined through direct client consultation. The go-to-market is sales-led and reliant on referrals and direct outreach rather than digital marketing, and the customer base is entirely individual consumers in New South Wales.
Southern Advisory firmographics
Firmographics- Name
- Southern Advisory
- Legal name
- Southern Advisory
- Website
- https://southernadvisory.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Southern Advisory is a privately held Sydney-based financial planning practice employing nine people and operating as an Authorised Representative of Charter Financial Planning Limited (Akumin Group). Two named advisers deliver personalised investment, insurance, superannuation, wealth management, and estate planning advice to individual clients in New South Wales.
- Ownership category
- akta.pro rank
Southern Advisory industry classification
Industry- 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
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
- akta.pro secondary industries
- Estate & Legacy Planning Advisory (FSAEAAAG), Financial Coaching & Budgeting Advisory (FSAEAAAH)
Keywords
Where Southern Advisory is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Southern Advisory business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Financial Advisory Services: Revenue generated from providing financial planning advice including investment, insurance, superannuation, wealth management, and estate planning services to individual clients.
Go-to-market motion1 record
Distribution channels1 record
Southern Advisory product offering
Product offeringCore offering
Southern Advisory is a Sydney-based financial planning practice that provides personalized advice on investment management, insurance (life, income protection, and trauma), superannuation, wealth management, and estate planning. Services are delivered in-person and by phone through individual financial advisers Sean Thomas and Kade Anthony, who operate as Authorised Representatives of Charter Financial Planning Limited.
Product overview
Southern Advisory is a financial planning firm offering a unified suite of advisory services. The core offering combines financial planning with specialized products including insurance solutions (life, income protection, and trauma insurance), investment advisory, wealth management with superannuation integration, and estate planning. These services are delivered through individual advisors Sean Thomas and Kade Anthony as Authorised Representatives of Charter Financial Planning Limited, operating under the Akumin Group umbrella.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning Comprehensive financial planning service providing investment, insurance, superannuation, and estate planning advice tailored to individual client needs.
- Insurance Advisory Insurance advisory services covering life insurance, income protection insurance, and trauma insurance to protect clients against financial risks.
- Life Insurance Coverage providing financial protection for beneficiaries upon the policyholder's death.
- Income Protection Insurance Insurance coverage that replaces a portion of income if the policyholder is unable to work due to illness or injury.
- Trauma Insurance Lump sum payment coverage upon diagnosis of specified serious medical conditions.
- Investment Advisory Investment advisory services to help clients build and manage wealth through strategic investment decisions.
- Wealth Management Holistic wealth management services including superannuation to help clients grow and protect their assets.
- Superannuation Retirement savings and superannuation advisory to optimize retirement outcomes for clients.
- Estate Planning Estate planning advice to help clients structure the transfer of assets and wealth to beneficiaries.
Companies that use Southern Advisory
Customer profileSegments1 record
Ideal customer profiles1 record
Southern Advisory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Southern Advisory partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Charter Financial Planning LimitedcoreSouthern Advisory operates as an Authorised Representative (No. 437285) under Charter Financial Planning Limited (ABN 35 002 976 294, AFS Licence No. 234665). This licensing arrangement enables the company to provide financial services under regulatory compliance of Charter Financial Planning.
- Akumin GroupminorAkumin Group is the parent organization of Charter Financial Planning Limited. Southern Advisory's licensee relationship flows through the Akumin Group's regulatory and institutional framework.
Recent moves3 records
Expansion highlights1 record
Southern Advisory competitors and assessment
Company assessmentBroad incumbents
- AMP Limited: One of Australia's largest wealth managers, providing financial advice, superannuation and investment products through multiple brands; competes with Southern Advisory across the full advice spectrum but at vastly greater scale.
- Insignia Financial (formerly IOOF): Major Australian wealth management group encompassing advice, superannuation and investment platforms, serving overlapping individual-client needs to Southern Advisory but at significantly broader scale.
Direct peers
- Count Financial: Australian dealer group supporting a national network of independent financial advisers providing holistic investment, superannuation and insurance advice, comparable in structure and service mix to Southern Advisory.
- Shadforth Financial Group: Australia-based financial advisory practice delivering investment, superannuation, insurance and estate planning to individuals, broadly comparable in scope and client segment to Southern Advisory.
- Bridges Financial Group: Independent Australian financial planning firm offering wealth, superannuation and insurance advice to individuals, with a similar full-balance-sheet advisory proposition to Southern Advisory.
- Charter Financial Planning Limited: The licensee (AFS Licence No. 234665) under which Southern Advisory operates; provides the dealer-group platform, compliance and product access that defines how the practice runs day to day.
- Hillross Financial Services: An Australian dealer-group network of authorised financial advisers offering investment, superannuation and insurance advice under a parent AFSL, structurally comparable to the Charter/Charter-Financial-Planning model Southern Advisory uses.
- Australian Unity Personal Financial Planning: Australian Unity's financial advice division provides holistic personal financial planning including investments, superannuation and insurance, comparable in offering and target segment to Southern Advisory.
Others
- Akumin Group: Parent corporate umbrella of the Charter Financial Planning licensee under which Southern Advisory operates; relevant as the structural parent rather than a direct competitor.
Emerging players
- Wealthify: Australian digital wealth/robo-advisor offering automated investment advice; an emerging competitor targeting the same individual-investor segment as Southern Advisory but via a low-cost digital channel.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Southern Advisory social profiles
Digital presenceSouthern Advisory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Southern Advisory leadership team
Management profileNumber of profiles
Profiles2 records
Southern Advisory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Southern Advisory 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 Southern Advisory
What does Southern Advisory do?
Southern Advisory is a Sydney-based financial planning practice that provides personalized advice on investment management, insurance (life, income protection, and trauma), superannuation, wealth management, and estate planning. Services are delivered in-person and by phone through individual financial advisers Sean Thomas and Kade Anthony, who operate as Authorised Representatives of Charter Financial Planning Limited.
Is Southern Advisory a public or private company?
Southern Advisory is a private company. It is classified as corporate owned and is currently operating.
When was Southern Advisory founded?
Southern Advisory was founded in -1. It employs 1 to 10 people.
Where is Southern Advisory based?
Southern Advisory is headquartered in Sydney, Australia, in the Oceania region.
How does Southern Advisory make money?
One revenue line is on record: financial Advisory Services.
Who are Southern Advisory's main competitors?
Broad incumbents on record are AMP Limited and Insignia Financial (formerly IOOF). Direct peers are Count Financial, Shadforth Financial Group, Bridges Financial Group, Charter Financial Planning Limited, Hillross Financial Services and Australian Unity Personal Financial Planning. Akumin Group is listed as an others. Wealthify is listed as an emerging player.
Does Southern Advisory have an API?
No public API is recorded for Southern Advisory.
What industry is Southern Advisory in?
Southern Advisory's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAABAD, Advisory Portfolio Management (Non-Discretionary), with a secondary code of FSAEAAAG, Estate & Legacy Planning Advisory. Its NAICS code is 523940 and its SIC code is 6282.