Rhombus Advisory

What Rhombus Advisory does

Rhombus Advisory operates a partnership-led financial advice platform in Australia, supporting a community of 490+ self-employed financial advisers and locally owned advice practices through two Australian Financial Services Licences — RI Advice Group (AFSL 238429, heritage dating to 1979) and Consultum Financial Advisers (AFSL 230323, founded 2006). Under the parent entity Rhombus Enterprises Pty Ltd (ABN 43 672 201 517), headquartered at Suite 803, Level 8, 309 Kent Street, Sydney, the company delivers practice management, marketing, software, research, compliance, professional development and risk and governance services to aligned advisers and practices around Australia.

The technology stack centres on the AdviserONE Portal, a secure adviser-facing portal (hosted at rhombusadvisory.my.site.com) that provides authenticated access to Rhombus's licensee and practice management systems. Layered on top are Rhombus Asset Management Pty Ltd, which delivers multi-asset Managed Account portfolio solutions anchored on Strategic Asset Allocation with optional Dynamic Asset Allocation overlays, and Rhombus Finance Choice Pty Ltd (ACL 385191), a mortgage broking business acquired from Insignia Financial in February 2025 and operating with 20+ years of lending heritage. Institutional Licensee Services are delivered through a dedicated Business Services and Adviser Solutions division. No public or partner-facing API is offered, and the platform does not currently expose AI or machine-learning capabilities.

Rhombus generates revenue through four streams: recurring AFSL licensee and practice support fees paid by self-employed advisers and practices under the two AFSLs; managed services and asset management fees on multi-asset portfolios implemented via Managed Accounts; transaction-based mortgage brokerage commissions and lender fees from Rhombus Finance Choice; and professional services revenue from the Business Services and Adviser Solutions division. Pricing is quote-based and not publicly disclosed, with engagement driven through direct enterprise field sales to growth-focused practices and a direct-to-consumer lending channel. The customer base spans self-employed advisers, locally owned advice practices and Australian consumer borrowers, with the leadership team drawn from senior ranks of Insignia Financial, ANZ Wealth, BT, AMP, Sunsuper and MLC.

Name

Rhombus Advisory

Legal name

Rhombus Enterprises Pty Ltd

Website

https://rhombusadvisory.com.au

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Rhombus Advisory is an Australian financial services platform that supports 490+ self-employed financial advisers and locally owned advice practices via two AFSLs (RI Advice Group and Consultum), complemented by Rhombus Asset Management managed accounts and Rhombus Finance Choice mortgage broking under the Rhombus Enterprises parent.

Ownership category

akta.pro rank

Product category

Financial Advisory and Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Specialized/Niche-Vertical RIAs (e.g., Medical, Tech, Executives, Athletes) (FSAAACAL), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

• Financial advice licensee
• AFSL support services
• Practice management solutions
• Managed account portfolios
• Mortgage brokerage services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. AFSL licensee services: Rhombus Advisory holds two AFSLs (RI Advice Group and Consultum Financial Advisers) under which aligned practices are locally owned and supported; revenue is generated from licensee fees and service charges paid by self-employed advisers and practices using the licences.
2. Asset management fees: Rhombus Asset Management earns fees on professionally managed multi-asset portfolios implemented via Managed Accounts, providing model portfolios, investment strategy and asset allocation advisory services to advisers and clients across the network.
3. Mortgage brokerage commissions: Rhombus Finance Choice operates as a mortgage broker (ACL 385191) with over 20 years' experience, generating revenue through lender commissions and brokerage fees on home loans, refinancing and investment lending for Australian consumers.
4. Professional services and advice enablement: Business Services and Adviser Solutions division provides practice management, advice research, compliance, technology and strategic growth services to practices and advisers across the network, generating professional services revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Rhombus Advisory supports a community of self-employed financial advisers and locally owned advice practices around Australia through two Australian Financial Services Licences — RI Advice Group (AFSL 238429) and Consultum Financial Advisers (AFSL 230323) — providing practice management, marketing, software, research, compliance and professional development services. Layered on this licensee core are Rhombus Asset Management's multi-asset Managed Account portfolio solutions, Rhombus Finance Choice's mortgage broking and lending services (ACL 385191), and the AdviserONE Portal as the secure adviser-facing platform, all operated under the Rhombus Enterprises Pty Ltd parent entity.

Product overview

Rhombus Advisory operates a platform-plus-modules architecture under the Rhombus Enterprises parent entity (ABN 43 672 201 517). The core offering is Rhombus Advisory, which provides licensee and AFSL services through two sub-brand AFSLs — RI Advice Group (AFSL 238429) and Consultum Financial Advisers (AFSL 230323) — supporting a 490+ community of self-employed financial advisers across Australia. Layered on top of this core platform are three complementary modules: Rhombus Finance Choice (an acquired lending/mortgage broking business, ABN 74 129 728 963, ACL 385191), Rhombus Asset Management (institutional-grade Managed Account portfolio solutions), and the AdviserONE Portal (the adviser-facing digital platform). Institutional Licensee Services are also offered, completing the connected professional services ecosystem that supports advisers' growth and client outcomes.

Differentiator

Problem solved

Functional benefit

Brands

• Rhombus Finance Choice: Mortgage broking and lending services arm, acquired from Insignia Financial Ltd in February 2025 and renamed from IOOF Finance Choice.
• Rhombus Asset Management
• RI Advice Group
• Consultum Financial Advisers

Products and services

• Rhombus Advisory AFSL Services Core licensee platform that supports a 490+ community of self-employed financial advisers across Australia via two AFSLs — RI Advice Group (AFSL 238429) and Consultum Financial Advisers (AFSL 230323) — delivering practice management, marketing, software, research, compliance and professional development support.
• RI Advice Group (AFSL 238429) One of Rhombus Advisory's two AFSLs (ABN 23 001 774 125, AFSL 238429), originally opened in Melbourne in 1979 (formerly RetireInvest). Supports a collegiate community of locally owned practices employing qualified financial advisers and practice staff around Australia.
• Consultum Financial Advisers (AFSL 230323) Rhombus Advisory's second AFSL (ABN 65 006 373 995, AFSL 230323), founded in 2006. Positioned as the licensee of choice for growth-focused practices requiring personalised and tailored support across practice management, marketing, software, research, compliance and professional development.
• Rhombus Finance Choice (Mortgage Broking) Lending and mortgage broking service acquired from Insignia Financial in February 2025 (originally IOOF Finance Choice), operating under Rhombus Finance Choice Pty Ltd (ABN 74 129 728 963, ACL 385191). Provides home loan, refinancing and investment lending support through a dedicated team of mortgage brokers.
• Rhombus Asset Management Managed Account Portfolios Specialised asset consulting arm within Rhombus Enterprises (Rhombus Asset Management Pty Ltd) offering institutional-grade, multi-asset Managed Account portfolio solutions across model portfolios, investment strategy and asset allocation advisory services for advisers and their clients.
• AdviserONE Portal

Quantifiable outcome

• 490+ self-employed financial advisers supported around Australia through the Rhombus Advisory partnership model.
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship and minor.

• Consultum Financial AdvisersflagshipStrategic or Co-development Partner · 1 January 2006Consultum Financial Advisers is the second AFSL (AFSL 230323) held by Rhombus Advisory, founded in 2006 as the licensee of choice for growth-focused practices, providing tailored practice management, marketing, software, research, compliance and professional development support.
• RI Advice GroupflagshipStrategic or Co-development Partner · 1 January 1979RI Advice Group is one of two AFSLs (AFSL 238429) held by Rhombus Advisory, formerly RetireInvest and first opened in Melbourne in 1979. The AFSL underpins a community of locally owned advice practices around Australia supported by Rhombus's collegiate culture and shared services.
• RetireInvest Wide Bay & RetireInvest CoolangattaminorChannel Partner/ Reseller/ DistributorRegional financial advisory practices co-managed by Genevieve De Szoeke as a business partner, aligned to the Rhombus Advisory network and delivering advice under the RI Advice Group AFSL.
• Up Wealth ManagementminorChannel Partner/ Reseller/ DistributorUp Wealth Management was founded in 2014 by Mark Connell, who serves as Managing Director with responsibility for Canberra, Sydney and South Coast business operations aligned to the Rhombus Advisory partnership model.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mortgage Choice (REA Group): Major Australian mortgage broker network owned by REA Group, directly comparable to Rhombus Finance Choice on lending distribution, broker model and consumer-facing home loan / refinance proposition.
• Count Financial: One of Australia's leading partner / self-employed financial advice licensee models, with a similar value proposition to Rhombus Advisory: locally owned practices supported by compliance, technology and research services. Directly comparable in target customer, product mix and AFSL model.
• Aussie Home Loans (Lendi Group): Australia's largest retail mortgage broker, now part of Lendi Group. Comparable to Rhombus Finance Choice on broker-led home loan origination, brand-led consumer acquisition and lender-commission economics.

Broad incumbents

• AMP Limited (AMP Advice): One of Australia's largest advice licensees, operating employed and self-employed channels (Charter, Hillross, AMP Advice) that directly compete with Rhombus's RI Advice and Consultum AFSLs in recruiting self-employed advisers. Significantly larger and listed, but operates broadly across wealth, banking and super.
• Insignia Financial: Owns MLC, IOOF and a range of advice licensees and platforms and is Rhombus's former parent of the IOOF Finance Choice lending business. Provides the closest head-to-head in Australian licensee and managed-account services and is represented on Rhombus's board.
• Macquarie Wealth Management: Operates a large Macquarie Private Wealth adviser business and a major platform, competing for advisers and end-client AUM. Larger and more diversified than Rhombus but overlaps on the self-employed adviser and asset-management proposition.

Regional players

• Shadforth Financial Group: Australian advice and licensee business (formerly IOOF-related, prior to Insignia consolidation) with overlapping licensee / self-employed adviser value proposition to Rhombus, but smaller scale and narrower geographic footprint.

Emerging players

• Praemium Limited: Australian provider of separately managed accounts (SMAs) and platform technology that directly competes with Rhombus Asset Management's Managed Accounts offering for adviser-distributed multi-asset mandates.
• HUB24 Limited: Leading Australian investment, superannuation and managed-account platform that competes with Rhombus Asset Management's Managed Accounts offering and is increasingly embedded in licensee/advice tech stacks. Smaller market cap than AMP/Insignia but technology-led.
• Netwealth Group: Australian platform / managed-account provider whose Wrap and Super products compete for the same adviser AUM and managed-account mandates as Rhombus Asset Management. Comparable technology-led challenger positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rhombus Advisory