AgeWise Financial Planning

What AgeWise Financial Planning does

AgeWise Financial Planning is a boutique Australian financial advisory firm founded in 2018 by Susan Cooper, specialising exclusively in retirement and aged care financial planning. The firm operates from a single office in Greensborough, Victoria, serving clients in Melbourne's north-eastern suburbs (Watsonia, Macleod, Rosanna, Montmorency, Eltham, Lower Plenty, Diamond Creek, Viewbank, Bundoora) and across Australia via Zoom consultations and limited home visits within a 15km radius. It is structured as an Authorised Representative of Lifespan Financial Planning Pty Ltd (AFSL 229892), with a small team of four to five professionals led by Susan Cooper, a Certified Financial Planner and accredited Retirement Living + Aged Care Specialist (RLACS®).

Name

AgeWise Financial Planning

Legal name

AgeWise Financial Planning

Website

https://agewisefp.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

AgeWise Financial Planning is a boutique Australian advisory firm that provides retirement, retirement village, and aged care financial planning services to individuals and families, operating from Greensborough, Victoria under a Lifespan Financial Planning AFSL.

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

Retirement Income Planning & Decumulation Advisory (FSAEABAD)

akta.pro secondary industries

Comprehensive Financial Planning (FSAEAAAA), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Retirement Planning & Financial Education for Seniors (EDAAAMAF)

Keywords

• Retirement financial advice
• Aged care planning
• Financial advisory services
• Retirement village advice
• Centrelink pension optimisation

Headquarters

HQ city

Greensborough

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, Infrastructure

Revenue model

1. Financial Advice Fees: Fee-for-service model with tiered pricing across multiple engagement stages: initial consultation ($750 office/Zoom, $950 home visit), Summary Report ($660+), Strategy Paper ($1,950+), and comprehensive Statement of Advice ($5,500+). Both one-off advice engagements and ongoing advice relationships available.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

AgeWise Financial Planning is a boutique financial advisory firm that provides personalised retirement and aged care financial advice to individuals and couples in Australia. The firm offers a tiered advisory process starting with an initial consultation, followed by deliverables such as a Summary Report, Strategy Paper, or comprehensive Statement of Advice, with both one-off engagements and ongoing advice relationships available.

Product overview

AgeWise Financial Planning is a financial advisory firm specializing in retirement and aged care financial planning for Australians. The company operates a service-based model offering multiple engagement tiers: Initial Consultation (entry point), Summary Report, Strategy Paper, and Statement of Advice with implementation. Core services include Retirement Planning, Retirement Living Advisory, Retirement Village Advisory, and Aged Care Financial Advice. The firm serves clients approaching or in retirement through both ongoing advisory relationships and one-off engagements, supplemented by educational resources including articles and newsletters. The firm is authorized under Lifespan Financial Planning Pty Ltd (AFSL 229892) and employs advisers holding CFP and Retirement Living + Aged Care Specialist (RLACS®) credentials.

Differentiator

Problem solved

Functional benefit

Products and services

• Initial Consultation Entry-point advisory meeting costing $750 in Greensborough office or via Zoom, or $950 for home visits within 15km radius. Lasts approximately one hour, focuses on understanding client situation and objectives, and presents indicative next steps and quotes for further advice.
• Summary Report Entry-level written advisory document providing concise financial guidance, starting from $660, typically following the initial consultation for simpler advisory needs.
• Strategy Paper Detailed written advisory document including a second meeting, starting from $1,950, providing comprehensive analysis of client options and recommended strategies.
• Statement of Advice (SoA) Comprehensive formal advisory document including implementation assistance, starting from $5,500, providing detailed financial advice and ongoing support for complex situations.
• Retirement Planning Services Financial advisory services to help clients determine retirement affordability, plan for retirement, and implement retirement strategies. Offered as part of a multi-stage advisory process starting with an initial consultation.
• Retirement Living Advisory Investment structuring and optimisation services for retired clients, including Centrelink entitlements optimization, tax minimization, and lifestyle affordability planning for a 30+ year retirement horizon.
• Retirement Village and Lifestyle Village Advisory Specialized financial advice for retirement village moves, including analysis of contract options, pricing structures, financial implications of downsizing, and guidance on maximizing leftover funds from property sales.
• Aged Care Financial Advice Comprehensive aged care financial planning covering fee structure analysis, funding options, and financial implications for individuals or families transitioning into residential aged care or home care.
• Ongoing Advice Relationship Continuous advisory service model for clients who have received detailed investment advice, including regular reviews, strategy updates, and ongoing peace of mind support.
• One-Off Advice Engagement Single-engagement advisory service for clients seeking specific financial advice without ongoing advisory relationship.

Quantifiable outcome

• Access to Pensioner Concession Card worth thousands of dollars annually in healthcare, rates, and utility discounts
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Lifespan Financial Planning Pty LtdcoreOthersAFSL licensee under which AgeWise advisers operate as Authorised Representatives. Susan Cooper is Authorised Representative No. 405515 and Sonia Amsing is Provisional Authorised Representative No. 1318248. Operates under Lifespan's Australian Financial Services Licence No. 229892.
• Aged Care GuruscoreGTM or Marketing PartnerSusan Cooper is part of the Aged Care Gurus adviser network and is recognised as an accredited Retirement Living + Aged Care Specialist. The network provides marketing and referral support for specialists in this niche area.
• Pensioner SolutionsminorStrategic or Co-development PartnerReferral partner for clients requiring detailed Centrelink nominee services. AgeWise refers clients to Pensioner Solutions when they need direct Centrelink dealing assistance that AgeWise does not provide.
• MyAgedCareminorOthersGovernment aged care information portal recommended as a resource for clients navigating the aged care system.
• Financial Advice Association Australia (FAAA)minorOthersIndustry association representing financial advice professionals. FAAA logo displayed on website indicating professional membership and adherence to industry standards.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Capstone Financial Planning: Capstone Financial Planning is a long-established Australian financial advice licensee group. While broader than AgeWise, it serves as a comparable boutique-to-mid-market advice business model under an AFSL structure with affiliated advisers.
• AMP Financial Planning: AMP Financial Planning is one of Australia's largest advice networks with a national footprint and broad retirement and aged care advisory offerings. It represents the scaled incumbent competition AgeWise faces in the retirement advice category.
• Lifespan Financial Planning: Lifespan Financial Planning is the AFSL licensee (AFSL 229892) under which AgeWise advisers operate as Authorised Representatives. It is a broader Australian financial advice licensee offering advice across multiple client segments, providing structural and licensing comparison for AgeWise.
• Shadforth Financial Group: Shadforth is an Australian financial advisory firm with a strong superannuation and retirement focus, including aged care advice through affiliated specialists. It is comparable as a broader player with overlapping retirement advisory capabilities.
• Godfrey Pembroke: Godfrey Pembroke is an Australian financial advice firm providing personal financial planning including retirement advice. It is comparable as a broader advisory incumbent overlapping with AgeWise on retirement planning services.

Direct peers

• Aged Care Steps: Aged Care Steps is an Australian financial advisory firm that specialises in aged care financial advice and Centrelink means testing, similar to AgeWise's niche focus. Both serve clients navigating residential aged care, home care, and pension optimisation decisions.
• Retirement Essentials: Retirement Essentials is an Australian advice and education service focused on retirement income, Age Pension, and means testing — directly overlapping AgeWise's pre-retiree and retiree advisory offering.

Emerging players

• Aged Care Gurus: Aged Care Gurus operates a specialist adviser network and educational platform around retirement living and aged care — the same network AgeWise is part of. It is comparable as a specialist ecosystem participant in the same niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/agewisefp
• LinkedInlinkedin.com/company/agewise-financial-planning
• Instagraminstagram.com/agewisefinancialplanning

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 AgeWise Financial Planning