Akumin Advisory
Akumin Advisory is an Australian Financial Services Licensee providing licensing, compliance, technology, and community services to approximately 290 financial advice businesses. Operating within the Entireti group, it supports advisers with managed portfolio solutions, peer networks, and the upcoming ERAi AI advice platform.
- Company typePrivate
- Founded2025
- HeadquartersCity Of Sydney, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Akumin Advisory does
Akumin Advisory (Akumin Pty Ltd) operates as an Australian Financial Services Licensee and business services partner to financial advisers, headquartered at Level 6, 88 Phillip Street, Aurora Place, Sydney. The company was formally established in March 2025 when Entireti rebranded its NewCo subsidiary (formerly AMP Financial Services) following Entireti's December 2024 acquisition of AMP's financial advice businesses, including AMP Financial Planning, Hillross, Charter Financial Planning and Jigsaw Advice Solutions. Akumin operates as part of the broader Entireti group alongside Fortnum Private Wealth, Personal Financial Services and other advisory brands, and supports approximately 290 advice businesses and ~1,300 advisers network-wide with 176 employees and a 1:25 Strategic Account Manager-to-business ratio.
The product portfolio comprises licensing and compliance frameworks, TapIn technical advice support, paraplanning and administrative services, professional development, and the Akumunity peer-group program spanning 10 free communities. The flagship emerging product is ERAi — an AI-powered advice ecosystem developed in partnership with Californian fintech Communify that aggregates data from practice technology (emails, financial planning software, apps) into a central knowledge base, with deterministic guardrails for compliant AI outputs, targeted for Q3 2026 launch. Salita Portfolio Services, launched in October 2025 (relabelled from PFS Investment Management), provides managed SMAs (accumulation, retirement, direct equities) and bespoke private-label portfolios, supported by Lonsec Investment Solutions research and deployed across all leading platforms with $5 billion in associated FUM.
Akumin generates revenue primarily through recurring subscription and licensing fees paid by advice businesses for use of its AFSL, compliance infrastructure, technology stack and managed-portfolio services. Go-to-market is hybrid: community-led acquisition through 10 free peer-groups and flagship events, combined with direct white-glove enterprise account management via a regionally-distributed Strategic Account Manager team. The customer base spans solo practitioners, SMB advice practices (e.g., Goldsworthy Private Wealth, Kingston Financial Planning) and recent start-ups (e.g., Pinnova Partners), with an enterprise-level relationship with AMP (30% JV partner) providing a strategic counterparty anchor.
Akumin Advisory firmographics
Firmographics- Name
- Akumin Advisory
- Legal name
- Akumin Pty Ltd
- Website
- https://akumin.com.au
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Akumin Advisory is an Australian Financial Services Licensee providing licensing, compliance, technology, and community services to approximately 290 financial advice businesses. Operating within the Entireti group, it supports advisers with managed portfolio solutions, peer networks, and the upcoming ERAi AI advice platform.
- Ownership category
- akta.pro rank
Akumin Advisory industry classification
Industry- Product category
- Financial Advice Licensing & Business Services
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Investment Management Advisory (RIA) (FSAEAAAB)
Keywords
Where Akumin Advisory is headquartered
LocationHeadquarters
- HQ city
- City Of Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Akumin Advisory business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Licensing and Business Services: Akumin provides licensing, business support, compliance frameworks, technology solutions, and operational services to financial advisers and planning practices. Acts as a licensee supporting advice businesses to deliver quality financial advice.
Go-to-market motion3 records
Distribution channels2 records
Marketing channels5 records
Akumin Advisory product offering
Product offeringCore offering
Akumin Advisory provides licensing, compliance, technology, business services, and portfolio solutions to financial advisers and planning practices across Australia. Operating as part of the Entireti group, it functions as a licensee and strategic partner to ~290 advice businesses, offering tailored technology (including the ERAi AI platform), managed account services via Salita, peer community groups, and dedicated Strategic Account Managers at a 1:25 ratio.
Product overview
Akumin is a licensing and business services partner for financial advisers in Australia, operating as part of the Entireti group. The company offers a comprehensive suite of services organized around four main advice communities: Akumin Financial Planning, Charter Financial Planning, Hillross Financial Services, and Entireti Alliances. The core platform is supplemented by ERAi, an AI-powered advice platform for the Intelligence Era developed in partnership with Communify, and Salita Portfolio Services, a managed account and portfolio management service. Supporting services include compliance and governance frameworks, research and investment solutions, technology and innovation support, technical advice services (TapIn), business services, community programs (Akumunity), and professional development education. The company leverages its 'Road to 200 strategy' to help practices scale and serve more clients through technology integration.
Differentiator
Problem solved
Functional benefit
Brands
- ERAi: AI-powered advice platform for the Intelligence Era being developed in partnership with Communify to help advisers streamline processes and enhance client experience.
- Salita Portfolio Services
Products and services
- Akumin Licensing & Business Services
- ERAi (Advice Platform for the Intelligence Era)
- Salita Portfolio Services
- Compliance, Governance and Risk Services
- Research and Investment Solutions
- TapIn Technical & Advice Support
- Business Services
- Akumunity Program
- Professional Development and Education
Quantifiable outcome
- 1 Strategic Account Manager to every 25 businesses - unmatched in the industry
- +3 more outcomes
Companies that use Akumin Advisory
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles3 records
Akumin Advisory technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability7 records
Feature4 records
Akumin Advisory partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and supporting.
- AMPflagshipAkumin and AMP partnered to raise over $180,000 for CEO Sleepout to end cycle of homelessness. AMP Group Executive of North Platform participated alongside Akumin CEO. AMP Foundation doubles employee giving and supported the fundraising. Represents ongoing close relationship between Akumin and AMP following the 2024 acquisition by Entireti.
- CommunifycoreEntireti (parent company of Akumin) partnered with global fintech company Communify to build ERAi - an Australian-first digital ecosystem platform for advice businesses. ERAi leverages AI and automation to gather, analyze and organize data from practice technology, creating a secure central knowledge base. First phase expected Q3 2026. Communify is headquartered in California and provides data aggregation, enrichment and curated access to industry knowledge bases globally.
- 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. Entireti's advice networks including Akumin, Fortnum and Personal Financial Services white label Striver's technology platform which connects employers and candidates with education and training resources. Supports mission to add 5,000 new advisers over next decade.
- AMP FoundationsupportingThe AMP Foundation, which has been helping communities in need for more than 30 years, supports fundraising initiatives by AMP and Akumin. Doubles AMP employee giving to charitable causes.
- Lonsec Investment SolutionssupportingSalita Portfolio Services (Entireti's managed account and portfolio management service) is supported by the investment consulting capabilities of Lonsec Investment Solutions, part of the Evidentia Group. Lonsec provides investment research and consulting to support portfolio solutions delivered to practices.
- Charter Financial PlanningcoreCharter Financial Planning is one of Akumin's four advice communities and a member of the Akumin network. Kingston Financial Planning has been operating under Charter for 20 years, crediting Charter's Discovery Program for helping establish his practice.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Akumin Advisory competitors and assessment
Company assessmentDirect peers
- Fortnum Private Wealth: Sister brand within the Entireti group providing licensing and business services to financial advisers. Closest direct comparable as an Australian advice licensee with similar model.
- Count Financial: Australian financial advice licensee serving accountants and financial advisers with licensing, compliance and business support. Direct peer in the same licensee-as-a-service category.
- Lifespan Financial Planning: Australian advice licensee offering licensing and business services to financial planners. Comparable target market (self-employed advisers) and service model.
- WT Financial Group: Australian financial advice licensee providing licensing and support services to financial advisers. Comparable as a mid-sized AFSL focused on adviser support and practice growth.
- Shadforth Financial Group: Australian financial advice licensee providing compliance, technical and business support to advisers across Australia. Direct peer in the licensee services space.
- Sequoia Financial Group: Australian licensee and financial services group providing licensing, support and products to a network of advisers. Direct peer in the Australian AFSL market.
- Insignia Financial (formerly IOOF): One of Australia's largest wealth management groups offering licensee, platform and advice services through brands such as MLC and IOOF. Directly comparable as a scaled Australian financial advice licensee competing for the same adviser base.
- AZ NGA: Australian advice licensee group that partnered with Entireti and AMP to acquire AMP-aligned advice firms. A direct peer in the Australian AFSL/licensee space with overlapping adviser services.
Broad incumbents
- AMP Limited: Former parent of Akumin (when it was AMP Financial Services) and 30% JV partner. A broad incumbent in Australian wealth management whose platform, super and advice businesses overlap with Akumin's served market.
Others
- Lonsec Investment Solutions: Investment research and consulting firm that already supports Salita Portfolio Services. An ecosystem enabler adjacent to Akumin's investment solutions stack rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat7 records
Key risks5 records
Key highlights6 records
Customer concentration
Akumin Advisory social profiles
Digital presenceAkumin Advisory compliance and trust
Trust signalCompliance1 record
Akumin Advisory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Akumin Advisory leadership team
Management profileNumber of profiles
Profiles11 records
Akumin Advisory subsidiaries and ownership
Company hierarchySubsidiaries4 records
Akumin Advisory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Akumin 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 Akumin Advisory
What does Akumin Advisory do?
Akumin Advisory provides licensing, compliance, technology, business services, and portfolio solutions to financial advisers and planning practices across Australia. Operating as part of the Entireti group, it functions as a licensee and strategic partner to ~290 advice businesses, offering tailored technology (including the ERAi AI platform), managed account services via Salita, peer community groups, and dedicated Strategic Account Managers at a 1:25 ratio.
Is Akumin Advisory a public or private company?
Akumin Advisory is a private company. It is classified as corporate owned and is currently operating.
When was Akumin Advisory founded?
Akumin Advisory was founded in 2025. It employs 51 to 100 people.
Where is Akumin Advisory based?
Akumin Advisory is headquartered in City Of Sydney, Australia, in the Oceania region.
How does Akumin Advisory make money?
One revenue line is on record: licensing and Business Services.
Who are Akumin Advisory's main competitors?
Direct peers on record are Fortnum Private Wealth, Count Financial, Lifespan Financial Planning, WT Financial Group, Shadforth Financial Group, Sequoia Financial Group, Insignia Financial (formerly IOOF) and AZ NGA. AMP Limited is listed as a broad incumbent. Lonsec Investment Solutions is listed as an others.
Does Akumin Advisory have an API?
No public API is recorded for Akumin Advisory.
What industry is Akumin Advisory in?
Akumin Advisory's product category is Financial Advice Licensing & Business Services. Its primary akta.pro industry code is FSAEAAAB, Investment Management Advisory (RIA). Its NAICS code is 523940 and its SIC code is 6282.