Akumin Advisory

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.

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

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

• Financial advice licensing
• Compliance frameworks
• Advice business services
• Portfolio management solutions
• Practice technology platforms

Headquarters

HQ city

City Of Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and supporting.

• AMPflagshipGTM or Marketing Partner · 22 June 2026Akumin 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.
• CommunifycoreTechnology or Integration · 18 March 2026Entireti (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.
• StrivercoreStrategic or Co-development Partner · 25 November 2025Entireti 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 FoundationsupportingOthers · 25 November 2025The 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 SolutionssupportingStrategic or Co-development Partner · 1 October 2025Salita 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 PlanningcoreOthersCharter 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

Direct 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

• LinkedInlinkedin.com/company/akumin-advisory

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries4 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 Akumin Advisory