Thriving Wealth

What Thriving Wealth does

Thriving Wealth is an Australian financial advisory practice headquartered in Niddrie, Victoria, founded in 2009 by John Cachia. The firm delivers holistic financial planning services — including wealth creation, retirement planning, superannuation strategy, investment and tax planning, debt management, insurance protection, and estate planning — to growth-minded professionals, families, business owners, and pre-retirees primarily across Melbourne and regional Victoria. Its service delivery is organised around the proprietary Wealth Creation Framework, which combines financial strategy with behavioural coaching and wealth psychology, supplemented by the structured Cash Hub System for client cashflow management.

The firm's product surface centres on personalised advisory engagements, supported by a free Wealth Scorecard assessment (delivered via Typeform), a My Wealth Portal for ongoing client engagement, and a downloadable Financial Independence Guide. Lending and mortgage broking services are delivered through a separate affiliated entity, AFA Mortgage Brokers Pty Ltd, operating under the Thriving Wealth brand. Underlying technology is conventional SaaS — Calendly for booking, Squarespace for web presence, and YouTube for video content — with no disclosed AI/ML components or proprietary platform architecture.

Thriving Wealth operates as a Corporate Authorised Representative (No. 339337) under Axies Pty Ltd, a subsidiary of Spark Financial Group that holds Australian Financial Services Licence no. 339384. The firm is privately held, with no external funding rounds disclosed. Revenue is generated through personalised advisory fees on a per-engagement basis, with no publicly disclosed pricing tiers. Initial client engagement is via a free 15-minute introductory call. Go-to-market is sales-led and content-driven, leveraging educational blogs, video testimonials, lead magnets, and the founder's industry recognition (FAAA Adviser of the Year 2024; Financial Standard Power 50 in 2021–2023) to generate inbound demand.

Name

Thriving Wealth

Legal name

Australian Financial Advisers Group Pty Ltd trading as Thriving Wealth ACN 137 368 908 (ASIC #339337)

Website

https://thrivingwealth.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Thriving Wealth is an Australian financial advisory firm delivering holistic wealth management, retirement and tax planning, lending, and financial education to professionals, families, and business owners across Victoria, led by FAAA Adviser of the Year 2024 John Cachia.

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

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

akta.pro secondary industries

Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA), Affluent / Mass-Affluent Private Banking (FSABADAC)

Keywords

• Financial advisory services
• Wealth management planning
• Retirement planning advice
• Mortgage broking services
• Holistic financial planning

Headquarters

HQ city

Niddrie

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

Revenue model

1. Financial Planning & Advisory Services: Holistic financial planning services including wealth creation, retirement planning, superannuation strategy, investment advice, tax planning, debt management, and insurance protection. Services delivered through personalized consultations and ongoing coaching relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Thriving Wealth is a financial advisory practice that delivers holistic, personalised wealth management and financial planning services to individuals, families, and business owners across Australia, with a primary focus on Victoria. Its core service combines wealth creation strategy, retirement planning, superannuation, investment, tax planning, debt management, insurance, and estate planning, delivered through the proprietary Wealth Creation Framework and supported by the Cash Hub System and My Wealth Portal. Affiliated lending and mortgage broking services are offered through AFA Mortgage Brokers Pty Ltd as an extension of the financial planning engagement.

Product overview

Thriving Wealth offers a holistic financial advisory service built around its award-winning Wealth Creation Framework. The core offering combines personalised financial advice with a client-facing My Wealth Portal for ongoing engagement. Additional services include lending/mortgage broking through AFA Mortgage Brokers, and a complimentary Wealth Scorecard assessment tool. The firm focuses on serving growth-minded professionals, families, and business owners seeking financial freedom through strategy-first, lifestyle-focused planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Advice Services Comprehensive financial advisory service covering wealth creation, retirement planning, superannuation strategy, investment planning, tax planning, estate planning, and insurance advice for individuals, families, and business owners in Australia.
• Wealth Creation Framework Award-winning proprietary strategic framework that provides personalised financial roadmaps to help growth-minded professionals and families align their money with their life goals through a strategy-first, lifestyle-focused approach.
• Lending Services Mortgage broking and lending advisory services delivered through affiliated AFA Mortgage Brokers Pty Ltd, providing home loans and lending solutions as an extension of the comprehensive financial planning engagement.

Quantifiable outcome

• 89% of Australians receiving financial advice believe it has given them greater peace of mind financially

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Spark Financial GroupcoreOthersThriving Wealth operates as a Corporate Authorised Representative (No. 339337) under Axies Pty Ltd, which is a subsidiary of Spark Financial Group ABN 15 621 553 786, holder of Australian Financial Services Licence no. 339384. The licensing and compliance infrastructure is provided through this relationship.
• Axies Pty LtdcoreOthersAxies Pty Ltd ABN 38 136 704 446 is the Licensee providing the Australian Financial Services Licence (AFSL 339384) under which Thriving Wealth operates as a Corporate Authorised Representative. Provides regulatory and compliance framework.
• AFA Mortgage Brokers Pty LtdminorOthersA separate entity offering mortgage broking services under the Thriving Wealth brand. Services are not authorised by Axies Pty Ltd and represent a distinct but affiliated service offering.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Insignia Financial (formerly IOOF): Major Australian wealth management group operating multiple advice brands and licensee networks. Comparable as a large-scale wealth advice platform serving similar customer segments with both direct adviser and licensee-supported models.
• AMP Financial Planning: One of Australia's largest financial services groups offering comprehensive financial advice, superannuation, and wealth management through a national adviser network. Comparable as a dominant incumbent in the same advice market Thriving Wealth operates in, but with vastly greater scale and brand recognition.
• Centrepoint Alliance: Australian licensee and advice group supporting a network of financial advisers and accounting practices. Comparable as the same licensee/aggregator model Thriving Wealth operates under through Spark Financial Group, with similar AFSL-supported advisory practices.
• Morgans Financial: Australian wealth management and stockbroking firm offering financial planning, investment, and advisory services. Comparable as a full-service Australian wealth firm with overlapping service lines in financial advice, superannuation, and portfolio management.

Direct peers

• Fortnum Private Wealth: Australian financial advice and wealth management firm serving individuals and families. Comparable as a multi-adviser practice offering personalized financial planning, retirement, and superannuation advice under a licensee structure.
• Shadforth Financial Group: Australian financial advisory firm providing financial planning, superannuation, investment, and retirement advice. Comparable as a multi-adviser practice targeting mass-affluent Australians with holistic wealth management services.
• Dover Financial Advisers: Australian independent financial advisory firm offering holistic financial planning, wealth management, and retirement advice to professionals and families. Comparable as a similarly positioned boutique advice practice serving mass-affluent Australians with personalized service.

Others

• Kaplan Australia (Financial Planning Education): Major provider of financial planning education and professional development in Australia. Comparable as an ecosystem enabler supporting the same adviser workforce through education and training pathways that build Thriving Wealth's talent pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCjOXxRsKg8dTl9wFwhQ8x8g

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Thriving Wealth