FinLife

What FinLife does

FinLife Pty Ltd is a privately held Australian financial planning advisory firm established in September 2014 by Director Jeff Morel and headquartered in Cheltenham, Victoria. The firm operates as a Corporate Authorised Representative (No. 1007036) of Alliance Wealth Pty Ltd under AFSL No. 449221, delivering personalised financial advice to individual retail clients across Melbourne's bayside suburbs and the Mornington Peninsula through offices in Cheltenham, Mornington and Port Melbourne. Its service portfolio spans superannuation, insurance, debt management, retirement planning, estate planning, social security advisory, investment advisory, and tax planning, organised around four life-stage customer segments (Individuals Getting Started, Wealth Builders, Pre-Retirees, Retirees) and delivered through a five-step methodology of discovery, data gathering, plan creation, implementation and ongoing support.

The business runs on a recurring fee-based revenue model with publicly undisclosed pricing and no institutional capital, funding rounds, M&A activity or external investors disclosed. With a 1-10 employee footprint (only Director/Financial Planner Jeff Morel and Senior Paraplanner Clare McConville are named), the practice is principal-led and relationship-driven, relying on direct face-to-face consultations, word-of-mouth referrals, an insights blog, LinkedIn presence, email newsletters and the Finflix client community portal for client acquisition and retention. No proprietary technology platform, AI/ML capability, mobile app, API or third-party integrations are present in the source data, and the firm's operating geography is limited to Victoria, Australia.

Customer evidence consists of individual consumer testimonials (Joanne, Elva, Jo) highlighting long-tenured advisory relationships, with no enterprise or institutional clients disclosed. Revenue, headcount growth, and pricing are not publicly disclosed, and the firm operates as a lifestyle-scale advisory practice rather than a venture-backed or acquisitive growth vehicle.

Name

FinLife

Legal name

FinLife Pty Ltd

Website

https://finlife.net.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

FinLife Pty Ltd is a privately held Australian financial planning advisory firm, founded in 2014 by Jeff Morel, providing personalised superannuation, retirement, insurance and wealth advice to individual retail clients across Melbourne's bayside suburbs and Mornington Peninsula via three Victorian offices.

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 industry

PRIMARYFSAEAAAA

Comprehensive Financial Planning

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

SECONDARYFSAEAAAH

Financial Coaching & Budgeting Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

SECONDARYFSAGADAI

Retirement Planning & Long-Term Financial Planning Tools

Financial & Insurance/Financial Technology (Fintech)/Personal Finance & Financial Wellness (PFM)

SECONDARYFSAAAAAF

Financial Planning & Goals-Based Advice (Mass Affluent)

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

Keywords

• Financial planning advice
• Superannuation advisory
• Retirement planning services
• Personal insurance advice
• Wealth management advisory

Headquarters

HQ city

Cheltenham

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Advice Services: FinLife generates revenue through financial planning and advisory fees, providing tailored step-by-step financial strategies to help clients manage, grow and protect their wealth. Operating as an authorised representative under Alliance Wealth Pty Ltd's AFSL.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

FinLife provides personalised, ongoing financial planning and advisory services to individuals, covering superannuation, insurance, debt management, retirement planning, estate planning, social security, investment and tax strategies. Services are delivered through a structured five-step process (discovery call, data gathering, plan creation, implementation, ongoing support) via face-to-face consultations at three Melbourne-area offices, under Alliance Wealth Pty Ltd's AFSL.

Product overview

FinLife is a financial planning advisory firm that offers a comprehensive suite of financial services delivered through a personalized five-step planning process. The core offerings include Superannuation Services, Insurance Advisory, Debt Management, Retirement Planning, Estate Planning, Social Security Advisory, Investment Advisory, and Tax Planning. These services are provided through face-to-face consultations and ongoing relationship management, with the company operating as a Corporate Authorised Representative of Alliance Wealth Pty Ltd.

Differentiator

Problem solved

Functional benefit

Products and services

• Superannuation Services Superannuation advice and management helping clients save for retirement through tax-effective contribution strategies, including salary sacrifice, co-contributions and spouse contributions. Aimed at individuals building retirement savings across all life stages.
• Insurance Advisory Risk evaluation and recommendations for life insurance, income protection, total permanent disability (TPD) and trauma cover to protect families and income. Aimed at individuals and families seeking insurance as the foundation of their financial plan.
• Debt Management Debt management strategy considering asset types, debt prioritisation and refinancing options to help clients take control of their financial future. Aimed at individuals seeking to optimise debt structures alongside wealth building.
• Retirement Planning Comprehensive retirement planning covering superannuation strategies, pension planning and income stream strategies to ensure clients can enjoy a comfortable retirement. Aimed at pre-retirees and retirees transitioning out of the workforce.
• Estate Planning Legacy planning ensuring assets are distributed to the right people at the right time, including Will creation and estate plan coordination. Aimed at individuals seeking to provide for family and beneficiaries after their passing.
• Social Security Advisory Guidance on Australian government benefits, subsidies and payments available to students, families and older Australians, including age pension eligibility and concession cards. Aimed at individuals navigating Centrelink and government entitlements.
• Investment Advisory Investment strategy advice including portfolio review, capital growth versus income strategies, and diversification across asset classes and regions. Aimed at individuals seeking to grow and protect invested wealth.
• Tax Planning Strategies to minimise tax through superannuation contributions, investment structures, and timing of expenses and contributions before end of financial year. Aimed at individuals seeking to optimise tax outcomes within their financial plan.
• Financial Planning Process A structured five-step service methodology — Discovery Call (initial consultation), Data Gathering (comprehensive financial situation analysis), Financial Plan development (personalised roadmap), Implementation (executing strategies), and Ongoing Support (reviews and adjustments) — used to deliver FinLife's financial advice to clients.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Alliance Wealth Pty LtdcoreOthersAlliance Wealth Pty Ltd (ABN 93 161 647 007, AFSL No 449221) is FinLife's parent/licensee company. FinLife Pty Ltd ABN 11601252279 trades as FinLife Financial Planning and is a Corporate Authorised Representative (No 1007036) of Alliance Wealth.
• Centrepoint AllianceminorOthersReferenced in footer links for Financial Services Guide and Privacy Policy. Centrepoint Alliance appears to provide operational infrastructure support for Alliance Wealth entities.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Count Financial: Australian financial planning dealer group that supports a national network of independent financial advisers and accounting-aligned planners. Highly comparable to FinLife because advisers operate under Count's licence using a similar CAR-style model, serving individual clients across superannuation, retirement and wealth-building — FinLife's exact segments.
• Ord Minnett: Australian private wealth manager offering holistic financial planning, superannuation and investment advisory services to high-net-worth and mass-affluent clients. Comparable product set and life-stage segmentation logic to FinLife, with a similar five-step advisory-style relationship model.
• Hewison Private Wealth: Australian private wealth advisory firm providing personalised financial planning, superannuation and retirement advice to individuals. Comparable to FinLife on its "boutique, personalised, life-stage" value proposition and on its emphasis on long-term advisory relationships.
• Apt Wealth Partners: Australian financial advisory firm providing financial planning, superannuation and investment advice to individuals and families. Directly comparable service stack (super, retirement, investment, tax-effective strategies) and similar small-firm advisory positioning to FinLife.
• Shaw and Partners: Australian wealth management and advisory firm providing financial planning, superannuation and investment advice to individuals and families across Australia. Direct competitor to FinLife for retail/mass-affluent financial planning clients, with a multi-office national footprint that contrasts FinLife's regional Victorian concentration.
• Collins House Financial Planning: Australian independent financial planning advisory firm serving individuals with superannuation, retirement, insurance and investment advice. Closely mirrors FinLife's offering mix, target persona (individuals across life stages) and small-practice advisory model.
• Morgans Financial: Australian private wealth and advisory firm offering financial planning, investment advice and superannuation services to individual clients. Comparable to FinLife on offering mix (super, retirement, investment, tax-adjacent advice) and target customer (mass-affluent individuals and families), though operating at materially larger scale.

Emerging players

• Wealthsimple: Digital wealth management platform operating in Australia and Canada, offering automated investing, superannuation and retirement products at low fees. An emerging competitor to FinLife specifically for the "Getting Started" and "Wealth Builders" segments where FinLife's traditional human-advisory model is most exposed to fee-driven substitution.

Broad incumbents

• Insignia Financial (formerly IOOF): Large Australian wealth management group (owner of MLC, ANZ Wealth) offering financial advice, superannuation and investment platforms to individuals. A broad incumbent that competes with FinLife across essentially every product and life stage, while benefiting from proprietary platforms and scale economics FinLife cannot match.
• AMP Financial Planning: One of Australia's largest financial advice networks, offering financial planning, superannuation and wealth management under the AMP umbrella. Competes with FinLife across the same superannuation, retirement and wealth-building segments but operates as a national incumbent with much greater brand recognition, technology and adviser bench depth.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/finlifefp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 FinLife