AdvisorPlus
AdvisorPlus is an Australian AFSL holder (AFSL 474520) offering multi-asset prime brokerage, IRESS-based trading technology, AFSL/CAR licensing for boutique advisors, SMSF-integrated portfolio reporting, and financial planning to institutional participants, dealer groups, HNW individuals, and registered investment firms across Australia.
- Company typePrivate
- Founded2014
- HeadquartersSydney, Australia
- Headcount—
- GTM typeB2B
- OfferingServices
What AdvisorPlus does
AdvisorPlus, legally Advisor Plus Pty Ltd (ABN 52 600 655 936), is a privately held Australian financial services provider operating under Australian Financial Services Licence 474520. Founded in 2014 and headquartered at Chifley Tower in Sydney's CBD, the firm is led by Managing Director Leon Hinde, who previously founded and ran ASX-listed MDS Financial Group between 1995 and 2008. The company is a member of the Australian Financial Complaints Authority (AFCA), audited by KPMG, and supported by McCullough Robertson for legal counsel.
The firm operates an integrated platform spanning five core product lines: (1) AFSL licensing and Corporate Authorized Representative (CAR) hosting for boutique advisors seeking to build their own branded financial services businesses; (2) IRESS-based trading technology providing Direct Market Access to equity and derivative markets with extensive historical time-series market data; (3) multi-asset prime brokerage via Interactive Brokers, extending client reach to over 100 market centres across 23 countries for stocks, options, futures, forex, bonds, ETFs and CFDs; (4) scalable portfolio reporting with dynamic modelling across all major instrument types, integrated with leading SMSF administration platforms; and (5) financial planning services covering wealth creation, wealth protection, retirement planning and estate planning.
Revenue is generated across four streams: AFSL/CAR licensing royalties, professional service fees for financial planning, transaction-based fees from prime brokerage, and managed services fees for portfolio reporting. Pricing is not publicly disclosed and appears quote-based, with free initial consultations offered via a Calendly-equivalent booking system. The go-to-market is enterprise-led, combining field sales targeting dealer groups and institutional participants, inside sales via a 1300 number and email, and a channel-partner model through the CAR network. Services are restricted to persons accessing the platform from within Australia.
AdvisorPlus firmographics
Firmographics- Name
- AdvisorPlus
- Legal name
- Advisor Plus Pty Ltd
- Website
- https://advisorplus.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Short description
- AdvisorPlus is an Australian AFSL holder (AFSL 474520) offering multi-asset prime brokerage, IRESS-based trading technology, AFSL/CAR licensing for boutique advisors, SMSF-integrated portfolio reporting, and financial planning to institutional participants, dealer groups, HNW individuals, and registered investment firms across Australia.
- Ownership category
- akta.pro rank
AdvisorPlus industry classification
Industry- Product category
- Financial Advisory and Brokerage Services
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)
- akta.pro secondary industries
- Fee-Based Advisory (FSAEAAAM), Financial Planning–Led RIAs (FSAAACAB)
Keywords
Where AdvisorPlus is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
AdvisorPlus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- AFSL Licensing Services: Providing fully integrated AFSL licensing solutions for advisors becoming Corporate Authorized Representatives (CARs), enabling them to deliver scalable financial services under the AdvisorPlus license structure.
- Financial Planning Services: Comprehensive financial planning services including wealth creation, retirement planning, estate planning, and wealth protection through tailored advisory solutions.
- Brokerage Services: Multi-asset prime brokerage via Direct Market Access for equity and derivative markets, generating transaction-based revenue.
- Portfolio Reporting and Administration: Portfolio administration and reporting services integrated with SMSF administration platforms, supporting cash transactions, dividend processing, and comprehensive reporting.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
AdvisorPlus product offering
Product offeringCore offering
AdvisorPlus provides a fully integrated AFSL licensing solution that enables financial advisors to become Corporate Authorized Representatives (CARs) and build scalable retail financial services brands. The company combines multi-asset prime brokerage via Direct Market Access, IRESS-powered trading technology, portfolio reporting integrated with leading SMSF administration platforms, and holistic financial planning covering wealth creation, wealth protection, retirement planning, and estate planning.
Product overview
AdvisorPlus is an Australian registered financial service provider (AFSL 474520) offering an integrated platform of financial services. The core offering combines AFSL Licensing Services (enabling advisors to become Corporate Authorized Representatives), IRESS Trading Technology (for equity and derivative market access with comprehensive market data), Portfolio Reporting (scalable portfolio administration with SMSF integration), Financial Planning Services (wealth creation, retirement planning, estate planning), and Multi-Asset Prime Brokerage via Direct Market Access. The platform is designed to serve institutional participants, professional investors, dealer groups, and registered investment firms, with a particular focus on boutique CAR licensing arrangements and building scalable retail financial services brands.
Differentiator
Problem solved
Functional benefit
Products and services
- AFSL Licensing Services Fully integrated AFSL licensing solution enabling financial advisors to become Corporate Authorized Representatives (CARs) under AdvisorPlus's Australian Financial Services Licence (AFSL 474520), with structure to deliver scalable advisory services, build brand value, and provide flexibility for exit strategies including trade sales or corporate roll-ups.
- Portfolio Reporting Portfolio administration and reporting service built on scalable technology with sophisticated dynamic modelling, supporting all major instrument types and asset classes including cash transactions, fixed interest, equities, warrants, managed funds, and exchange traded options, with full integration into leading SMSF administration platforms.
- IRESS Trading Technology IRESS-powered trading technology providing comprehensive market data, sophisticated market analysis tools, and an integrated management system for streamlined trading in equity and derivative markets, with seamless integration into Microsoft products including Excel and other industry-standard tools.
- Financial Planning Services Holistic financial advisory service covering wealth creation through active investment management and portfolio administration, wealth protection, retirement planning including SMSF and transition to retirement strategies, credit insurance products, and estate planning services.
- Multi-Asset Prime Brokerage Multi-asset prime brokerage service delivered via Direct Market Access to equity and derivative markets, enabling institutional and professional market participants, individual investors, dealer groups, and registered investment firms and funds to trade across multiple asset classes and markets.
Companies that use AdvisorPlus
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
AdvisorPlus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
AdvisorPlus partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Morrison Securities Pty LtdcoreMorrison Securities Pty Ltd (ABN 50 001 430 342, AFSL 241737) is disclosed as a market participant and clearing participant with whom AdvisorPlus may share personal information in connection with financial services provided. The partnership enables transaction processing and market access.
- Interactive BrokerscoreInteractive Brokers is referenced as a financial service provider with whom personal information may be shared. IB provides international markets trading access to over 100 market centers in 23 countries.
- Macquarie Bank LimitedcoreMacquarie Bank Limited (ABN 46 008 583 542) is disclosed as another financial service provider with whom information may be shared for service provision purposes.
- IRESScoreIRESS provides the integrated management system used by AdvisorPlus for trading processes and market data. The platform enables streamlined trading, integration with Microsoft products and Excel, and access to extensive historical databases including security prices, exchange rates, commodity prices, and economic data.
- KPMGcoreKPMG serves as the external auditor for AdvisorPlus, registered with ASIC (auditor No. 462181). KPMG is a global network of professional firms providing Audit, Tax and Advisory services across 155 countries with over 162,000 people.
- McCullough RobertsoncoreMcCullough Robertson provides legal services to AdvisorPlus, supporting compliance and regulatory requirements.
- SMSF Administration PlatformscoreAdvisorPlus portfolio reporting services are designed to fully integrate with any number of leading SMSF administration platforms, enabling seamless data flow and consolidated reporting for self-managed superannuation fund clients.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
AdvisorPlus competitors and assessment
Company assessmentDirect peers
- Praemium: Praemium provides portfolio administration, separately managed accounts, and technology for financial advisers in Australia. Overlaps with AdvisorPlus on portfolio reporting and SMSF-related capabilities.
- HUB24: HUB24 is an Australian wealth platform providing advisers with multi-asset trading, portfolio reporting, and SMSF functionality. Most directly comparable to AdvisorPlus on the technology/platform side of the offering for financial advisors.
- Netwealth: Netwealth is an Australian wealth management platform offering advisers portfolio administration, managed accounts, and trading. Comparable to AdvisorPlus in serving advisers with an integrated platform stack and recurring platform fees.
- Mason Stevens: Mason Stevens is an Australian wealth platform offering multi-asset managed accounts, trading, and adviser technology. Comparable to AdvisorPlus on multi-asset capability and adviser-focused service model.
- OpenMarkets: OpenMarkets is an Australian prime brokerage / trading technology provider offering Direct Market Access for advisers and institutional clients. Closely comparable to AdvisorPlus's prime brokerage arm.
- Bell Potter Securities: Bell Potter is an Australian full-service stockbroker and AFSL holder providing advice, trading, and wealth services. Comparable as a dealer group / AFSL holder with similar client segments.
Broad incumbents
- AMP Limited: AMP is one of Australia's largest wealth managers with AFSL capabilities, advice networks, and platform technology. Comparable as a broad incumbent in the same regulatory and customer space, but at far greater scale.
- Insignia Financial (formerly IOOF): Insignia Financial is a large Australian wealth and advice business covering platforms, advice, and asset management. Comparable as an incumbent AFSL/advice group though far larger and broader than AdvisorPlus.
- LPL Financial: LPL Financial is a US-listed broker-dealer supporting independent advisers with custody, technology, and licensing infrastructure. Comparable international analogue for the AFSL/CAR enablement model AdvisorPlus runs for Australian advisers.
Emerging players
- SelfWealth: SelfWealth is an Australian online broker offering equities and securities trading. Comparable as an Australian trading-platform competitor, though more retail/DIY and less full-advice than AdvisorPlus.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
AdvisorPlus social profiles
Digital presenceAdvisorPlus compliance and trust
Trust signalCompliance2 records
AdvisorPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdvisorPlus leadership team
Management profileNumber of profiles
Profiles3 records
AdvisorPlus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdvisorPlus 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 AdvisorPlus
What does AdvisorPlus do?
AdvisorPlus provides a fully integrated AFSL licensing solution that enables financial advisors to become Corporate Authorized Representatives (CARs) and build scalable retail financial services brands. The company combines multi-asset prime brokerage via Direct Market Access, IRESS-powered trading technology, portfolio reporting integrated with leading SMSF administration platforms, and holistic financial planning covering wealth creation, wealth protection, retirement planning, and estate planning.
Is AdvisorPlus a public or private company?
AdvisorPlus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdvisorPlus founded?
AdvisorPlus was founded in 2014.
Where is AdvisorPlus based?
AdvisorPlus is headquartered in Sydney, Australia, in the Oceania region.
How does AdvisorPlus make money?
Four revenue lines are on record. AFSL Licensing Services are the primary driver. The others are financial Planning Services, brokerage Services and portfolio Reporting and Administration.
Who are AdvisorPlus's main competitors?
Direct peers on record are Praemium, HUB24, Netwealth, Mason Stevens, OpenMarkets and Bell Potter Securities. Broad incumbents are AMP Limited, Insignia Financial (formerly IOOF) and LPL Financial. SelfWealth is listed as an emerging player.
Does AdvisorPlus have an API?
No public API is recorded for AdvisorPlus.
What industry is AdvisorPlus in?
AdvisorPlus's product category is Financial Advisory and Brokerage Services. Its primary akta.pro industry code is FSAEABAB, Broker-Dealer Affiliated Wealth Advisory, with a secondary code of FSAEAAAM, Fee-Based Advisory. Its NAICS code is 523940 and its SIC code is 6282.