AFM

What AFM does

AFM (Australian Fund Monitors Pty Ltd) is a privately held Sydney-based financial information services company founded in 2006 by Chris Gosselin. The company operates FundMonitors.com, a subscription-based research and analytics platform that monitors 1,130+ actively managed Australian funds — spanning equities, alternatives, fixed income, property, infrastructure, digital assets, and private credit — and provides standardised one-page FACT sheets, peer group analysis, performance and risk reporting, and qualitative FACTORS Research Reports quality-controlled by a five-person Investment Committee. The platform's technology stack comprises proprietary fund performance databases, charting and screening tools (Peer Groups, Fund Selector, Watch List, Index Report, Portfolios), an algorithm-based Portfolio Optimiser, Custom Statistics reporting, and the OLIVIA123 subsidiary's integrated online application system with AML/KYC verification covering 100+ funds.

AFM operates a two-sided business model. On the demand side, the platform serves financial advisors (AFSL holders), wholesale investors, and sophisticated self-directed investors through a three-tier subscription — Forever Free, Lite at A$348/year, and Premium at A$1,348/year — with a 14-day Premium trial funnel. On the supply side, fund managers pay onboarding and annual listing fees to have their funds included in the database, with optional paid services for profile visibility, insights articles, and video content. Distribution is primarily self-serve online, supplemented by direct sales for enterprise/Portfolio Optimiser access, an active content marketing programme (Hedge Clippings newsletter, Manager Insights videos, market commentary), and event partnerships with AIMA and ACC. Revenue is not publicly disclosed, and the company remains founder-owned with no external institutional investment.

Name

AFM

Legal name

Australian Fund Monitors Pty Ltd

Website

https://fundmonitors.com

Company type

Private

Founded year

2006

Operating status

Operating

Short description

AFM (Australian Fund Monitors) operates FundMonitors.com, a subscription-based research and analytics platform covering 1,130+ actively managed Australian funds. It serves financial advisors, wholesale/sophisticated self-directed investors, and fund managers with comparison tools, FACTORS research, and the OLIVIA123 online application system.

Ownership category

akta.pro rank

Product category

Investment research platform

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

AML/KYC, Investor Onboarding & Compliance Services (FSAAAMAE)

Keywords

• Managed fund research
• Fund comparison analytics
• Investment research platform
• Portfolio analytics tools
• Fund due diligence

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. User Subscriptions: Three-tier subscription model: Forever Free (basic access to fact sheets and peer group comparisons), Lite ($348/year for wholesale investors), and Premium ($1,348/year for professional investors/advisors). Premium provides full analytics, portfolio tools, custom reports, and comparison tools.
2. Fund Manager Listing Fees: Onboarding and annual fees charged to fund managers to have their fund profiles listed on the website, ensuring AFSL status verification, performance data accuracy, and monthly updates.
3. Optional Fund Manager Services: Optional paid services for fund managers including external links, insights articles, videos, and profile-raising services for funds wanting full detail visibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

AFM operates FundMonitors.com, a subscription-based research and analytics platform providing standardized comparison, peer-group analysis, performance reporting, and FACTORS research on more than 1,130 Australian actively managed funds. Premium subscribers access portfolio analytics, the Portfolio Optimiser, custom statistics reports, and full fund profiles, while fund managers pay recurring listing fees for profile visibility and AFSL verification. The proprietary OLIVIA123 system enables online applications with AML/KYC verification for over 100 funds.

Product overview

AFM operates FundMonitors.com as a subscription-based platform offering information and analytics on over 1,130 actively managed funds in Australia. The core product consists of fund comparison tools including Peer Groups, Fund Selector, Watch List, Index Report, and Portfolios. Premium features include Custom Statistics reports, Portfolio Optimiser, and FACTORS Research Reports. The platform is complemented by Olivia123, an online application system developed by AFM for AML/KYC verification and electronic execution. Subscription tiers include Forever Free (basic access), Lite ($348/year), and Premium ($1,348/year).

Differentiator

Problem solved

Functional benefit

Products and services

• Peer Groups
• Fund Selector
• Watch List
• Index Report
• Portfolios
• Custom Statistics
• FACTORS Research Reports
• Portfolio Optimiser
• FACT Sheets
• OLIVIA123 Online Applications

Quantifiable outcome

• Compare and track 1,130+ managed funds in standardized formats
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• OLIVIA123coreTechnology or IntegrationOLIVIA123 (On Line Investor Verifications & Interactive Applications) was developed by AFM in 2014 as an online application system for managed funds including AML/KYC verification and electronic execution. It now provides a fast, simple and secure process for investors and advisors to apply for over 100 funds.
• Alternative Future Foundation (AFF)flagshipStrategic or Co-development PartnerAFF partnered with AIMA to launch Sydney Alternative Investment Week (#SAIW), the Southern Hemisphere's only Alternative Investments Week in Sydney. Expected to attract 2,000+ attendees across 8 events. AFM is listed as a partner/event information host. All proceeds support the AFF Foundation mission to create positive alternative futures for disadvantaged Australians.
• AIMA (Alternative Investment Management Association)flagshipStrategic or Co-development PartnerAIMA Australia Annual Forum is Australia's flagship alternative investment conference organised by the industry for the industry. Part of Sydney Alternative Investment Week. AFM provides event information on its platform.
• ACC (Australian Credit Conference)coreStrategic or Co-development PartnerACC Private Credit Investor Forum 2026 brings together Investors, Asset consultants, local and offshore managers to discuss key trends shaping allocator sentiment and evolution of private credit asset class in Australia and internationally. Sole membership association representing global private credit market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VettaFi: ETF and fund data, research, and analytics platform serving advisors and institutional investors. Comparable in providing standardized fund data, comparison tools, and research content; broader in ETF-specific focus.
• Morningstar: Global investment research firm providing fund data, analytics, ratings, and portfolio tools. Most directly comparable to AFM in fund research, comparison, and analytics; significantly larger with global coverage, broader product suite, and ownership of Zenith in the same Australian market.
• Lonsec: Australian fund research and ratings provider serving financial advisors and institutional investors with quantitative research, qualitative reviews, and model portfolios. Most direct Australian competitor to AFM's research, ratings, and advisor-focused offering.
• FE fundinfo: European-headquartered fund data and regulatory technology provider serving asset managers, distributors, and advisors. Comparable in fund data aggregation, analytics, and regulatory workflow tooling (including KYC) across multiple jurisdictions.
• Zenith Investment Partners: Australian research house providing fund ratings, research, and consulting for financial advisors and institutional clients. Direct competitor to AFM in the Australian fund research and ratings space; acquired by Morningstar in 2024.

Broad incumbents

• Lipper (LSEG): Global fund data, analytics, and ratings business within London Stock Exchange Group. Provides comparable fund performance data, classification, and analytics but as part of a much broader financial data and infrastructure portfolio.
• Bloomberg: Global financial data, analytics, and media platform offering fund screening, performance analytics, and research through the Bloomberg Terminal. Provides overlapping capabilities to AFM but as part of a much broader multi-asset financial information ecosystem.
• S&P Capital IQ Pro: S&P Global's research and analytics platform offering fund data, performance analytics, and investment research as part of a broader multi-asset financial intelligence suite. Comparable data layer but with global institutional focus and broader coverage.

Emerging players

• YCharts: Subscription-based investment research and analytics platform serving advisors and individual investors with fund screening, comparison, and portfolio analytics. Comparable in subscription-based advisor-focused offering but with US-centric coverage and broader security universe.

Regional players

• Simply Wall St: Visual investment research platform providing company and fund analysis primarily to Australian and other retail investors. Adjacent in serving self-directed investors with research and analytics, though focused more on individual equities than managed funds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 AFM