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HUB24 Limited
HUB24 runs an investment platform that helps financial advisers manage their clients' money and investments in one place.
HUB24 is an investment platform for Australian financial advisers and the people they look after. If you have a financial adviser in Australia, there's a decent chance your money sits on a platform like this one — a single digital hub where the adviser can see your investments, buy and sell funds, handle paperwork, and report back to you. HUB24 builds that technology and also sells data and software tools to the wealth industry. It was formerly called Investorfirst, but the HUB24 brand is the one everyone uses today.
Here's the basic problem it solves. An adviser with hundreds of clients would go mad managing each person's investments separately — one spreadsheet per client, one form per trade, one statement per account. A platform pools all of that into one system: the adviser logs in, moves money, picks investments, and the platform handles the record-keeping, tax reporting, and compliance behind the scenes. Advisers pay HUB24 a fee based on the money on the platform, and the platform makes its money from those ongoing fees rather than from one-off charges. What makes this business interesting is that it's a bit of a snowball. Money that lands on a platform tends to stay there, because moving it is a hassle and switching costs real effort. So every dollar of new client money that flows in keeps earning fees year after year. That stickiness is why platform businesses can compound nicely — and why HUB24 has been one of the faster-growing players in Australian wealth management.
The competition is real, though. Big banks and established rivals run their own platforms, and several are fighting for the same advisers. HUB24's pitch is that it's independent and built for advisers rather than bolted onto a bank. The risk to watch is regulation and market swings: if investment markets fall, the money on the platform shrinks and fees shrink with it. It also spends heavily on technology and has bought other businesses to add scale, so investors keep an eye on whether that spending turns into profit.
Saved answer · last researched 12 Nov 2026