Insights by George
2025: The Year moneyGPS Moved From Promise to Scale
As 2025 closes, moneyGPS is ending the year in a materially stronger position: commercially, digitally, and strategically. For our partners and firms considering working with moneyGPS, the message is clear: we have moved from proving product-market fit to scaling category leadership in affordable digital advice and financial wellness. Even more importantly, we are doing this through an operating model that allows professional firms, employers, and institutions to deliver trusted advice under their own brand, at scale, and without operational burden.
A mission built for everyday Australians
moneyGPS exists to make compliant, affordable personal advice accessible to the mass market, not just the affluent. Traditional advice remains out of reach for most working Australians, and the affordability gap continues to widen as adviser numbers decline. Our digital-hybrid approach closes that gap by combining self-directed digital advice journeys with optional support from salaried GPS Coaches and, soon-to-be our new AI-supported guidance proposition. The result: practical advice that users complete, and that trusted organisations can sponsor with confidence for their stakeholders.
Digital progress that lifts partner capability
In 2025, our development focus was to remove friction, increase completion, and provide subscribing partners more control and visibility.
1. New subscriber console and reporting
We delivered a major upgrade to the subscriber management console. Partners can now view a live list of clients using the platform, access survey and Check-Up results (with client consent), and track progress through advice journeys in real time. A guided onboarding checklist and improved analytics dashboard provide immediate visibility of sign-ups, completions, and engagement trends, making the service simpler to embed and easier to measure.
2. New advice modules in build and launch sequence
We advanced multiple high-impact advice topics, including:
- First Home Super Saver SoA: designed and prototyped, ready for build early 2026.
- Insurance and investment enhancements: upgraded product sets within our Savings & Investment SoA.
- Retirement Income SoA: a breakthrough digital advice document which maximises retirement income while preserving estate value. This journey directly supports trustees in meeting Retirement Income Covenant obligations and gives members a clear, action-ready plan.
- New SoAs planned for launch during the remainder of FY2026, include:
– Transition to Retirement Strategies x 2
– Superfund Switching
– Superfund Consolidation
Distribution strength across retail and enterprise
Commercially, moneyGPS has established a meaningful national distribution base across:
- Employers and affinity groups,
- Accounting firms and SMSF administrators,
- Select national financial advisers, and
- Credit unions/NBI-aligned sectors,
with growing inbound interest from the superfund sector, particularly driven by our AI-supported, registry-integrated enterprise build process. This footprint validates both market need and partner willingness to sponsor scalable advice for their stakeholders.
More value through expanded service providers
We broadened the platform ecosystem in 2025 by introducing additional service providers that improve advice outcomes and deliver day-to-day value for users. Highlights include:
- General insurance and Corporate health cover providers, expanding protection and wellbeing capability.
- Member Advantage partnership, embedding an extensive rewards and benefits program with thousands of savings opportunities across cost-of-living categories. This will be available free to end users in early 2026.
For partners, this creates a stronger proposition: advice plus tangible savings that help clients take action faster.
Marketing and engagement: now enterprise-grade
In 2025, we upgraded our marketing engine with Acoustic, a globally recognised platform enabling secure, automated, co-branded partner communications. This provides firms a turnkey launch and “always-on” engagement program without adding workload to their internal teams, converting trust into measurable advice activity at scale.
AI Agents: the next leap in scalable support
We finish 2025 with AI Agents in active development. Think of these as your new digital moneyGPS Coaches (RG146 Tier-2 aligned) built to support users 24/7 by helping complete fact-finds, answering questions in plain language, and triaging clients into human GPS Coach meetings where appropriate.
The next phase of our AI program will introduce an avatar-based GPS Coach experience powered by the Agent layer, dramatically expanding support capacity for both users and partner firms.
Looking outward: UK clearance achieved
Strategically, moneyGPS secured clearance from the UK Financial Conduct Authority to operate in the UK. This positions us to export our proven operating model to comparable markets, beginning with the UK.
Closing message
We end 2025 with stronger technology, deeper distribution, and a roadmap that keeps raising the bar for digital advice. For current and future partners, moneyGPS offers a rare combination: an AFSL-backed, white-label platform; proven engagement and coaching support; enterprise-ready architecture; and a fast-advancing AI roadmap.
2025 was the year we proved the model at scale. 2026 will be the year we continue to strengthen our competitive advantage.
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