Our firm, your future

Our motto is to aspire, innovate and grow – and it’s that philosophy which has made our firm what it is today.

At Prime, we’ve brought together Accounting & Business Advisory, Wealth Management, Self Managed Super Funds (SMSF) and Capital & Corporate Advisory services, so that our clients receive a complete solution under one roof. From one national team supporting your personal and business needs.

What we believe

Our mission is to work with you and empower you to achieve your aspirations.

We help create innovative, forward-thinking financial solutions and advice that allow you to realise your financial goals.

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Our history


The company began in 1998 as Prime Development Fund Ltd (PDF). The co-founders, who remain in the business today, are Simon Madder & Peter Madder who both came from the Accounting industry.

With a strong belief that Accountants were well positioned to deliver Financial Advice to clients as part of a totally ‘integrated’ Accounting & Financial Service, PDF was formed to deliver on this vision which remains in place today.


In 1999, PDF set up Primestock Securities Pty Ltd (Primestock), which holds the Australian Financial Services Licence No. 239180 and in 2000 Primestock started to enter into a series of Joint Ventures (JV’s) with Accounting Firms to provide Wealth Management to the Accounting Firm clients. The first JV was formed with an Accounting Firm based in Victoria and since then the business has grown to establish over 30 different JV’s with Accounting Firms across the country.


In 2006, PDF changed its name to Prime Financial Group Ltd (Prime) and in January 2007 Prime merged with an ASX listed company, which was subsequently renamed Prime as part of the merger, Prime trades under ASX code PFG.

As part of the merger, Prime gained a minority equity interest in a Wealth Management firm that services high net worth clients. Prime subsequently acquired 100% of this Wealth Management firm creating Prime’s direct client advice model which runs adjacent to Prime’s partnership model with Accounting and Advisory Firms.


In late 2016 Prime acquired Melbourne based MPR Group (MPR), an Accounting & Advisory firm focused on innovation and growth orientated Businesses. In 2017 as part of expanding Prime’s direct client advice model for Accounting & Business Advisory MPR was rebranded Prime.


In 2017 Prime acquired Altezza Partners, a Brisbane-based Accounting & Advisory firm focused on innovative entrepreneurs and business owners. This further supported the expansion of Prime’s direct client advice model for Accounting & Business Advisory, Altezza Partners was also rebranded Prime.


Today, Prime is an Integrated Accounting, Wealth Management, SMSF and Capital Advisory Firm that operates a direct client advice model and a partnership model with Accounting and Advisory firms.

Our purpose is to empower you to achieve your aspirations by delivering a complete Accounting, Wealth Management, SMSF and Capital Advisory service through Prime or one of our Partner Firms.

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What our clients say

“First class advice and service leading to real business advisory support and growth.”

Ben Hughes, EconomX

“We’ve been with Prime now for nearly 10 years and they have always strived to understand our business needs and have contributed enormously to our growth from start-up tech to product commercialisation.”

Robert Kerr, Enopte Solutions

“Prime provides us a highly personalised service covering our financial needs. Our strategic advice has been proactively provided whilst ensuring our investments are professionally managed without requiring our daily input. We feel comfortable knowing Prime is looking after our investments.”

Ian, VIC

“In working with Prime, I have been connected with a trusted ‘go to’ source of knowledge, mentorship, tools, services, contacts and – most importantly – a friend on the ground for anything related to financial decisions when feeling a little overwhelmed.”

Amy, QLD

“The team at Prime Financial provide an excellent full service offering to my organisation. Communication between teams is excellent and they genuinely put the best interests of their clients first.”

Alan King, VIC

“I am very pleased with Prime. I have called my adviser when I have questions and have always received prompt replies and all of the support I needed.”

Bob & Denise, NSW

“We are busy running our business, which takes up most of our time! To have someone we know and trust in charge of our money is so comforting. I enjoy the quick and clear communications I have with my adviser and I trust his suggestions for our investments.”

Jack and Pauline, VIC

“Prime is a lot more that an accountant to us. They are well equipped with the knowledge to help solve any problem businesses come across.”

Gavin Lowe, UDL Group

“We have worked with Prime for fifteen years as our financial adviser. Prime has always guided us through with professional advice on our financial decisions, whether it be in the local office or over the phone. We have found our adviser, Garry, has gone above and beyond the call of duty with regards to our retirement and financial matters in a friendly and caring way.”

Karen & Russell, QLD

“I find Michelle service to me is of high value. She is knowledgeable and transfers the information to me clearly. Thank you Prime.”

Kathryn, WA

“In all the years l have had to do the R&D rebate and other grants, l have never been better looked after than here at Prime. The staff are super friendly, trustworthy and keen to get me the best result that they can. I would recommend Prime to anyone who wants to use this service. You have a client for life.”

Vern Brickman, Adverto

“We have always felt that our advisor listened carefully to what we expected and responded appropriately. Livio is always interested in us as a couple and our lifestyle- we have never felt like we were bulk handled.”

Ian & Cherie, VIC

“I have been a client of Prime for just over 3 years and I am confident that the advice and service I have received during that time has been in my best interests.”

Lannette, QLD

“Opening my own business was a relatively daunting task. Prime and their extremely professional approach were essential in ensuring that it was executed properly. I would recommend Prime to anyone looking for leading advice with great customer service.”

James Reti, Reti Consulting

“I have been using Prime for many years and one of the things I appreciate most is that their advice is only a phone call away and I always feel as a customer that Prime have my best interest at heart. It is a very personal service executed by very personable and helpful individuals. My advisor feels like family I am very satisfied.”

Christopher, ACT

A unique and personal service approach to support all your business advisory and personal wealth management needs.

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