Member advice for super funds. Shaped around the fund you already run.
Build it, buy it or outsource it — this is the whole capability. A general advice contact centre at one end, personal advice from qualified advisers at the other, and the licensing, paraplanning, compliance and technology that has to sit underneath either. Take the pieces you want and leave the rest. We won’t tell you how to run your fund; we plug into the way you already run it.
Four parts of a member advice capability. Take all of them, or one.
Nothing here requires anything else. Most funds start with the one piece that solves the problem in front of them, and add others later, or never.
Outsourced member advice, delivered
We run your video, phone and face-to-face member advice — intra-fund advice through to comprehensive — under your brand with our advisers and our licence, or by referral to a Guideway adviser under ours. A contact centre supports the service.
Member advice →AdviceGuide AI
Our digital advice platform: a planner CRM and modelling engine. Calculators on your site, agentic workflows that chase providers, a deterministic advice engine, and compliance applied as the work happens rather than after it.
The platform →Virtual Adviser
A dedicated digital advice avatar for your fund, built to your brief or cloned from your own staff, delivering education, general advice or personal advice on your own website. NGS Super runs one today.
Virtual Adviser →AFSL licensing, paraplanning and compliance
Authorisation under AFSL/ACL 420367, in-house paraplanning, compliance audits and AI scans that read every advice file rather than a sample — plus consulting before anyone builds anything.
Licensing & support →An Australian advice licensee that does not make product.
Five things to know about how we work.
Guideway Financial Services Pty Ltd, ABN 46 156 498 538, holding Australian Financial Services Licence and Australian Credit Licence 420367. Melbourne based, working nationally.
Our advice, paraplanning, compliance and licensing teams work within the same group.
We do not compete with you. We work alongside your team to deliver advice for your members or clients, using the service model that fits your organisation.
You know who is responsible for the advice, paraplanning, contact centre and compliance work, and how to reach them.
AdviceGuide AI is ours. It is not a licensed third-party stack with our name on the login screen.
What funds ask us first.
If yours isn’t here, ask it directly — we would rather answer it before a tender than inside one.
Do we have to take the whole thing?
No. The four parts — member advice delivery, AdviceGuide AI, Virtual Adviser, and licensing and support — are separate services, and none of them requires any of the others. Most funds start with the single piece that solves the problem in front of them and add others later, or never. A fund that only wants paraplanning capacity can have only paraplanning capacity.
Who holds the licence obligation, and who supervises the advisers?
We do. Advisers are authorised as representatives under Australian Financial Services Licence and Australian Credit Licence 420367, held by Guideway Financial Services Pty Ltd. That means the licence obligations and the supervision of the advice sit with us, not with the fund. It is the part your risk committee will ask about first, and the answer does not change between the white-labelled and referral models.
Whose brand do members see?
Whichever you choose. In the white-labelled model our advisers deliver the service under your name and your fund’s brand. In the referral model members are advised under the Guideway brand and licence, with no white-label build and no brand exposure for the fund. Both models run on the same advisers and the same client record, so a fund can start with referral and move to a white-labelled service later without rebuilding anything. Compare the two delivery models.
Do you make your own product? Is there a conflict?
We make no product at all — no fund, no platform, no investment menu. That is deliberate and it is the reason funds can outsource advice to us without handing members to a competitor. We are not trying to win your members; we are trying to advise them well enough that they stay yours.
Is the technology yours, or licensed from someone else?
Ours. AdviceGuide AI is built by Guideway — the CRM, the modelling engine, the agentic workflows that chase providers for data, the deterministic advice engine and the compliance layer. It is not a third-party stack with our name on the login screen, which matters when you need something changed for your fund and the answer has to be a date rather than a roadmap request.
How does compliance review work at volume?
Compliance audits are backed by AI compliance scans that read every advice file rather than a sample. A sample tells you about the sample. Checks are applied while the advice is being written rather than after it, so problems surface while they are still cheap to fix. More on licensing, paraplanning and compliance.
We already have a tender out. Can you respond to it?
Yes, send it through. If you are earlier than that, the more useful first step is half an hour on what your members actually need, and a walkthrough of the two delivery models against your own numbers — membership, call volumes, the advice you already provide and what it currently costs you.
Who do we call when something goes wrong?
Named people, across advice, paraplanning, the contact centre and compliance. You will know who is responsible for each part of the service and how to reach them. Everyone you deal with on advice questions has sat in front of clients themselves — you are not writing to a policy inbox.
Start with your members, not a specification.
Whether you are running a formal process or just working out what is possible, the most useful first step is the same: half an hour on what your members actually need, and a walkthrough of the two delivery models against your own numbers. If you already have a tender out, send it through — we respond to those too.