# Ignition Advice

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/ignition-advice

- Industry: Software
- Headquarters: Sydney, Australia
- Website: www.ignitionadvice.com
- Total disclosed funding: $25M
- Latest round: Series B (Sep 11, 2020)
- Investors on record: 1

## About

Based in Australia, Ignition Advice develops technology-driven financial solutions, enhancing decision-making for clients through a blend of digital and human advisory services.Founded in 2015 in Sydney, Australia, Ignition Advice specializes in digital advice solutions for financial institutions. The company has completed 6 deals, with the most recent being a Series B funding round on September 11, 2020, which raised AUD 35 million from Morgan Stanley Investment Management, achieving a post-money valuation of USD 105 million. The founding team includes Mark Fordree and Mike Giles, with Manish Prasad currently serving as CEO.Ignition Advice specializes in providing a unique blend of digital and human advice solutions aimed at enhancing financial decision-making for customers. The company’s core product offerings are centered around technology solutions that facilitate personalized advisory journeys in the domains of investment, retirement, and insurance. These solutions are designed to help financial institutions scale their advisory models by integrating the efficiencies of digital platforms with the empathetic touch of human advisors. Ignition Advice serves a broad client base that includes financial institutions looking to innovate their advisory practices, thereby promoting greater financial wellbeing among end users. The geographical markets served by Ignition Advice extend to various regions, allowing the company to cater to a diverse clientele with tailored solutions that address specific financial needs in those areas.In the most recent financial year 2023, Ignition Advice generated revenue of AUD 2,902,846.40 and reported an EBITDA loss of AUD 5,406,167.70. The company earns revenue primarily through B2B partnerships with financial institutions that utilize its digital advice technology solutions. Institutions subscribe to Ignition Advice’s platforms, enhancing their advisory capabilities and delivering personalized digital advice to their clients.Ignition Advice plans to leverage the AUD 35 million raised in the Series B funding round to expand its product offerings and enter new markets. The company is focused on developing innovative technology solutions designed to enhance financial advisory services, with anticipated launches in the upcoming year. Additionally, Ignition Advice aims to expand its geographical reach into Asian markets by mid-2024, targeting growth opportunities in regions where its advisory models can meet specific local needs.

## Funding rounds

- Series B, Sep 11, 2020, $25M — Morgan Stanley Investment Management

## Investors

- Morgan Stanley Investment Management — Series B