How many Australian financial planners are in this dataset?

1,384, drawn from 569,128 scanned records and measured on 2026-10-03. That is a census of the financial planners in this directory rather than of every financial planner in Australia, and it skews toward businesses with enough of a public footprint to be found at all.

How many Australian financial planners publish an ABN you can check?

58% — 803 of 1,384. The national rate across all trades is 21.5%, so financial planners sit 170% above it. An ABN is free and public, so a missing one is usually a business that never put it on their website rather than a business without one.

How many financial planners list a phone number that doesn't match their website?

7.5% of the 965 we compared, or about 72 businesses. This counts only cases where a listed number directly contradicts the number on the business's own site — not businesses with no phone number and not ones the comparison has not run for. It is often a stale listing, and sometimes a lead-reselling service sitting between you and the person who does the work.

How many Google reviews does the median Australian financial planner have?

12, against a national median of 39 across all trades. Half have fewer. Review counts track how often people hire a trade rather than how well it performs, so comparing a financial planner against a trade people call more often tells you very little.

Which state has the best-documented financial planners?

Queensland leads on published ABNs at 65.2%, against 51.1% in South Australia. Only states with at least 40 businesses are compared, because percentages taken over a handful of businesses move too far on a single record to mean anything.

Research

Australian financial planners, by the numbers

We checked what 1,384 Australian financial planners publish about themselves, and how much of it holds up against an independent source.

Measured 2026-10-03 · free to reuse with attribution

58%

publish a checkable ABN

of all 1,384. 170% above the national rate of 21.5%.

56.8%

phone number confirmed against their own site

of 965 compared. In line with the 59.2% national rate.

7.5%

phone number contradicting their own site

of 965 compared. In line with the 7.7% national rate.

88.4%

have a website that loads

of 1,045 fetched. 9% above the national rate of 81%.

Google reviews for the median business

The national median is 39. Review counts track how often people hire a trade, not how well they do it — a trade you call once a decade will always sit lower.

What stands out

Financial Planners publish a checkable ABN at 58%, 170% above the 21.5% national rate — better than most trades, though still under one business in six.

On contact accuracy the trade is unremarkable: of the 965 numbers compared, 7.5% contradict the business's own website, against 7.7% nationally.

The median has 12 Google reviews against 39 nationally. That gap says more about how often households need financial planners than about the standard of the work, which is why the ranking on this site weights review volume on a log scale rather than treating a 5.0 from four reviews as equal to a 4.6 from three hundred.

Financial Planners by state

States with at least 40 financial planners in the directory. Smaller groups are held back rather than published as percentages that move too far on a single record.

Verification coverage for Australian financial planners, by state
State	Businesses	ABN	Phones checked	Phone confirmed	Phone mismatch	Sites checked	Site loads	Median reviews
New South Wales	404	55.7%	280	51.8%	8.9%	309	87.1%	11
Victoria	363	54.5%	255	60%	5.9%	273	89.7%	16
Queensland	328	65.2%	220	58.6%	8.2%	234	89.3%	13
Western Australia	137	59.9%	102	60.8%	5.9%	110	91.8%	12
South Australia	94	51.1%	65	53.8%	4.6%	75	80%	6

Method, and what it can't tell you

1,384 Australian financial planners. Every one of them gets the same four checks: an ABN lookup against the national register, a comparison of the listed phone number against the number on the business's own website, an HTTP request to that website, and a match against open mapping data maintained separately from Google.

Not all four have run everywhere yet, so the figures above are shares of what has been checked: 965 phone comparisons, 1,045 website fetches and 1,102 cross-source matches out of 1,384 businesses. A check that has not run counts in neither half of a percentage.

This is a census of a directory, not of the trade. It covers businesses with enough of a public footprint to be found at all, which if anything biases these figures upward — a business too small to appear here is less likely to publish an ABN, not more.

ABN registration is the one figure taken over every business in the group rather than over a checked subset, because an absent ABN is not a failed lookup — read it as a floor. Review counts and averages are held; individual reviews are not, so nothing here can tell you whether a business's reviews arrived steadily or all at once.

Full method and national figures: the state of Australian trade business data.

Common questions

How many Australian financial planners are in this dataset?: 1,384, drawn from 569,128 scanned records and measured on 2026-10-03. That is a census of the financial planners in this directory rather than of every financial planner in Australia, and it skews toward businesses with enough of a public footprint to be found at all.
How many Australian financial planners publish an ABN you can check?: 58% — 803 of 1,384. The national rate across all trades is 21.5%, so financial planners sit 170% above it. An ABN is free and public, so a missing one is usually a business that never put it on their website rather than a business without one.
How many financial planners list a phone number that doesn't match their website?: 7.5% of the 965 we compared, or about 72 businesses. This counts only cases where a listed number directly contradicts the number on the business's own site — not businesses with no phone number and not ones the comparison has not run for. It is often a stale listing, and sometimes a lead-reselling service sitting between you and the person who does the work.
How many Google reviews does the median Australian financial planner have?: 12, against a national median of 39 across all trades. Half have fewer. Review counts track how often people hire a trade rather than how well it performs, so comparing a financial planner against a trade people call more often tells you very little.
Which state has the best-documented financial planners?: Queensland leads on published ABNs at 65.2%, against 51.1% in South Australia. Only states with at least 40 businesses are compared, because percentages taken over a handful of businesses move too far on a single record to mean anything.

Using these numbers

Free to quote, chart or republish under CC BY 4.0, which asks only for attribution and a link. The full aggregate dataset is available as a free download. If you need a cut that isn't published, ask.

WhoToHire, “Australian financial planner data 2026”, 2026-10-03. https://whotohire.com.au/research/trades/financial-planners

support@whotohire.com.au

Other trades: Builders · Carpenters · Concreters · Roofers · Tilers · Painters · Plasterers · Glaziers · Flooring Installers · Kitchen & Bathroom Renovators · Fencing Contractors · Garage Door Specialists · Earthmoving & Demolition · Architects & Building Designers · Electricians · Plumbers · Heating & Cooling · Solar Installers · Locksmiths · Gardeners & Landscapers · Arborists · Pest Controllers · Pool Services · Cleaners · Removalists · Handymen · Appliance Repairers · Blinds & Shutters · Security Services · Skip Bins & Waste Removal · Interior Designers · Mechanics · Auto Electricians · Panel Beaters · Tyre Shops · Towing Services · Window Tinting · Car Detailers · Car Washes · Accountants · Bookkeepers · Mortgage Brokers · Insurance Brokers · Lawyers · Conveyancers · Real Estate Agents · Business Consultants · Recruitment Agencies · Marketing Agencies · Digital Marketing & SEO Agencies · SEO Agencies · Social Media Agencies · Branding Agencies · App Developers · AI & Automation Agencies · Web Designers · Software Companies · IT Support & Services · Computer & Phone Repair · Graphic Designers · Video Production · Printers & Signwriters · Photographers · Pet Groomers · Driving Schools · Celebrants · Caterers · Event Planners · Dog Trainers · Pet Boarding · Tutors · Music Schools · Dance Schools · Martial Arts Schools · Swim Schools · Funeral Directors · Travel Agents