Prime Financial Group Ltd. is a financial services and advisory company, which delivers wealth management services. It operates through the following segments: Wealth, Business, and Corporate. The Wealth segment consists of Wealth Management and Self Managed Super Funds (SMSF). The Wealth Management refers to the strategic financial advice, superannuation, life insurance, investment planning, and funds management for high net worth and wholesale investors, with a diverse investment offering including access to property-backed debt, equity, and alternative investments including private credit and equity. The SMSF focuses on advice, establishment, administration, and compliance services. The Business segment is involved in Prime Accounting and Business Advisory and Capital and Corporate Advisory. The Prime Accounting and Business Advisory focuses on accounting and tax compliance, business growth advisory and strategy, outsourced CFO and accounting services plus grants, and research and development incentives. The Capital and Corporate Advisory represents the equity and debt capital advisory, finance, corporate development, M&A, valuations, consulting and remuneration strategies, and employee share plan. The company was founded by Simon Madder and Peter Madder in 1965 and is headquartered in Southbank, Australia.