PictureWealth
PictureWealth is an Australian financial planning platform that provides tools and advice for personal finance management. The company has raised $20M in funding and employs 180 people.
The growth story
PictureWealth grew from 145 to 181 employees between 2023 and 2026, raising $20M along the way, most recently a Series A in February 2022.
About
PictureWealth offers a digital platform for financial planning, including tools for visualizing and managing personal finances. The service targets individuals saving for major life goals like home purchases, investments, and retirement.
The company raised $20M in a Series A round in February 2022, led by Scalare Partners. With 180 employees, PictureWealth has built a substantial team to support its financial planning services.
Founders and leadership
Engineering is the largest function at PictureWealth, with 11 employees. The company's leadership team is based in Perth, Western Australia, overseeing operations across financial services and technology development.
The PictureWealth org chart
Allan Maitland GAICD (Chief Executive Officer) leads 27 mapped leaders with 7 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Finance 70 (+21% YoY), Customer Success and Support 15 (-6% YoY), Information Technology 12 (+50% YoY), Engineering 11 (+83% YoY), Business Development 10 (0% YoY), Operations 7 (+40% YoY).
Talent flow
PictureWealth recruits heavily from financial services firms, with Superannuation Advice Australia, TrafficGuard, and Westpac being top sources. Alumni have moved to companies like AIA Australia and Bastion Financial.
Most common previous employers of PictureWealth staff: Superannuation Advice Australia (14), TrafficGuard (6), Westpac (5), Bankwest (4), Tech Mpire (3), BT (3). Former PictureWealth employees most often moved to AIA Australia (2), Bastion Financial (2), Cruz (1), BHP (1), EY (1), Manulife Wealth & Asset Management (1).
Hiring now
Web traffic
Traffic mix: 30% direct, 54% search, 6% social, 2% paid.
What this company is made of
Most common skills at PictureWealth: Customer Service (50), Microsoft Office (43), Management (42), Investments (42), Financial Planning (41), Financial Services (41), Superannuation (37), Communication (36).
Where the team actually sits
PictureWealth people are concentrated in Western Australia, Australia (21), Queensland, Australia (18), Greater Perth Area (16), Australia (6).
Search footprint
PictureWealth attracts about 7 organic search visits a month. It gained 0 ranking keywords and lost 1 in the last period.
What employees say
- Compensation
- 5.00 / 5
- Career opportunities
- 1.00 / 5
- Senior management
- 1.00 / 5
- Work-life balance
- 5.00 / 5
Frequently asked
PictureWealth has 180 employees as of September 2026.
PictureWealth has raised $20M in total, most recently a Series A round in February 2022.
PictureWealth was founded in 2017 by Neal Cross, David Pettit.
Allan Maitland GAICD (Chief Executive Officer) sits at the top of PictureWealth's reporting structure, with 7 direct reports.
The most common previous employers of current PictureWealth staff are Superannuation Advice Australia (14 people), TrafficGuard (6 people), Westpac (5 people).
Former PictureWealth employees most often move to AIA Australia (2), Bastion Financial (2), Cruz (1).
PictureWealth attracts about 7 organic search visits a month.
The most common skills among PictureWealth staff are Customer Service, Microsoft Office, Management, Investments, Financial Planning.
PictureWealth staff are concentrated in Western Australia, Australia (21), Queensland, Australia (18), Greater Perth Area (16).
PictureWealth has about 70 people in Finance, up 21% over the past year, as of September 2026.
PictureWealth has about 15 people in Customer Success and Support, down 6% over the past year, as of September 2026.
Computed from 72 current and 56 former PictureWealth profiles, as of September 2026. Source: Crustdata.
Build this for any company
Every number on this page came from the Crustdata API. Point the MCP at a company and get the same org chart, alumni list and talent flow in one prompt.