Financial services Australia

North (AMP): Wealth Platform SEO and Adviser Growth in Australia, from 95 to 380 Adviser Leads a Month

B2B SEO, app store optimisation and conversion work for North, AMP's wealth platform, aimed at Australian financial advisers and licensees — judged on qualified adviser leads and investor app installs, not traffic alone.

The client

North is AMP's wealth platform, operated by NMMT Limited. Australian financial advisers use it to run their clients' investments, superannuation and retirement income. Its buyers are advisers and licensees holding an Australian Financial Services Licence (AFSL): a small, well-informed audience that compares several wrap platforms before moving a practice's clients onto one.

The problem

At the start of 2025 organic search brought about 24,000 adviser sessions a month, and North held a Google top-three position on 18 commercial terms. Around 95 qualified adviser enquiries arrived a month at AUD 450.00 each.

The MyNorth investor app drew about 1,800 installs a month, and only 4.8% of people who saw its store listing went on to install it.

What we did

  • Search built around how advisers search. The information architecture rebuilt into clusters for SMSF, managed portfolios and wrap-platform terms, so each commercial query lands on a page written for it.
  • Faster pages. Mobile largest contentful paint brought under 1.6 seconds on the pages advisers use to find the portal.
  • Expert content. Regulatory and superannuation content co-authored with AMP specialists, so the pages carry the expertise the category needs.
  • App store optimisation on both stores. MyNorth and Summit listings rebuilt to lead with real-time super and pension balances and with Face ID and data-security messaging in the first screenshots; review prompts shown after a successful account check.
  • Portal to app. Deep links that send advisers' clients from the desktop portal into the mobile app.
  • Qualification before sales. High-intent landing pages that filter out consumer queries, fee calculators that let an adviser model platform cost for a client portfolio, and gated quarterly research that captures AFSL credentials.
  • Scoring in the CRM. Webhooks that pass funds-under-advice data into North's adviser pipeline as each enquiry arrives.

What we delivered

  • < 1.6 s mobile largest contentful paint Core Web Vitals work on the adviser discovery pages.
  • 2 app store listings optimised App Store and Google Play, for MyNorth and Summit investor accounts.
  • 88% of passed leads qualified Only verified AFSL-licensed adviser enquiries reach the sales team.
  • Real time CRM lead scoring Webhooks pass funds-under-advice data straight into North's pipeline.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (January–December 2025)

Metric Before After
Organic adviser sessions a month 24,000 74,000 (3.1×, Q4 2025 peak)
Google top-three positions, commercial terms 18 88+
Search impression share — +124%
Investor app installs a month (App Store and Google Play) 1,800 5,100 (2.8×)
App downloads attributed, 2025 — 42,000+
Store listing conversion (impression to install) 4.8% 11.6% (+142%)
Cost per qualified adviser lead AUD 450.00 AUD 280.00 (−38%)
Qualified adviser leads a month 95 380+ (4.0×)
Adviser pipeline leads across the year — 2,900+
Lead qualification rate — 88%

Sources: Google Search Console and GA4 Enterprise (sessions, impression share), Google Search Console and Ahrefs Rank Tracker for Australia (rankings), Apple App Store Connect and Google Play Console (installs, listing conversion), and GA4 conversion analytics with North's adviser sales and onboarding CRM (leads, cost per lead, qualification). Cost per lead is the client's media cost divided by qualified leads; it is not shakalakaa's fee, which we do not publish.

What this means for your wealth platform

The plain-language version. Over 2025 North's organic adviser traffic roughly tripled, its top-three Google positions on commercial terms went from 18 to more than 88, and qualified adviser enquiries rose from about 95 to 380 a month while each one cost 38% less. The investor app nearly tripled its monthly installs, helped by a listing that converts 11.6% of the people who see it.

What this says about shakalakaa: for a regulated Australian financial services platform we run SEO, app store optimisation and conversion work as one acquisition system, judged on qualified adviser leads rather than traffic. The same approach is set out on our Australian performance marketing page.

Related at shakalakaa Australian SEO how we work with large brands in Australia

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FAQ

Frequently asked questions

What did shakalakaa do for North?
Rebuilt the search architecture around SMSF, managed-portfolio and wrap-platform terms, sped up the adviser pages, optimised the MyNorth and Summit app store listings, and built qualification into landing pages and North's CRM so only licensed adviser enquiries reached sales.

What were the results?
From January to December 2025: organic adviser sessions from 24,000 to 74,000 a month, top-three Google terms from 18 to 88+, investor app installs from 1,800 to 5,100 a month, and qualified adviser leads from 95 to 380+ a month at AUD 280.00 instead of AUD 450.00.

Why filter consumer searches out of a B2B platform's leads?
North sells to advisers and licensees, not to individual investors. Keeping consumer queries out of the lead flow means the sales team spends its time on AFSL holders who can actually move clients onto the platform.

Is the AUD 280.00 cost per lead shakalakaa's fee?
No. It is the client's media cost divided by qualified adviser leads. shakalakaa does not publish its fees.
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