The Australian Ethical story
Australian Ethical was founded in Australia in 1986 and is owned today by Public (ASX: AEF), Australian Ethical Investment Ltd. It is one of 9 Financial Services brands in this year's ranking, where it places #1.
Why people trust Australian Ethical
It has offered investment products guided by its Australian Ethical Charter since 1986 and managed a record A$14.5B at 30 June 2026.
The watch-out
It is still completing work tied to APRA licence conditions, and the final phase of its investment platform upgrade is not due until the first half of FY2027.
Why Australian Ethical ranks #21
Brand Positioning, scored 90 out of 100.
Brand Recall, scored 66 out of 100.
The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Australian Ethical scores 81.96 overall.
Pillar profile
Versus its nearest rivals
Questions people ask
What rank is Australian Ethical in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?
Australian Ethical ranks #21 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 81.96 out of 100.
Why is Australian Ethical trusted?
It has offered investment products guided by its Australian Ethical Charter since 1986 and managed a record A$14.5B at 30 June 2026.
What is Australian Ethical's revenue?
A$129.5M operating revenue (FY2026, year ended 30 Jun 2026), as per company filings.
Who owns Australian Ethical?
Australian Ethical is owned by Public (ASX: AEF), Australian Ethical Investment Ltd. It was founded in 1986 in Australia and is based in Sydney, NSW, Australia.
What is Australian Ethical's biggest challenge?
It is still completing work tied to APRA licence conditions, and the final phase of its investment platform upgrade is not due until the first half of FY2027.
Key facts
| Brand | Australian Ethical |
|---|---|
| Company / owner | Public (ASX: AEF), Australian Ethical Investment Ltd |
| Headquarters | Sydney, NSW, Australia |
| Founded | 1986 |
| Founder(s) | Not listed in our verified sources |
| Latest revenue | A$129.5M operating revenue (FY2026, year ended 30 Jun 2026), as per company filings |
| Sector | Financial Services |
| Country of origin | Australia |
Sources
- Annual report and results announcements lodged with the ASX
- Company website, official announcements and press releases
- Published interviews and statements by the founders and leadership
- WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data