ASIC names 22 AFSLs in lead generation review

Mike Taylor

Managing Editor and Publisher

18 February 2026

The Australian Securities and Investments Commission (ASIC) has listed more than 20 licensed entities which have had financial advisers acquire leads from lead generators.

In doing so, it has claimed the naming of the entities “should not be construed as an indication by ASIC that a contravention of the law has occurred, nor should it be considered a reflection upon any person or entity”.

The regulator named the licensees at the same time as confirming that it had started a review of their use of lead generation services as part of its ongoing program to address practices which it says “unnecessarily encourage consumers to switch their superannuation”.

It described lead generation as “marketing activity designed to create consumer interest in a product or service, with the goal of persuading consumers to purchase the product or service”.

“These services use a range of marketing techniques to introduce consumers to financial services businesses – including some businesses that encourage consumers to switch their super.”

The following represents the licensees named on ASIC’s MoneySmart web site: