If it's so niche one wonders why it's SelfWealth...

If it's so niche one wonders why it's SelfWealth that's established the substantial market share to rival some banks. You've conveniently (deliberately?) omitted the (or visibly sustainable) part of my criteria. That's the real hurdle, so yeah I guess a (non-listed) company like Vanguard might qualify but (to me) your competitors don't.

If you've ever worked at a private company you know they operate differently. I've started/run my own and worked for a couple of sizeable ones. Bag the ASX all you like but public listing enforces another level of discipline and transparency. I'm also old enough to remember when at least one private broker suspended trading in Australia.

Everyone says everything is great, ......until it's not. I have different criteria for selecting my financial service providers than my fruit and veggies, what you do is up to you.