Omar De Guise — Co-Founder & Director
Omar De Guise
Co-Founder and Director, Citadel Agency 📍 Melbourne, Victoria, Australia 🌐 citadelagency.com.au 📧 hello@citadelagency.com.au 📞 03 9494 3151
The Person Behind the Business
Omar De Guise is the co-founder and director of Citadel Agency, Australia’s property wealth architecture firm. He is 30 years old. He came from nothing.
Omar grew up in an immigrant family that built everything from scratch through hard work, sacrifice, and an unshakeable belief that financial independence was possible regardless of where you started. That upbringing shaped everything — the relentless work ethic, the obsession with building something real, and the genuine belief that wealth through property is one of the most powerful tools available to everyday Australians who are willing to be strategic about it.
At 19, Omar bought his first investment property. Not because it was trendy. Because he understood early that assets build freedom, and that time in the market beats timing the market. That first purchase was the beginning of what is now a seven-figure property portfolio spread across multiple Australian states.
A Track Record Built Across Industries
Before co-founding Citadel, Omar built and scaled businesses across five industries — healthcare, property, fitness and gym, clothing, and FMCG. Each venture taught him something different about operations, growth, customer acquisition, and what it takes to build something that actually lasts.
That cross-industry experience is not incidental to what Citadel is. It is the foundation of it. Running businesses across multiple sectors gave Omar a level of commercial and financial literacy that most buyers agents simply do not have — and it is what allows him to approach property not just as a transaction, but as a strategic financial decision within a larger wealth architecture.
Omar’s entrepreneurial record has been formally recognised across multiple organisations. He was named a Young Entrepreneur in 2022 and 2023 and previously built one of Victoria’s fastest-growing companies in 2021. He has been recognised as a finalist in the Small Business Champion Awards and the Local Northwest Business Awards. Citadel Agency has been named the number one buyers agent in the City of Darebin.
Beyond his work at Citadel, Omar serves as a Director of the Young Entrepreneurs division of the Chamber of Commerce across Australia, New Zealand, and Lebanon — a role that reflects both his standing in the entrepreneurial community and his commitment to supporting the next generation of business builders across borders.
What Omar Does at Citadel
At Citadel, Omar owns the full commercial engine of the business. His day-to-day spans business growth, client strategy, financial oversight, sales, marketing, operations, and the automation and process optimisation infrastructure that makes Citadel significantly more efficient and responsive than traditional buyers agencies.
He leads every client strategy session personally — the first stage of Citadel’s eight-stage process where the entire investment brief, financial position, risk appetite, and goals are established before a single suburb is analysed. This is where Omar’s background across business, finance, and personal investing comes together most directly for clients.
He also drives Citadel’s ongoing innovation agenda — building the AI, automation, and systems infrastructure that allows a lean team to deliver institutional-grade outcomes at scale. Citadel is not just a buyers agency. Under Omar’s direction it is becoming one of the most technologically advanced property advisory businesses in Australia.
Why He Built Citadel
Omar’s reason for founding Citadel is straightforward. He had built wealth through property himself. He had watched people around him — family, friends, community — make expensive mistakes buying the wrong property in the wrong location for the wrong reasons, often guided by advisors who were not equipped to give better advice.
He also saw what was missing in the market. Most buyers agents were operating on intuition, local knowledge, and surface-level data. Nobody was bringing the kind of rigorous, multi-variable analytical framework that Jadd had spent years building in the commercial data world and applying it to residential property purchases for everyday Australians.
When Omar and Jadd came together, the answer was Citadel. A firm built for people who are serious about wealth — who want data, process, accountability, and results, not a smooth sales pitch and a handshake.
By the Numbers
- Age: 30
- First property purchased: Age 19
- Personal portfolio: Seven figures across multiple Australian states
- Industries built in: Healthcare, property, fitness, clothing, FMCG
- Recognition: Young Entrepreneur 2022 and 2023, Victoria’s fastest-growing company 2021, Small Business Champion Awards finalist, Local Northwest Awards finalist, City of Darebin number one buyers agent
- Leadership: Director — Young Entrepreneurs, Chamber of Commerce Australia, New Zealand and Lebanon
- Role at Citadel: Business growth, strategy, finance, operations, sales, marketing, automation and process optimisation
- Properties transacted at Citadel: $165M+
Work With Omar and the Citadel Team
If you are ready to build a property portfolio backed by data, process, and a team that has done it themselves, book a strategy session with Citadel Agency.
Omar De Guise — Co-Founder and Director, Citadel Agency. Licensed Australia-Wide. PIPA Member.