Latitude Financial Services

What Latitude Financial Services does

Latitude Financial Services is an Australian non-bank consumer finance provider founded in 1920, headquartered in Docklands, and listed on the ASX (ticker LFS), serving approximately 2.1 million customers. The company offers a diversified credit portfolio spanning multiple credit card products (Latitude 28° Global Platinum Mastercard, Latitude GO Mastercard, Latitude Gem Visa, Latitude Low Rate Mastercard, Latitude CreditLine, Latitude Infinity Rewards Visa, Latitude Eco Mastercard, Buyer's Edge, CareCredit, and co-branded David Jones cards) and a specialized personal loan suite covering car, boat, caravan, travel, medical, home renovation, debt consolidation, and general-purpose financing under both fixed and variable rate structures.

The underlying platform is a digital lending and credit-issuing stack with online application portals, a proprietary Latitude App (rated 4.8/5 on the App Store), and integrations into all major Australian digital wallets (Apple Pay, Google Pay, Samsung Pay, Garmin Pay), BPAY, and direct debit. Underwriting supports 60-second loan decisions and 10-minute credit card decisions, with funds released within 24 hours of approval for personal loans. The Latitude Rewards program is operated in conjunction with EonX Services Pty Ltd.

Latitude's business model is anchored in recurring interest income on revolving credit card balances (purchase rates 13.99–28.99% p.a.) and personal loans (rates 8.99–29.39% p.a.), supplemented by monthly/annual card fees (A$10.95/month on GO and Gem Visa, A$69/year on Low Rate, A$0–A$96/year on the 28° Platinum), loan establishment fees (A$395–A$500), loan servicing fees (A$16.50/month), interchange income, and Interest Free promotional financing at major retail partners. Distribution combines direct-to-consumer digital acquisition with an embedded finance network across Harvey Norman, Officeworks, JB Hi-Fi, Apple Australia, Amazon.com.au, The Good Guys, and Amart, under Australian Credit Licence 392145.

Name

Latitude Financial Services

Legal name

Latitude Finance Australia

Website

https://latitudefinancial.com.au

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Latitude Financial Services is an Australian ASX-listed consumer finance provider offering credit cards, personal loans, and Interest Free retail financing to approximately 2.1 million customers via digital channels and major retailer partnerships.

Ownership category

akta.pro rank

Product category

Consumer Finance and Personal Lending

NAICS

Credit Card Issuing (522210), Sales Financing (52222)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

General Purpose Credit Cards (FSAKABAA)

akta.pro secondary industries

International / Global Card Schemes (FSAMAAAD), Card Issuing & Virtual Cards (lodge cards, single-use, tokenization) (THALAHAB)

Keywords

• Consumer credit cards
• Personal loans
• Interest-free financing
• Retail point-of-sale lending
• Consumer finance australia

Headquarters

HQ city

Docklands

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Credit Card Fees: Latitude earns monthly or annual credit card fees from cardholders. Fee structures vary by card product: Latitude GO Mastercard charges $10.95 per month ($11.95 from July 2026), Latitude Gem Visa charges $10.95 per month ($11.95 from July 2026), Latitude 28° Global Platinum Mastercard has $0 annual fee in year one then $96 per year (or $8 per month), and Latitude Low Rate Mastercard charges $69 annually.
2. Credit Card Interest: Interest income is earned on outstanding credit card balances when cardholders carry a balance beyond the interest-free period. Purchase rates vary by card: Latitude GO Mastercard at 28.99% p.a., Latitude Low Rate Mastercard at 13.99% p.a., and cash advance rates at 29.99% p.a. The 28° Global Platinum Mastercard offers up to 55 days interest-free on general purchases.
3. Personal Loan Interest and Fees: Latitude earns interest income on personal loans with variable rates ranging from 9.49% p.a. to 29.39% p.a. (comparison rates 11.16% to 30.97% p.a.) and fixed rates from 8.99% p.a. to 29.39% p.a. (comparison rates 10.67% to 30.97% p.a.). Additional fee revenue comes from a $395 establishment fee and $16.50 monthly loan servicing fee, plus a $500 early termination fee on fixed loans.
4. Interest Free Retail Finance: Latitude generates revenue from its credit card products being used for Interest Free payment plans at partner retailers. While the promotional periods offer 0% interest, the company benefits from cardholder fees, interchange income, and interest on any balances carried beyond promotional periods or on standard purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Latitude Financial Services is an Australian non-bank consumer finance provider that issues branded Mastercard and Visa credit cards and originates personal loans to individual consumers. Credit cards (Latitude 28°, Latitude GO, Latitude Gem Visa, Latitude Low Rate, Latitude CreditLine, Infinity Rewards Visa, Eco, Buyer's Edge, CareCredit, and David Jones co-brands) are distributed directly online and through embedded finance partnerships with major Australian retailers offering Interest Free payment plans. Personal loans cover vehicles, travel, medical, home renovation, and debt consolidation, with both fixed and variable rate options funded within 24 hours of approval.

Product overview

Latitude Financial Services is an Australian non-bank financial services provider offering a diversified portfolio of credit cards and personal loans. The credit card portfolio includes six branded products: Latitude 28° Global Platinum Mastercard (premium travel card with no international fees), Latitude GO Mastercard (retail financing card with extended Interest Free plans at Harvey Norman and other retailers), Latitude Gem Visa (shopping card with 6-month Interest Free options), Latitude Low Rate Mastercard (low-rate balance transfer card), Latitude CreditLine (Apple-originated credit), Latitude Infinity Rewards Visa, Latitude Eco Mastercard, Buyer's Edge, CareCredit, and David Jones co-branded cards. The personal loan suite covers vehicle financing (car, boat, caravan), travel, medical procedures, home renovation, debt consolidation, and general personal financing with both fixed and variable rate options. The company also provides a mobile app and online service portal for account management. Interest Free payment plan partnerships span major Australian retailers including Harvey Norman, Officeworks, Amazon.com.au, The Good Guys, Apple, JB Hi-Fi, and Amart.

Differentiator

Problem solved

Functional benefit

Brands

• Latitude Rewards: Rewards program allowing cardholders to earn and redeem rewards points for e-gift cards and other benefits
• Latitude Financial
• 28 Degrees

Products and services

• Latitude 28° Global Platinum Mastercard Premium travel-focused Mastercard credit card with $0 annual fee in year one for new customers then $96/year (or $8/month), 0% international transaction and currency conversion fees, up to 55 days interest-free, complimentary E-Commerce and Purchase Protection insurance, complimentary Flight Delay Pass and global data roaming, and Latitude Rewards up to $240 per year for $1,000+ monthly spend.
• Latitude GO Mastercard Everyday Mastercard credit card with $10.95 monthly fee ($11.95 from 15 July 2026), 28.99% p.a. purchase rate, 0% p.a. for 12 months on Balance Transfers (3% transfer fee), and Interest Free payment plans up to 60 months at Harvey Norman with bonus gift cards up to $1,000.
• Latitude Gem Visa Shopping-focused Visa credit card with $10.95 monthly fee ($11.95 from 15 July 2026), 0% interest on $250+ purchases for 6 months (opt in), 6 months Interest Free on general purchases of $250 or more, and Latitude Rewards earning including a $300 bonus when new customers spend $2,000 per month for the first 3 months and 3% in Latitude Rewards on eligible groceries, dining, food delivery, and entertainment.
• Latitude Low Rate Mastercard Low-rate Mastercard credit card with $69 annual fee, 13.99% p.a. purchase rate, 0% p.a. for 24 months on Balance Transfers (3% balance transfer fee), up to 55 days interest-free on general purchases, and 3% back in Latitude Rewards on recurring payments to participating utilities, telco, and streaming services.
• Latitude Personal Loan Personal loan product with both fixed-rate (8.99% to 29.39% p.a., comparison rates 10.67% to 30.97% p.a.) and variable-rate (9.49% to 29.39% p.a., comparison rates 11.16% to 30.97% p.a.) options, $395 establishment fee on fixed ($500 on variable), $16.50 monthly loan servicing fee, $500 early termination fee on fixed loans, flexible weekly/fortnightly/monthly repayments, free redraw on variable loans, optional 3-month payment pause, and approval typically within 60 seconds with funds released within 24 hours of signed contract.
• Latitude Travel Loan Personal loan product tailored for travel financing, offered in both fixed and variable rate options, with funds released within 24 hours of approval.
• Latitude Car Loan Vehicle financing loan for consumer car purchases with funds released within 24 hours of signed contract and banking details.
• Latitude Boat Loan Marine vessel financing loan for boat purchases, with funds released within 24 hours of approval.
• Latitude Caravan Loan Recreational vehicle financing loan for caravan and campervan purchases with funds released within 24 hours of approval.
• Latitude Medical Loan Healthcare financing loan covering audiology, bariatric surgery, cosmetic surgery, dental/orthodontics, ENT surgery, hair restoration, laser treatments, laser eye surgery, obstetrics, orthopaedics, sleep apnoea treatment, and veterinary care, with a minimum borrow amount of $5,000.
• Latitude Home Renovation Loan Home improvement financing loan for renovation projects with funds released within 24 hours of approval.
• Latitude Debt Consolidation Loan Debt consolidation financing designed to simplify finances by combining multiple existing debts into a single loan with one repayment.
• Latitude Infinity Rewards Visa Rewards-earning Visa credit card integrated with the Latitude Infinity Rewards program.
• Latitude Eco Mastercard Sustainable-focused Mastercard credit card offered as part of the Latitude consumer card portfolio.
• Buyer's Edge Credit card product offering buyer benefits and consumer protections.
• CareCredit Credit card product designed for healthcare and medical expense financing.
• David Jones Credit Cards Co-branded David Jones credit cards (Icon, Prestige, Premiere) offering David Jones Points earning, VIP sales access, complimentary express delivery, gift wrapping, and exclusive in-store benefits at David Jones retail stores.
• Latitude App Proprietary Latitude mobile application for iOS and Android enabling credit card management, payments via direct bank transfer (BSB and account number), Latitude Rewards redemption, and contactless tap-and-pay functionality. Rated 4.8/5 on the App Store.
• Latitude Service Centre Self-service online customer portal where Latitude customers can register, log in, manage accounts, make payments, and submit service requests.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• EXL (AI in Action 2026 Event)minorGTM or Marketing Partner · 24 March 2026EXL, a global data and AI company, featured Latitude Financial Services executives as speakers at its 'AI in Action 2026' virtual event for Australia and New Zealand, alongside AWS, Westpac, Zurich Financial Services, and IAG. The event focused on scaling enterprise AI from pilot to impact.
• Harvey NormancoreChannel Partner/ Reseller/ DistributorHarvey Norman is a flagship distribution partner for Latitude Financial Services, offering Latitude GO Mastercard and other Latitude credit cards for Interest Free payment plans up to 60 months in-store and online. Harvey Norman customers can also receive bonus gift cards up to $1,000 when using Latitude GO Mastercard on equal monthly payment plans.
• OfficeworkscoreChannel Partner/ Reseller/ DistributorOfficeworks offers Latitude credit card holders Interest Free payment plans up to 24 months on technology and office products through participating Latitude credit cards.
• Amazon.com.aucoreChannel Partner/ Reseller/ DistributorAmazon.com.au offers Latitude Gem Visa and Latitude GO Mastercard holders Interest Free payment plans up to 12 months on eligible purchases, enabling online shoppers to spread payments over time.
• JB Hi-FicoreChannel Partner/ Reseller/ DistributorJB Hi-Fi offers Latitude credit card holders 24 months Interest Free payment plans on consumer electronics and technology products.
• The Good GuyscoreChannel Partner/ Reseller/ DistributorThe Good Guys offers Latitude credit card holders 50 months Interest Free payment plans on home appliances and electronics.
• Apple AustraliacoreChannel Partner/ Reseller/ DistributorApple Australia offers Latitude credit card holders 24 months Interest Free payment plans on Apple products through participating Latitude credit cards.
• AmartcoreChannel Partner/ Reseller/ DistributorAmart (furniture retailer) offers Latitude credit card holders Interest Free payment plans up to 60 months on furniture and home goods.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Payright: Australian BNPL provider focused on retail merchants (health, beauty, education, home improvement) competing with Latitude for high-ticket retail finance embedded at point of sale.
• Zip Co: Australian-listed BNPL and consumer finance provider that competes directly in the retail interest-free and short-term consumer credit segments where Latitude is active (Harvey Norman, JB Hi-Fi, etc.), with overlapping product mechanics and target customers.
• Openpay / humm: BNPL and interest-free retail finance competitor in Australia with deep retail partnerships (e.g., IKEA, Bing Lee), overlapping customer use cases (large retail purchases), and a comparable direct-to-consumer digital origination model.
• Block (Afterpay): Afterpay pioneered the Australian BNPL category and now operates inside Block, directly competing with Latitude's interest-free retail payment plans across partner merchants and overlapping on millennial/Gen-Z retail consumer segments.

Emerging players

• Prospa: Australian digital small business and consumer lender offering personal and working capital loans through a streamlined online origination flow, comparable as a non-bank lender focused on speed and tailored pricing.
• Brighte: Australian consumer finance provider specializing in home energy and sustainability upgrades, adjacent to Latitude's home renovation loan and Latitude Eco Mastercard with comparable vertical-specific consumer lending mechanics.

Broad incumbents

• Westpac Banking Corporation: Major Australian bank with a large credit card book (including Altitude Rewards) and personal loan offerings, serving the same retail consumer base with the support of a deposit-funded balance sheet.
• Commonwealth Bank of Australia: Australia's largest bank issuing credit cards and personal loans to overlapping consumer segments; competes aggressively on rewards, low rates, and bundled offerings, and benefits from deposit-funded cost-of-capital advantages.
• Citibank Australia: Citibank operates a substantial Australian credit card portfolio (including rewards cards) directly overlapping with Latitude's premium travel and rewards segments before its consumer-banking wind-down announced globally.
• American Express Australia: Global card issuer operating a closed-loop credit card franchise in Australia directly comparable to Latitude's 28° Global Platinum Mastercard for premium rewards and travel-led consumer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/Latitude_FS
• LinkedInlinkedin.com/company/latitude-financial-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Latitude Financial Services