What Lendi does

Lendi is an Australian online home loan platform founded in 2013 and headquartered in Sydney. The company operates as a mortgage broker that matches borrowers with lenders, earning revenue through transaction fees and commissions paid by lending partners on completed mortgage originations. Its core product is a digital mortgage application platform enabling consumers to compare and apply for home loans online.

In May 2021, Lendi merged with Aussie, a long-established franchise mortgage brokerage, to form Lendi Group, structured with Lendi shareholders holding 55% and Commonwealth Bank of Australia holding 45%. The combined entity operates under a multi-brand strategy: Lendi serves digital-first, self-serve consumers through its online platform, while Aussie serves consumers preferring face-to-face advisory via its franchise brokerage network across Australia. Post-merger, Lendi Group is the largest retail mortgage brokerage in Australia.

The business model is commission-based brokerage with pricing not publicly disclosed, consistent with industry-standard trailer fee structures negotiated with lending partners. Go-to-market combines digital acquisition (Lendi online platform) with a traditional franchise channel (Aussie network), targeting Australian home buyers and property owners seeking purchase or refinance mortgages. Note: a separate, distinct entity named Lendi operates as Poland's largest mortgage intermediary by registered agents and is owned by Ringier Axel Springer; it is not part of the Australian Lendi Group.

Name

Lendi

Legal name

Lendi Group

Website

https://lendi.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Lendi is an Australian online mortgage broker that, following its 2021 merger with franchise brokerage Aussie, operates as Lendi Group, the largest retail mortgage brokerage in Australia, serving home buyers and refinancers via digital and franchise channels.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163)

akta.pro primary industry

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

akta.pro secondary industry

Wholesale Mortgage Lending (Broker Channel) (FSALACAA)

Keywords

• Online home loans
• Mortgage brokerage
• Home loan comparison
• Residential mortgage lending
• Mortgage refinancing

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage brokerage services: Lendi operates as a mortgage broker facilitating home loans between borrowers and lenders, earning revenue through transaction fees and commissions from lenders on completed mortgage transactions.

Distribution channels2 records

Marketing channels1 record

Core offering

Lendi operates an online home loan platform that matches borrowers with lenders, enabling consumers to compare, apply for, and refinance residential mortgages digitally. Following the 2021 merger with Aussie franchise brokerage, the combined Lendi Group is the largest retail mortgage brokerage in Australia, distributing mortgage products through both Lendi's digital-first platform and Aussie's franchise broker network.

Product overview

Lendi operates as a multi-brand mortgage distribution platform. In Australia, following the 2021 merger with Aussie franchise brokerage, the combined Lendi Group became the largest retail mortgage brokerage in the country, operating under a multi-brand strategy. In Poland, Lendi functions as a separate mortgage distribution service that became the country's largest mortgage intermediary by number of registered agents, owned by Ringier Axel Springer. The company provides online loan platforms and mortgage distribution services.

Differentiator

Problem solved

Functional benefit

Products and services

• Lendi Online Home Loan Platform Digital-first mortgage application platform allowing Australian consumers to compare home loan products from multiple lenders and submit applications online. Targeted at individual borrowers seeking residential mortgages or refinancing.
• Aussie Franchise Brokerage Service Mortgage brokerage service delivered through Aussie's franchise broker network, providing face-to-face advisory for Australian home buyers and refinancers. Operates under the Lendi Group umbrella following the May 2021 merger.

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• AussiecoreStrategic or Co-development Partner · 3 May 2021Aussie, a franchise brokerage, merged with Lendi in May 2021 to form Lendi Group, the largest retail mortgage brokerage in Australia. The merger created a multi-brand strategy combining Lendi's digital platform with Aussie's franchise brokerage network, with operational restructuring and key leadership appointments.
• David HymancoreOthersDavid Hyman appointed as CEO of Lendi Group following the merger between Lendi and Aussie in May 2021.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Mortgage Choice: Australian retail mortgage brokerage with a large franchise broker network. Directly comparable to Lendi's multi-brand strategy and Aussie franchise channel, competing for the same Australian home loan borrowers.
• Athena Home Loans: Australian digital-first mortgage lender offering streamlined direct-to-consumer home loans. Competes with Lendi's online platform for digitally-native mortgage customers and represents a disintermediation threat.
• loans.com.au: Australian online mortgage lender operating a digital comparison and application platform. Comparable in distribution model and target customer base to Lendi's online platform.
• RateCity: Australian mortgage and financial product comparison marketplace. Directly comparable to Lendi's marketplace and rate-shopping positioning, connecting borrowers to multiple lenders.

Emerging players

• Tic:Toc: Australian fintech offering fully digital home loan origination with rapid approval. Competes for the same digital-first borrower segment as Lendi's online platform.
• Unloan: Commonwealth Bank of Australia's digital home loan brand. Direct competitor to Lendi's online platform and, given CBA's 45% stake in Lendi, represents both a partner and competitive dynamic.

Regional players

• Habito: UK-based online mortgage broker with digital-first application and advisor matching. Comparable business model to Lendi's online platform but operating in the UK market rather than Australia.
• Trussle: UK online mortgage broker offering broker services through digital platform. Comparable brokerage model and digital-first positioning to Lendi, though serving the UK rather than Australian market.

Broad incumbents

• ME Bank: Australian digital challenger bank offering home loans and deposit products. Competes with Lendi in the broader Australian mortgage market through both direct lending and broker channels.
• Heritage Bank: Australian customer-owned bank offering home loans through broker and direct channels. Competes with Lendi for Australian mortgage customers as a lending partner and distribution alternative.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lendiau

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors4 records

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 Lendi