CitoPlus
CitoPlus is a Melbourne-based SaaS platform that helps Australian brokers prepare, structure, and digitally submit SME and commercial loan applications to multiple lenders via AI document extraction, pre-fill from 15+ data sources, and real-time lender policy guidance.
- Company typePrivate
- Founded2022
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What CitoPlus does
CitoPlus Pty Ltd is an Australian private SaaS company founded in 2022 and headquartered in Melbourne that operates a digital lodgement platform purpose-built for brokers writing SME and commercial loans. The platform aggregates pre-fill from 15+ third-party data providers (commercial credit, ASIC UBO reports, title deeds, CCR), applies an AI document extraction engine called SmartFill to borrower documents, surfaces lender-specific policy and serviceability guidance in real time, and submits completed applications digitally into connected lenders, eliminating the manual Word/Excel and email-and-PDF workflows that historically dominated Australian commercial broking.
The platform is structured around four modules — deal collection (with SmartFill AI extraction and backbook/deal cloning), deal structuring (real-time lender policy guidance, serviceability, credit memo generation), digital lodgement (straight-through submission to lender systems), and lender form pre-fill plus eSignature. It integrates directly with major Australian lenders (ANZ, NAB, Westpac, Judo Bank, Thinktank, Pallas Capital, ING, Prospa) and with the dominant aggregator CRMs (Connective Mercury, Finsure Infynity, NMB), and is ISO/IEC 27001 certified. Reported scale signals include 3,000+ registered platform users, three public case studies (Profunding, Opibus, Finance Advisory Co.) citing 3x faster deal preparation and 4-5 hours saved per deal, and industry awards including Finnies 2023 and MFAA 2023 Supporting Service Provider of the Year.
CitoPlus monetises through a tiered subscription (free Starter plan up to 5 deals; Regular Use Plan at ~$30-$60 per month per broker group depending on team size, with negotiated rates for 6+ users), supplemented by usage-based fees for commercial credit reports, UBO reports and property title deeds, and transaction-based digital lender submission fees. The company is privately held and backed by NAB Ventures and ANZ's venture arm 1835i following a November 2024 capital raise, with co-founders Graham Strain and Richard Winkett leading the business.
CitoPlus firmographics
Firmographics- Name
- CitoPlus
- Legal name
- CitoPlus Pty Ltd
- Website
- https://citoplus.com.au
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CitoPlus is a Melbourne-based SaaS platform that helps Australian brokers prepare, structure, and digitally submit SME and commercial loan applications to multiple lenders via AI document extraction, pre-fill from 15+ data sources, and real-time lender policy guidance.
- Ownership category
- akta.pro rank
CitoPlus industry classification
Industry- Product category
- Commercial Lending Software
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Mortgage Point-of-Sale (POS) & Borrower Intake Portals (FSALALAD)
Keywords
Where CitoPlus is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
CitoPlus business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription: Monthly subscription fees based on team size with tiered pricing. Starter plan has no monthly fee, Regular Use plan charges per user group based on headcount.
- Data Source Access: On-demand access to commercial credit reports, UBO reports, and property title deeds charged per request when not covered by digital lender partners
- Digital Lender Submission Fees: Digital lender partners may cover data request costs when applications are e-submitted through the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter Plan - Free tier with limited deals |
| Per seat | Monthly | Regular Use Plan - Team-based pricing |
| Usage-based | Pay-as-you-go | Data Source Add-ons |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
CitoPlus product offering
Product offeringCore offering
CitoPlus is a digital lodgement platform that enables Australian brokers to write and submit SME and commercial loans. It pre-fills applications from 15+ data providers and uses AI document extraction (SmartFill) to automate borrower data entry. The platform provides real-time lender policy and serviceability analysis, then allows brokers to digitally submit complete applications directly into lenders such as ANZ, NAB, Westpac, Judo Bank, Thinktank, ING, Pallas Capital, and Prospa, replacing manual email-and-PDF workflows.
Product overview
CitoPlus is a digital lodgement platform purpose-built for Australian brokers writing SME and Commercial loans. The core platform provides end-to-end deal management including data collection via SmartFill AI document extraction, deal structuring with automated searches and serviceability analysis, and digital submission to lenders. Key modules include Fast Path for streamlined deal creation, Lender Forms for pre-filled digital applications with eSignature capabilities, and Prospa IQ integration for real-time SME quotes. The platform integrates with multiple lenders (Westpac, ANZ, Judo Bank, Thinktank, Pallas Capital, Prospa, ING) and aggregators (Connective, Finsure) to enable broker-agnostic digital commercial lending workflows.
Differentiator
Problem solved
Functional benefit
Brands
- SmartFill: AI-powered feature that automatically extracts and populates borrower data from documents, reducing manual data entry and helping create applications faster.
- Fast Path
Products and services
- CitoPlus Platform The main digital lodgement platform enabling Australian brokers to write SME and Commercial loans through pre-filled applications from 15+ data sources, AI document extraction, real-time lender policy and serviceability guidance, and straight-through digital submission to lenders. Designed for commercial finance brokerages, banks, non-bank lenders, and aggregators in the Australian lending ecosystem.
Companies that use CitoPlus
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
CitoPlus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability6 records
Feature7 records
CitoPlus partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- ProspacorePartnership embeds Prospa's Intelligent Quoting (Prospa IQ) directly within CitoPlus, enabling live digital quotes, real-time pre-qualification, and seamless lead submission within a single workflow. Helps brokers sense-check deals upfront and move faster from conversation to outcome.
- Pallas CapitalcorePartnership delivers digital-first submission experience for brokers. Enables digital loan applications to Pallas Capital via the CitoPlus platform, simplifying deal flow and reducing approval timeframes. Pallas Capital is a leading non-bank lender with over $9.7 billion in transactions arranged.
- ThinktankcoreThinktank became the first non-bank lender to offer end-to-end digital applications via CitoPlus. Delivers fully digital, data-driven, guided application experience including integrated product and lender policy guidance, financial analysis, and serviceability calculations.
- ANZcorePartnership through 1835i allows brokers to apply for ANZ business lending products directly through CitoPlus' digital platform, streamlining the process for faster, more efficient service. Launching in 2025.
- Judo BankcorePartnership allows brokers to submit digital loan applications for SME customers to Judo Bank, Australia's challenger bank purpose-built for SMEs. Ensures fast, efficient, and seamless experience for SME borrowers.
- WestpaccorePartnership allows brokers to apply for Westpac business lending via the digital solution, with all documents shared digitally and deal progress tracked. Delivers faster, easier experience for brokers and better outcomes for SME/commercial customers.
- ConnectivecoreConnective, a leading aggregator, launched partnership integrating CitoPlus into their CRM platform Mercury. CitoPlus button gives Connective members seamless digital toolkit to eliminate manual work in commercial broking.
- FinsurecoreLeading mortgage aggregator Finsure launched partnership integrating CitoPlus with their CRM platform Infynity. Enables residential brokers to assist with commercial loans by removing manual tasks involved with commercial deals.
- INGcoreING eSubmit powered by CitoPlus is live for ING accredited brokers, delivering fully digital, end-to-end experience for commercial submissions. ING forms available for pre-fill and eSignature within the platform.
- NMBminorCitoPlus is a partner to NMB (aggregator), mentioned alongside Connective and Finsure as aggregator partnerships.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
CitoPlus competitors and assessment
Company assessmentEmerging players
- Quickli: Australian serviceability and deal analysis tool for SME and commercial brokers. Mentioned as a CitoPlus partner with partial overlap in real-time serviceability and pre-qualification functionality for the same broker segment.
- Tiimely (formerly Tic:Toc): Australian digital lending platform offering automated credit decisioning and instant loan processing. Comparable in applying AI and automation to the Australian lending space, though primarily on the direct lender side rather than the broker channel.
- Lendi: Australian digital mortgage broker combining online borrower experience with broker network. Comparable in applying technology to the Australian mortgage broker model, though primarily residential-focused with significant consumer brand investment.
Direct peers
- HashChing: Australian mortgage broker platform providing broker matching and digital workflow tools. Comparable in serving Australian brokers with technology-enabled loan origination, though with a stronger consumer-facing brand.
- BrokerEngine: Australian SaaS platform for mortgage brokers providing CRM, loan application, and workflow tools. Direct peer targeting the same broker customer base with similar product positioning.
- Salestrekker: Australian broker CRM and workflow platform used by mortgage and finance brokers. Salestrekker is a direct competitor in the same geography targeting overlapping broker segments with comparable SaaS functionality for loan origination and CRM.
- ApplyOnline: Australian mortgage application platform serving brokers in the residential and commercial lending ecosystem. Direct peer providing digital loan submission and lender connectivity to the same broker base.
Regional players
- Moula: Australian online SME lender using proprietary data and automated decisioning. Comparable in the Australian SME lending space, though operates as a direct lender rather than a broker-facing platform, targeting the same SME borrower segment.
Broad incumbents
- AFG (Australian Finance Group): One of Australia's largest mortgage aggregators with an extensive broker network and proprietary technology stack. Comparable in serving Australian brokers but operates as a large established aggregator with broader residential focus.
- Mortgage Choice (REA Group): Large Australian mortgage broker franchise, now owned by REA Group, with its own proprietary technology platform for member brokers. Comparable in serving Australian brokers but broader in scope with primarily residential focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CitoPlus social profiles
Digital presenceCitoPlus compliance and trust
Trust signalCompliance1 record
CitoPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
CitoPlus leadership team
Management profileNumber of profiles
Profiles2 records
CitoPlus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CitoPlus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CitoPlus
What does CitoPlus do?
CitoPlus is a digital lodgement platform that enables Australian brokers to write and submit SME and commercial loans. It pre-fills applications from 15+ data providers and uses AI document extraction (SmartFill) to automate borrower data entry. The platform provides real-time lender policy and serviceability analysis, then allows brokers to digitally submit complete applications directly into lenders such as ANZ, NAB, Westpac, Judo Bank, Thinktank, ING, Pallas Capital, and Prospa, replacing manual email-and-PDF workflows.
Is CitoPlus a public or private company?
CitoPlus is a private company. It is classified as venture growth investor backed and is currently operating.
When was CitoPlus founded?
CitoPlus was founded in 2022. It employs 11 to 50 people.
Where is CitoPlus based?
CitoPlus is headquartered in Melbourne, Australia, in the Oceania region.
How does CitoPlus make money?
Three revenue lines are on record. Platform Subscription is the primary driver. The others are data Source Access and digital Lender Submission Fees.
Who are CitoPlus's main competitors?
Emerging players on record are Quickli, Tiimely (formerly Tic:Toc) and Lendi. Direct peers are HashChing, BrokerEngine, Salestrekker and ApplyOnline. Moula is listed as a regional player. Broad incumbents are AFG (Australian Finance Group) and Mortgage Choice (REA Group).
Does CitoPlus have an API?
No public API is recorded for CitoPlus.
What industry is CitoPlus in?
CitoPlus's product category is Commercial Lending Software. Its primary akta.pro industry code is FSALALAD, Mortgage Point-of-Sale (POS) & Borrower Intake Portals. Its NAICS code is 52231 and its SIC code is 7372.