LMG

What LMG does

LMG (Loan Market Group) is an Australian mortgage and finance broking aggregator founded in 1994 that provides aggregation services, technology platforms, and business support to a network of over 5,000 mortgage, asset finance, and commercial finance brokers across Australia. The company's flagship technology product is MyCRM, an all-in-one paperless platform that manages the entire loan application workflow from lead capture and validation through lodgement, compliance tracking, customer onboarding, and settlement, with integrations to third-party tools including FileInvite and BankStatements.com. MyCRM has been voted the industry's #1 software solution and operates through a wholly-owned subsidiary (MyCRM Pty Limited). LMG also operates specialized AI-powered marketing tools (Amplify for paid social, Chatmeter for reputation management, Broker Reel for video content), the Brokerversity training platform, and TalentForce recruitment services.

LMG's business model is built on subscription and service-plan revenue from brokers who join the network either under the Loan Market consumer brand or under their own brand with LMG support. The offering is anchored by an exclusive partnership with Ray White, Australia's largest real estate network, providing brokers with a referral pipeline, alongside access to a 60+ lender panel spanning residential, asset, and commercial finance. Revenue diversification is supported through the LMG Asset Finance division (Loan Market Group Asset Finance Pty Ltd) for specialized asset and commercial finance broking. The company maintains 300+ internal support staff and reports serving over 1 million clients, with broker productivity metrics showing Loan Market-branded brokers settling 66% above the industry average. LMG has consistently won industry recognition including 2024 National Aggregator of the Year and multiple Brokers on Aggregators Overall Winner awards across 2020-2023.

Name

LMG

Legal name

Loan Market Group Pty Ltd

Website

https://lmg.broker

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

LMG (Loan Market Group) is an Australian mortgage and finance broking aggregator that provides technology, compliance, marketing, and lender panel access to 5,000+ brokers across Australia via its MyCRM platform.

Ownership category

akta.pro rank

Product category

Mortgage Broking Aggregation

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Non-Qualified Mortgage (Non-QM) & Specialty Product Brokers (FSALABAG)

Keywords

• Mortgage broking aggregation
• Broker CRM software
• Loan origination platform
• Asset finance aggregation
• Broker support services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broker Aggregation Services: LMG provides aggregation services to mortgage and finance brokers, offering technology platforms (MyCRM), compliance support, marketing tools, training, and access to a 60+ lender panel. Revenue is generated through service plans and fees paid by brokers who join the LMG network under their own brand or the Loan Market brand.
2. Asset Finance Aggregation: LMG Asset Finance provides specialized support for brokers offering asset and commercial finance, diversifying broker revenue streams.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

LMG is Australia's largest mortgage and finance broking aggregator, providing brokers with a proprietary technology platform (MyCRM), access to a 60+ lender panel, compliance and marketing support, training, and an exclusive Ray White real estate referral partnership. Brokers join under the Loan Market brand or their own brand and pay recurring service-plan fees for the platform-plus-services bundle. LMG also operates a specialized asset and commercial finance aggregation arm (LMG Asset Finance).

Product overview

LMG (Loan Market Group) is Australia's leading mortgage and finance aggregator operating a platform-plus-services model. The core product is MyCRM, an all-in-one paperless technology platform that powers every aspect of broker operations from lead to settlement, including CRM, loan lodgement, compliance, and marketing automation. LMG supports its brokers through the Loan Market brand (a trusted consumer brokerage with flexible service plans), LMG Asset Finance (specialized commercial and asset finance division), and Brokerversity (training and development platform). The marketing suite includes Amplify (paid social), Broker Reel (video marketing), My Lead Generator (lead capture), and Chatmeter (AI-powered reputation management). These products are complemented by the exclusive Ray White referral partnership, TalentForce recruitment services, and various broker support communities including Leading Ladies and Young Business Owners.

Differentiator

Problem solved

Functional benefit

Products and services

• MyCRM All-in-one paperless CRM and broker workflow platform for Australian mortgage and finance brokers. Covers lodgement, compliance tracking, lead management, marketing automation, client onboarding, and business reporting from lead to settlement.
• Loan Market Brokerage Network Flexible service-plan brokerage offering that gives brokers access to the Loan Market trusted consumer brand, done-for-you marketing support, training, and the full LMG aggregation stack without the constraints of a traditional franchise.
• LMG Asset Finance Specialized asset and commercial finance aggregation for brokers, with tools, marketing solutions, technology integrations, and a dedicated growth and support team for non-residential finance deals.
• Brokerversity Online learning, training, and professional development platform for brokers, offering courses, daily webinars (Thrive), on-demand education, and structured learning programs.
• Ray White Referral Partnership Exclusive referral partnership with Ray White that gives Loan Market brokers integrated introductions to local Ray White real estate agents and access to the broader Ray White lead and referral ecosystem.
• TalentForce Recruitment Service In-house recruitment service that sources, screens, and places quality candidates into brokerages and support roles across the LMG network.

Quantifiable outcome

• Loan Market brokers settle 66% more than the industry average
• +6 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature9 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Maple Asset FinanceminorGTM or Marketing Partner · 30 April 2026Added to LMG's lending panel to expand commercial asset finance options for brokers. Maple Asset Finance specializes in flexible lending solutions across various sectors including transport and construction.
• Ray WhitecoreGTM or Marketing PartnerExclusive partnership with Australia's largest real estate network, providing Loan Market brokers with exclusive access to Ray White referral opportunities from day one. Joint marketing campaigns educate home buyers and investors on broker value. The partnership includes exclusive introductions to local Ray White agents and easy-to-use digital referral tools.

Scale indicators10 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• AFG (Australian Finance Group): ASX-listed mortgage aggregator with ~3,000+ brokers across Australia. Directly competes with LMG on lender panel access, broker technology, commission structures, and aggregator-of-the-year awards; the most comparable scaled aggregator peer.
• Connective Broker Services: One of Australia's largest mortgage aggregators, offering brokers lender panel access, technology platforms, and compliance support. Direct competitor to LMG across residential, commercial, and asset finance aggregation.
• Choice Aggregation Services: Mortgage and finance aggregator serving Australian brokers with technology, lender panels, and aggregation services. Competes with LMG for broker share and has overlapping product set including residential and commercial finance.
• PLAN Australia: Australian mortgage and finance aggregator providing brokers with lender access, software, and support. Direct competitor in the same broker aggregation category as LMG.
• FAST (Finance & Systems Technology): Australian mortgage and equipment finance aggregator providing brokers with lender panel access, technology, and compliance tools. Notable overlap with LMG in asset and commercial finance aggregation.
• Liberty Network Services: Aggregator arm of Liberty Financial, providing brokers with access to Liberty and third-party lender products. Comparable to LMG in providing aggregation services to independent brokers in Australia.

Broad incumbents

• Aussie Home Loans: Iconic Australian retail mortgage broking brand (CBA-owned), with broker franchise network. Larger and broader retail footprint than LMG, but operates a more franchise-heavy model with overlapping mortgage broker customer base.
• Mortgage Choice: Long-established Australian mortgage broker franchise network, now owned by REA Group. Competes with LMG for retail mortgage customers and franchise broker relationships, with a broader property services adjacency via REA.

Emerging players

• Athena Home Loans: Australian digital mortgage lender that has historically bypassed brokers but is increasingly engaging the broker channel. Represents both an emerging competitor for broker mindshare and a partner opportunity via LMG's lender panel.

Others

• Ray White: Australia's largest real estate network and LMG's exclusive referral partner. Not a competitor, but a strategic ecosystem partner whose brand and agent network supply the highest-quality leads into Loan Market brokers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@LoanMarket-AU
• Facebookfacebook.com/LoanMarketAU
• LinkedInlinkedin.com/company/lmg-au

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LMG