Pure Finance

What Pure Finance does

Pure Finance is an independent, Sydney-based mortgage and finance brokerage founded in 2011 that helps Australian consumers and small businesses secure home loans, car and asset loans, and business or equipment loans. The firm operates as a credit intermediary under Australian Credit Licence 409204, paid by lender commissions (0.50%-0.65% upfront on the loan amount plus 0.10%-0.15% ongoing trail) rather than customer fees, and offers an industry-first Annual Rate Review service in which advisers renegotiate with lenders on the client's behalf each year. Its target customers include first-home buyers, property investors, self-employed and creative professionals (a segment the firm explicitly caters to given variable-income verification challenges), and small-business owners across hospitality, creative, and professional-services verticals.

The business is structured around a six-person advisory team — Managing Director Brendan Dixon, Strategy & Marketing lead Chandel, two additional client/loan advisers (Nick, Charlie), a loan manager (Cathy), and a company coordinator (Azra) — supplemented by community-led demand generation. Channels include Wine + Wisdom educational events co-hosted with Fox & Hare, a content-marketing blog (Insights), social media, email newsletters, and earned media, all reinforced by partnerships with buyer's agent Scoutable, climate-tech Chooose, and the co-founded Ladies Talk Money financial-education platform. Revenue is earned entirely from lender commissions on originated loans; no subscription, SaaS, or fee-for-service product is offered to end customers.

Pure Finance differentiates through a values-aligned, profit-for-purpose model: in September 2020 it became Australia's first specialist mortgage broker to receive B Corp certification, and it routes 5% of revenue (approximately 30% of profits) to its Pure Community program — split between 1% for the Planet (climate), 1% Pay the Rent (First Nations support), and 3% to the YOURS no-interest-loans charity for financially disadvantaged borrowers. The firm reports $60,757 donated to 10 causes in the trailing 12 months and 68,000 kg of CO2 offset annually through Chooose, alongside an annual customer base of 621 active rate reviews averaging $1,128 in annual savings per customer.

Name

Pure Finance

Legal name

Pure Finance

Website

https://purefinance.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Finance is a Sydney-based, B Corp-certified independent mortgage and finance broker serving Australian home buyers, property investors, self-employed/creative professionals, and small businesses with home, asset, and business loans, earning revenue through lender commissions and donating 5% of revenue to charitable causes.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lender Commissions: Pure Finance is paid by the lender or bank that provides the loan. Upfront commission is 0.50% - 0.65% of the loan amount borrowed, plus a small ongoing payment of 0.10% to 0.15% per year. This model means customers pay nothing for the service.
2. Pure Community Donation (5% of Revenue): 5% of annual revenue is donated to causes via Pure Community program, split between 1% for Planet (1% for the Planet), 1% for Pay the Rent (First Nations support), and 3% for Yours (no-interest loans for disadvantaged)

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Pure Finance is an independent Australian mortgage broker that arranges residential home loans, car and asset loans, and business and equipment loans for individuals and small businesses. The firm provides personalized loan advisory, comparison across lenders, and an industry-first annual rate review process that negotiates with lenders on the client's behalf to ensure ongoing competitive pricing. The service is provided free to customers, with the firm earning commission from the lender that funds the loan.

Product overview

Pure Finance is a mortgage broker and financial advisory firm offering a suite of lending products centered around residential home loans, car and asset loans, and business/equipment loans. The core offering is complemented by an industry-first Annual Rate Review service that proactively negotiates better rates on behalf of clients. The company operates under a profit-for-purpose model branded as Pure Community, which allocates 5% of revenue to charitable causes including environmental initiatives (Planet), First Nations support (Pay the Rent), and a no-interest loan program called YOURS. Additional community initiatives include Ladies Talk Money (financial education platform) and Wine + Wisdom (educational events). The company positions itself as an ethical finance alternative, operating since 2011 and certified as Australia's first specialist mortgage broker B Corp in September 2020.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Community: A profit-for-purpose model where Pure Finance donates 5% of revenue to causes including 1% for the Planet (climate action), 1% to Pay the Rent (First Nations support), and 3% to 'Yours' (a charity providing no-interest loans to people experiencing financial disadvantage).
• Yours

Products and services

• Residential Home Loans Mortgage advisory services for home purchases, upgrades, and refinancing, including budgeting, scenario planning, borrowing assessments, and ongoing loan market reviews to ensure clients maintain competitive rates. Targeted at first home buyers, owner-occupiers, upgraders, and refinancers across Australia.
• Car + Asset Loans Vehicle and general asset financing solutions to help clients purchase new electric vehicles, sports cars, SUVs, or other assets with manageable loan terms. Targeted at individuals needing finance for cars or other major assets.
• Business + Equipment Loans Commercial lending services for starting new businesses, expanding existing operations, purchasing existing businesses, or acquiring equipment. Targeted at small business owners in hospitality, food & beverage, and creative industries needing finance for vehicles, roasters, fit-outs, and other capital purchases.
• Annual Rate Reviews Industry-first annual rate review process where Pure Finance negotiates with lenders on behalf of clients to ensure lowest possible costs on loans year after year, with reported average savings of $1,128 annually per customer and a 0.29% average rate reduction. Offered as an ongoing service to existing clients.

Quantifiable outcome

• 621 annual reviews conducted, saving customers an average of $70/month ($1,128/year) with 0.29% average rate reduction
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• ChooosecoreStrategic or Co-development PartnerChooose is the first streaming service for climate action. Pure Finance partners with Chooose to offset CO2 emissions and remove carbon credits from climate offenders, helping reduce pollution by 68,000 kg annually (equivalent to 44 fewer cars on road).
• Fox & HarecoreStrategic or Co-development PartnerFox & Hare co-hosts Wine + Wisdom events with Pure Finance - casual finance education events combining wine with real-time Q&A. These events are key community-building and customer acquisition channels.
• Scoutable (Kellie Landrey)coreStrategic or Co-development PartnerBuyer's Agent partnership for property market updates. Kellie Landrey, Principal Buyer's Agent at Scoutable, provides regular seasonal property market insights and commentary for Pure Finance content.
• Ladies Talk MoneycoreStrategic or Co-development PartnerChandel (Pure Finance Strategy + Marketing, Co-Founder) co-founded Ladies Talk Money - a free online financial education and advocacy community for women and gender-diverse people, launched early 2020.
• First Nations FuturescoreStrategic or Co-development PartnerPure Community Pay the Rent partner (1% of revenue). Supports long-term, unrestricted funding to First Nations community partners for cultural strengthening, climate justice, youth justice, healing and wellbeing, and language revival.
• CORENAcoreStrategic or Co-development PartnerPure Community Planet partner (1% of revenue). Citizens Own Renewable Energy Network Australia - grassroots climate charity providing no-interest loans for emission-reducing projects including solar, energy efficiency, and electric vehicles.
• Mudgin-GalminorStrategic or Co-development PartnerCommunity-based Aboriginal service in Redfern/Gadigal managed and staffed by Aboriginal women for Aboriginal women. Supported through Pure Community donations for domestic and family violence prevention work.
• ReLoveminorStrategic or Co-development PartnerSydney/Gadigal-based charity rescuing quality furniture from landfill and redistributing to women and families impacted by domestic violence, people experiencing homelessness, and people seeking asylum.
• Rising TideminorStrategic or Co-development PartnerNewcastle-based grassroots climate activism group using peaceful civil resistance to challenge fossil fuel industry. Supported through Pure Community Planet donations.
• Wilya JantaminorStrategic or Co-development PartnerAboriginal corporation in Tennant Creek developing culturally appropriate and climate-resilient housing using traditional knowledge combined with modern sustainability features.
• The Australian Climate CaseminorStrategic or Co-development PartnerLegal case by Uncle Pabai and Uncle Paul (Torres Strait Traditional Owners) challenging Australian Government for failing to act on climate change. Pure Finance supports appeal fund.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aussie Home Loans: Aussie is Australia's largest retail mortgage broker with a national branch and broker network. It operates the same commission-based mortgage broking model that Pure Finance uses, making it a direct competitor in home loan intermediation for first home buyers, upgraders, and investors.
• Mortgage Choice: Mortgage Choice is a long-established ASX-listed Australian mortgage broker and financial advisory franchise. It serves the same customer segments (home buyers, investors, refinancers) and earns commission from lenders, directly competing with Pure Finance for borrower relationships.
• Loan Market: Loan Market is a major Australian mortgage broker aggregator with a large national broker network. It provides lender panel access and back-office support to brokers, directly competing with Pure Finance for the same borrowers in the home and investment loan market.
• Smartline Personal Mortgage Advisors: Smartline is an Australia-wide mortgage broker franchise, owned by REA Group. It provides mortgage and finance broking services to consumers using a similar commission-based business model to Pure Finance, targeting the same first home buyer, upgrader, and investor segments.
• LoanOptions.ai: LoanOptions.ai is an Australian digital mortgage broker that uses technology to match borrowers with lenders from a broad panel. It is a direct competitor to Pure Finance, particularly for digitally-engaged, rate-shopping consumers who value speed and lender breadth over in-person advice.

Emerging players

• Athena Home Loans: Athena is an Australian digital mortgage lender (not a broker) that funds loans directly using a values-driven, customer-friendly model. While its business model differs (lender vs. broker), it competes for the same digitally-engaged, ethically-minded borrowers that Pure Finance targets.
• Tic:Toc: Tic:Toc is an Australian digital home loan platform that uses automation to deliver fast mortgage approvals and direct lending. It competes with Pure Finance for digitally-engaged first home buyers and refinancers who value speed and transparency over in-person advisory.

Regional players

• Habito: Habito is a UK-based online mortgage broker that uses technology to match borrowers with lenders, structurally similar to Pure Finance's intermediary model. It represents the digital-first direction the Australian mortgage broking industry is heading, making it a relevant international comparable.
• Trussle: Trussle is a UK online mortgage broker with a strong customer-experience focus and ongoing rate monitoring, conceptually similar to Pure Finance's Annual Rate Review service. Both compete on transparency and ongoing customer engagement rather than purely on price.
• Better.com / Better Mortgage: Better.com is a large US digital mortgage company combining technology-enabled origination with broker-like customer support. It represents the scaled, technology-led mortgage intermediary model that Pure Finance could potentially evolve towards if it productized its service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/purefinance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Pure Finance