Finsure Finance & Insurance

What Finsure Finance & Insurance does

Finsure Finance & Insurance Pty Ltd is an Australian wholesale mortgage broking aggregator founded in 2011 and headquartered in Sydney, with operational reach into New Zealand. The company supports a network of more than 4,200 independent mortgage brokers across Australia by providing access to a lending panel of 75+ Australian lenders (major banks, non-banks, and specialist/niche lenders), a proprietary in-house technology stack centred on its Infynity CRM, and a modular suite of support services. The service architecture is platform-plus-modules: Infynity CRM functions as the core software layer for client management, compliance, marketing automation, and third-party integrations (ApplyOnline for residential lodgement, CitoPlus for commercial lodgement, property data and insurance partners via the Service Store), with modules including the Finsure Broker Academy training program, Commission Now factoring, Finsure Loans white-label products, marketing support, loan application processing, virtual assistant services, lead generation, recruitment, and compliance services. As of 2025 the network managed a $175 billion loan book (up 25.6% year on year) and reported settlements up 19.7%, with commercial and asset finance lending surging 43%.

Finsure's business model blends recurring and transaction-based revenue. Brokers pay subscription or membership fees for platform access; the company earns commission override and transaction-based fees on loan settlements facilitated through its network; Finsure Loans white-label products generate product-level economics; Commission Now provides upfront commission advances at a 1.5% monthly factoring rate with facility sizes from $10,000 to $200,000; and ancillary services (lead generation, marketing, recruitment, virtual assistants) generate professional services revenue. Go-to-market is field-sales-led: dedicated BDMs and state managers are stationed across NSW/ACT, VIC, QLD, SA, and WA, supplemented by a website-led self-service enquiry funnel and a three-step onboarding process (online form, BDM-assisted form completion, accreditation processing). Pricing flexibility is a stated differentiator, with brokers able to choose between flat-fee, percentage, or transaction-based commission models.

The company operates as a privately held subsidiary of ASX-listed MA Financial Group following its 2022 acquisition, with end-customer segments including residential mortgage brokers, commercial and asset finance brokers, and aspiring new entrants entering the industry via the Broker Academy. Finsure Australia Credit Licence Number is 384704. Channels span the broker network (no direct consumer lending), lender panel, and diversified service partners in insurance (AIA, Honey), legal/property, and data tools (RP Data Professional/CoreLogic).

Name

Finsure Finance & Insurance

Legal name

Finsure Finance and Insurance Pty Ltd

Website

https://finsure.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Finsure is an Australian wholesale mortgage broking aggregator supporting 4,200+ independent brokers with a lending panel of 75+ lenders, the proprietary Infynity CRM, Commission Now factoring, Finsure Loans white-label products, and compliance and training services. Founded in 2011 and acquired by MA Financial in 2022, it manages a $175 billion loan book.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broker Subscription / Membership Fees: Finsure generates revenue by charging brokers subscription/membership fees for access to its aggregator platform, lending panel of 75+ lenders, Infynity CRM, and support services. The company offers flexible commission structures (flat fee, percentage, or scalable transaction-based models) allowing brokers to choose the model that maximises their profitability.
2. Loan Settlement / Transaction Fees: Finsure earns fees from loan settlements facilitated through its broker network. The company reported settlements up 19.7% year on year, with commercial and asset finance surging 43%, indicating transaction-based revenue from loan originations.
3. White-Label / Finsure Loans Products: Finsure offers proprietary white-label loan products (Finsure Home Loans) sourced from leading funders, providing brokers with unique products to offer clients. This creates an additional revenue stream from the Finsure-branded lending products distributed through the broker network.
4. Commission Now (Factoring Service): Exclusive service to Finsure brokers enabling early access to upfront commission payments from unconditional approval, up to 90 days earlier. Finsure charges a 1.5% monthly factoring rate with facility sizes from $10,000 to $200,000 depending on the broker's loan book size.
5. Marketing and Support Services: Brokers can access fee-based marketing support services including website design, premium graphic design, public relations support, and lead generation programs (raw leads from 50 minimum, qualified leads in bundles of 10 with live transfer).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Finsure Finance & Insurance is an Australian mortgage broking aggregator that supports a network of more than 4,200 independent mortgage brokers with access to a panel of 75+ lenders, the proprietary Infynity CRM, compliance and business support services, lead generation, marketing support, training through the Finsure Broker Academy, and the white-label Finsure Loans product suite. The company also offers Commission Now, a factoring facility that pays brokers their commissions up to 90 days earlier.

Product overview

Finsure Finance & Insurance is a mortgage aggregator platform providing a comprehensive suite of services built around its proprietary Infynity CRM as the central technology platform. The offering is a platform-plus-modules architecture where Infynity CRM serves as the core product, integrated with the exclusive Commission Now service for early commission payments and Finsure Loans white label products. Supporting modules include Broker Academy for training, Marketing Support, Loan Application Processing, Virtual Assistant, Lead Generation, Recruitment Service, Compliance Services, Business Support Services, and Diversification Services. The platform connects brokers to a lending panel of 75+ Australian lenders, enabling brokers to offer residential, commercial, and asset finance solutions through a single aggregator network.

Differentiator

Problem solved

Functional benefit

Brands

• Infynity CRM: The latest and most advanced aggregator software in the market, utilizing cutting-edge technology to enhance both the broker and customer experience. Features include intuitive user experience, innovative client centre, automated processes, sophisticated marketing tools, third-party integrations, and inbuilt compliance functionality.

Products and services

• Infynity CRM Proprietary cloud-based CRM platform built in-house for Australian mortgage brokers, providing client management, automated workflows, marketing automation, inbuilt compliance analytics, Virtual Client Centre and a Service Store of third-party integrations.
• Commission Now Factoring facility exclusive to Finsure brokers that advances upfront commission payments from unconditional loan approval up to 90 days earlier, charged at 1.5% monthly with no upfront or ongoing fees and one-button advance requests integrated into Infynity CRM.
• Finsure Loans White-label home and commercial loan products sourced from leading funders, giving Finsure brokers a differentiated proprietary offering for self-employed, PAYG, investor and owner-occupier borrowers.
• Finsure Broker Academy 24-month mortgage broking training and qualification program providing new and aspiring brokers with structured education, dedicated mentors, compliance support, tiered pricing and remote mentoring for those outside major capital cities.
• Marketing Support Services Personalised fee-based marketing services for Finsure brokers including website design, premium graphic design, PR, automated email marketing with customer journeys, strategy development and content writing.
• Loan Application Processing Outsourced loan administration service handling CRM data entry, fraud prevention checks, compliance document preparation, lender application form preparation and lodgement, and post-submission support for brokers.
• Virtual Assistant Service Fully trained virtual mortgage broker assistants providing documentation collection, data entry, statement preparation, valuation ordering and lender liaison support on an ongoing basis.
• Lead Generation Business growth lead-generation program supplying both raw leads (minimum 50) and qualified leads bundled in tens with live-transfer qualification to broker partners.
• Recruitment Service Staff sourcing service providing brokerages with trained brokers, para-brokers, loan processors, credit analysts, settlement officers, personal/executive assistants, managers, digital marketing and bookkeeping professionals.
• Compliance Services Comprehensive compliance support including auditing, inductions, training, breach reporting via Infynity CRM, a compliance knowledge hub, dedicated compliance team, complaints management and file reviews to help brokers meet NCCP and Best Interests Duty obligations.
• Business Support Services Core administrative support for brokers covering CRM data entry, application lodgement, fraud checks and prevention, credit policy guidance, fraud-prevention specialist support and credit concierge services.
• Diversification Services Suite of services and referral partners enabling brokers to diversify revenue streams, including business coaching, data tools, specialised lending products, insurance partners, enhanced marketing support and legal & property specialists.
• Lending Panel Access Aggregator-membership access to a panel of 75+ Australian lenders including major banks (ANZ, Commonwealth Bank, Westpac, NAB, St George, Suncorp, Bankwest, ING), non-bank lenders (AMP Bank, Judo, Resimac, Scotpac, Prospa) and niche lenders, enabling brokers to source thousands of loan options.

Quantifiable outcome

• 25.6% growth in managed loan book to $175 billion in 2025
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CitoPluscoreTechnology or IntegrationDigital commercial lodgement platform integrated with Finsure's broker network. The integration is cited as a key driver of the 43% surge in commercial and asset finance lending, enabling brokers to digitally lodge commercial loan applications.
• Major Australian Banks (ANZ, Commonwealth Bank, Westpac, NAB, St George, Suncorp, Bankwest, ING, CitiBank, AMP Bank)coreChannel Partner/ Reseller/ DistributorFormal agreements with major Australian banks and Authorised Deposit-Taking Institutions to distribute their home loan and mortgage products through the Finsure broker network. Includes major lenders ANZ, Commonwealth Bank, Westpac, NAB, St George, Suncorp, Bankwest, ING, CitiBank, and AMP Bank.
• Non-Bank and Specialist Lenders (Judo, Resimac, Scotpac, Prospa, Better Choice, uBank, Deposit Power)coreChannel Partner/ Reseller/ DistributorLending panel includes leading non-bank and specialist lenders for brokers seeking alternatives to major banks. Includes Judo Bank, Resimac, Scotpac, Prospa, Better Choice, uBank, and Deposit Power, providing access to diverse loan products for various borrower profiles.
• AIA AustraliaminorChannel Partner/ Reseller/ DistributorLife and health insurance partner accessible through Finsure's diversified services, enabling brokers to offer insurance products alongside lending services.
• Honey InsuranceminorChannel Partner/ Reseller/ DistributorHomeowners, renters, and landlord insurance partner available through Finsure's diversified services, expanding the product range brokers can offer to clients.
• MACQcoreStrategic or Co-development PartnerWhite-label commercial lending product partner featured on the Finsure lending panel and logo page. MACQ provides commercial lending solutions distributed through the Finsure broker network under a co-branded arrangement.
• Finsure Loans (White-Label Products)coreOEM/ Whitelabel/ Licensing PartnerFinsure's own branded loan products (Finsure Home Loans) are sourced from leading industry funders and offered as white-label solutions through the broker network, creating a point of differentiation for Finsure-partnered brokers.

Scale indicators6 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• n1 (formerly PLAN Australia and National Pacific): Australian mortgage aggregator formed from the merger of PLAN Australia and National Pacific, offering aggregation services, broker support, and lender panel access. Direct competitor in the wholesale aggregation space.
• Loan Market Group: Major Australian mortgage aggregator with a large broker network and comprehensive lender panel. Competes head-to-head with Finsure in residential, commercial, and asset finance aggregation.
• Australian Finance Group (AFG): ASX-listed (ASX: AFG) mortgage aggregator with one of Australia's largest broker networks. Direct peer to Finsure in aggregation, lending panel, and broker support services.
• Choice Aggregation Services: Australian mortgage aggregator providing brokers with lender panel access, technology, and back-office support. Direct peer competing for independent broker relationships.
• Astute Financial Management: Australian mortgage aggregator with a national broker network and multi-lender panel. Comparable to Finsure in business model, scale, and target customer base.
• Connective: One of Australia's largest mortgage aggregators, supporting thousands of brokers with a multi-lender panel, CRM technology, and compliance support. Direct competitor to Finsure in wholesale broker aggregation with similar scale and business model.

Broad incumbents

• Mortgage Choice (REA Group): Established Australian mortgage broking franchise owned by REA Group, with a national broker network. Larger, retail-franchise model versus Finsure's wholesale model, but a relevant peer in Australian mortgage distribution.
• Aussie Home Loans: Iconic Australian retail mortgage broking brand owned by Commonwealth Bank of Australia, combining broker retail stores with broader CBA home loan distribution. Operates in adjacent retail brokerage rather than pure wholesale aggregation but is a key reference point for broker channel dynamics.

Emerging players

• Athena Home Loans: Australian digital mortgage lender offering direct-to-consumer home loans with a fully digital application process. Emerging fintech that competes for the same borrowers Finsure's broker network serves, posing a disintermediation risk.

Regional players

• Yellow Brick Road: Australian mortgage and wealth advisory group with a national branch and broker network. Comparable in offering residential lending, commercial, and wealth services, with a different ownership and franchise structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/finsure_finance
• Facebookfacebook.com/finsure

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Finsure Finance & Insurance