Heritage Finance

What Heritage Finance does

Heritage Finance is an Australian financial services brokerage (Heritage Finance Pty Ltd, ABN 52 629 640 188) founded in 2005, operating as an authorised credit representative under Australian Credit Licence No. 389527. The firm is headquartered in Southbank, Melbourne, with a second office in West End, Brisbane, and serves clients across Australia via phone, video, and in-person consultations. It operates across three sub-brands — Heritage Corporate (corporate advisory, M&A, commercial property, equipment finance), Heritage Residential (home loans, refinancing, construction, SMSF residential lending, first home buyers, property investors), and Heritage Finance (equipment, vehicle, small business lending) — covering the full spectrum of individual, SME, and corporate finance needs.

The company functions as a credit intermediary rather than a lender, working across an accredited panel of 40+ institutions including all major Australian banks (Westpac, ANZ, CBA, NAB, Suncorp, Macquarie, BOQ, Bank of Melbourne, St. George, BankSA) and a wide network of non-bank and specialist lenders (Judo Bank, Angle Finance, Flexi Commercial, Shift, Moneytech, Metro Finance). Its core technology is a brokerage platform and advisor workflow for comparing, structuring, and placing loans; there is no proprietary software, API, or AI capability disclosed. Revenue is generated via brokerage/intermediary commissions earned from lenders when loans are settled, with pricing tailored per client and not publicly disclosed. The firm is founder-led (Rupert Legh, Founder; Candice Hendra, Director) with a small team of approximately six key individuals including credit analysis, relationship management, business development, and financial control functions.

The go-to-market is advisory-led and relationship-based, with a sales motion that combines inside sales (phone/video consultations, free refinance reviews) with field/enterprise direct advisory from the two physical offices. Marketing relies primarily on the company website, LinkedIn presence, and direct email. The firm positions itself around complex scenarios declined by traditional banks, SMSF structuring expertise, and cross-segment lending advisory for individuals, investors, and growing businesses.

Name

Heritage Finance

Legal name

Heritage Finance Pty Ltd

Website

https://heritagefinance.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Heritage Finance is an Australian finance brokerage that connects individuals, SMEs, SMSF trustees, and corporate clients with a panel of 40+ lenders, earning commission on settled loans across residential, commercial, equipment, and SMSF lending products.

Ownership category

akta.pro rank

Headquarters

HQ city

Southbank

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Brokerage/Intermediary Fees: Heritage Finance operates as a credit broker earning commission from lenders when loans are settled. They work across a panel of major banks and non-bank lenders to find suitable finance solutions for clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Heritage Finance is an Australian credit brokerage that advises clients on, compares lenders for, and structures tailored lending solutions across residential, commercial, equipment, asset/vehicle, and small business finance, as well as corporate M&A advisory. Acting as an authorised credit representative under Australian Credit Licence No. 389527, the firm earns commission from a panel of major banks and 40+ non-bank/specialist lenders when loans are settled, and serves clients Australia-wide from offices in Melbourne and Brisbane.

Product overview

Heritage Finance is a finance brokerage operating across three divisions—Heritage Corporate, Heritage Residential, and Heritage Finance—serving Australian individuals, investors, and businesses. Heritage Corporate provides corporate advisory and M&A services alongside commercial property and equipment finance. Heritage Residential offers personalised home loans, refinancing, construction loans, and SMSF residential lending for homeowners and investors. Heritage Finance delivers business lending solutions including equipment finance, vehicle finance, and small business loans. The company works as a credit representative under Australian Credit Licence No. 389527, comparing options across a panel of major banks and specialist lenders to structure tailored finance for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Corporate: Corporate finance solutions for SMEs and mid-market businesses, including mergers, acquisitions, and strategic growth advisory.
• Heritage Residential
• Heritage Finance

Products and services

• Heritage Corporate Corporate finance solutions for Australian SMEs and mid-market businesses, offering financial structuring for growth, succession, acquisitions, and advisory services including mergers & acquisitions.
• Heritage Residential Personalised lending strategies for residential borrowers and property investors, providing home loans, refinancing, construction loans, and SMSF residential lending.
• Heritage Finance (Business & Asset Finance) Business and asset finance solutions including equipment finance, asset & vehicle finance, small business lending, and mergers & acquisitions advisory.
• Commercial Property Finance Finance solutions for commercial property including office spaces, warehouses, industrial facilities, retail, medical practices, property development, and investment property.
• Equipment Finance Finance solutions for acquiring equipment across construction, agriculture, manufacturing, transport, logistics, and medical sectors using chattel mortgages, finance leases, operating leases, or lines of credit.
• Mergers & Acquisitions Advisory Advisory services for business acquisitions, sales, and mergers including strategic planning, due diligence, valuation, transaction support, and post-merger integration.
• SMSF Commercial Lending Limited recourse borrowing arrangements (LRBAs) for self-managed super funds to purchase commercial property, including warehouses, offices, retail shops, medical suites, factories, and industrial premises.
• Asset & Vehicle Finance Vehicle finance solutions including novated leases, personal car loans, commercial chattel mortgages, and fleet financing for businesses and individuals.
• Small Business Lending Finance solutions for SMEs including working capital loans, cash flow lending, invoice finance, start-up loans, secured and unsecured business loans, lines of credit, and trade finance.
• Refinancing Home loan refinancing services comparing over 40 lenders to reduce repayments, access equity, consolidate debt, or find better-suited loan structures.
• Residential Construction Loans Construction loans with staged drawdown payments for residential building projects, released upon lender inspections at each construction stage from slab through completion.
• First Home Buyers First home buyer services including access to First Home Owner Grants, First Home Guarantee schemes, stamp duty concessions, genuine savings guidance, and family guarantee options.
• SMSF Residential Lending Self-managed super fund lending for residential investment properties using limited recourse borrowing arrangements held in bare trusts, aligned with ATO and SIS Act regulations.
• Property Investor Lending Strategic lending for property investors including tailored finance structures, equity release, cross-collateralisation, interest-only structuring, and portfolio risk management.

Quantifiable outcome

• Specializes in complex scenarios that have been declined by traditional banks

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Loan Market Group: Major Australian mortgage broker aggregator with a national network of brokers, residential and commercial focus. Comparable intermediary business model and customer base to Heritage, with broader scale.
• Connective Home Loans: Large Australian mortgage and asset finance aggregator providing panel access, technology, and compliance support to independent brokers. Comparable brokerage/aggregator model to Heritage's intermediation approach.
• Aussie Home Loans: Iconic Australian retail mortgage broker brand (owned by Lendi Group), with a large branch network, broker panel, and lender aggregation model. Directly comparable business model to Heritage's residential and refinancing brokerage, though at vastly greater scale and with proprietary brand recognition.
• PLAN Australia (Plan Australia Lending & Advisory Network): Australian mortgage broker aggregator supporting independent brokers with lender panel access and technology. Comparable aggregation/intermediation model and target SME and consumer segments to Heritage.
• Finsure Finance & Mortgage Solutions: Australian mortgage and commercial finance aggregator supporting independent brokers and advisers. Comparable panel-based brokerage model and target segments (residential and SME/commercial) to Heritage.
• Astute Financial Management: Australian financial services and mortgage broking group offering home loans, investment lending, and financial planning through a network of advisers. Comparable brokerage/advice model with similar residential and investor client focus.
• Mortgage Choice: Long-established Australian mortgage broker franchise network offering home loans, asset finance, and financial planning. Directly comparable to Heritage's intermediation model, with similar lender panel aggregation and customer segments.

Others

• Resimac: Australian specialist non-bank lender (asset finance and residential mortgages) sitting inside Heritage's lender panel. Comparable as a credit provider in the same ecosystem, but as a funder rather than a broker.

Emerging players

• Lendi: Digital-first Australian mortgage broker platform (owner of Aussie) offering online comparison and broker-led service. Comparable intermediation role for the same residential lending customer base, differentiated by digital technology and scale.

Broad incumbents

• AFG (Australian Finance Group): Australia's largest mortgage aggregator and white-label lender, providing broker panel access, commission, and technology infrastructure to thousands of brokers. Comparable as a credit-brokerage channel operator, though at materially greater scale than Heritage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heritage-finance

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 Heritage Finance