Purely Finance

What Purely Finance does

Purely Finance is a privately held, Perth-based Australian mortgage and finance broker that operates two related service lines. The Purely Finance arm provides home loans, business loans, and personal loans by comparing products from over 30 lenders, managing the application and settlement process, and providing ongoing post-settlement support. The Purely FP arm (Purely FP Pty Ltd, an authorised representative of Synchron under AFSL 243313) delivers financial planning services including superannuation, retirement, investment, personal insurance, and estate planning advice across life stages. Founded circa 2001-2005 and led by Directors Nick Aves and Richard Aves, the firm is based in Kewdale, Western Australia, with a team of approximately 9 professionals including finance brokers, financial advisers, and client managers.

The business operates a relationship-led, direct sales model with no proprietary technology platform. Acquisition is driven by Google reviews (5.0 across 89 reviews), referrals, social media presence (Facebook, Instagram, LinkedIn), and Calendly-enabled self-service bookings. Revenue is generated primarily through lender commissions on settled loans (no direct cost to the client in most cases) and transparent, fee-based charges for financial planning advice with no ongoing fees. The customer base is highly distributed across home buyers, property investors, small business owners, and self-employed individuals, with no disclosed enterprise or institutional accounts.

The firm has no external funding, no M&A history, no patents, and no disclosed AI or technology capabilities. Strategic activity in recent years has been limited to measured capacity expansion: two senior hires in 2023 (Clare Telford for advice, Justin Galati for broking), build-out of the Purely FP wealth advisory arm, and incremental digital channel investment. The operating footprint remains Western Australia-focused, with brand-level positioning extending to "Australia" more broadly.

Name

Purely Finance

Legal name

Purely Finance Pty Ltd

Website

https://purelyfinance.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Purely Finance is a Perth-based Australian mortgage and finance broker offering home, business, and personal lending through 30+ lenders, plus financial planning via its Purely FP arm. It serves individuals, property investors, business owners, and self-employed clients in Western Australia.

Ownership category

akta.pro rank

Product category

Mortgage and Lending Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231), Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

Keywords

• Mortgage broking services
• Finance brokerage
• Home loan advisory
• Business lending solutions
• Financial planning advice

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage and Lending Brokerage: Purely Finance acts as a mortgage and finance broker, earning commission from lenders when loans settle. In most cases, their service comes at no direct cost to clients as they are paid a commission by the lender once the loan settles. If a fee applies for a specific service or loan type, this is discussed and agreed upfront.
2. Financial Planning Fees: Purely FP (financial planning arm) charges fair, transparent fees for financial advice services. They do not charge ongoing fees, preferring a simple, low-cost, set-and-forget approach to investing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Purely Finance is a mortgage and lending broker that compares loan options from over 30 lenders on behalf of clients, manages the application process, and provides ongoing support after settlement. The firm offers home loans, business loans, and personal loans, with services generally paid by lender commission at no direct client cost. Through its affiliated Purely FP division, the company also provides financial planning and wealth management services including superannuation, retirement planning, investments, insurance, and estate planning.

Product overview

Purely Finance is a financial services company operating two distinct arms: Purely Finance (mortgage and lending solutions) and Purely FP (financial planning and wealth management). The core lending products include Home Loans, Business Loans, and Personal Loans, which together form the main service offering. Purely Finance provides access to over 30 lenders and handles the comparison, explanation, and application process for clients. The related Purely FP brand offers financial planning services across four life stages (Start of the Road, Juggling Life, Finding Calm, and To Journey's End), covering superannuation, retirement planning, investments, insurance, and estate planning. Supporting resources include Property Reports, FAQs, and Newsletters.

Differentiator

Problem solved

Functional benefit

Brands

• Purely Finance: Mortgage and lending solutions including home loans, business loans, and personal loans.
• Purely FP

Products and services

• Home Loans Mortgage and lending solutions for first home buyers, those upgrading to their next property, and property investors. The service includes access to over 30 lenders, comparison of loan options, guidance on deposits, government schemes, and lender requirements, plus handling of paperwork through the purchase or refinancing process.
• Business Loans Business finance solutions covering capital for growth, property purchase or refinancing, equipment and vehicle upgrades, and cash flow management. The service compares lenders and manages the application process for businesses.
• Personal Loans Personal lending for covering life's milestones (weddings, holidays, education), vehicle finance including cars and caravans, and debt consolidation. The service guides clients through options and finds loans that fit their budget.
• Purely FP (Financial Planning) Financial planning and wealth management services offered through Purely FP Pty Ltd. Services include superannuation reviews, retirement planning, investment portfolio setup, personal insurance, and estate planning, structured across life stages: Start of the Road, Juggling Life, Finding Calm, and To Journey's End.

Quantifiable outcome

• A small change early in life can mean over $100,000 extra in super at retirement
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• License Management Group (LMG)coreChannel Partner/ Reseller/ DistributorAggregator providing aggregation services to Purely Finance as a mortgage broker. Purely Finance collects personal information from their Aggregator (LMG) along with other sources such as other finance brokers, accountants, and lawyers.
• Synchron (AFSL 243313)coreChannel Partner/ Reseller/ DistributorPurely FP Pty Ltd and its representatives (Martin Le Tessier, Clare Telford) are authorised representatives of Synchron. Synchron provides the AFS Licence (Number 243313) under which Purely FP operates its financial planning services.
• 30+ Lenders NetworkcoreOthersPurely Finance has access to over 30 lenders as a mortgage broker, comparing options and recommending solutions that best suit client situations. This includes major banks and non-bank lenders across Australia.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lendi: Digital-first Australian mortgage broker comparing across a large lender panel with a tech-led customer experience. Direct peer in mortgage brokerage, competing for the same first-home-buyer and refinancer segments but via a self-service online model versus Purely's relationship-led approach.
• Mortgage Choice: Long-established Australian mortgage broker franchise comparing loans across a wide lender panel. Comparable to Purely in core mortgage broking activity, with similar home buyer / investor target segments and aggregator-style lender access.
• Yellow Brick Road: Australian wealth and lending advisory offering home loans, financial planning, and wealth management under one brand. Highly comparable to the combined Purely Finance + Purely FP model, integrating broking and advice for retail clients.
• Loan Market Group: Large Australian mortgage and finance broker group with extensive broker network and broad lender panel. Comparable as a multi-product lending broker serving home buyers, investors, and business borrowers across Australia.
• Aussie Home Loans: Australia's largest retail mortgage broker with 1,000+ brokers and access to a broad lender panel. Directly comparable as a multi-product lending broker (home, personal, business) targeting mainstream Australian consumers, though at significantly larger scale than Purely.

Emerging players

• Astute Financial Planning: Australian financial planning and mortgage broking advisory group serving retail clients. Comparable to Purely FP's financial planning arm and partially to the broader Purely Group's integrated advice model.
• Resi Mortgage Brokers: Australian online mortgage broker platform focused on home loan comparison and placement. Comparable to Purely in mortgage broking activity but differentiated by a fully digital origination model targeting the same first-home-buyer market.

Regional players

• CUA (Credit Union Australia / Great Southern Bank): Australian member-owned bank providing home loans, personal loans, and wealth services. Comparable as a customer-facing lender-and-advisor that competes with Purely in home loan and financial planning segments in the Australian retail market.

Broad incumbents

• Westpac: Major Australian retail and commercial bank and a key lender in Purely's broker panel. Provides the incumbent direct-lending alternative to Purely's broker-led home loan, business, and personal loan offerings.
• Commonwealth Bank of Australia: Australia's largest bank and a major lender on Purely's 30+ lender panel. Relevant incumbent benchmark for distribution scale and origination volume that Purely's broker channel competes against for home loan customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/purelyfinance
• Facebookfacebook.com/purelyfinance

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Purely Finance