What InfoChoice does

InfoChoice Pty Ltd is an Australian financial comparison platform founded in 1993 and operated as part of the Firstmac Group-affiliated InfoChoice Group. It aggregates and compares thousands of financial products across six core categories: home loans, car loans, personal loans, savings accounts, term deposits, and self-managed super fund (SMSF) loans, sourced from hundreds of financial institutions including the four major Australian banks (ANZ, Commonwealth Bank, NAB, Westpac), regional banks, customer-owned banks, international banks with Australian operations (HSBC), and a broad set of non-bank and digital lenders. The platform is paired with a suite of financial calculators (mortgage, borrowing power, stamp duty, car loan, personal loan, savings, term deposit, income tax), real-time RBA cash rate tracking, and a library of editorial guides and news articles authored by qualified journalists.

Underlying the consumer experience is a product-aggregation infrastructure: structured comparison tables, product pages indexed by product type, and a content management system that publishes long-form editorial. InfoChoice holds Australian Credit Licence 349445, giving it a regulatory footprint in credit. The platform is free to consumers and operates a product-led, self-serve distribution model accessible via infochoice.com.au, with the consumer base built primarily through SEO, earned media, and a weekly email newsletter. Sub-brands Savings.com.au, YourMortgage, YourInvestmentPropertyMag, and PerformanceDrive extend the group's content and comparison footprint into savings, mortgage, investment property, and automotive categories respectively.

InfoChoice monetises through three B2B2C streams: referral fees from financial product providers when users are referred to a product, sponsored placements and advertisements in comparison tables, and referrals to associated mortgage broker partners. Revenue is therefore a function of consumer traffic quality, the depth of provider partnerships, and the rate of referral conversion across lending and deposit products. The business is a privately-held Australian proprietary limited company, with corporate association to Firstmac Group, a non-bank lender, which creates a related-party channel alongside the arms-length provider partner base.

Name

InfoChoice

Legal name

InfoChoice Pty Ltd

Website

https://www.infochoice.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

InfoChoice is an Australian financial comparison platform, founded in 1993, that lets consumers compare home loans, car loans, personal loans, savings, term deposits, and SMSF loans from hundreds of institutions, monetising via referral fees and sponsored placements from financial providers.

Ownership category

akta.pro rank

Product category

Financial Comparison Services

NAICS

Activities Related to Credit Intermediation (5223)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Financial product comparison
• Home loan comparison
• Car loan comparison
• Savings account comparison
• Financial calculators

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Referral Fees from Financial Providers: InfoChoice earns compensation when users are referred to financial products or providers through the platform. This is the primary revenue model.
2. Sponsored Placements and Advertisements: The platform generates revenue through sponsored product placements, advertisements, and featured listings in comparison tables. Compensation received from product providers for promotional visibility.
3. Mortgage Broker Referrals: Some products may include forms that refer users to associated mortgage broker partners, for which InfoChoice receives a referral fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

InfoChoice is an online financial comparison platform that aggregates and compares thousands of financial products from hundreds of Australian institutions across home loans, car loans, personal loans, savings accounts, term deposits, and SMSF loans. It provides financial calculators, RBA cash rate tracking, and fact-based editorial guides to help consumers compare rates, features, and fees before being referred to product providers.

Product overview

InfoChoice is a financial comparison platform that aggregates and compares products from hundreds of financial institutions. The core offering consists of six main product comparison categories: Home Loans, Car Loans, Personal Loans, Savings Accounts, Term Deposits, and SMSF Loans. Supporting these comparison tools is a suite of financial calculators and research content. The platform acts as an intermediary, helping Australians find better financial deals by comparing rates, fees, and features across multiple product providers.

Differentiator

Problem solved

Functional benefit

Brands

• Savings.com.au: Part of InfoChoice Group network focusing on savings account comparisons.
• YourMortgage
• Your Investment Property
• PerformanceDrive

Products and services

• Home Loans Comparison Comparison platform for home loans covering refinancing, variable-rate, fixed-rate, investment, construction, offset, green, reverse mortgage, and interest-only options from hundreds of financial institutions. For Australian consumers purchasing property or refinancing existing mortgages.
• Car Loans Comparison Comparison platform for car loans covering refinance, used car, secured, green/EV, variable rate, fixed rate, and unsecured options. For Australian consumers financing vehicle purchases or refinancing existing car loans.
• Personal Loans Comparison Comparison platform for personal loans including debt consolidation, secured, unsecured, and business loan options. For Australian consumers seeking personal loans for debt consolidation, large purchases, or other financing needs.
• Savings Accounts Comparison Comparison platform for savings accounts covering high-interest rate accounts, online savings, children and youth savings, and bonus saver accounts. For Australian consumers looking to maximize interest earned on savings.
• Term Deposits Comparison Comparison platform for term deposits including short-term (3-5 month), 5-year, 6-month, 12-month, and Big 4 bank term deposit options. For Australian consumers seeking fixed-term deposit products.
• SMSF Loans Comparison Comparison platform for self-managed super fund (SMSF) loans including SMSF home loans and SMSF commercial property loans. For Australian SMSF trustees investing in property through their self-managed super funds.
• Financial Calculators Standalone suite of financial calculators including mortgage, home loan, car loan, personal loan, savings, term deposit, income tax, principal and interest, borrowing power, refinance, and stamp duty calculators. For Australian consumers modeling loan repayments, borrowing capacity, and upfront property costs.

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

27 partnerships are on record, tiered core and strategic.

• AMP BankcoreOthersFinancial institution partner whose products are featured in InfoChoice comparison tables. Includes AMP Bank GO product.
• Loans.com.aucoreOthersNon-bank lender partner providing home loan and car loan products featured on the platform. Part of Firstmac Group association.
• Macquarie BankcoreOthersMajor Australian bank partner whose financial products are featured in comparison tables.
• Great Southern BankcoreOthersRegional bank partner featured in comparison tables for home loans and savings products.
• ANZcoreOthersMajor 'Big Four' Australian bank partner whose products are featured in comparison tables.
• Commonwealth BankcoreOthersMajor 'Big Four' Australian bank partner (CommBank) whose products appear in comparison tables.
• NABcoreOthersMajor 'Big Four' Australian bank partner (National Australia Bank) whose products are featured.
• WestpaccoreOthersMajor 'Big Four' Australian bank partner whose financial products appear in comparison tables.
• St. George BankcoreOthersRegional bank partner (part of Westpac Group) featured in comparison tables.
• FirstmacstrategicOthersNon-bank lender and parent company association. InfoChoice Group is associated with Firstmac Group. Firstmac products are featured on the platform.
• AthenacoreOthersDigital lender partner specializing in home loans, featured in comparison tables.
• HSBCcoreOthersInternational bank partner with Australian operations featured in comparison tables.
• Suncorp BankcoreOthersRegional bank partner featured in comparison tables for home loans and savings products.
• UnloancoreOthersDigital lender partner specializing in home loans, featured in comparison tables.
• Jacaranda FinancecoreOthersNon-bank lender partner specializing in personal loans, featured in comparison tables.
• UbankcoreOthersDigital bank partner (NAB subsidiary) featuring savings and loan products in comparison tables.
• OurMoneyMarketcoreOthersPeer-to-peer lending platform partner featured in comparison tables.
• Liberty FinancialcoreOthersNon-bank lender partner featured for car loans and personal loans.
• Beyond BankcoreOthersCustomer-owned bank partner featured in comparison tables.
• MyState BankcoreOthersRegional bank partner featured in comparison tables.
• TiimelycoreOthersDigital home loan provider partner featured in comparison tables.
• Well MoneycoreOthersDigital lender partner specializing in home loans, featured in comparison tables.
• Money PlacecoreOthersNon-bank lender partner featured in comparison tables for personal and home loans.
• PlenticoreOthersNon-bank lender partner featuring personal loans, car loans, and renewable energy finance in comparison tables.
• Savings.com.austrategicOthersRelated brand within the InfoChoice Group network. Part of the group of financial comparison websites.
• YourMortgage.com.austrategicOthersRelated brand within the InfoChoice Group network. Part of the group of financial comparison and content websites.
• YourInvestmentPropertyMag.com.austrategicOthersRelated brand within the InfoChoice Group network. Investment property focused content and comparison website.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Finder: Australian-headquartered global comparison platform operating across financial products (home loans, credit cards, savings) with a referral/affiliate revenue model. Competes head-to-head with InfoChoice for SEO traffic on rate-shopping queries.
• iSelect: ASX-listed Australian comparison intermediary covering health insurance, energy, and financial products including home loans and personal loans. Comparable in the consumer finance comparison space with a broader general-insurance reach.
• Canstar: Australia's largest financial product comparison platform, owned by News Corp. Directly comparable to InfoChoice across home loans, car loans, savings, and personal loans, with a similar provider-funded revenue model and a star-rating methodology layer.
• Mozo: Australian comparison platform covering home loans, car loans, savings, energy, and insurance with a referral/affiliate model. Comparable to InfoChoice in core financial product verticals with a broader non-financial reach.
• Compare the Market Australia: Australian arm of the BHL Group comparison brand, offering financial product (and broader) comparisons. Operates a similar free-to-consumer, provider-funded model and competes in home loan and savings verticals.
• RateCity: Australian financial comparison site owned by Nine Entertainment, covering home loans, car loans, savings, and credit cards. Directly comparable as a provider-funded comparator with similar SEO-driven acquisition and major media parent.

Broad incumbents

• Choice: Australian consumer advocacy organization that publishes independent product reviews and comparisons including financial products. Comparable as a trusted comparison voice in Australia, though it operates as a non-profit rather than a commercial referral platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 InfoChoice