Atlas Broker
Atlas Broker is an Australian finance and insurance brokerage founded in 2011 that intermediates equipment finance, cashflow finance, business insurance, personal finance, and mortgage products for over 3,000 SMEs and individuals, earning lender-paid commission across five offices in Victoria, Queensland, and New South Wales.
- Company typePrivate
- Founded2011
- HeadquartersRingwood, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Atlas Broker does
Atlas Broker is an Australian finance and insurance brokerage founded in 2011 and headquartered in Ringwood, Victoria, with additional offices in Queensland and New South Wales. The firm operates across five core product lines — equipment finance, cashflow finance, business insurance, personal finance, and mortgage/residential lending (including SMSF loans) — serving primarily small-to-medium Australian businesses and individual borrowers. It does not lend its own capital and does not operate a proprietary technology platform; instead it acts as an intermediary, matching clients to a panel of third-party lenders and insurers and earning commission on settled transactions.
The business is structured across three related legal entities — Atlas Equipment Finance Pty Ltd, Plus 61 Pty Ltd, and Plus61 Finance Pty Ltd — operating as Credit Representatives under Australian Financial Services Licence 232987 (held by McLardy McShane Partners, a Steadfast Group member) and Australian Credit Licence 391237 (held by BLSSA Pty Ltd). This licensing architecture enables the firm to broker across both credit and insurance products without holding its own AFSL.
Commercially, Atlas Broker runs a sales-led, relationship-driven model: 85% of new clients come via referral, and pricing is commission-based paid by the lender at settlement, meaning the broker service is nominally free to clients. The firm employs 19 staff across five locations, has served over 3,000 clients cumulatively, and was a 2026 finalist for Asset Finance Brokerage of the Year at the LMG Awards. No external funding, M&A, or technology acquisitions are recorded.
Atlas Broker firmographics
Firmographics- Name
- Atlas Broker
- Legal name
- Atlas Equipment Finance Pty Ltd
- Website
- https://atlasbroker.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Atlas Broker is an Australian finance and insurance brokerage founded in 2011 that intermediates equipment finance, cashflow finance, business insurance, personal finance, and mortgage products for over 3,000 SMEs and individuals, earning lender-paid commission across five offices in Victoria, Queensland, and New South Wales.
- Ownership category
- akta.pro rank
Atlas Broker industry classification
Industry- Product category
- Finance Brokerage Services
- NAICS
- Offices of Real Estate Agents and Brokers (53121), Insurance Agencies and Brokerages (52421)
- SIC
- Loan Brokers (6163), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Equipment & Asset Finance Brokerage (FSAEAEAJ)
- akta.pro secondary industries
- Real Estate Buyer Representation (FSAEAJAG), Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
Keywords
Where Atlas Broker is headquartered
LocationHeadquarters
- HQ city
- Ringwood
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Atlas Broker business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Broker Commission: Atlas Broker is paid a commission directly by the lender once finance is approved and settled. Clients pay nothing for the broker service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Free broker service for clients |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Atlas Broker product offering
Product offeringCore offering
Atlas Broker is an Australian finance and insurance brokerage that connects business and personal clients with a panel of lenders across equipment finance, cashflow finance, commercial property finance, business insurance, personal finance, and residential mortgages. Dedicated finance specialists tailor solutions to each client's circumstances and manage the application through to settlement. The service is free to clients, with Atlas Broker earning commission paid by the lender upon settlement.
Product overview
Atlas Broker is a finance brokerage operating as a single-brand, service-oriented platform. The company provides a coordinated portfolio of five core product lines: Equipment Finance (covering commercial equipment, earth moving, engineering, green equipment, IT, motor vehicles, woodworking, trucks and utes), Cashflow Finance (invoice finance, business loans, capital raise, trade finance, restructure loans), Business Insurance, Personal Finance, and Mortgage/Residential Loans (including first home buyers, investment properties, and SMSF). Products are accessed through direct broker relationships with no self-service digital platform, differentiated by industry-specific equipment finance sub-categories and entity-type suitability (sole traders, partnerships, companies, trusts).
Differentiator
Problem solved
Functional benefit
Products and services
- Equipment Finance
Quantifiable outcome
- 85% of new clients come by referral, demonstrating trust and service quality
- +3 more outcomes
Companies that use Atlas Broker
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Atlas Broker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Atlas Broker partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- McLardy McShane Partners Pty LtdcorePlus 61 Pty Ltd operates as a Credit Representative (CAR No. 001258443) under McLardy McShane Partners Pty Ltd, which holds Australian Financial Services Licence No. 232987. McLardy McShane is a member of The Steadfast Group.
- BLSSA Pty LtdcorePlus 61 Finance Pty Ltd operates as a Corporate Credit Representative (CRN 500421) of BLSSA Pty Ltd ACN 117651760, which holds Australian Credit Licence Number 391237.
- The Steadfast GroupminorMcLardy McShane Partners, the AFSL holder for Plus 61 Pty Ltd, is a member of The Steadfast Group insurance network.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Atlas Broker competitors and assessment
Company assessmentDirect peers
- Loan Market Group: One of Australia's largest mortgage and finance broker aggregators with a national franchise network. Comparable to Atlas Broker as a multi-product finance brokerage serving Australian consumers and SMBs across lending products, though operating at materially greater scale via franchise distribution.
- Mortgage Choice: Listed (formerly ASX) Australian mortgage broker with a franchise network connecting customers to lenders. Directly comparable to Atlas Broker's mortgage broking line, though Mortgage Choice has historically been more residential-mortgage focused while Atlas Broker is heavier in equipment and commercial finance.
- PLAN Australia: Major Australian mortgage and finance broker aggregator that supplies lender panel access and support services to independent brokers. Directly comparable to Atlas Broker as an Australian finance broker operating in residential and commercial lending, though PLAN operates at the aggregator/network tier rather than as a single local brand.
- Liberty Network (LMG): Australian asset finance and mortgage aggregator whose LMG Awards nominated Atlas Broker. Highly comparable as an equipment and asset finance broker operating through aggregated lender panel relationships in Australia, overlapping with Atlas Broker's core asset finance focus.
- Finance One: Australian non-bank lender and finance broker specialising in asset and equipment finance for individuals and SMBs. Comparable to Atlas Broker in equipment and personal finance intermediation, with similar customer base in commercial and consumer equipment financing.
- Capital Finance Australia: Australian commercial finance and equipment finance brokerage arranging asset finance, cashflow, and commercial property loans. Directly comparable to Atlas Broker in commercial and equipment finance intermediation for Australian SMBs, with similar multi-lender panel model.
Broad incumbents
- Aussie Home Loans: Large Australian retail mortgage broker and home loan specialist with a national branch and mobile broker network. Comparable to Atlas Broker in mortgage broking but significantly larger and more retail-focused, with broader brand recognition and a CBD-heavy distribution model.
- Steadfast Group: Australia's largest general insurance broker network, of which Atlas Broker's AFSL holder (McLardy McShane) is a member. Comparable as an Australian insurance distribution network relevant to Atlas Broker's business insurance line, though Steadfast operates at vastly larger scale across all lines of insurance.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Atlas Broker social profiles
Digital presenceAtlas Broker financial estimates
Financial estimateRevenue estimate
Valuation estimate
Atlas Broker leadership team
Management profileNumber of profiles
Profiles4 records
Atlas Broker funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Atlas Broker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Atlas Broker
What does Atlas Broker do?
Atlas Broker is an Australian finance and insurance brokerage that connects business and personal clients with a panel of lenders across equipment finance, cashflow finance, commercial property finance, business insurance, personal finance, and residential mortgages. Dedicated finance specialists tailor solutions to each client's circumstances and manage the application through to settlement. The service is free to clients, with Atlas Broker earning commission paid by the lender upon settlement.
Is Atlas Broker a public or private company?
Atlas Broker is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Atlas Broker founded?
Atlas Broker was founded in 2011. It employs 11 to 50 people.
Where is Atlas Broker based?
Atlas Broker is headquartered in Ringwood, Australia, in the Oceania region.
How does Atlas Broker make money?
One revenue line is on record: broker Commission.
Who are Atlas Broker's main competitors?
Direct peers on record are Loan Market Group, Mortgage Choice, PLAN Australia, Liberty Network (LMG), Finance One and Capital Finance Australia. Broad incumbents are Aussie Home Loans and Steadfast Group.
Does Atlas Broker have an API?
No public API is recorded for Atlas Broker.
What industry is Atlas Broker in?
Atlas Broker's product category is Finance Brokerage Services. Its primary akta.pro industry code is FSAEAEAJ, Equipment & Asset Finance Brokerage, with a secondary code of FSAEAJAG, Real Estate Buyer Representation. Its NAICS code is 53121 and its SIC code is 6163.