Simply Finance

What Simply Finance does

Simply Finance is an Australian finance broker headquartered in Port Melbourne, Victoria, operating since 2010 as a proprietary limited company (Simply Finance Australia Pty Ltd). The company connects individual consumers and small-to-medium businesses with a network of 70+ lenders to structure finance deals across personal loans, business loans (up to $5M), car loans, equipment and truck loans, novated leases, and specialized leisure financing for marine, jet ski, and caravan assets. Its core technology is a digital brokerage website featuring loan calculator tools, an enquiry/lead capture flow, and a pre-owned vehicle marketplace, supplemented by phone-based consultation (1300 115 263) by named financial consultants. Integrations include Google Analytics, Google AdWords, Facebook cookies, a third-party live chat provider, and Redbook for used-vehicle valuation data.

Revenue is generated primarily through lender commissions and referral fees on originated loans, supplemented by vehicle sales revenue through the Simply Automotive sub-brand, which offers new vehicles with a lowest-price guarantee alongside dealer-certified pre-owned vehicles. Distribution combines a direct-to-consumer online channel (website, SEO, loan calculator) with phone-based inside sales, a Certified Dealer Program that curates vehicle dealers meeting transparency and service standards, and the underlying 70+ lender network that supplies the actual loan products. The company employs 11-50 staff, reports a 4.9/5 customer rating across 882 reviews, and positions itself as a transparency-focused intermediary in the Australian consumer and SMB finance market.

Name

Simply Finance

Legal name

Simply Finance Australia Pty Ltd

Website

https://simplyfinance.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Simply Finance is an Australian finance broker connecting individual consumers and small-to-medium businesses with 70+ lenders for personal, business, vehicle, equipment, and leisure loans, and operating a Certified Dealer Program for integrated vehicle sales.

Ownership category

akta.pro rank

Product category

Finance Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Credit Intermediation and Related Activities (522), Sales Financing (52222)

SIC

Loan Brokers (6163), Personal Credit Institutions (6141)

akta.pro industry

PRIMARYFSAKAAAG

Large Purchase & Lifestyle Personal Loans (Unsecured Installment)

Financial & Insurance/Lending & Consumer Finance/Personal Loans (Unsecured Installment)

SECONDARYFSABAAAB

Retail Lending (Personal Loans, Auto, Credit Lines)

Financial & Insurance/Banking (Commerical, Retail & Consumer)/Retail Banking

SECONDARYFSAGALAD

Embedded Lending & Credit (POS, Working Capital, Credit Lines)

Financial & Insurance/Financial Technology (Fintech)/Embedded Finance & Banking-as-a-Service (BaaS)

Keywords

• Finance brokerage
• Asset financing
• Business loans
• Car loans
• Personal loans

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Loan Commission and Brokerage Fees: Simply Finance earns commission from lenders when they successfully match customers with appropriate loan products. As a finance broker, they structure finance deals across their network of 70+ lenders and earn referral fees or commission on originated loans.
2. Vehicle Sales Revenue: Through their Simply Automotive division, the company also generates revenue from selling vehicles, including new cars with their lowest price guarantee and certified pre-owned vehicles.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Simply Finance is an Australian finance broker that structures lending solutions for individual consumers and small-to-medium businesses by matching them with a network of 70+ lenders. Its core products include personal loans, business loans (up to $5M), equipment and truck asset finance, novated leasing, and leisure asset loans (marine, jet ski, caravan), alongside a Certified Dealer Program and pre-owned vehicle marketplace (Simply Automotive) providing integrated financing at the point of sale.

Product overview

Simply Finance is an Australian finance broker operating as a dual-brand platform combining Simply Finance (lending) and Simply Automotive (vehicle sales). The core offering revolves around connecting customers with a network of 70+ lenders to structure personalized finance solutions. The lending portfolio includes personal loans, business loans (up to $5M), equipment and truck loans, novated leasing, and specialized leisure loans for marine, jet ski, and caravan purchases. The automotive arm operates through a Certified Dealer Program — a curated marketplace of dealer-certified pre-owned vehicles where Simply Finance acts as the financing intermediary, connecting buyers with certified dealers. Supporting tools include a loan calculator and comparison rate estimator. The company does not manufacture its own financial products but acts as an intermediary/broker, structuring finance across multiple product lines and leveraging its lender network to match borrower needs.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Finance: Funding made easy - providing clear, honest advice on personal and business lending, working with over 70 lenders.
• Simply Automotive

Products and services

• Personal Loans Unsecured personal loans for individuals providing funding for personal expenses with flexible terms (1-10 years), variable rates, and quick approval through the 70+ lender brokerage network.
• Business Loans Business finance solutions providing up to $5M in funding for working capital, expansion, and business growth needs, sourced through a network of over 70 lenders.
• Equipment and Truck Loans Asset finance solutions for trucks, machinery, and business equipment enabling businesses to acquire productive assets while preserving cash flow.
• Novated Leasing Tax-effective vehicle leasing arrangement structured as a three-way agreement between employer, employee, and financier to cover vehicle running costs, combining financing with salary sacrifice.
• Car Loans (Personal Use) Fast-approval vehicle financing for personal car purchases spanning new and pre-owned vehicles sourced through the Simply Finance lending network.
• Marine Loans Financing solutions for marine vessels including boats and watercraft for personal recreational use.
• Jet Ski Loan Specialised financing for jet skis and personal watercraft for personal recreational use.
• Caravan Loans Leisure financing for recreational vehicles and caravans enabling customers to fund travel and adventure lifestyle purchases.
• Certified Dealer Program A platform certification program for vehicle dealers setting standards for pricing transparency, vehicle history disclosure, customer service, business credentials, and ongoing compliance, protecting buyers and ensuring fair transactions on the Simply Finance platform.
• Simply Automotive - Pre-Owned Vehicle Marketplace Dealer-certified pre-owned and new vehicle marketplace operating under the Simply Automotive sub-brand, allowing customers to browse, finance, and purchase vehicles from certified dealers with a Lowest Price Guarantee on new cars.

Quantifiable outcome

• Approval in as little as 24 hours for qualified applicants
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Three partnerships are on record, tiered core.

• 70+ Lenders (Major Banks and Financial Institutions)coreChannel Partner/ Reseller/ DistributorSimply Finance works with a network of 70+ lenders including major big-name banks, seasoned and established lenders, and small non-conforming lenders. These lenders provide the actual loan products that Simply Finance brokers to customers, enabling diverse financing options across personal loans, business loans, and equipment financing.
• 50 Lenders NetworkcoreChannel Partner/ Reseller/ DistributorLinked with 50 lenders as part of their auto vehicle finance specialists network. These lenders deliver alternative financing options and enable Simply Finance to structure finance solutions that suit different cash flow requirements and credit profiles.
• Certified Dealers (Dealer Network)coreChannel Partner/ Reseller/ DistributorCertified Dealer Program featuring dealers who meet strict standards including pricing transparency, vehicle history verification, customer service standards, valid business credentials, and ongoing compliance. Dealers list vehicles on the Simply Finance platform and offer integrated financing.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• NOW Finance: Australian online personal loan provider and broker offering unsecured personal loans, car loans, and debt consolidation. Comparable in targeting Australian consumers for personal and vehicle loans, with a hybrid broker/lender model and digital-first acquisition.
• Stratton Finance: Australian finance and asset finance broker arranging personal, business, vehicle, and equipment loans across a panel of lenders. Most directly comparable to Simply Finance on product mix (personal, car, equipment, business), broker commission model, and Australian consumer/SMB target market.
• Finance One: Australian non-bank lender and broker offering personal loans, car loans, and asset finance to consumers and small businesses. Comparable in product breadth across personal, vehicle, and equipment lending, with similar credit profile focus on non-prime borrowers.
• Ausloans: Australian finance broker matching customers to lenders for personal loans, car loans, and business loans. Operates with a similar multi-lender panel, phone and online enquiry funnel, and consumer/SMB customer base as Simply Finance.
• Car Finance Plus: Australian car finance broker specializing in vehicle loans for private and commercial buyers. Directly comparable to Simply Finance's vehicle finance and Simply Automotive dealer integration model, with similar lender panel and broker commission economics.

Broad incumbents

• Liberty Financial: Established Australian non-bank lender providing personal loans, car loans, and asset finance. Comparable in product categories (personal, vehicle, asset) but operates as a direct lender with broader institutional scale rather than a pure broker.
• Pepper Money: Australian non-bank lender offering residential, asset, and personal loans. Larger and more established than Simply Finance, but overlaps materially on personal loans, asset finance, and non-conforming borrower segments served through broker channels.
• Plenti: Australian consumer lender specializing in automotive, renewable energy, and personal loans. Competes in the same vehicle finance and personal loan categories as Simply Finance but funds loans directly rather than brokering through a lender panel.
• MoneyMe: Australian digital consumer lender offering personal loans, car loans, and credit products via a direct-to-consumer platform. Comparable in personal and auto loan focus, but competes via proprietary capital and a digital brand rather than broker aggregation.

Others

• RateCity: Australian financial product comparison platform aggregating personal loan, car loan, and business loan offers. Adjacent competitor to Simply Finance's brokerage model — RateCity disintermediates brokers by giving borrowers direct rate comparison, though it can also be a referral channel for brokers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/simplyfinanceaustralia
• LinkedInlinkedin.com/company/simply-finance-australia

Revenue estimate

Valuation estimate

Number of profiles

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 Simply Finance