What Asset Finance Services does

Asset Finance Services (Asset Finance Services Pty Ltd, ACN 611 322 528) is a privately-held Australian mortgage and finance brokerage headquartered at 1050 Currumbin Creek Road, Currumbin Valley, Queensland, operating under Australian Credit Licence Number 486959. Its core business is intermediating between Australian borrowers and a panel of lenders; the firm accesses hundreds of loan products across the Australian credit market and earns transaction-based commission revenue from lenders on settlements, with no direct fees charged to customers. Core product lines cover residential mortgage finance, investment lending, SMSF lending, and general lending (variable, fixed, split, professional package, and line of credit facilities), supported by property investment advisory and residential property development finance. Beyond broking, the firm positions wealth creation offerings (financial planning, superannuation and SMSF administration, portfolio management, retirement planning, and investment vehicles) delivered through strategic partners.

Primary customers are Australian individuals across five persona segments: first home buyers (eligible for First Home Owner Grants), property investors (including negative gearing strategies), SMSF trustees borrowing inside superannuation, existing owners refinancing or consolidating debt, and new home builders using construction finance. The go-to-market is direct broker-led consultation supplemented by self-service online enquiry and a suite of lead-generation calculators (borrowing power, loan repayment, split loan, budget planner) gated behind member registration. Marketing is content-driven, anchored on an educational blog, video resources, and direct phone/email outreach.

The firm is not a technology business; no proprietary AI/ML systems, patents, integrations, or third-party model dependencies are evidenced. Ownership is founder/operator-controlled with no parent, no subsidiaries, no external funding, and no disclosed M&A activity. There are no awards, certifications, or peer-reviewed recognition signals in the public record. The disclosed contact surface is a single office, a single primary email, two phone numbers, and a marketing-complaint email.

Name

Asset Finance Services

Legal name

Asset Finance Services Pty Ltd

Website

https://assetfinance.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Asset Finance Services is an Australian mortgage and finance brokerage intermediating between individual borrowers and a panel of lenders, arranging residential, investment, SMSF, and general lending for first home buyers, investors, and existing owners.

Ownership category

akta.pro rank

Product category

Mortgage Broking Services

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Portfolio Management and Investment Advice (523940)

SIC

Loan Brokers (6163), Investment Advice (6282)

akta.pro primary industry

Debt & Structured Finance / Mortgage Brokerage (BPAJABAK)

akta.pro secondary industries

Real Estate Investment Advisory (Acquisitions/Dispositions, Capital Allocation) (BPAJANAA), Commercial Mortgage Brokerage (FSAEAEAB)

Keywords

• Mortgage broking services
• Residential lending
• Investment property loans
• SMSF lending
• Financial planning services

Headquarters

HQ city

Surfers Paradise

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Broking Commission: The company earns commissions from lenders for arranging and placing loans on behalf of customers. As a mortgage broker, they facilitate transactions between borrowers and lenders and receive compensation typically in the form of upfront commissions and trail commissions from the lending institutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Asset Finance Services is an Australian mortgage broker that arranges residential mortgages, investment property loans, SMSF lending, and general lending products by intermediating between borrowers and a panel of lenders. The firm complements broking with property investment advisory, residential property development finance, and wealth creation services (financial planning, superannuation/SMSF administration, portfolio management, retirement planning), most of which are delivered through strategic partners.

Product overview

Asset Finance Services is a mortgage broking and financial services company operating as a unified offering rather than a modular platform. The core product suite centers on residential mortgage finance, investment lending, SMSF lending, and general lending options, supported by property investment advisory, development finance, and wealth management services including financial planning, superannuation management, portfolio management, and retirement planning. The company differentiates through access to multiple lenders and loan products, providing personalized loan structuring advice. Additionally, the company offers a suite of digital tools including borrowing power, loan repayment, split loan, and budget planning calculators to support client decision-making.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgage Finance

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Various Lenders (Panel of Lenders)coreChannel Partner/ Reseller/ DistributorAsset Finance Services has access to hundreds of loan products from a wide variety of lenders across Australia. As a mortgage broker, they work with multiple lending institutions to find appropriate loan products for their customers. Specific lender names are not publicly listed on their website.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Aussie Home Loans: One of Australia's largest branded mortgage broker networks, offering residential, investment, and SMSF lending through a panel of lenders. Direct competitor to Asset Finance Services in the retail mortgage brokerage channel with broader scale and brand recognition.
• Mortgage Choice: National Australian mortgage broking franchise offering residential and investment home loans across a wide lender panel. Closely comparable business model to Asset Finance Services, with similar commission-based revenue and customer segments.
• Australian Finance Group (AFG): Australia's largest mortgage aggregator, supporting a network of brokers with lender panel access, technology, and commission infrastructure. Comparable to Asset Finance Services as both broker loan products through lender panels, though at vastly larger scale.
• Connective Home Loans: Major Australian mortgage aggregator providing brokers with lender panel access, compliance support, and technology. Directly comparable channel partner model that competes with independents like Asset Finance Services for broker relationships and customer referrals.
• Yellow Brick Road: Australian wealth advisory and mortgage broking firm combining home lending with financial planning, superannuation, and investment services. Closely mirrors Asset Finance Services' integrated lending-plus-wealth proposition, though at materially larger scale.
• Mortgage Ezy: Independent Australian mortgage broker offering residential and investment lending with personalized service across multiple lenders. Comparable in scale, target segments, and intermediation model to Asset Finance Services.

Emerging players

• Lendi: Digital-first Australian mortgage broker combining online comparison tools with broker support, serving first-home buyers and refinancers. Represents the digital channel that Asset Finance Services' more traditional face-to-face model must compete against for the same customer base.
• Reduce Home Loans: Non-bank Australian mortgage lender offering low-rate home loans through direct and broker channels. Comparable as an alternative funding source for borrowers that brokers like Asset Finance Services may either distribute or compete against.

Broad incumbents

• Commonwealth Bank of Australia: Australia's largest retail bank offering residential mortgages, investment lending, and wealth services directly. Represents the direct-lender alternative whose branch and digital channels Asset Finance Services competes against for primary borrower relationships.
• Westpac: Major Australian bank with extensive mortgage, investment lending, and wealth divisions. Functions as a key lender on broker panels and a direct competitor to brokers for primary borrower relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/AssetFinanceServices

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 Asset Finance Services