ayers

What ayers does

Ayers Financial Group is a Sydney-based mortgage and finance brokerage operating as an Australian Credit Representative of Vow Financial Pty Ltd (ACL 390261), which serves as its aggregator and licensing sponsor. Founded in 2015, the firm employs 18 finance specialists and has served approximately 2,500 clients with access to a panel of 30 Australian lenders, including all major banks (ANZ, Commonwealth Bank, NAB, Westpac, St George, Macquarie) and specialist non-bank lenders (Pepper Money, Liberty Finance, Resimac, Prospa, Scottish Pacific). Its primary customer segments are individual home buyers (first home, next home, refinancing, investment property) and business owners seeking commercial or business finance.

The company offers seven core lending products: home loans, commercial loans, car loans, business loans, project finance, unsecured lending, and SMSF lending. Its technology layer is modest: a marketing website with loan calculators (borrowing capacity, repayment, stamp duty) and a WealthDesk-powered client portal for document upload and account access. The offering is delivered as a service rather than as a software platform, with human brokers running a six-step process from initial meeting through ongoing rate reviews.

Ayers generates revenue entirely on a commission basis from lenders — both upfront commissions on settled loans and ongoing trail commissions — with no direct customer fees disclosed. Customer acquisition is sales-led through phone inquiries (1300 097 676), website calculators, and mobile/onsite broker appointments, with brand credibility reinforced by multiple industry awards from 2017 through 2020. Geographic focus is domestic Australia, principally New South Wales, with no international footprint or digital self-service channel that could bypass the broker layer.

Name

ayers

Legal name

Ayers Financial Group

Website

https://ayers.finance

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Ayers Financial Group is a Sydney-based mortgage and finance brokerage with 18 specialists serving roughly 2,500 clients through a 30-lender Australian panel, offering home, commercial, business, and SMSF lending on a lender-commission basis under a Vow Financial aggregator license.

Ownership category

akta.pro rank

Product category

Mortgage Broking

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

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

Keywords

• Mortgage broking services
• Home loan brokerage
• Commercial finance brokerage
• Business loan broking
• SMSF lending solutions

Headquarters

HQ city

Sydney

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 and Finance Broking Commissions: Ayers Financial Group generates revenue through commissions paid by lenders for originating and settling loans. As a mortgage broker, they receive both upfront commissions and trail commissions from lenders when customers complete loan applications and settlements. The company works with 30 Australian lenders to match customer needs with appropriate financial products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Ayers Financial Group is a mortgage and finance brokerage that connects individual and business clients with lending products from a panel of 30 Australian lenders. Services span home loans, commercial loans, car loans, business loans, project finance, unsecured lending, and SMSF lending, delivered through a team of 18 specialist brokers following a structured six-step process from initial meeting to ongoing support. Revenue is generated through upfront and trail commissions paid by lenders upon loan origination and settlement.

Product overview

Ayers Financial Group operates as a mortgage and finance brokerage offering a portfolio of lending products. The core offering consists of home loans, commercial loans, car loans, business loans, project finance, unsecured lending, and SMSF lending, all facilitated through a network of approximately 30 lenders. The company supplements its brokerage services with digital tools including loan calculators (borrowing capacity, repayment, and stamp duty) available on their website. The products are offered as distinct service lines rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Loans Mortgage broking service connecting clients with suitable home loan products from Ayers' network of 30 Australian lenders, supporting first home purchase, next home purchase, refinance, and investment property financing.
• Commercial Loans Finance broking for commercial property purchases, refinance, and business investment requirements, sourced through Ayers' lender panel.
• Car Loans Automobile financing brokerage offering competitive rates and flexible terms for vehicle purchases across Ayers' lender network.
• Business Loans Brokerage service delivering business finance solutions that help companies take advantage of growth opportunities, sourced from Ayers' lender panel.
• Project Finance Brokerage providing tailored short-term and long-term finance solutions for specific projects, arranged through Ayers' lender panel.
• Unsecured Lending Cash flow management and business growth financing arranged without requiring collateral security, sourced through Ayers' lender network.
• SMSF Lending Self-Managed Super Fund lending brokerage enabling property investment for retirement planning, arranged through Ayers' lender network.
• Loan Calculators Online calculator suite on the Ayers website including borrowing capacity estimator, repayment calculator, and stamp duty calculator to help prospective clients assess financing options.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Vow Financial Pty LtdcoreChannel Partner/ Reseller/ DistributorAyers Financial Group is an Australian Credit Representative of ACL 390261 Vow Financial Pty Ltd ABN 66 138 789 161. Vow Financial acts as their aggregator and parent company, providing licensing, support, and access to lender networks. This is the primary partnership enabling Ayers to operate as a mortgage broker.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Athena Home Loans: Australian digital mortgage lender using tech-driven origination to bypass traditional brokers. Overlaps with Ayers' core home loan product but bypasses the broker intermediation layer, representing a competitive threat rather than a true peer.
• Lendi: Online mortgage broker (owned by NAB) comparing home loan products from multiple lenders via a digital platform. Comparable to Ayers in intermediating lender access for consumers, but via digital rather than face-to-face channel.
• Tic:Toc: Australian online home loan lender using automated decisioning for instant approvals. Competes with broker-distributed mortgages on speed and convenience; partial overlap with Ayers in target customer.
• Uno Home Loans: Australian online mortgage broker offering comparison and origination across a panel of lenders. Comparable to Ayers in intermediating home loan products but competing via digital channels rather than broker-led relationships.

Direct peers

• Yellow Brick Road: Australian wealth, lending, and mortgage broking group offering home loans, commercial loans, and financial planning. Comparable in product breadth, broker-led delivery, and SME/individual customer focus.
• Mortgage Choice: ASX-listed mortgage broker network offering home loans, investment loans, and asset finance through a panel of lenders. Closely comparable to Ayers in product mix, commission model, and franchise/broker structure.
• Connective Home Loans: Australia's largest mortgage aggregator, providing brokerages access to lender panels, ACL licensing, and back-office infrastructure. Comparable to Ayers' relationship with Vow Financial, sitting one tier up the broker value chain.
• Loan Market Group: National Australian mortgage broking group with 1,000+ brokers and a multi-lender panel. Comparable to Ayers in broker-led distribution, home loan focus, and aggregator-backed model.
• Smartline Personal Mortgage Advisors: Australia-wide mortgage broker network owned by REA Group, offering home loans, investment loans, and personal lending. Directly comparable in customer base (individual home buyers/investors), lender panel model, and commission revenue.
• Aussie Home Loans: Australia's largest mortgage and finance broker, founded 1992, with a national store network and panel of 20+ lenders. Directly comparable to Ayers as a multi-product, commission-based broker serving home buyers and investors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AyersFinancialGroup

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 ayers