What Element Finance does

Element Finance is a privately held Australian mortgage broking firm headquartered in Fremantle, Western Australia, operating Home Loan Centres in Fremantle and Perth with additional service coverage in Joondalup. The company acts as an intermediary between individual borrowers and a panel of lenders, arranging home loans, investment property loans, refinancing, construction loans, bridging loans, car loans, business equipment finance, personal loans, and debt consolidation. Services are delivered through direct, in-person consultations either at the firm's offices or via a mobile offering where brokers visit customers anywhere in the Perth metropolitan area.

The underlying technology stack is minimal: the firm operates a content-driven WordPress-style website with calculator widgets, an RSS feed, and a monthly email newsletter, but has no proprietary technology platform, no software product, and no disclosed API or integrations. Revenue is generated through mortgage broker commissions paid by lenders on a per-transaction basis, including both upfront and trail commissions; there is no direct fee to the borrower and no disclosed pricing structure.

Customer acquisition relies on organic content marketing (blog articles covering refinancing, rate changes, and property investment), SEO, and email newsletters targeting first home buyers, property investors, and refinancing customers in Western Australia. The company has 1-10 employees, was founded in 2013, and discloses no funding rounds, partnerships, awards, patents, or institutional ownership; leadership includes a single identified mortgage broker, Mike. Note that the firm's brief company description references "SaaS Financing" and lending to SaaS companies, but the detailed product and service data, website content, and all other evidence indicate a consumer-facing mortgage brokerage; this discrepancy is treated as an outdated or inaccurate aggregator label rather than an actual business activity.

Name

Element Finance

Legal name

Element Finance

Website

https://elementfinance.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Element Finance is a privately held Australian mortgage broker based in Fremantle and Perth, Western Australia, arranging home loans, investment loans, refinancing, and related finance products for individual consumers through direct broker consultations and a lender panel.

Ownership category

akta.pro rank

Product category

Mortgage Broking Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Personal Loan & Unsecured Credit Intermediation (FSAEAEAM), Equipment & Asset Finance Brokerage (FSAEAEAJ)

Keywords

• Mortgage broking services
• Home loan brokerage
• Residential refinancing
• Investment property loans
• First home buyer assistance

Headquarters

HQ city

Fremantle

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Mortgage Broker Commissions: As a mortgage broker, Element Finance earns commissions from lenders when they successfully arrange home loans for customers. This is a standard mortgage broking revenue model where the broker receives trail commissions and upfront commissions from the lending institution.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Element Finance is a mortgage brokerage that arranges home loans, investment property loans, refinancing, first home buyer loans, car loans, business equipment finance, bridging loans, construction loans, personal loans, and debt consolidation for individual consumers. Services are delivered via direct broker consultations at Home Loan Centres in Fremantle and Perth, with a mobile offering to visit customers anywhere in Perth. Brokers earn commissions from a panel of lenders rather than charging borrowers directly.

Product overview

Element Finance is a mortgage broking service operating in Fremantle, Joondalup, and Perth, Australia. The company does not offer a SaaS product platform but rather provides a range of financial intermediary services including home loans, investment property loans, refinancing, first home buyer assistance, car loans, business equipment finance, bridging loans, construction loans, personal loans, and debt consolidation. Services are delivered through direct broker consultations rather than a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Loan Broking Mortgage broking service arranging home loans for first-time buyers and owner-occupiers in Fremantle and Perth, including pre-approval assistance, lender selection, and loan structuring, delivered through broker consultations at Home Loan Centres and via mobile visits.
• Investment Property Loan Broking Mortgage broking service for individual property investors seeking financing for investment property purchases, portfolio growth, or refinancing of existing investment loans, including structuring loans for tax effectiveness and accessing equity.
• Home Loan Refinancing Broking Broking service for homeowners seeking to refinance their existing home loan to obtain a better interest rate, reduce repayments, or consolidate debt, including lender panel review and product feature comparison.
• First Home Buyer Assistance Broker advisory service supporting first-time homebuyers in navigating home loan applications, understanding borrowing capacity, and preparing for a deposit, with pre-approval and lender selection guidance.
• Car Loan Broking Arrangement of personal car loans for consumers through Element Finance's lender panel.
• Business Equipment Finance Broking Arrangement of business equipment finance for small business customers through the lender panel.
• Bridging Loan Broking Arrangement of bridging loans for consumers transitioning between properties.
• Construction Loan Broking Arrangement of construction loans for consumers building residential property.
• Personal Loan Broking Arrangement of personal loans for consumers through Element Finance's lender panel.
• Debt Consolidation Broking Arrangement of debt consolidation solutions for consumers seeking to combine multiple debts into a single loan.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Lendi: Online-first Australian mortgage broker using digital workflows and comparison tooling; comparable in product (residential mortgages) and intermediation model, but differentiated by technology-led UX versus Element Finance's face-to-face model.

Direct peers

• Loan Market Group: Aggregator/broker network with a comparable retail mortgage broker offering across Australia; comparable in revenue model (commission-based intermediation), lender panel access, and target segments including first home buyers and investors.
• Connective Home Loans: Australian mortgage aggregator supporting independent brokers with lender panel access, compliance, and technology; comparable in serving independent broker businesses arranging home loans across multiple lenders.
• Yellow Brick Road: Australian mortgage and wealth advisory broker with a branch-based retail model offering home loans, investment loans, and refinancing; directly comparable in retail mortgage broking and customer-facing distribution.
• Better Choice Home Loans: Independent Australian mortgage broker with a panel of lenders serving home buyers and refinancers; comparable in offering, customer segments, and commission-based revenue model.
• Finsure: Australian mortgage aggregator supporting a network of independent brokers with multi-lender home loan offerings; comparable in intermediation model and product breadth including residential and investment lending.
• Mortgage Choice: Long-established Australian mortgage broker franchise with a broad lender panel and similar focus on first home buyers, refinancers, and investors; directly comparable product set and customer segments, with much broader geographic reach.
• Aussie Home Loans: Australia's largest retail mortgage broker, originating home loans through a national store network and mobile brokers; directly comparable to Element Finance in core offering, target customer (purchase/refinance), and commission-based revenue model, but at vastly greater scale.
• Smartline Home Loans (REA Group): National mobile mortgage broker network now part of REA Group, serving first home buyers, refinancers, and investors; directly comparable in offering, lender panel intermediation, and content-driven lead generation.

Broad incumbents

• REA Group: Digital real estate and mortgage ecosystem owner of realestate.com.au and Smartline; comparable as a powerful intermediation channel for home loan demand and indirectly competes with Element Finance for refinance and purchase leads.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/elementfinance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Element Finance