What COG Aggregation does

COG Aggregation is Australia's largest asset finance aggregator, operating as a wholly owned subsidiary of ASX-listed COG Financial Services Limited (ASX:COG). Founded in 2003 and headquartered in Hawthorn, Melbourne, with state offices in Sydney, Brisbane, Perth and Mildura, the company recruits and accredits finance brokers to a panel of over 50 asset finance lenders spanning commercial, consumer, business, and personal loans. The group reports settling $8.4 billion in net assets financed in FY25 — approximately 25% of the Australian asset finance broker market — across 9,000+ accredited brokers, with FY24 volumes of $8.9 billion and 130,000+ deals settled. Disclosed H1 FY26 revenue reached AUD 196.9 million, up 8% year-on-year.

The company's core technology is COG Connect, a proprietary, cloud-based CRM and loan processing platform purpose-built for asset finance brokers rather than adapted from a mortgage CRM. It integrates APIs to 50+ lenders and covers the full deal lifecycle: lead management, document collection, quoting (three models including a solve-back-to-rate function and a GST-back irregular-payments model), lender matching via an in-house product matrix maintained against live rate changes, compliance and audit trail, and commission/income tracking. A client-facing self-service portal enables one-way document submission, with a status view in development. A parallel NFC/UFS Horizon2 system serves brokers under additional aggregation brands on the same cybersecurity framework. Adjacent offerings include COG Broker Services (in-house loan processing division with 40+ staff), COG CarSelect (car sourcing through 1,300+ fleet dealers), Platform Finance (subsidiary serving mortgage brokers), and Paywise/Easifleet (novated leasing and salary packaging acquired in 2025).

Revenue is generated primarily through brokerage commissions paid by lenders on settled deals — with 100% of commissions passed through to brokers and COG retaining a share — supplemented by tiered COG Connect subscriptions and bundled processing fees. The go-to-market is B2B and channel-based: state-based Business Development Managers recruit and onboard brokers, while the COG Awards of Excellence, monthly webinars, Broker Central intranet, and community initiatives (including the COG Blood Drive) drive engagement, retention, and broker-to-broker referrals. Primary customers are finance brokers, with end-borrowers spanning SMEs seeking commercial asset finance, vehicle dealerships needing F&I support, and employees using novated leasing through salary packaging arrangements.

Name

COG Aggregation

Legal name

COG Aggregation Pty Ltd

Website

https://cogaggregation.com.au

Company type

Public

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

COG Aggregation is Australia's largest asset finance aggregator, serving 9,000+ accredited brokers through a 50+ lender panel, proprietary COG Connect CRM, in-house processing, and COG CarSelect and Easifleet sub-brands. Settled $8.4B in assets in FY25 (~25% market share).

Ownership category

akta.pro rank

Product category

Asset Finance Aggregation

NAICS

Miscellaneous Intermediation (523910)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Distribution Support & Dealer Services (Commissions/Trails, Agreements, Data Feeds) (FSAAAMAJ)

Keywords

• Asset finance aggregation
• Finance broker services
• Commercial lending
• Novated leasing
• Broker CRM software

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broker Aggregation Services: COG Aggregation earns brokerage commissions from lenders on settled asset finance deals. 100% of commissions are passed through to the broker; COG retains its share from the lender-paid brokerage. Commissions are paid daily (dependent on lender). This is the primary revenue stream.
2. COG Connect Subscription: COG Connect is available on a tiered subscription basis to COG Aggregation members. The CRM and client-facing portal are optional add-ons. This subscription revenue supplements the brokerage-based model.
3. COG Broker Services (Processing): A full-service loan processing centre handles applications from submission through to settlement, supporting brokers who prefer to outsource processing. Revenue is bundled into the overall aggregation relationship.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

COG Aggregation operates as an asset finance aggregator for Australian finance brokers, providing accredited brokers with access to a panel of 50+ lenders across commercial, consumer, business and personal asset finance. The offering combines the proprietary COG Connect CRM and client management platform, an in-house full-service loan processing centre (COG Broker Services), the COG CarSelect vehicle sourcing service, novated leasing via Paywise/Easifleet, and additional aggregation brands (NFC, UFS, Platform Finance). Revenue is generated primarily from a share of lender-paid brokerage commissions on settled deals, supplemented by tiered COG Connect software subscriptions and bundled processing services.

Product overview

COG Aggregation operates as a multi-product asset finance aggregation ecosystem built around a core platform-and-module architecture. The centerpiece is COG Connect, a purpose-built cloud-based CRM and client management system for asset finance brokers that handles the full workflow from lead through settlement. COG Connect integrates APIs to over 50 lenders, includes a quoting tool with three models (standard, solve-back-to-rate, and GST-back), automates compliance and document handling, and supports income and commission tracking. This core platform is complemented by COG Broker Services, an in-house loan processing division with over 40 staff that integrates directly with COG Connect. COG CarSelect extends the offering into vehicle procurement, sourcing cars from 1,300+ fleet dealers at fleet pricing. Platform Finance serves as a sister subsidiary for brokers working primarily in residential mortgage. Additional products include a Large Lender Panel with 50+ specialist lenders, Commercial Finance (trucks, trailers, yellow goods, equipment), SME Business Finance (cash flow, lines of credit, trade finance), Leisure and Personal Loans (consumer loans, boats, caravans, personal loans), Dealer Finance (dealership partnerships), Novated Leasing (salary sacrifice car leasing), and NFC/UFS Aggregation (additional aggregation brands). The ecosystem is backed by dedicated BDMs, monthly webinars, structured onboarding, compliance support, and Broker Central as the member intranet.

Differentiator

Problem solved

Functional benefit

Brands

• COG Connect: Purpose-built asset finance CRM and client management platform for brokers handling commercial and consumer asset finance applications
• COG CarSelect
• Paywise

Products and services

• COG Connect Purpose-built, cloud-based CRM and client management system designed exclusively for asset finance brokers. It manages the full broker workflow from lead through settlement, with APIs to 50+ lenders, quick quotes, automated document handling, compliance processes, income and commission tracking, lender-matching product matrix, per-deal brokerage invoicing and a client-facing document upload portal. Available on a tiered subscription basis to COG Aggregation members.
• COG CarSelect Car buying service operating as a sister company to COG Aggregation. COG CarSelect accesses 1,300+ fleet dealers nationwide to source vehicles at fleet pricing, arrange finance through the broker and deliver vehicles direct to clients' doors with fuel and floor mats included.
• Platform Finance Aggregation and processing service for brokers primarily operating in the mortgage and residential home loan space, enabling them to diversify into car and equipment finance and create an alternative income stream.
• COG Broker Services Full-service loan processing division with over 40 experienced asset finance staff. The processing team works with brokers from application through to settlement, reducing paperwork burden and enabling brokers to focus on deal-making. Integrates directly with COG Connect.
• NFC & UFS Aggregation Aggregation services under the NFC and UFS brands, extending COG Aggregation's reach within the asset finance broker community. Operates alongside the Horizon2 system, which shares COG Connect's cybersecurity framework.
• Commercial Finance Commercial finance solutions offered through the lender panel, covering truck, trailer and yellow goods (earthmoving equipment) finance, as well as equipment and business finance for SMEs.
• Leisure and Personal Loans Consumer finance including car finance, boat and marine finance, caravan and leisure finance, and personal loans for purposes such as debt consolidation, home improvements, medical procedures, weddings, education and legal fees.
• SME Business Finance Business finance solutions including cash flow finance, lines of credit and trade finance options for small to medium-sized businesses, sourced through the lender panel.
• Dealer Finance Finance solutions and dealer partnerships providing dealerships with competitive rates and product options from over 50 lenders, with processing support for applications and settlements.
• Novated Leasing (Paywise) Salary sacrifice car leasing (Paywise) for employees, offering average yearly savings of $5,188 on tax and GST. Packages include fuel cards, registration, insurance, servicing, fuel and tyres at fleet rates, with fleet discounts on new vehicles. Enhanced in 2025 through the acquisition of Easifleet.

Quantifiable outcome

• Up to $5,188 average yearly savings on tax and GST through novated leasing for eligible employees
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• PPSAdvisorycoreStrategic or Co-development PartnerCOG has partnered with PPSAdvisory to bring informative articles on Personal Property Securities Act (PPSA) compliance to COG's broker network. PPSAdvisory provides free checklists and guidance to help brokers and their clients understand PPSA obligations and protect assets.
• Platform FinancecoreOthersPlatform Finance is a wholly owned subsidiary within the COG group, offering specialist support and processing services for brokers outside of asset finance. It was established in 1994 and provides asset finance and processing services to brokers primarily in the mortgage and resi home loan space.
• EasifleetminorStrategic or Co-development PartnerCOG strengthened its salary packaging segment through the acquisition of Easifleet, enhancing its Paywise offering and expanding capabilities in novated leasing. This supports COG's growth in the novated leasing and EV uptake segment.

Scale indicators12 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Connective Broker Services: Large Australian mortgage and commercial broker aggregator providing panel access, technology and compliance support to brokers. Directly comparable operating model to COG Aggregation, particularly in the back-office processing and lender-panel layers.
• AFG (Australian Finance Group): ASX-listed Australian broker aggregator providing mortgage and, increasingly, asset finance aggregation to a large national broker panel. Operates the same commission-based intermediary model as COG Aggregation and is the most directly comparable aggregator competitor in Australia.
• Loan Market Group: One of Australia's largest broker aggregators with a multi-channel offering across residential, commercial and asset finance. Comparable to COG in scale, distribution-led GTM, and panel-based intermediation model.
• PLAN Australia: Australian broker aggregator with a panel across mortgage, commercial and asset finance. Comparable to COG Aggregation in providing multi-product panel access and broker-support services to independent brokers.
• Finsure Group: Australian broker aggregator offering a broad lender panel across residential and commercial lending. Closely comparable to COG Aggregation in intermediation model, broker accreditation approach and panel breadth.
• Astute Capital Holdings: Australian asset-finance-focused broker group operating in commercial and equipment finance. Comparable to COG Aggregation's core asset-finance specialism and its broker-of-broker distribution approach.

Broad incumbents

• Mortgage Choice: Long-established, CBA-owned Australian mortgage franchise aggregator with a national footprint. A broader incumbent rather than direct asset-finance competitor, but competes for the same pool of Australian finance brokers.
• Pepper Money: Australian non-bank lender with a significant asset finance and consumer lending book distributed through brokers. Comparable end-market exposure and channel relationships as a counterpart lender to COG Aggregation's panel.
• Resimac: Australian non-bank lender and asset finance provider distributed predominantly through broker channels. Similar end-customer and channel overlap to COG Aggregation as a competing originator on its own lender panel.
• Liberty Financial: Major Australian non-bank lender active across asset finance, residential and commercial lending. Not an aggregator, but competes for the same pool of broker-originated asset finance deals COG Aggregation intermediates.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cogaggregation
• Instagraminstagram.com/cogaggregation

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

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 COG Aggregation