Objective Wealth
Objective Wealth is an Australian mortgage brokerage franchise operating under AFG, serving home buyers, self-employed borrowers, and small businesses with home loans, business finance, and SMSF lending across Australia.
- Company typePrivate
- Founded-
- HeadquartersCanberra, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Objective Wealth does
Objective Wealth is an Australian mortgage brokerage and asset finance intermediary operating as a franchise broker within the Australian Finance Group (AFG) aggregator network. Headquartered at a single office in Curtin, ACT (Canberra suburb), the firm serves individual home buyers, self-employed borrowers, and small business owners across Australia with home loans (first home buyer, refinancing, investment, construction, off-the-plan) and business finance (asset and equipment finance, invoice finance, working capital, term loans, SMSF lending, unsecured business loans). The company is bound by Australia's Best Interest Duty regulatory framework and operates under both its own Australian Credit Licence (498182) and AFG's aggregator licence (389087).
Objective Wealth firmographics
Firmographics- Name
- Objective Wealth
- Legal name
- Objective Wealth (operated by Australian Finance Group Ltd franchise)
- Website
- https://objectivewealth.smartonline.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Objective Wealth is an Australian mortgage brokerage franchise operating under AFG, serving home buyers, self-employed borrowers, and small businesses with home loans, business finance, and SMSF lending across Australia.
- Ownership category
- akta.pro rank
Objective Wealth industry classification
Industry- Product category
- Mortgage Broking Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Hard Money & Private Mortgage Lending Intermediation (FSAEAEAH)
Keywords
Where Objective Wealth is headquartered
LocationHeadquarters
- HQ city
- Canberra
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Objective Wealth business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Mortgage Broking Commissions: Earn commissions from lenders for facilitating home loans and business finance. Typically receives upfront commission and trail commission for the life of the loan.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Objective Wealth product offering
Product offeringCore offering
Objective Wealth is a mortgage and business finance brokerage that connects Australian consumers and small business owners with multiple lenders to source home loans (purchase, refinancing, investment, construction) and business loans (asset finance, invoice finance, working capital, term loans, SMSF loans, unsecured loans). The broker handles the full loan process from initial consultation through application, negotiation, and settlement on behalf of clients, earning commissions from lenders rather than charging direct fees.
Product overview
Objective Wealth is a mortgage brokering firm that operates as a multi-lender platform, providing access to multiple Australian lenders. The core offering consists of Home Loans (including first home buyer, refinancing, and investment property financing) and Business Loans (including asset finance, invoice finance, working capital, term loans, and SMSF loans). The service is supported by a suite of 20+ financial calculators (borrowing power, loan comparison, loan repayment, stamp duty, and others), free educational guides, and a quarterly publication called Haven Magazine. The company is bound by Best Interest Duty and handles the full loan process from application through settlement.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Loans
Companies that use Objective Wealth
Customer profileSegments3 records
Ideal customer profiles2 records
Objective Wealth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Objective Wealth partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Australian Finance Group (AFG)coreAFG is the aggregator and parent company providing the licensing framework (Australian Credit Licence 389087) and access to lender networks. Objective Wealth operates under AFG's aggregator model, which enables access to multiple lenders while AFG handles compliance, technology, and support infrastructure.
- Multiple LenderscoreAccess to multiple Australian lenders including major banks and non-bank lenders. The specific lender names are not disclosed on the website. Lenders are accessed through the AFG aggregation network.
Scale indicators2 records
Recent moves1 record
Expansion highlights4 records
Objective Wealth competitors and assessment
Company assessmentOthers
- Australian Finance Group (AFG): Objective Wealth's parent aggregator, providing credit licence, lender panel access, compliance, and technology infrastructure to broker franchises across Australia. Indirect comparison as the upstream platform on which Objective Wealth and similar franchise brokers operate.
- Connective Broker Services: Australian mortgage aggregator offering broker franchises and independents access to lender panels, compliance support, and tech platforms. Comparable aggregator role to AFG, providing an indirect competitive context for Objective Wealth's positioning.
Emerging players
- Athena Home Loans: Australian digital-first mortgage lender using proprietary technology to offer competitive variable and fixed-rate home loans direct to consumers. Represents an emerging competitive threat to broker-led intermediation models like Objective Wealth's.
- Tic:Toc: Australian online home loan lender providing instant indicative approvals and end-to-end digital origination for residential mortgages. Comparable adjacent competitor targeting the same consumer borrower segment Objective Wealth serves, but via a fully digital path that bypasses brokers.
Direct peers
- Yellow Brick Road Wealth Management: Australian wealth management and mortgage broker with franchise and direct operations offering home loans, business lending, and financial planning. Comparable multi-product, multi-segment broker model to Objective Wealth.
- Loan Market Group: Australian mortgage broker franchise aggregator with a national network of brokers offering home loans, asset finance, and commercial finance. Comparable business model to Objective Wealth — multi-lender panel access, franchise structure, and diversified consumer/SME finance offerings.
- Smartline Personal Mortgage Advisors: Australian mortgage broker franchise network (part of Auswide Bank) providing residential and investment lending, plus asset and business finance, through a multi-lender panel. Directly comparable franchise model and consumer/SME segment coverage.
- Mortgage Choice: National mortgage broker franchise (owned by REA Group) providing residential loan broking, asset finance, and financial planning services across Australia. Operates a franchise model similar to Objective Wealth, with comparable multi-lender panel access and Best Interest Duty positioning.
- Aussie Home Loans: Australia's largest retail mortgage broker franchise network, offering home and business loans through a national panel of lenders. Closely comparable to Objective Wealth's broker franchise model, with similar commission-based revenue, AFG/aggregator-style lender access, and small-business financing extensions.
- Astute Financial Planning: Australian mortgage and finance broker franchise offering home loans, business lending, and insurance products through a multi-lender panel. Operates with similar aggregator-backed lender access and customer segment focus as Objective Wealth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Objective Wealth social profiles
Digital presenceObjective Wealth compliance and trust
Trust signalCompliance4 records
Objective Wealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Objective Wealth leadership team
Management profileNumber of profiles
Profiles1 record
Objective Wealth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Objective Wealth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Objective Wealth
What does Objective Wealth do?
Objective Wealth is a mortgage and business finance brokerage that connects Australian consumers and small business owners with multiple lenders to source home loans (purchase, refinancing, investment, construction) and business loans (asset finance, invoice finance, working capital, term loans, SMSF loans, unsecured loans). The broker handles the full loan process from initial consultation through application, negotiation, and settlement on behalf of clients, earning commissions from lenders rather than charging direct fees.
Is Objective Wealth a public or private company?
Objective Wealth is a private company. It is classified as corporate owned and is currently operating.
When was Objective Wealth founded?
Objective Wealth was founded in -1. It employs 51 to 100 people.
Where is Objective Wealth based?
Objective Wealth is headquartered in Canberra, Australia, in the Oceania region.
How does Objective Wealth make money?
One revenue line is on record: mortgage Broking Commissions.
Who are Objective Wealth's main competitors?
Others on record are Australian Finance Group (AFG) and Connective Broker Services. Emerging players are Athena Home Loans and Tic:Toc. Direct peers are Yellow Brick Road Wealth Management, Loan Market Group, Smartline Personal Mortgage Advisors, Mortgage Choice, Aussie Home Loans and Astute Financial Planning.
Does Objective Wealth have an API?
No public API is recorded for Objective Wealth.
What industry is Objective Wealth in?
Objective Wealth's product category is Mortgage Broking Services. Its primary akta.pro industry code is FSAEAEAH, Hard Money & Private Mortgage Lending Intermediation. Its NAICS code is 522310 and its SIC code is 6163.