What Loan Market Group does

Loan Market Group (LMG) is an Australian and New Zealand broker aggregator founded in 1993 and headquartered in Sydney, operating across the residential mortgage, asset finance, and commercial lending value chains. The company serves more than 5,000 active brokers and supports a network of 3,900+ Customer Success Managers and 300+ LMG support staff, having facilitated loans for over 1 million end-clients cumulatively. LMG's operating model is platform-plus-services: brokers gain access to MyCRM (a paperless, all-in-one technology platform that covers the loan lifecycle from lead to settlement), a panel of 60+ banks and lenders, marketing automation and done-for-you marketing support, compliance assistance, and a broker community anchored by Brokerversity learning programs, daily webinars, and the industry's largest national conference.

LMG monetizes primarily through recurring subscription-style service plans paid by broker members, supplemented by professional-services revenue from marketing support and lead generation. Sub-brands extend the model into adjacent verticals: LMG Asset Finance provides specialized support for asset and equipment finance brokers, Commercial Lending Excellence (CLE), acquired in October 2023, serves commercial lending brokers, and LMG Outsourcing offers operational back-office services. The firm pursues distribution through self-serve web assets (lmg.broker), a direct salesforce of support staff and CSMs, and dedicated broker plans including a 'Banker to Broker' transition program.

The company has accumulated sustained industry recognition—Major Aggregator of the Year (2023, 2024), CRM Platform of the Year (2023, 2024), and multiple Gold awards from Brokers on Aggregators across 2020–2023—underpinning its claim as Australia's largest and most established broker aggregator. Revenue figures, ownership structure, and detailed pricing are not publicly disclosed; the business is privately held with Sam White serving as Executive Chairman.

Name

Loan Market Group

Legal name

Loan Market Group

Website

https://loanmarketgroup.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

251–500 employees

Short description

Loan Market Group (LMG) is an Australia- and New Zealand-based broker aggregator that provides mortgage, asset finance, and commercial lending brokers with its MyCRM technology platform, a 60+ lender panel, marketing services, and community programs, serving 5,000+ active brokers.

Ownership category

akta.pro rank

Product category

Mortgage Broker Aggregation Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Wholesale Mortgage Lending (Broker Channel) (FSALACAA)

akta.pro secondary industry

P2P Loan Syndication & Participation Platforms (FSAKAHAL)

Keywords

• Mortgage brokerage aggregation
• Loan origination software
• Broker support services
• Lender panel access
• Commercial lending platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broker Aggregation Services: LMG provides aggregation services to mortgage brokers, offering technology, compliance support, marketing tools, lender panel access, and business development support. Revenue is generated through service plans and membership fees paid by broker members.
2. LMG Asset Finance: Specialized support and platforms for asset and commercial finance, enabling brokers to diversify their revenue streams into residential, asset and commercial finance under one roof.
3. Marketing Services: Marketing automation programs and done-for-you marketing support services that help brokers find and retain clients, generating additional income through digital referral hubs.
4. Lead Generation: Lead generation tools and platforms that help brokers build their pipeline through brand-building and leveraging the Loan Market brand.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Loan Market Group is a broker aggregator that provides mortgage brokers with an integrated platform of technology, compliance support, lender panel access, marketing tools, and community resources. The company offers the MyCRM paperless all-in-one platform managing the full loan lifecycle, alongside asset finance and commercial lending capabilities, supporting over 5,000 brokers across Australia and New Zealand.

Product overview

Loan Market Group (LMG) operates as a broker aggregator offering a platform-plus-services model. The core technology product is MyCRM, a paperless all-in-one tech platform that powers the broker business from lead to settlement. Supporting the core platform are specialized sub-brands: LMG Asset Finance for asset financing, Commercial Lending Excellence (CLE) for commercial lending (acquired 2023), and Loan Market as the brokerage brand. Additional services include Brokerversity for learning and development, LMG Outsourcing for operational support, and marketing tools for lead generation and brand building. LMG's model enables brokers to access 60+ banks and lenders through a unified platform.

Differentiator

Problem solved

Functional benefit

Brands

• LMG Asset Finance: Asset finance division of LMG offering marketing solutions, technology solutions, and broker plans for asset financing.
• MyCRM
• Brokerversity
• Share Tomorrow Foundation
• Broker Bulletin

Products and services

• MyCRM

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Commercial Lending Excellence (CLE)coreTechnology or Integration · 11 October 2023Acquired Commercial Lending Excellence (CLE), a commercial lending technology platform designed for brokers, as part of LMG's growth strategy. The integration aims to enhance efficiency for brokers with faster processing and higher quality commercial lending applications. Full technology deployment expected by February 2024.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Tiimely (formerly Tic:Toc): Australian fintech offering fully digital home loan origination with instant approval and direct lender model. Comparable as an emerging digital-first alternative to the broker channel, threatening broker intermediation volumes.
• Lendi: Digital mortgage broker and lender now part of NAB Group. Competes with the broker channel by offering an online-first mortgage experience that disintermediates traditional brokers. Comparable as a channel alternative for end borrowers and emerging competitive threat to LMG's brokers.
• Athena Home Loans: Australian digital mortgage lender offering direct-to-consumer home loans without broker intermediation. Represents the fintech disruption threat to the broker aggregation model LMG depends on, particularly attractive to self-directed borrowers.
• Brighten Home Loans: Australian digital mortgage lender and broker platform offering streamlined home loan origination. Comparable as an emerging player intersecting the broker and direct-lender models, competing for both broker partnerships and end-consumer mortgage demand.

Direct peers

• Finsure: Australian mortgage and finance broker aggregator offering lender panel access, technology, and support services to a broker network. Directly comparable aggregator competitor to LMG with similar product breadth across residential and commercial lending.
• Connective Broker Services: One of Australia's largest mortgage broker aggregators, directly competing with LMG for broker membership. Provides lender panel access, technology platforms (Horizon), and compliance support to thousands of Australian brokers. Closely aligned business model and customer segment.
• Outsource Financial: Australian mortgage broker aggregator providing lender panel access, technology, and support services to independent brokers. Direct aggregator peer competing with LMG for broker membership in Australia.
• Australian Finance Group (AFG): ASX-listed mortgage broker aggregator and LMG's largest direct competitor in Australia. Operates a similar aggregator model providing lender panel access, technology, and compliance support to a large broker network. Highly comparable on business model, customer base, and revenue structure.

Broad incumbents

• Mortgage Choice (REA Group): Established Australian mortgage broker brand now owned by REA Group (News Corp). Operates both a corporate franchise and aggregator-style model. Comparable as a major broker competitor but owned by a much larger digital property platform, giving it broader distribution advantages.
• Aussie Home Loans: Iconic Australian mortgage brand owned by Commonwealth Bank of Australia. Combines a broker/franchise network with proprietary lending. Comparable as a major Australian mortgage distribution competitor, though backed by a major bank balance sheet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xlinkedin.com/company/lmg-au
• YouTubeyoutube.com/@LoanMarket-AU
• Facebookfacebook.com/LoanMarketAU
• LinkedInlinkedin.com/company/loanmarketgroup
• Instagraminstagram.com/lmg.broker

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Loan Market Group