MaxLend

What MaxLend does

MaxLend is an Australian mortgage and commercial finance brokerage operating as a trading brand under Australian Finance Group Ltd (AFG), the country's largest broker aggregator. Headquartered in Werribee, Victoria, with a reported 251-500 employees, the company holds Australian Credit Licence 525062 and serves Australian consumer and SME borrowers who are purchasing homes, refinancing existing mortgages, investing in property, or seeking business finance products such as asset finance, invoice finance, working capital, term loans, SMSF loans, and unsecured business loans. Its primary customer segment is first-home buyers, with secondary segments including property investors, refinancing customers, and small-to-medium business owners.

The operating model is a sales-led, relationship-driven brokerage rather than a technology platform. MaxLend brokers conduct personalized consultations, compare products from multiple lenders accessible through the AFG network, manage the application and settlement process on the customer's behalf, and support both self-sourced brokers and broker-provided leads. No proprietary technology platform was identified; the firm relies on industry-standard tools, supplemented by a content-marketing layer consisting of approximately 20 online financial calculators, free downloadable guides, monthly RBA cash-rate updates, and the seasonal Haven digital magazine distributed via the website and social channels (Facebook, Twitter).

MaxLend monetizes exclusively through commissions paid by lenders: upfront commissions on settled loans plus ongoing trail commissions, a standard Australian mortgage brokerage revenue model. The firm is privately held with no disclosed external funding, no public listing, and no disclosed revenue figures. Its strategic positioning is built on multi-lender access, convenience (at-home or on-site consultations), end-to-end application handling, and educational content rather than on proprietary technology or differentiated AI capability.

Name

MaxLend

Legal name

MaxLend (ABN 63 642 271 798)

Website

https://maxlend.smartonline.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

MaxLend is an Australian mortgage and business-loan brokerage operating as a trading brand under AFG, serving first-home buyers, refinancers, property investors, and SME borrowers in Victoria through personalized broker consultations and commission-based lending referrals.

Ownership category

akta.pro rank

Headquarters

HQ city

Werribee

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage brokerage commissions: MaxLend earns commissions from lenders for placing home loans and business loans. As a mortgage broker, they receive trail commissions and upfront commissions from lenders when loans are settled. The company is part of the Australian Finance Group (AFG) network.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MaxLend is a mortgage and commercial finance brokerage that arranges home loans (purchases, first home buyers, building, refinancing, property investment) and business loans (asset finance, invoice finance, working capital, term loans, SMSF loans, unsecured business loans) on behalf of consumers and small-to-medium businesses. As a broker within the Australian Finance Group (AFG) network, the company compares products across multiple lenders, negotiates terms, and manages the application through to settlement.

Product overview

MaxLend is a mortgage broker operating as part of Australian Finance Group (AFG) that provides home loans and business loans services. The core offerings consist of Home Loans (mortgage broking for home purchases, first home buyers, building, refinancing, and property investment) and Business Loans (asset finance, invoice finance, working capital, term loans, SMSF loans, and unsecured business loans). These are supported by a Financial Calculators Suite of approximately 20 tools for borrowing power, loan comparison, stamp duty, repayments, savings, and other financial calculations, plus Free Guides and Resources covering first home buying, investing, refinancing, and business finance.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Loans Mortgage broking services assisting consumers with purchasing a home, becoming a first home buyer, building a new home, refinancing an existing home loan, and investing in property. The broker compares home loan products across multiple lenders within the AFG network to find a suitable solution and manages the full application through to settlement.
• Business Loans Commercial financing solutions for small-to-medium businesses including asset and equipment finance, invoice finance (accounts receivable), working capital finance, term loans, self-managed super fund loans, and unsecured business loans. The broker compares business loan products across multiple lenders to find suitable solutions and manages the application through to settlement.

Quantifiable outcome

• More than half of Australian borrowers now use a broker to secure a home loan

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Australian Finance Group Ltd (AFG)coreStrategic or Co-development PartnerMaxLend operates as part of the Australian Finance Group (AFG) network. AFG is an aggregator and broker network that provides MaxLend with access to multiple lenders, technology platforms, compliance support, and operational infrastructure. MaxLend holds Australian Credit Licence 525062 and operates under AFG's ACL.

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Others

• RateCity: Australian financial product comparison platform for home loans, credit cards, and deposits. Adjacent ecosystem participant that funnels comparison-stage borrowers — both to brokers and direct lenders — making it a relevant adjacent peer rather than a direct competitor.

Direct peers

• Loan Market Group: Aggregator-aligned Australian mortgage broker network with member brokers placing home and business loans across multiple lenders. Highly comparable business model to MaxLend's AFG-aligned brokerage structure.
• Smartline: Westpac-owned Australian mortgage broker brand offering personalised home loan brokerage services through a network of advisers. Comparable in customer segment focus (first home buyers, refinancers, investors) and lender-multiplicity proposition.
• Mortgage Choice: Australian mortgage broker network (owned by REA Group) operating a comparable franchise-style model that aggregates home-loan originations across multiple lenders, targeting first home buyers, refinancers, and investors — the same customer segments MaxLend addresses.
• Choice Aggregation Services: Australian mortgage broker aggregator that supports member brokers with lender panel access and back-office infrastructure, paralleling MaxLend's reliance on AFG.
• Connective Home Loans: Australian mortgage broker aggregator similar in role to AFG, providing member brokers with multi-lender access, technology, and compliance support — directly comparable to the network model MaxLend depends on.
• Aussie Home Loans: One of Australia's largest retail mortgage broker brands (owned by Commonwealth Bank), offering home loan, refinancing, and investment property brokerage with multi-lender access — directly comparable to MaxLend in offering, customer base, and commission-driven revenue model.

Emerging players

• Tic:Toc: Australian online mortgage lender using automated decisioning to deliver instant home loan approvals. An emerging digital competitor targeting the same first home buyer and refinancer segments MaxLend serves.
• Athena Home Loans: Australian digital-first mortgage lender using technology to disintermediate traditional brokers. Represents the structural competitive threat MaxLend faces from non-broker distribution models.
• Lendi: Digital Australian mortgage broker comparing offers from multiple lenders through an online platform. Overlaps with MaxLend in lender-multiplicity value proposition and customer segments, but delivers via a digital-first channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MAXLEND4
• Facebookfacebook.com/Maxlend-102096842074832
• LinkedInlinkedin.com/company/assetmortgagesolutions

Compliance1 record

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 MaxLend