What AFG Home Loans does

AFG Home Loans Pty Ltd is the proprietary lending arm of ASX-listed Australian Finance Group Ltd (AFG), distributing a portfolio of branded home loan products exclusively through AFG's network of over 3,000 accredited mortgage brokers across Australia. The product suite spans variable and fixed-rate owner-occupier and investor loans (Retro, Align, Alpha, Edge, Icon, Precision, Puma, Link) alongside specialist offerings for non-standard borrowers (Options via Pepper Money for near-prime and alternative documentation; Bright via Brighten for ex-pats, non-residents, construction, and bridging finance). Loans are funded through a six-lender white-label panel — Bendigo and Adelaide Bank, Pepper Money, Brighten, Think Tank, Advantedge/NAB, and Macquarie Bank — and increasingly through AFG's own higher-margin AFG Securities program, which funded 44% of AFG-branded home loans as of the latest reporting period versus under 33% in 2024.

The technology stack combines broker-facilitated origination with digital customer servicing: internet banking portals per product line, the Retro mobile app on iOS and Android (transfers, BPAY, card management), DocuSign-based electronic document signing via MSA National, and a suite of online calculators covering borrowing power, repayments, stamp duty, offsets, and income annualisation. The platform is supported by back-office compliance infrastructure including Australian Credit Licence 411913, Target Market Determinations across all products under DDO, Privacy Act 1988 compliance, and AML/CTF identity verification through Document Verification Service.

The business model is transaction-fee and interest-margin driven, with revenue derived from origination volume (10,722 applications and AUD 4.5 billion settled in FY25) and the spread between funding costs and lending rates across the white-label and AFG Securities programs. Pricing is broker-mediated rather than publicly listed, with rates set per customer profile, loan size, and LVR. The customer base is retail and fragmented across first home buyers, refinancers, investors, self-employed, ex-pat, and construction segments. Growth is being driven by both settlement volume (residential up 19% YoY) and channel deepening through the November 2024 Broker Investments platform, which is acquiring equity stakes in brokerages (five acquired, target of 35 by end-2029). H1 FY26 net profit after tax of AUD 22.4 million was up 46% year-on-year.

Name

AFG Home Loans

Legal name

AFG Home Loans Pty Ltd

Website

https://afghomeloans.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

AFG Home Loans is the proprietary lending arm of ASX-listed Australian Finance Group, distributing branded and white-label home loans (Retro, Bright, Align, Alpha, Options, Edge, Icon, Precision, Puma) exclusively through AFG's network of over 3,000 Australian mortgage brokers, with revenue from origination volume and interest margins across a six-lender funding panel.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income and Loan Margin Revenue: AFG Home Loans generates revenue through interest margins on its branded loan products. The company earns income from the spread between funding costs and lending rates on its white-label loan programs including AFG Securities (Retro, Link), Alpha (Bendigo and Adelaide Bank), Edge (Advantedge/NAB), Bright (Brighten), Align (Think Tank), Options (Pepper Money), Icon and Precision (Macquarie Bank). The shift toward AFG Securities (higher-margin program funding 44% of AFG-branded home loans) is a strategic revenue focus.
2. Broker Network Origination Fees: As part of AFG (Australian Finance Group Ltd), AFG Home Loans products are originated through AFG's broker network. Revenue is generated through volume-based origination fees from lenders and loan servicing fees embedded in loan products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

AFG Home Loans is the residential mortgage lending arm of Australian Finance Group Ltd (AFG), providing a suite of branded home loan products — including Retro, Bright, Align, Alpha, Options, Edge, Icon, Precision, Puma and Link — that are funded by panel lenders and distributed exclusively through AFG's network of 3,000+ mortgage brokers across Australia. The offering spans prime, near-prime and specialist customer segments and is supported by a digital service stack (online portals, mobile app, calculators, digital document signing).

Product overview

AFG Home Loans is a mortgage broking platform offering a portfolio of home loan products through an Australian broker network of over 3,000 brokers. The product suite includes core loan products (Retro, Bright, Align, Alpha, Options, Edge) as well as additional products (Link, Icon, Precision, Puma) from partner lenders including Bendigo and Adelaide Bank, Pepper Money, Advantedge/NAB, and Macquarie Bank. These products are offered exclusively through AFG brokers and supported by digital tools including a mobile banking app (Retro), calculators, and electronic document signing via DocuSign. The company settled $4.5B in home loans in FY25 with 10,722 applications lodged.

Differentiator

Problem solved

Functional benefit

Brands

• Retro: A classic home loan with modern features and an optional 100% offset facility.
• Bright
• Align
• Alpha
• Options
• Edge
• Icon
• Precision
• Puma

Products and services

• Retro Flagship AFG-branded home loan product offering competitive variable and fixed rates, 100% offset account and redraw facility, available across owner-occupier and investor configurations including Lite (low-doc), Switch (refinance), Versa (investor), SMSF (self-managed super fund borrowing), and Specialist (near-prime) variants. For individual Australian consumers via the AFG broker network.
• Bright Specialist home loan product aimed at Australian expats, non-resident borrowers, and customers in bridging or non-standard situations. Distributed through AFG brokers.
• Align AFG home loan product designed for cost-sensitive owner-occupiers who want a simple, no-ongoing-fee home loan with competitive features. Distributed via AFG brokers.
• Alpha Low-rate variable home loan funded by Bendigo and Adelaide Bank, offered via the AFG broker channel as part of the broader Alpha product line.
• Options Specialist / near-prime home loan for borrowers outside prime lending criteria, funded by Pepper Money and distributed through AFG brokers.
• Edge Home loan product funded by Advantedge / NAB, offered to Australian consumers via the AFG broker network.
• Icon Macquarie Bank-funded home loan product distributed through the AFG broker channel.
• Precision Investor-focused home loan product funded by Macquarie Bank, distributed via AFG brokers, with features suited to residential property investors.
• Puma Puma home loan product in the AFG Home Loans suite, available through AFG brokers for residential investment lending.

Quantifiable outcome

• $4.5 billion in settled home loans in FY25
• +5 more outcomes

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and secondary.

• Brokerage Businesses (Broker Investments Platform)coreStrategic or Co-development Partner · 1 November 2024AFG launched its Broker Investments platform in November 2024 to acquire equity stakes in mortgage brokerage businesses. As of the first-half 2026 results, AFG has acquired stakes in five brokerage businesses with a target of 35 by end of 2029. This strategic investment deepens AFG's integration with key brokers and secures loan origination volume.
• Bendigo and Adelaide BankcoreOEM/ Whitelabel/ Licensing PartnerBendigo and Adelaide Bank Limited provides the AFG Home Loans Alpha product line, including Basic and Offset Home Loan variants with fixed and variable rate options, 100% offset facilities, and redraw access. Alpha is described as a core product for owner-occupier and investment lending.
• Pepper MoneycoreOEM/ Whitelabel/ Licensing PartnerPepper Money Limited provides the AFG Home Loans Options product, a specialist lending solution for borrowers who don't meet standard lending criteria. Options suits borrowers who fail lender mortgage insurance requirements, want alternative income documentation, have less favourable credit history, need larger loan amounts, or want up to 95% LVR with gifted deposits.
• Brighten (Brighten Home Loans)coreOEM/ Whitelabel/ Licensing PartnerBrighten Home Loans Pty Ltd is the credit provider for AFG Home Loans Bright products, managed and serviced by Brighten Financial Pty Ltd. Bright caters for ex-pats, non-residents, those building homes, and those needing finance between property settlements. Products include bridging finance and offset facilities.
• Think Tank GroupsecondaryOEM/ Whitelabel/ Licensing PartnerThink Tank Group Pty Ltd provides the AFG Home Loans Align product — a variable rate home loan with no ongoing fees, redraw access, and fee-free additional repayments for owner-occupier and investment purposes.
• Advantedge Financial Services (NAB-funded program)coreOEM/ Whitelabel/ Licensing PartnerAdvantedge Financial Services Pty Ltd provides AFG Home Loans Edge products under a program funded by National Australia Bank Limited. Edge offers variable rate home loans with StarNet internet banking, redraw facilities, and a Visa debit card. AFSH Nominees Pty Ltd acts as program lender.
• Macquarie BanksecondaryOEM/ Whitelabel/ Licensing PartnerMacquarie Bank Limited provides AFG Home Loans Icon and Precision products — specialist mortgage solutions with dedicated customer support and card management services.
• MSA National (DocuSign)secondaryTechnology or IntegrationAFG Home Loans partnered with MSA National to enable digital document signing via DocuSign for home loan documents, potentially accelerating settlement. Covers NSW, Victoria, and South Australia properties for electronic mortgage document signing.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mortgage Choice (REA Group): Mortgage Choice operates a franchise broker network distributing home loan products from a panel of lenders, owned by REA Group. It is directly comparable to AFG Home Loans in business model (panel-funded lending via broker distribution) and customer base (Australian retail mortgage borrowers).
• Loan Market Group: Loan Market is one of Australia's largest mortgage broker aggregators with thousands of brokers distributing home loan products from a panel of lenders. Directly comparable to AFG Home Loans' broker-distribution model and Australian retail mortgage focus.
• Aussie Home Loans: Aussie is one of Australia's largest mortgage brokers with a broker/store network distributing white-label and third-party home loan products. It is a direct competitor to AFG Home Loans in the broker-distributed residential mortgage channel, with comparable product breadth and customer-segment coverage.

Broad incumbents

• Lendi: Lendi (formed via merger of Aussie and Lendi) is Australia's largest retail mortgage broker, combining broker and digital-direct channels. Comparable to AFG Home Loans across residential mortgage distribution, with broader incumbent scale post-Aussie acquisition.

Others

• Pepper Money: Pepper Money is a specialist Australian non-bank lender and a panel partner funding AFG Home Loans' Options product. It is a partial competitor in specialist/near-prime lending while also serving as a key funding partner for AFG Home Loans' specialist product line.
• Bendigo and Adelaide Bank: Bendigo and Adelaide Bank is the credit provider behind AFG Home Loans' Alpha product line and a broader Australian retail bank with mortgage products. It is both a key funding partner for AFG Home Loans and an overlapping lender in the broader Australian residential mortgage market.

Emerging players

• Tiimely (formerly Tic:Toc): Tiimely is an Australian digital mortgage platform offering residential home loans with automated underwriting. It is an emerging competitor in residential mortgage distribution, overlapping with AFG Home Loans in customer base but using a direct-to-consumer digital channel rather than brokers.
• Reduce Home Loans: Reduce Home Loans is a specialist Australian residential mortgage lender offering low-rate products distributed via the broker channel. Directly comparable to AFG Home Loans' specialist white-label product positioning (e.g., Retro, Align) within the broker-distributed mortgage segment.
• Athena Home Loans: Athena is an Australian digital mortgage lender offering white-label home loan products with competitive offset features. It is a partial competitor as a direct-to-customer lender that overlaps with AFG Home Loans' retail mortgage products but does not use the broker channel.
• Homestar Finance: Homestar Finance is an Australian non-bank lender offering white-label home loan products distributed through brokers. Comparable to AFG Home Loans in panel-funded, broker-distributed residential lending targeting prime and near-prime borrowers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/afg-home-loans

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

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 AFG Home Loans