PLAN Australia
- Company typePrivate
- Founded1994
- HeadquartersDocklands, Australia
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
PLAN Australia firmographics
Firmographics- Name
- PLAN Australia
- Legal name
- Loan Market Group
- Website
- https://planaustralia.com.au
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
PLAN Australia industry classification
Industry- Product category
- Mortgage Broker Aggregation Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Real Estate Credit (522292)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Commercial Mortgage Brokerage (FSAEAEAB)
Keywords
Where PLAN Australia is headquartered
LocationHeadquarters
- HQ city
- Docklands
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
PLAN Australia business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Broker Aggregation Services: LMG provides aggregation services to mortgage and finance brokers, earning revenue through service plans and support fees. Brokers gain access to the LMG network, technology platform (MyCRM), compliance support, marketing tools, and lending panel access in exchange for partnership fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Broker Service Plans |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
PLAN Australia product offering
Product offeringCore offering
LMG (Loan Market Group) operates as Australia's largest broker aggregator, providing mortgage and finance brokers with a proprietary paperless software platform (MyCRM), compliance and lodgement support, a 60+ lender panel, marketing automation tools, and a community of 5,000+ brokers. Brokers can join under their own brand or under the Loan Market brand via subscription-based service plans, gaining technology, lead generation, and business development support.
Product overview
LMG (Loan Market Group) operates as Australia's leading broking aggregator offering a platform-plus-modules architecture. The core product is MyCRM, a paperless, all-in-one technology platform serving as the #1 software solution in the broking industry, handling lodgement, compliance, and customer onboarding. Under the LMG umbrella are sub-brands including Loan Market (residential brokerage), LMG Asset Finance (commercial and asset finance), plus add-on modules for marketing tools, client experience enhancement, and professional development through Brokerversity. The ecosystem also includes outsourcing services and a 60+ lender panel.
Differentiator
Problem solved
Functional benefit
Brands
- LMG Asset Finance: Specialized asset and commercial finance broking services under the LMG umbrella
- MyCRM
- Loan Market
- Brokerversity
Products and services
- MyCRM Paperless, all-in-one technology platform designed for mortgage brokers that handles lodgement, compliance management, lead management and digital client onboarding from lead to settlement and beyond. Used by brokers operating under LMG or their own brand.
- LMG Broker Aggregation Service Subscription-based broker aggregation service providing mortgage and finance brokers with MyCRM software, compliance support, marketing tools, a 60+ lender panel, and access to Australia's largest broker community. Brokers can join under their own brand or the Loan Market brand.
- Loan Market Brokerage Brand Co-branded brokerage network under which brokers can operate to leverage the established Loan Market brand, marketing infrastructure and comprehensive support while accessing LMG's MyCRM platform and lender panel for residential mortgage broking.
- LMG Asset Finance Specialized broker aggregation service for asset and commercial finance brokers, providing dedicated marketing solutions, technology platforms, leadership team, growth support, and specialized broker plans to help brokers diversify into non-residential lending.
- Brokerversity Learning and development platform providing webinars, personal development programs, and educational resources for broker professional development within the LMG broker network.
- LMG Outsourcing Back-office and administrative outsourcing services for brokers to enhance operational efficiency and productivity within their brokerage.
Companies that use PLAN Australia
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
PLAN Australia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PLAN Australia partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and supporting.
- Banks and Lenders PanelcoreLMG maintains a panel of 60+ banks and lenders that brokers can access through the MyCRM platform. This extensive lending panel enables brokers to find loan solutions best suited to every client's needs and is a core component of the aggregation services offered.
- LMG Asset FinancecoreSpecialized division providing asset and commercial finance broker services with dedicated marketing solutions, technology solutions, leadership team, and growth support. Offers specialized broker plans for asset finance brokers.
- BrokerversitysupportingEducational and professional development partner providing learning and training resources for brokers within the LMG network.
- LMG Outsourced ServicessupportingOutsourcing services partner offering back-office and administrative support solutions for brokers to enhance efficiency and productivity.
- Utility Connection and Insurance ServicessupportingPartners providing utility connection and insurance services that brokers can offer to their clients, enhancing customer experience and building loyalty while generating additional revenue streams.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
PLAN Australia competitors and assessment
Company assessmentDirect peers
- Finsure: Finsure is a major Australian mortgage broker aggregator providing panel lender access, broker support, and technology to its network. Competes head-to-head with LMG for brokers, lenders, and aggregator share.
- Choice Aggregation Services: Choice Aggregation Services aggregates brokers in Australia with panel lender access and back-office support. Direct competitor operating in the same aggregator category as LMG.
- Australian Finance Group (AFG): AFG is Australia's largest ASX-listed mortgage broker aggregator, operating a comparable broker aggregation model with a multi-lender panel and proprietary technology. It competes directly with LMG for the same Australian broker and lender relationships.
- Connective Broker Services: Connective is one of Australia's largest broker aggregators offering a similar service platform — panel lender access, compliance support, and broker technology. Direct competitor to LMG in the Australian aggregation market.
Broad incumbents
- Mortgage Choice: Mortgage Choice (part of REA Group) is an established Australian mortgage broker franchise and brand. It operates in the same channel as LMG's Loan Market-branded brokers, with broader consumer brand recognition.
- United Wholesale Mortgage (UWM): UWM is the largest US wholesale mortgage lender, providing broker aggregation services (lender panel, technology, support) to independent mortgage brokers. Comparable broker-channel aggregator model at much larger scale in the US market.
- REA Group: REA Group owns Mortgage Choice and operates adjacent property and finance marketplaces in Australia. Adjacent incumbent with overlap in property-finance ecosystem and aggregator competition via Mortgage Choice.
- Rocket Pro TPO: Rocket Pro TPO is Rocket Mortgage's wholesale broker channel, providing technology and lender panel services to independent US mortgage brokers. Comparable wholesale/aggregation model in a different geography.
- Aussie Home Loans: Aussie is one of Australia's largest mortgage broking brands, owned by CBA. It operates a broker franchise model with retail branches, overlapping with LMG's broker network but with a much broader retail franchise footprint and bank parent.
Emerging players
- Astute Financial Group: Astute Financial is a growing Australian mortgage broker aggregator competing for share with LMG and AFG. Smaller scale but expanding broker network with similar panel lender and technology services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PLAN Australia social profiles
Digital presencePLAN Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
PLAN Australia leadership team
Management profileNumber of profiles
PLAN Australia subsidiaries and ownership
Company hierarchySubsidiaries3 records
PLAN Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PLAN Australia 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 PLAN Australia
What does PLAN Australia do?
LMG (Loan Market Group) operates as Australia's largest broker aggregator, providing mortgage and finance brokers with a proprietary paperless software platform (MyCRM), compliance and lodgement support, a 60+ lender panel, marketing automation tools, and a community of 5,000+ brokers. Brokers can join under their own brand or under the Loan Market brand via subscription-based service plans, gaining technology, lead generation, and business development support.
Is PLAN Australia a public or private company?
PLAN Australia is a private company. It is classified as unknown and is currently operating.
When was PLAN Australia founded?
PLAN Australia was founded in 1994. It employs 51 to 100 people.
Where is PLAN Australia based?
PLAN Australia is headquartered in Docklands, Australia, in the Oceania region.
How does PLAN Australia make money?
One revenue line is on record: broker Aggregation Services.
Who are PLAN Australia's main competitors?
Direct peers on record are Finsure, Choice Aggregation Services, Australian Finance Group (AFG) and Connective Broker Services. Broad incumbents are Mortgage Choice, United Wholesale Mortgage (UWM), REA Group, Rocket Pro TPO and Aussie Home Loans. Astute Financial Group is listed as an emerging player.
Does PLAN Australia have an API?
No public API is recorded for PLAN Australia.
What industry is PLAN Australia in?
PLAN Australia's product category is Mortgage Broker Aggregation Services. Its primary akta.pro industry code is FSAEAEAB, Commercial Mortgage Brokerage. Its NAICS code is 522310 and its SIC code is 6163.