PLAN Australia

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

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

• Broker aggregation services
• Mortgage broking platform
• Loan origination software
• Asset finance broking
• Broker compliance support

Headquarters

HQ city

Docklands

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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.

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Banks and Lenders PanelcoreStrategic or Co-development PartnerLMG 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 FinancecoreStrategic or Co-development PartnerSpecialized 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.
• BrokerversitysupportingStrategic or Co-development PartnerEducational and professional development partner providing learning and training resources for brokers within the LMG network.
• LMG Outsourced ServicessupportingStrategic or Co-development PartnerOutsourcing services partner offering back-office and administrative support solutions for brokers to enhance efficiency and productivity.
• Utility Connection and Insurance ServicessupportingGTM or Marketing PartnerPartners 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

Direct 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

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

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 PLAN Australia