Platinum Direct Finance

What Platinum Direct Finance does

Platform Direct Finance (formerly Platinum Direct Finance) is an Australian finance broker, founded in 2005 and operating as a subsidiary of the Platform Finance Group. The legal entity is Melbourne Finance Broking Pty Ltd (ACN 065 069 570), which is an Authorised Representative of COG Compliance Services Pty Ltd (Australian Credit Licence No. 384428). The company arranges personal and business asset finance for individual consumers and small-to-medium businesses, with product lines spanning personal car loans, business car loans, equipment finance, trucks and trailers finance, cash flow finance, commercial/fitout finance, marine and leisure finance, and unsecured personal loans. It also operates a car buying service that sources vehicles through a national fleet dealer network and bundles finance with vehicle procurement.

The business is a traditional finance brokerage rather than a technology platform: there is no proprietary lending engine, no disclosed mobile application, and no AI/ML tooling. Operations rely on web-based quote calculators, online application forms, and phone-based broker advisory, with loans underwritten and funded by a panel of more than 50 third-party lenders (including the major Australian banks — Westpac, CBA, ANZ, NAB — plus non-bank specialists such as Macquarie, Liberty, Pepper, Resimac, Latitude, Judo, Money3, Plenti, OnDeck, Prospa, and captive financier VWFS). Revenue is generated through origination and trail commissions paid by lenders on settled loans; pricing is not publicly disclosed, with personal loan sizes ranging from $2,001 to $70,000 and business loans up to $500,000.

Distribution combines a self-serve website with inside-sales broker support, a content-led blog for top-of-funnel lead generation, an Instagram channel, and referral/affiliate relationships via brokers and a 1,300+ fleet dealer network. The company has a multi-state office footprint (North Sydney headquarters, plus Hawthorn and Mildura in Victoria) and reports that the wider Platform group arranges finance for over 30,000 vehicles annually, with related entity Melbourne Finance (joined the Platform group in 2010) managing in excess of A$500 million in annual finance volumes. The group serves two primary customer segments — individual consumers and SMBs — with smaller secondary exposure to government/institutional clients via Melbourne Finance and to marine business operators.

Name

Platinum Direct Finance

Legal name

Melbourne Finance Broking Pty Ltd

Website

https://direct.platform.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Platform Direct Finance (formerly Platinum Direct Finance) is an Australian finance broker founded in 2005, arranging personal and business car loans, equipment finance, marine and leisure finance through a panel of 50+ lenders and 1,300+ fleet dealers nationwide.

Ownership category

akta.pro rank

Product category

Asset and Equipment Finance Brokerage

NAICS

Sales Financing (52222)

akta.pro primary industry

Fleet & Commercial Vehicle Finance (FSAKADAE)

akta.pro secondary industries

Commercial Trucking & Heavy Equipment Vehicle Finance (FSAKADAI), SME Trade Finance & Working Capital (LCs, Guarantees, Receivables) (FSABABAF)

Keywords

• Asset finance brokerage
• Car loan brokerage
• Equipment financing
• Marine leisure finance
• Commercial vehicle loans

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Broker Commission: Platform Direct Finance generates revenue through broker commissions paid by lenders (not borrowers). As a finance broker, they arrange loans between borrowers and lenders, earning a fee or commission from the lending financial institution for each loan settled.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Platinum Direct Finance operates as an Australian asset and equipment finance broker, arranging personal and business car loans, equipment finance, trucks and trailers finance, cash flow finance, fitout finance, marine and leisure finance, and personal loans through a panel of over 50 lenders. The broker also offers a pre-approval service with 24-hour turnaround and same-day settlements, and runs an in-house car buying service that sources vehicles from 1,300+ fleet dealers nationwide at discounted pricing.

Product overview

Platform Direct Finance (formerly Platinum Direct Finance) is an Australian finance broker offering a comprehensive suite of asset and equipment financing solutions. The core offering centers on car finance (personal and business vehicle loans with secured/unsecured options, pre-approvals, and a car buying service) and business equipment finance (including equipment rental, trucks/trailers, cash flow finance, commercial finance, and fitout finance). Additional products include marine and leisure finance, personal loans, and access to over 50 lenders through their network. The company also operates Melbourne Finance as a Victoria-based subsidiary, collectively managing over $500M in financing annually and serving as a subsidiary of Platform Finance Group since 2010.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Car Loans Secured and unsecured car loans for individuals purchasing vehicles for personal use, with flexible repayment terms, fixed rates, and the ability to make additional repayments with no fees.
• Business Car Loans Commercial vehicle financing for businesses, offering Chattel Mortgage, Finance Lease, Commercial Hire Purchase, and Novated Lease structures with flexible terms.
• Pre-Approval Car Finance Pre-approval service that lets borrowers know their budget upfront before purchasing a vehicle, with 24-hour pre-approvals and same-day settlements.
• Car Buying Service In-house car buying service that sources vehicles from over 1,300 fleet dealers nationwide, negotiates discounted pricing, and arranges finance, with vehicles delivered to the customer's door.
• Equipment Finance Financing for business equipment including earthmoving, farm, medical, office, and computer equipment, with flexible loan terms matched through the lender panel.
• Trucks and Trailers Finance Finance solutions for trucks, trailers, and tankers serving the transport industry, structured as commercial hire purchase, chattel mortgage, or asset lease.
• Cash Flow Finance Business financing to manage cash flow cycles, pay suppliers upfront, and access funds from outstanding invoices.
• Business Finance Capital financing for business expansion including business loans, lines of credit, acquisition funding, sale and leaseback of equipment, and commercial property finance.
• Fitout Finance Financing for business premises fitouts including shop fronts, retail stores, cafes, offices, warehouses, factories, medical centres, and restaurants.
• Marine and Leisure Finance Financing for boats, jet skis, motorbikes, caravans, camper trailers, RVs, and motorhomes with flexible contract terms and fixed repayments.
• Personal Loans Secured or unsecured personal loans from $2,001 to $70,000 with terms of 2-7 years, for purposes including debt consolidation, home renovations, education, holidays, weddings, dental, and medical procedures.
• Melbourne Finance Brokerage Subsidiary finance brokerage in Victoria (since 1994) specialising in tailored financing for motor vehicles, marine, equipment, and lifestyle assets, with access to 50+ lenders and exclusive financiers, managing over $500M in financing annually.

Named customers2 records

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

Two partnerships are on record, tiered core.

• 1,300+ Fleet DealerscoreChannel Partner/ Reseller/ DistributorExtensive network of over 1,300 fleet dealers nationwide providing exclusive discounted pricing on vehicles through Platform Direct's car buying service.
• Melbourne FinancecoreStrategic or Co-development PartnerMelbourne Finance has been a trusted finance broker in Victoria since 1994, joining the Platform group in 2010. They specialize in tailored financing for motor vehicles, marine, equipment, and lifestyle assets, managing over $500M annually and collaborating with Platform Direct Finance on top-tier products and service.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Liberty Financial: Australian non-bank lender specializing in vehicle and personal finance products. A panel partner of Platform Direct that also originates directly to consumers, representing an incumbent that competes on price and brand recognition in the same asset class.
• Latitude Financial Services: Major Australian non-bank consumer and commercial lender offering personal loans, credit cards, and asset finance. Competes for the same consumer vehicle finance customers as Platform Direct and is also a panel lender, illustrating the dual partner/competitor dynamic.
• Prospa: Leading Australian online small business lender providing working capital, equipment finance, and business loans. Competes with Platform Direct's cash flow, equipment, and fitout finance products for SME customers through a direct digital channel.
• Macquarie: Major Australian investment bank with a sizable asset finance and equipment finance business. Competes for SME equipment, truck, and commercial vehicle finance customers while also being a panel lender for Platform Direct's brokerage flow.
• Pepper Money: Established Australian non-bank lender offering residential, asset, and consumer finance. Listed in Platform Direct's lender panel but also distributes directly, making it both a partner and a competing originator for vehicle and equipment finance customers.

Emerging players

• Plenti: ASX-listed Australian lending marketplace offering vehicle, renewable energy, and personal loans. Comparable to Platform Direct in asset class focus (vehicles/equipment) but operates a platform-based lending model that competes for the same customer demand.
• MoneyMe: ASX-listed Australian digital lender offering personal loans, vehicle finance, and BNPL. Competes with Platform Direct on consumer vehicle finance but operates a balance-sheet lending model rather than brokerage, representing the digital direct-to-consumer alternative.
• Judo Bank: Australian challenger bank focused on SME lending including equipment and commercial finance. Both a panel partner and a competing direct originator for the SME equipment/truck finance segment that Platform Direct serves through its broker model.

Direct peers

• Stratton Finance: Australian finance broker arranging car, equipment, and asset finance through a multi-lender panel. Operates a near-identical business model to Platform Direct Finance, including consumer and commercial vehicle finance and a car buying service.
• Jade Car Loans: Australian car loan broker arranging personal and business vehicle finance through a panel of lenders. Directly comparable to Platform Direct in target customer (consumer/SME vehicle finance), channel mix (phone + online), and commission-based revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/platform_direct_finance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Platinum Direct Finance