Seniors First - #1 Reverse Mortgage Broker

What Seniors First - #1 Reverse Mortgage Broker does

Seniors First Pty Ltd is a specialist Australian reverse mortgage brokerage founded in 2006 by Darren Moffatt and headquartered in Ultimo, NSW. The firm serves Australian homeowners aged 55 and over — primarily Age Pension recipients, self-funded retirees, divorcees, and widowed individuals — who want to unlock home equity without selling their property. The company operates under Credit Licence 388952 as a fully licensed credit representative, with additional offices in Melbourne and Brisbane, and earns revenue by collecting broker commissions from a panel of reverse mortgage lenders rather than lending directly itself.

The firm's core offering is brokerage services — eligibility assessment, multi-lender comparison, loan structuring, application handling, and post-settlement support for top-ups and lender switches — with disclosed customer settlements ranging from roughly $110K to $355K. Its proprietary technology layer is the SERAH™ (Seniors Equity Release Access Hub) portal, launched in May 2026, which combines over six hours of educational video content, an AI chatbot ('Ask SERAH' / 'Talk to SERAH') for natural-language Q&A, a reverse mortgage calculator, an application tracker, and broker scheduling. SERAH runs on 256-bit TLS-encrypted infrastructure with SOC 2 Type 2 certification and does not store personal financial documents. Adjacent product lines include Aged Care Finance (for Refundable Accommodation Deposit and Daily Accommodation Payment funding) and Seniors Home Loans.

The business is founder-controlled and bootstrapped, with no external equity raised. Distribution combines direct broker consultations, phone-based inside sales (1300 745 745), paid TV advertising across NSW, Queensland, and Victoria, organic search and content marketing, free educational webinars, and self-serve lead capture through the SERAH portal. The go-to-market approach is sales-led and education-first, anchored by free one-minute online eligibility checks, a 30,000+ downloaded reverse mortgage guide, and a referral partner program. Senior broker Andrew Cate is reported to have personally originated over 1,000 reverse mortgage loans.

Name

Seniors First - #1 Reverse Mortgage Broker

Legal name

Seniors First Pty Ltd

Website

https://seniorsfirst.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Seniors First is an Australian specialist reverse mortgage broker founded in 2006, serving homeowners aged 55+ with multi-lender comparison, application handling, and post-settlement support. The firm operates a proprietary SERAH™ client portal with AI chat, earns commission from its lender panel, and operates under Credit Licence 388952 across Sydney, Melbourne, and Brisbane.

Ownership category

akta.pro rank

Product category

Reverse Mortgage Brokerage

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Loan Brokers (6163)

akta.pro primary industry

Reverse Mortgage Brokerage (FSAEAEAE)

akta.pro secondary industry

Reverse Mortgage Brokerage & Lead Generation (FSALAIAB)

Keywords

• Reverse mortgage brokerage
• Senior home loans
• Aged care finance
• Retirement equity lending
• Home equity release

Headquarters

HQ city

Sydney (Ultimo)

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Broker Commission from Lenders: Seniors First earns commission from reverse mortgage lenders when loans are settled. As a broker, they compare multiple lenders and earn origination or referral fees from the lender chosen by the borrower. The company also accesses 'broker-only' discounted interest rates and negotiates discounts on behalf of clients.
2. Professional Services: Free initial eligibility checks and consultations. Revenue is generated when borrowers proceed with loan applications through the broker network.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Seniors First is an Australian reverse mortgage brokerage that helps homeowners aged 55 and over access equity released from their homes, alongside aged care finance and senior home loan services. The company connects clients with multiple lenders, manages the application process through its proprietary SERAH platform, and supports clients through loan settlement and ongoing servicing.

Product overview

Seniors First is Australia's oldest and leading reverse mortgage broker (established 2006), operating as a multi-product financial services firm. Its core offering is specialist reverse mortgage brokerage — connecting homeowners aged 55+ with lenders to access home equity without selling. The primary platform is the SERAH™ (Seniors Equity Release Access Hub) portal, which integrates an AI chatbot, 6+ hours of video education, a calculator, application tracker, and broker scheduling. Supporting this are content resources including a Knowledge Centre, Video Resources Library, Case Studies, a Free Guide (30,000+ downloads), and Webinars. Additional financial services include Aged Care Finance for RAD/DAP funding and Seniors Home Loans. The company serves over 6,000 customers and holds Credit Licence 388952.

Differentiator

Problem solved

Functional benefit

Brands

• SERAH: A secure online education and client portal for Australians aged 55+ who want to learn about home equity release options including reverse mortgages, downsizing, and the Government's Home Equity Access Scheme (HEAS). Includes over 6 hours of educational videos, an AI assistant called 'Ask SERAH', a reverse mortgage calculator, and application tracking features.

Products and services

• Reverse Mortgage Brokerage Services Core brokerage service that helps Australian homeowners aged 55 and over compare and apply for reverse mortgage products across multiple lenders, with end-to-end support from eligibility check through application, settlement, and ongoing loan servicing.
• SERAH Platform Proprietary client portal developed by Seniors First that supports reverse mortgage applicants with application tracking, secure document handling, an AI assistant, and reverse mortgage calculator tools during the brokerage process.
• Aged Care Finance Brokerage service that helps Australian seniors and their families finance aged care costs, including residential aged care deposits and ongoing care fees, typically through home equity release or dedicated aged care finance products.
• Seniors Home Loans Brokerage service providing standard home loan products tailored to Australian seniors aged 55+, complementing the company's reverse mortgage and aged care finance offerings.

Quantifiable outcome

• 6,000+ satisfied customers served since 2006
• +3 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• FBAA (Finance Brokers Association of Australia)coreOthersFBAA Member 104356. The Finance Brokers Association of Australia is the peak industry body for finance brokers in Australia. Membership indicates professional accreditation and adherence to industry standards.
• MFAA (Mortgage & Finance Association of Australia)coreOthersIndustry association membership. The MFAA is the peak industry body representing mortgage and finance brokers in Australia.
• AFCA (Australian Financial Complaints Authority)coreOthersAFCA membership indicates the company is covered by the external dispute resolution scheme for financial services complaints, providing consumer protection.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Others

• iSelect: iSelect is an Australian financial services comparison site that drives large volumes of finance leads to brokers and lenders. As a top-of-funnel lead source for senior financial products, it is adjacent to Seniors First's TV/PR/SEO acquisition motion.
• AFG (Australian Finance Group): AFG is Australia's largest mortgage broker aggregator, providing infrastructure and lender panel access to its member brokers. It is included as an OTHERS peer because it operates upstream of the broker channel and could conceivably aggregate reverse mortgage volume, but does not directly originate or specialise.

Broad incumbents

• Australian Unity: Australian Unity operates a banking and wealth business that offers reverse mortgages and aged care finance. It competes with Seniors First in both product (reverse mortgage) and adjacent use cases (refundable accommodation deposits, retirement funding) for the same 55+ customer base.
• Heritage Bank: Heritage Bank is a Queensland-based mutual bank that offers reverse mortgage products directly to over-60 homeowners. While it operates more broadly across retail banking, its reverse mortgage line competes for the same senior-borrower demand that Seniors First brokers for.
• Bank of Queensland: Bank of Queensland has offered reverse mortgage products as part of its broader personal lending portfolio. It competes with Seniors First on the reverse-mortgage product surface and serves a similar demographic of older Australian homeowners.
• MyState Bank: MyState Bank is a Tasmanian-based challenger bank offering reverse mortgages and other senior lending products. It is a competing direct lender in the same niche that Seniors First brokers into, with comparable customer eligibility criteria.
• Aussie Home Loans: Aussie Home Loans, a CBA subsidiary, is a major Australian mortgage broker with a national retail footprint. It handles reverse mortgages alongside its core home loan offering and competes with Seniors First for senior homeowner demand, although it is a generalist rather than a specialist.
• Loan Market Group: Loan Market Group is one of Australia's largest mortgage broker aggregators. While its brokers can place reverse mortgage business, the network does not specialise in the product, making it a broad incumbent adjacent to Seniors First's specialist proposition.
• Mortgage Choice (AFS Group): Mortgage Choice is one of Australia's largest mortgage broker networks, now part of AFS Group Holdings. As a broad-based broker, it handles reverse mortgage volume through its network, competing with Seniors First for senior-borrower leads but without comparable specialist depth.

Direct peers

• Heartland Group Holdings: Heartland Group is one of the largest specialist reverse mortgage providers in Australia (operating as Heartland Australia / eReverse). It directly competes with Seniors First by originating reverse mortgages and partnering with the broker channel, making it the closest functional peer in the Australian equity-release market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@seniorsfirstaustralia
• LinkedInlinkedin.com/company/seniors-first

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Seniors First - #1 Reverse Mortgage Broker