Empire Loans
Empire Loans is an Australian mortgage brokerage operating under AFG aggregation, broking home, investment, refinance, car, debt consolidation, and credit card loans across a 17+ lender panel for individual borrowers, including first home buyers, investors, self-employed, and credit-impaired applicants. Revenue is generated entirely from lender commissions.
- Company typePrivate
- Founded2019
- HeadquartersSouth Yarra, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Empire Loans does
Empire Loans Pty Ltd is an Australian mortgage brokerage headquartered in South Yarra, Victoria, operating as an authorised credit representative under Australian Finance Group Ltd (AFG) aggregator's Australian Credit Licence 389087 (CRN 541073). The company was registered as ACN 657 001 897 / ABN 33 657 001 897 and is privately held with no public listing, no disclosed funding rounds, and no disclosed headcount. It also operates under the trade name Empire Broking (empirebroking.com.au), reflecting its broking identity rather than direct lending.
The firm's core offering is a six-product loan broking suite covering home loans, refinancing, investor loans, credit cards, car loans, and debt consolidation, supplemented by personal loans. Distribution is intermediated: Empire Loans submits borrower applications to a panel of 17+ lenders — major banks (Westpac, CBA, ANZ, NAB, St. George, Citi, Bankwest, BOQ, Suncorp, Macquarie, ING, AMP, Bank of Sydney) and non-bank specialists (Liberty, Pepper Money, La Trobe Financial, First Mac) — and earns upfront and trail commissions from lenders at settlement. The company does not charge customers direct fees. A proprietary-style credit card product offers 5–7% rates tied to the client's home loan, materially below market 15–20% rates. The technology stack is non-proprietary: standard industry tools support the broker workflow, with no disclosed platform, app, or AI capability.
Go-to-market is sales-led through direct broker consultations via phone (03 9133 5565), an online 'Book a Call' scheduler, and website inquiry forms, with a content marketing layer (blog and SEO targeting Melbourne property, budgeting, and refinancing topics) feeding the top of funnel. Target segments include first home buyers, upgraders, property investors, self-employed borrowers with alternative documentation, and credit-impaired applicants (defaults, bankruptcy history, debt agreements) — a deliberate specialisation in non-mainstream borrower profiles. Operating geography is restricted to Australian residents; the company holds AFCA membership (91629) and complies with Australian Privacy Principles plus GDPR for EEA data subjects.
Empire Loans firmographics
Firmographics- Name
- Empire Loans
- Legal name
- Empire Loans Pty Ltd
- Website
- https://empirebroking.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Empire Loans is an Australian mortgage brokerage operating under AFG aggregation, broking home, investment, refinance, car, debt consolidation, and credit card loans across a 17+ lender panel for individual borrowers, including first home buyers, investors, self-employed, and credit-impaired applicants. Revenue is generated entirely from lender commissions.
- Ownership category
- akta.pro rank
Empire Loans industry classification
Industry- Product category
- Mortgage Broking
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Commercial Mortgage Brokerage (FSAEAEAB)
- akta.pro secondary industry
- Hard Money & Private Mortgage Lending Intermediation (FSAEAEAH)
Keywords
Where Empire Loans is headquartered
LocationHeadquarters
- HQ city
- South Yarra
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Empire Loans business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Mortgage Brokerage Commissions: Empire Loans operates as a mortgage broker earning commissions from lenders when loans are settled. The company does not charge fees to customers directly. Revenue is generated through trail commissions and upfront commissions paid by lending institutions for placing loans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | No fees charged to customers - broker commissions paid by lenders |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Empire Loans product offering
Product offeringCore offering
Empire Loans is a mortgage brokerage operating in Australia that acts as an intermediary between borrowers and a panel of over 17 lenders including major banks and non-bank lenders. Mortgage brokers work directly with consumers to assess needs, recommend suitable loan products, and guide applications through to settlement. Services cover home loans, refinancing, investor loans, credit cards, car loans, debt consolidation, and personal loans, with the company earning commissions from lenders rather than charging customer fees.
Product overview
Empire Loans is a mortgage broking platform offering a coordinated suite of six lending products: Home Loans, Refinancing, Investor Loans, Credit Cards, Car Loans, and Debt Consolidation. The platform operates as a broker intermediary, matching borrowers with a broad panel of lenders including major banks (Westpac, ANZ, NAB, Commonwealth Bank, St. George, Bankwest, Citi, ING, Macquarie, Suncorp, Bank of Queensland, Bank of Sydney) and non-bank lenders (Liberty, Pepper Money, La Trobe Financial, First Mac, AMP). Clients are also supported through a 'Book a Call' scheduling tool and a 'Get a Quote' form for free home loan health checks. The company's proprietary credit card product offers an unusually low rate (5-7%) tied directly to the client's home loan rate, which is a differentiated feature relative to typical credit card offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Loans Home purchase financing product helping clients find the most suitable mortgage from a range of lenders and loan types, with assessment of interest rates, establishment charges, ongoing fees, and other costs. Supports owner-occupied lending up to 95% LVR with a 5% deposit.
- Refinancing Replaces an existing mortgage with a new loan, potentially at a lower interest rate, to access equity, consolidate debts, or change loan features and terms.
- Investor Loans Property investment financing designed for first-time and existing investors looking to build or expand a property portfolio. Supports lending up to 90% LVR on investment properties with a 10% deposit.
- Credit Cards Exclusive low-rate Visa credit card available to Empire Loans home loan clients, with an interest rate matching the home loan rate (5-7%), significantly below typical credit card rates of 15-20%.
- Car Loans Vehicle financing solution offering pre-approved finance to help borrowers negotiate car purchases with confidence, without dealer pressure or hidden costs.
- Debt Consolidation Consolidates multiple debts (credit cards, personal loans, car loans) into a single home loan repayment at a lower blended interest rate, simplifying debt management.
- Personal Loans Unsecured personal loans for emergency funds, available to regular income earners. Empire Loans acts as a broker intermediary placing personal loan products on behalf of clients.
Quantifiable outcome
- Home loan financing up to 95% LVR for owner-occupied properties with 5% deposit; up to 90% LVR for investment properties with 10% deposit
- +1 more outcomes
Companies that use Empire Loans
Customer profileSegments6 records
Ideal customer profiles4 records
Empire Loans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Empire Loans partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Australian Finance Group (AFG)coreAFG is the mortgage aggregator under which Empire Loans operates. Empire Loans is authorized under AFG's Australian Credit Licence 389087. AFG provides the aggregation platform, compliance framework, and lender panel access that enables Empire Loans to submit loan applications to lenders across their panel.
- Westpac Banking CorporationminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- Commonwealth BankminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- ANZ Banking GroupminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- National Australia Bank (NAB)minorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- St. George BankminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- Citi BankminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- BankwestminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- Bank of Queensland (BOQ)minorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- SuncorpminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- Macquarie BankminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- INGminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- Bank of SydneyminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
- Liberty FinancialminorNon-bank lender partner offering alternative loan products to customers who may not qualify with traditional banks.
- Pepper MoneyminorNon-bank lender partner offering alternative loan products including solutions for credit-impaired borrowers.
- La Trobe FinancialminorNon-bank lender partner offering alternative loan products including specialist solutions for various borrower profiles.
- First MacminorNon-bank lender partner offering alternative loan products to customers as part of the lender panel.
- AMP BankminorOne of multiple bank partners whose loan products Empire Loans brokers to customers as part of their lender panel.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Empire Loans competitors and assessment
Company assessmentDirect peers
- Connective Home Loans: Large Australian mortgage aggregator with a broker network offering home loans, investment loans, commercial loans, and asset finance. Directly comparable as an aggregator-affiliated broker with a broad lender panel, similar to Empire Loans' AFG structure.
- Loan Market Group: Major Australian mortgage brokerage aggregator with a national broker network, offering home loans, investment loans, asset finance, and insurance. Directly comparable as an aggregator-led mortgage broker, competing for similar borrower segments.
- Mortgage Choice: ASX-listed Australian mortgage broker with a national franchise network offering home loans, investment loans, and refinancing. Directly comparable in core mortgage brokerage activity, with the major distinction of being publicly listed and operating a large franchise system.
- Aussie Home Loans: Australia's largest retail mortgage broker and aggregator, offering home loans, refinancing, investment loans, and personal loans through a national network of brokers. Directly comparable to Empire Loans in core business model (mortgage brokerage via aggregator panel), but materially larger in scale and brand recognition.
- Smartline Personal Mortgage Advisers: Australian mortgage broker (now part of Suncorp) offering home loans, investment loans, personal loans, and insurance through a broker network. Directly comparable in core residential mortgage brokerage, with similar panel-based product offering.
- Yellow Brick Road: Australian wealth management and mortgage broking brand offering home loans, investment loans, and financial advice through branches and brokers. Directly comparable in mortgage broking activity, particularly around investment property lending.
- Astute Financial Management: Australian financial advisory and mortgage broking group with a large broker network. Directly comparable in residential mortgage brokerage, particularly in serving diverse borrower profiles including self-employed and non-traditional applicants.
Emerging players
- Athena Home Loans: Australian digital mortgage lender offering home loans directly to consumers with a self-service online application model. Comparable as a competing channel for the same residential mortgage customers, representing the digital-native threat to traditional broker-led distribution.
Broad incumbents
- Domain Holdings: Australian property platform with adjacent home loan services and lead-generation partnerships. Comparable as a digital channel competing for the same borrower audience, though not a direct mortgage broker.
- REA Group (realestate.com.au): Listed Australian property portal with an adjacent home loans comparison and brokerage offering via partnerships. Comparable as an adjacent player in the home loan customer acquisition funnel, competing for the same borrowers via digital channels rather than broker networks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Empire Loans social profiles
Digital presenceEmpire Loans compliance and trust
Trust signalCompliance4 records
Empire Loans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Empire Loans leadership team
Management profileNumber of profiles
Empire Loans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Empire Loans 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 Empire Loans
What does Empire Loans do?
Empire Loans is a mortgage brokerage operating in Australia that acts as an intermediary between borrowers and a panel of over 17 lenders including major banks and non-bank lenders. Mortgage brokers work directly with consumers to assess needs, recommend suitable loan products, and guide applications through to settlement. Services cover home loans, refinancing, investor loans, credit cards, car loans, debt consolidation, and personal loans, with the company earning commissions from lenders rather than charging customer fees.
Is Empire Loans a public or private company?
Empire Loans is a private company. It is classified as unknown and is currently operating.
When was Empire Loans founded?
Empire Loans was founded in 2019. It employs 1 to 10 people.
Where is Empire Loans based?
Empire Loans is headquartered in South Yarra, Australia, in the Oceania region.
How does Empire Loans make money?
One revenue line is on record: mortgage Brokerage Commissions.
Who are Empire Loans's main competitors?
Direct peers on record are Connective Home Loans, Loan Market Group, Mortgage Choice, Aussie Home Loans, Smartline Personal Mortgage Advisers, Yellow Brick Road and Astute Financial Management. Athena Home Loans is listed as an emerging player. Broad incumbents are Domain Holdings and REA Group (realestate.com.au).
Does Empire Loans have an API?
No public API is recorded for Empire Loans.
What industry is Empire Loans in?
Empire Loans's product category is Mortgage Broking. Its primary akta.pro industry code is FSAEAEAB, Commercial Mortgage Brokerage, with a secondary code of FSAEAEAH, Hard Money & Private Mortgage Lending Intermediation. Its NAICS code is 52231 and its SIC code is 6163.