rethink financing

What rethink financing does

Rethink Financing is an Australian mortgage and finance brokerage operating as the financing arm of the Rethink Group conglomerate, headquartered in Liverpool, NSW. The company connects borrowers with lenders across four core product verticals: residential mortgage loans (including investment loans and first home buyer loans), commercial property loans (Lease Doc, Full Doc, Low Doc, and purchase financing), Self-Managed Super Fund (SMSF) loans for both residential and commercial property under Limited Recourse Borrowing Arrangements, and asset finance covering vehicle and equipment finance for businesses. Rethink Financing maintains access to a panel of over 90 lenders spanning the major Australian banks (Westpac, ANZ, CBA, NAB, ING, St. George), tier 2 banks, and a broad range of non-bank and private lenders (Pepper Money, La Trobe Financial, Bluestone, Firstmac, OnDeck, Latitude, and others).

The business operates without proprietary technology infrastructure: loan structuring, lender matching, and client advisory are delivered manually by a small team of brokers and lending specialists, many of whom are former financial planners, accountants, and business banking specialists. The company is privately held under Rethink Investing Pty Ltd (ABN 44605682782) and is part of a broader Rethink Group ecosystem that includes Rethink Investing (buyer's agents), Rethink Residential, Rethink Property Lawyers, Rethink Property Insurance, Rethink Wealth, Rethink Renewables, and Rethink Capital — sister entities that generate cross-referrals and integrated property solutions.

Rethink Financing earns revenue primarily through lender-paid upfront and trailing commissions on settled loans, with services typically free to the client at point of sale and fees disclosed upfront only for complex lending scenarios. Distribution is sales-led and advisory-driven, combining direct consultations (phone, website inquiry, in-office visits) with top-of-funnel content marketing (articles, podcasts, webinars, published books, online calculators) and SEO-driven organic search. The company has received consistent industry recognition, including MPA Top Brokerage 2024, MPA Top Commercial Broker (2022, 2023, 2024), and Elite Broker awards from 2022 through 2024.

Name

rethink financing

Legal name

Rethink Investing Pty Ltd

Website

https://rethinkfinancing.com.au

Company type

Private

Operating status

Operating

Short description

Rethink Financing is an Australian mortgage and finance brokerage (Liverpool, NSW) serving residential, commercial property, SMSF, and asset finance borrowers via a panel of 90+ lenders, operating as the financing arm of the Rethink Group ecosystem.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Renovation Mortgage Origination (FHA 203(k), HomeStyle, CHOICERenovation) (FSALAAAL)

akta.pro secondary industry

Balance-Sheet / Portfolio CRE Lending (FSALADAG)

Keywords

• Mortgage brokerage
• Commercial property loans
• SMSF lending
• Asset finance
• Investment property loans

Headquarters

HQ city

Liverpool

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Broker Commission (Lender-Paid): In most cases, Rethink Financing's services are free to clients — the company earns a commission paid by the lender once a loan settles. For complex lending scenarios, a fee may apply, disclosed upfront.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Rethink Financing is an Australian mortgage and finance brokerage that connects borrowers with 90+ lenders across home loans, commercial property loans, SMSF property loans, and asset finance. The company delivers advisory-led lending services ranging from first home buyer loans and residential investment loans to commercial property finance (Lease Doc, Full Doc, Low Doc) and Self-Managed Super Fund borrowing structures. Services are typically free to clients, with revenue earned via lender-paid commissions on settlement, plus upfront fees disclosed for complex lending scenarios.

Product overview

Rethink Financing is a mortgage and commercial finance brokerage operating as a single integrated service rather than a platform-plus-modules architecture. The company offers a comprehensive suite of lending products centered around four core areas: Mortgage Loans (including Investment Loans and First Home Buyer Loans), Commercial Loans (with Lease Doc, Full Doc, Low Doc, and Commercial Property Purchase options), SMSF Loans (for both residential and commercial property through Self-Managed Super Funds), and Asset Finance (covering Vehicle Loans and Equipment Finance). The company provides access to over 90 lenders and supplement its core lending services with online financial calculators (Borrowing Power, Refinance, and Repayment calculators) to support customer self-service. All products are delivered through the company's team of brokers without any modular software architecture or API-based delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Loans Flexible home loan solutions for first home buyers, investors, and refinancers accessing Rethink Financing's panel of 90+ lenders.
• Commercial Loans Smart lending options for business owners and investors purchasing or refinancing commercial property, including offices, retail, industrial, and warehouses.
• SMSF Property Loans (Residential) Self-Managed Super Fund loans for trustees purchasing residential investment properties through superannuation, structured under LRBA.
• SMSF Commercial Property Loans Self-Managed Super Fund loans for purchasing commercial, retail, office, warehouse, and industrial properties, with borrowing up to 75% LVR.
• Vehicle Loans Flexible finance for cars, utes, vans, trucks, buses, and commercial fleets, both new and used, with options including Chattel Mortgage, Hire Purchase, or Leasing.
• Equipment Finance Finance for new or used machinery, tools, IT systems, vehicles, medical devices, and business technology with flexible loan structures including leases, hire purchase, or chattel mortgage.

Quantifiable outcome

• Conditional loan approval often achieved within 48–72 hours once all documents are received
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and supporting.

• Rethink GroupcoreStrategic or Co-development PartnerParent company and ecosystem partner. Rethink Financing works in synergy with Rethink Investing (buyer's agents), Rethink Residential, Rethink Property Lawyers, Rethink Property Insurance, Rethink Renewables, and Rethink Wealth to deliver integrated property investment solutions to clients.
• Rethink InvestingcoreStrategic or Co-development PartnerBuyer's agent and property investment advisory sister company. Rethink Financing works with Rethink Investing's buyer's agents to provide integrated finance solutions for property acquisitions, streamlining the process for investors.
• Rethink ResidentialsupportingStrategic or Co-development PartnerSister company within the Rethink Group ecosystem offering residential property services, with cross-referrals to Rethink Financing for mortgage and finance needs.
• Rethink Property LawyerssupportingStrategic or Co-development PartnerSister legal services company within the Rethink Group ecosystem, providing conveyancing and property law services alongside financing.
• Rethink WealthsupportingStrategic or Co-development PartnerWealth management and financial planning sister company within the Rethink Group ecosystem, providing holistic financial advice alongside mortgage and property finance services.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mortgage Choice: One of Australia's largest mortgage broker networks, offering residential and investment lending through a panel of lenders. Direct comparable to Rethink in customer base, panel-broker model, and commission-based revenue, with greater scale and brand awareness.
• Aussie Home Loans: Major Australian mortgage broker and home loan brand with a large broker network. Comparable to Rethink across residential lending brokerage, lender panel access, and consumer-direct marketing model.
• Loan Market Group: Large Australian mortgage broker aggregator with extensive broker network and broad lender panel access. Directly comparable to Rethink's panel-broker model and advisor-led distribution approach.
• Lendi: Online-first Australian mortgage broker comparing lenders and handling applications digitally. Comparable to Rethink in product and customer segment, but with a fundamentally different digital-first operating model.
• Astute Financial: Independent Australian mortgage and finance brokerage with multiple offices and a multi-product offering including residential, commercial, SMSF, and asset finance. Highly comparable to Rethink across product breadth and customer segments.
• Smartline Personal Mortgage Advisors: Australian mortgage broker franchise (now part of NAB-aligned distribution) offering residential and investment lending through a large broker network. Comparable to Rethink in advisor-led, panel-broker distribution.

Emerging players

• Athena Home Loans: Australian digital mortgage lender offering home loans directly through a tech-led platform. Indirectly competitive with Rethink by enabling borrowers to bypass brokers, but does not operate as a broker or offer commercial/SMSF products.
• Tic:Toc: Australian digital mortgage platform providing instant online home loan approvals. Adjacent competitor to Rethink, focused on streamlining standard residential lending rather than complex broker services.
• Better Choice Home Loans: Independent Australian mortgage broker offering residential and investment lending through a panel of lenders. Comparable to Rethink at a smaller scale, focused on residential and refinance rather than commercial or SMSF.

Broad incumbents

• REA Group: ASX-listed Australian digital property platform that owns Mortgage Choice. Comparable to Rethink as a broader property ecosystem with mortgage broker distribution, but at materially greater scale and as a publicly listed incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@rethink_investing
• Facebookfacebook.com/rethinkfinancing
• LinkedInlinkedin.com/company/rethinkfinancing
• Instagraminstagram.com/rethinkcommercialeducation1

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 rethink financing