What simplifi lending does

Simplifi Lending is a Brisbane-based mortgage brokerage firm founded in 2018 by Principal Mortgage Broker Glen Atkins and operating as a credit representative of BLSSA Pty Ltd (Australian Credit Licence 391237). The firm provides mortgage broking and related finance services to Australian consumers, covering residential home loans (first home buyers, next home buyers, refinancing, construction, self-employed), investment property loans, car finance, and commercial finance. It serves clients both from its Newstead, Queensland headquarters and Australia-wide via virtual consultations.

The company's core technology consists of a Secure Client Portal secured with Multi-Factor Authentication for document collection and application management, a suite of six online financial calculators (loan repayment, extra repayment, offset, stamp duty, savings goal, and budget planner), and an integration with CoreLogic RPData that delivers free property reports including estimated value, comparable sales, and suburb intelligence. Lender relationships span a panel of more than 40 Australian lenders, and the firm displays logos of major banks (ANZ, CBA, NAB, Westpac, Macquarie, Suncorp, BOQ) and non-bank lenders on its website. No AI, machine learning, or proprietary algorithmic capability is disclosed; the technology stack is conventional portal-and-content infrastructure.

Simplifi Lending operates a commission-only revenue model with no direct client fees. Upfront commission is approximately 0.65% of the drawn-down loan amount at settlement, and trail commission is approximately 0.15% per annum of the remaining loan balance for as long as the loan is active. In exceptional cases a disclosed credit assistance fee may apply. The go-to-market motion is sales-led and direct-to-consumer, combining content marketing and calculators for top-of-funnel acquisition, free 10-30 minute phone consultations and online booking for mid-funnel conversion, and one-to-one broker-led service for application and settlement. The business is founder-owned and operated with no disclosed institutional investors, funding rounds, M&A activity, or external shareholders.

Name

simplifi lending

Legal name

Simplifi Lending

Website

https://simplifilending.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Simplifi Lending is a Brisbane-based mortgage brokerage providing home, investment, construction, car, and commercial finance broking across Australia, with access to 40+ lenders and a digital client portal.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Hard Money & Private Mortgage Lending Intermediation (FSAEAEAH)

Keywords

• Mortgage broking services
• Home loan brokerage
• Residential lending
• Commercial vehicle finance
• Property investment loans

Headquarters

HQ city

Newstead

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lender Commission (Upfront): One-time commission paid by the lender to Simplifi Lending once a loan settles. Typically 0.65% of the drawn down loan amount (net of offset funds). This is the primary income source for the mortgage broker.
2. Lender Commission (Trail): Ongoing commission paid by the lender to Simplifi Lending for as long as the loan is active. Typically 0.15% per annum of the remaining loan balance, decreasing as the loan balance reduces.
3. Credit Assistance Fee (Occasional): For exceptionally complex financial positions, Simplifi Lending may charge a credit assistance fee or consultation fee, disclosed upfront and accepted in writing before proceeding.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Simplifi Lending is a Brisbane-based mortgage brokerage that sources home loans, refinances, investment property loans, construction loans, and car/commercial finance for individual clients by comparing products across a panel of 40+ lenders. The firm operates as a credit representative of BLSSA Pty Ltd and earns commissions from lenders rather than charging clients direct fees. It supports its broking service with digital calculators, a secure client portal, and free CoreLogic property reports.

Product overview

Simplifi Lending is a Brisbane-based mortgage broker offering a comprehensive suite of home lending services. The core offering is mortgage broking with access to over 40 lenders, supported by digital tools including calculators (Loan Repayment, Extra Repayment, Offset, Stamp Duty, Savings Goal, Budget Planner), a Secure Client Portal with Multi-Factor Authentication, and free CoreLogic property reports. Product portfolio includes various home loan types including Fixed Rate, Variable Rate, Low Deposit, No Deposit, No LMI (for eligible professionals), and Guarantor Home Loans, plus Car & Commercial Finance. The company provides educational resources through free downloadable PDF guides on home buying and refinancing processes.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Lending Services Mortgage broking service that compares home loan products across 40+ lenders for individual consumers, covering first home purchases, next home purchases, refinancing, construction, self-employed, and investment property scenarios.
• Fixed Rate Home Loans Broking service for home loans with fixed interest rates for a defined period, providing repayment certainty for individual borrowers.
• Variable Rate Home Loans Broking service for home loans with variable interest rates that move with market conditions, sourced across the lender panel.
• No Deposit Home Loans Broking service arranging family guarantee loans that enable home purchase without a deposit by leveraging a family member's property equity.
• Low Deposit Home Loans Broking service for home loans requiring deposits as low as 5-10% of property value for borrowers seeking a faster path to homeownership.
• No LMI Home Loans Broking service for home loans with Lenders Mortgage Insurance waivers targeted at eligible professionals including doctors, nurses, teachers, and accountants.
• Guarantor Home Loans Broking service arranging guarantor home loans where a family member's property equity is used to support the borrower's loan, reducing deposit requirements and avoiding LMI.
• Car & Commercial Finance Broking service arranging financing for personal vehicles (family cars, trucks) and commercial property or equipment purchases for individuals and businesses.

Quantifiable outcome

• Mortgage brokers write approximately 71.5% of all home loans written in Australia, demonstrating the value customers place on broker services

Named customers6 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• CoreLogiccoreTechnology or IntegrationSimplifi Lending partners with CoreLogic to provide free property reports to clients. CoreLogic RPData reports include estimated property value, comparable recent sales, sales and listing activity, and suburb information including price trends and school catchments. This partnership enhances the service offering by providing clients with detailed property intelligence.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Aussie Home Loans: One of Australia's largest mortgage broker networks and aggregators with hundreds of brokers nationally. Directly comparable channel offering home loan intermediation across a broad lender panel, though materially larger and franchise-based vs. Simplifi's independent single-broker model.
• Mortgage Choice: Long-established Australian mortgage broker franchise network, now part of REA Group. Offers a directly comparable home loan intermediation service across a multi-lender panel, with broader scale and digital tooling than Simplifi.
• Loan Market Group: Large Australian mortgage broker aggregator with a national broker network. Competes head-to-head in residential lending intermediation and shares the panel-broker business model with Simplifi, but at significantly greater scale.
• Connective Home Loans: Major Australian mortgage aggregator providing broker infrastructure, lender panel access, and compliance support. Comparable in serving the broker channel, though Connective operates at the platform/aggregator layer rather than as a customer-facing broker.
• Yellow Brick Road: Australian financial services group offering mortgage broking alongside wealth and accounting services. Overlaps directly with Simplifi's mortgage broking core but operates a broader multi-product advisory model with greater scale.
• Smartline Personal Mortgage Advisors: Australian mortgage broker franchise (now part of Suncorp Bank ecosystem) offering panel-based home loan intermediation nationally. Directly comparable service offering to Simplifi, with brand and scale advantages from the Suncorp affiliation.
• Domain Group: Major Australian property marketplace (part of Nine Entertainment) with growing mortgage and financial services offerings. Increasingly competes for the home-loan customer via property-listing-driven lead generation, overlapping with Simplifi's target buyer at the top of the funnel.

Emerging players

• Lendi: Digital-first Australian mortgage broker offering online comparison and end-to-end loan origination. Serves the same residential mortgage customer as Simplifi but competes via a fully digital experience rather than the broker-led relationship model.
• Athena Home Loans: Australian digital-first mortgage lender/broker leveraging technology for streamlined home loan experiences. Competes for the same Australian home-loan customer but with a technology-led origination model that challenges traditional broker intermediation.

Others

• RateCity: Australian financial comparison platform across mortgages, credit cards, and deposits. Adjacent to Simplifi's intermediation model as a customer-acquisition and comparison channel; not a direct broker but shapes the consumer journey that leads to brokers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simplifilendingaustralia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 simplifi lending