simplefin - finance brokers

What simplefin - finance brokers does

SimpleFin is a privately held, direct-to-consumer mortgage brokerage operating under a trading name owned by principal broker Greg Cooke, based at the UOW Innovation Campus in North Wollongong, NSW. The firm provides mortgage broking and loan comparison services for residential, investment, SMSF, and commercial finance, drawing on a panel of over 60 Australian banks and non-bank lenders (including ANZ, BOQ, Suncorp, AMP, Macquarie, and Bankwest). Service delivery is built around free, jargon-free initial consultations, pre-approval assistance, government scheme navigation (First Home Guarantee, First Home Owner Grant, stamp duty exemptions), and ongoing annual reviews; the company does not hold its own Australian Credit Licence but operates as a credit representative (CR 467836) under LMG Broker Services Pty Ltd (ACL 517192).

The business operates with effectively no proprietary technology stack beyond a content-marketing website, Calendly for booking, and a Google Business profile, with all lending decisions and lender matching performed manually by the principal broker. Revenue is generated exclusively via the standard Australian mortgage broker commission model: upfront and trail commissions paid by lenders on settled loans, with services provided at no cost to borrowers. Go-to-market is local-SEO-led, anchored by 60+ suburb-specific landing pages across the Illawarra region (Wollongong, Gwynneville, Fairy Meadow, Dapto, Warilla, and others) and supported by a 40+ article blog covering first home buyer, refinancing, investment, and suburb-level topics.

Customer segments span first home buyers, property investors, refinancers, retirees/downsizers, self-employed borrowers, and commercial property buyers, all within the Wollongong and wider Illawarra geography of New South Wales. The company is bootstrapped, founder-owned, with no institutional investment, no parent company, and no disclosed headcount beyond the principal broker. Strategic emphasis is on local brand-building, content-driven lead capture, and personal service differentiation rather than platform scale.

Name

simplefin - finance brokers

Legal name

SimpleFin (trading name of Greg Cooke)

Website

https://simplefin.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Short description

SimpleFin is a Wollongong-based, owner-operated mortgage brokerage that compares loans across 60+ Australian lenders for first home buyers, investors, refinancers, and commercial borrowers across the Illawarra region, earning commissions from lenders on settled loans.

Ownership category

akta.pro rank

Product category

Mortgage Broking Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)

Keywords

• Mortgage broking services
• Home loan advisory
• Investment property loans
• Loan refinancing services
• First home buyer loans

Headquarters

HQ city

North Wollongong

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Broker Commission: SimpleFin earns commission from lenders when loans settle. This is the standard mortgage broker revenue model where brokers receive trail commissions and upfront commissions from lending institutions for introduced business. Services are provided at no cost to borrowers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

SimpleFin is a Wollongong-based mortgage brokerage that compares and arranges home, investment, commercial, and construction loans across a panel of 60+ Australian lenders for individuals and small businesses in the Illawarra region. The service covers first home buyers, refinancers, investors (including SMSF), self-employed borrowers, and commercial property buyers, with free consultations and broker commissions paid by lenders rather than borrowers.

Product overview

SimpleFin is a mortgage brokerage operating as a single integrated service rather than a platform-plus-modules architecture. The core offering centers on residential and commercial mortgage broking across a panel of 60+ lenders, with specialized products including First Home Loans, Investment Loans, SMSF Loans, Commercial Loans, Construction Loans, and Pre-Approval services. Additional services include Debt Consolidation, Bridging Loans, and Low Doc Home Loans. All products are delivered through Greg Cooke as the sole broker, with services accessible via phone, email, and online booking.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Loans

Quantifiable outcome

• Access to 60+ lenders including major banks and non-bank lenders, compared to single bank access when going direct
• +2 more outcomes

Named customers3 records

Segments6 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

Partnerships

One partnership is on record.

• LMG Broker Services Pty LtdcoreChannel Partner/ Reseller/ DistributorSimpleFin operates as a credit representative (467836) under LMG Broker Services Pty Ltd ACN 632 405 504, which holds Australian Credit Licence 517192. This licensing arrangement enables SimpleFin to offer mortgage broking services across their 60+ lender panel.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Aussie Home Loans: Largest Australian mortgage broker franchise with a national branch network and established aggregator (Aussie). Directly comparable broker offering for residential, investment and commercial home loans, but at vastly larger scale and with branded marketing infrastructure that SimpleFin as a sole broker does not have.
• Mortgage Choice: Major Australian mortgage broker franchise under the FAHCSIA-advertised brand, offering similar loan products via a broker channel across residential, investment and commercial financing. Comparable in customer offering (free broker service, multi-lender panel) but operates as a national franchise network rather than an independent sole broker.
• Loan Market: Major Australian broker aggregator/franchise where founder Greg Cooke previously served as State Manager. Operates a comparable broker model across a national lender panel with similar products (residential, investment, SMSF, commercial). Highly relevant peer given shared service model and prior employment relationship.
• Connective Home Loans: Large Australian mortgage broker aggregator supporting independent brokers with lender panel access, compliance and technology similar to what LMG Broker Services provides SimpleFin. Comparable aggregator-aligned operating model for a credit representative-style broker.
• AFG (Australian Finance Group): Major ASX-listed mortgage aggregator that provides panel access, branding and processing tools to a large network of independent Australian mortgage brokers. Directly comparable to the aggregator alignment SimpleFin uses via LMG Broker Services.
• FAST (Finance & Systems Technology): Australian mortgage broker aggregator and platform provider where founder Greg Cooke previously held a key role. Operates a similar broker-aggregator model with multi-lender panel access for residential and commercial finance. Comparable as both a competitor and prior employer pathway.
• Choice Aggregation Services: Australian mortgage broker aggregator where founder Greg Cooke previously held key roles. Provides multi-lender panel access and credit-representative style support to independent brokers, structurally similar to SimpleFin's LMG Broker Services arrangement.
• PLAN Australia (Aggregator): Australian mortgage and finance broker aggregator where founder Greg Cooke previously held roles. Provides multi-lender panel access and back-office support for credit-representative brokers; structurally similar to SimpleFin's LMG Broker Services model.

Emerging players

• Domain Home Loans: Digital-first Australian mortgage broker leveraging the Domain property portal brand for borrower acquisition. Compares multiple lenders for residential and investment home loans, partially overlapping with SimpleFin's DTC + content-led approach but with much larger organic traffic from the property-search funnel.
• Ubank: Direct digital lender and white-label brand from NAB competing for simple, prime residential mortgages online. Not a broker but a substitute for SimpleFin's first-home-buyer and refinance segments where borrowers prefer a 100% digital experience.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/simplefin-finance-brokers

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 simplefin - finance brokers