30 Years of Putting Customers First: How Loan Market Changed the Broker Landscape

How it all started

In 1994, Loan Market launched with a simple vision: put customers first, always. The early days were scrappy—fax machines, paper applications, and late-night visits to clients’ homes. What they lacked in technology, they made up for in tenacity.

We weren’t trying to be the biggest. We just wanted to be better—more human, more helpful, and closer to the customer.
Sam White, Loan Market Founder

Over time, the industry shifted. Aggregators grew. Regulations increased. But Loan Market stayed broker-first, investing in people and products that could scale sustainably without losing that human touch.

It wasn’t just about getting a deal done, it was about building trust, nurturing long-term client relationships, and giving brokers the tools to succeed on their own terms.

Across regional towns and major cities, brokers aligned with this vision. They wanted more than a back-end platform. They wanted a partner who’d help them grow a business, not just process a loan.

A timeline of progress

Here’s how 30 years of growth unfolded:

1994 – Loan Market is founded with a people-first philosophy
2001 – Broker network expands across Australia and New Zealand
2014 – Launch of Loan Market’s proprietary CRM
2018 – Asset and commercial diversification strategy begins
2020 – Loan Market acquires PLAN, FAST and Choice aggregator groups
2024 – Celebrating 30 years and 6,000+ brokers strong

Each milestone reflects our unwavering belief: brokers thrive when supported by great tech and better people.

And that belief hasn’t wavered. While others have followed trends or pivoted under pressure, LMG has steadily doubled down on long-term strategy and foundational support. The result? A broker network that’s not only grown in size—but in strength, resilience and reputation.

Key differentiators over the decades

Three values have underpinned Loan Market’s success from day one:

Customer obsession

A relentless focus on client outcomes

Broker advocacy

Standing with brokers through regulation, reform, and royal commissions

Tech evolution

Investing early in tools that give brokers back time

These values didn’t just set us apart—they helped reshape the industry.

In moments of uncertainty—whether during the GFC, the Royal Commission, or a global pandemic—LMG kept showing up. We hosted late-night webinars, built real-time compliance support, and adjusted fast to help brokers stay ahead.

We also invested in innovation before it was trendy. Not just AI for AI’s sake—but real solutions co-designed with brokers to solve real-world bottlenecks.

What makes LMG’s approach different today?

Broker-led innovation
With an in-house tech team and co-created product roadmap, brokers don’t just use our CRM—they shape it.

We listen. We prototype. And we iterate fast—based on broker feedback, not vendor roadmaps. That’s what keeps our tools simple, sharp, and genuinely useful.
Choice of models
Flat fee? Full service? Something in between?

We offer four tiers so brokers can grow at their own pace and pay only for what they need.

It’s all about flexibility without compromise. Whether you’re a new-to-industry sole trader or running a 15-person business, there’s a plan that fits.
A community that lifts each other
From Leading Ladies to Commercial Circles, our peer groups are more than networking—they’re support systems.

Brokers connect, share strategies, and grow together. And that sense of belonging? It’s not by accident. It’s by design.

Across every office, state, and region, we’ve seen the power of a strong broker community—one that celebrates wins, shares wisdom, and rallies behind each other when it matters most.

Lessons from 30 years

Staying broker-first in a fast-changing world

We’ve never been owned by a bank or private equity firm. That independence allows us to make bold moves without waiting for shareholder permission.

It’s how we’ve remained agile, invested in tech on our terms, and stayed focused on long-term broker success—not short-term margin.

We’ve gone from being loan writers to business owners. LMG helped us build something scalable, not just sustainable.
Daniel Zarkovic, LMG broker

Adapting to the next generation

Today’s brokers want:

Automation
Simpler compliance
Smarter marketing
More revenue streams

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We’re building for that, and then some.

New tools are being launched every quarter. Broker feedback feeds directly into our feature roadmap. And with Cube Labs in full swing, the future looks faster, smarter and more broker-driven than ever.

At the same time, we’re not losing sight of what makes great businesses great—relationships, reputation, and reliability.