Mortgage Broking & Lending
This industry's radar is spiked: strong on Digital Maturity (+3.2 vs average) but pulled in on Retention & Loyalty (-7.9). A spiky profile means the capability is there but it's concentrated. The risk is that strength in one area masks weakness in another until revenue starts telling you otherwise.
Dimension Breakdown
Mid-table. Not broken, not exceptional. The businesses that invest in their marketing here will see disproportionate returns because their competitors aren't.
Aussie Home Loans at 79.8 vs Yellow Brick Road at 47.6. That gap is wider than the difference between some entire industries. The leaders in this vertical are playing a different game.
+3.2 versus the national average of 66. This is where the industry has invested. The question is whether it's investing enough everywhere else to capitalise on that strength.
The trail commission trap and the marketing that escapes it
Mortgage broking in Australia is a $300+ billion annual origination market served by over 17,000 brokers. The composite of 63.6 reflects a sector that is digitally mature but struggling with the fundamentals of client relationships.
Digital maturity at 69.2 is the strongest dimension, driven by CRM adoption, digital application tools and comparison technology. The infrastructure is there. The question is whether brokers are using it for marketing or just for processing.
Retention at 54.5 with 15% weight is the hidden cost. Trail commission, the ongoing payment brokers receive on active loans, means every client who refinances away is a permanent income loss. Yet most brokers have no systematic retention program. They originate, settle and move to the next deal.
The brokers winning on retention treat their loan book as a marketing asset. Annual reviews, rate monitoring alerts and proactive contact before fixed rate expiry dates keep the relationship alive. These brokers retain 70-80% of their book. The industry average is below 50%.
Acquisition at 63.7 with 30% weight is dominated by Google (search and ads) and referral networks. The brokers diversifying into content marketing, particularly first home buyer education and investment property analysis, build organic acquisition channels that reduce reliance on expensive paid leads.
A 32.2-point spread between Aussie Home Loans and Yellow Brick Road. That's not one industry. That's two separate leagues operating under the same name. The leaders are playing chess. The challengers are still learning the rules.
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Mortgage Broking & Lending scores 63.6 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.
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Closest composite scores to Mortgage Broking & Lending (64).