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Platform Finance WA undergoes rebrand

by Charlotte Humphrys11 minute read

To integrate the aggregator’s referral and aggregation services, Platform Finance WA has been rebranded to COG WA.

Western Australian broker services business Platform Finance WA has been rebranded to become COG Aggregation WA (COG WA) – the Western Australian arm of Platform Finance’s parent company COG Aggregation.

While Platform Finance WA has been delivering COG Aggregation and Platform Finance services to the Western Australian market, the change will consolidate the businesses’ aggregation and referral arms under one brand.

COG WA said that its aim is to collaborate with its broker members to grow their businesses and will allow brokers to “maximise their profit potential”. COG WA supports brokers across asset, property, commercial, consumer, and vehicle finance.


The rebranded platform will offer WA brokers a new website and access to COG Aggregation’s CRM system and broker portals, which, the aggregator said, were designed to offer “enhanced services” that are aimed at diversifying a broker’s income stream.

COG WA’s referral portal also allows brokers to refer their clients, track their progress, and manage client deals from a central system, the aggregator said. The COG WA team also provides compliance and accreditation support to brokers and a “streamlined” onboarding process.

The rebranded business has also appointed the former business development manager (BDM) of Platform Finance WA, Natalie White-Dunn, as a BDM for COG WA.

White-Dunn has worked as a partnership manager at LMG, a BDM with Homeloans Ltd, and in the commercial/business banking sector at Westpac.

Speaking on the rebrand, White-Dunn said: “We are very excited about the rebrand. We have built this fully-fledged aggregator to support WA brokers, by providing a full suite of products and the best in local support.

“And COG WA is more than just an aggregator; we’re a collaborator in our broker members’ businesses. They benefit from the backing of one of the country’s largest aggregators while at the same time receiving customised grassroots support.

“Our broker network, currently consisting of around 200 brokers, can access lenders exclusively available to COG Aggregation. In addition, via our tiered service model brokers can choose how involved they want COG WA to be in their respective businesses.

“I have a particular understanding of the WA asset and commercial markets, and I specialise in fully diversified broker businesses. I pride myself on my ability to build and maintain strong, lasting relationships with broker and industry partners and am looking forward to what we can achieve together.”

The BDM also said she had noticed that broker firms in Western Australia were seeking to diversify their finance offerings and use referral partners to expand their services.

Speaking on the trend, she said: “This is where COG WA can really support our broker members with our extensive network and our in-house referral arrangements.”

Earlier this year, COG Aggregation revealed in its financial results for 1H24 (ended 31 December 2023) that brokers had contributed to an overall 20 per cent increase in loan originations with the aggregator.

[Related: COG originations rose 20% in 1H24]

natalie white dunn cog wa ta ijul v


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