The major aggregator has confirmed that Connective Home Loans will now fall under a new brand identity.
Major aggregator Connective has rebranded its white label portfolio, with the eight white label products now falling under the new name: Connective Lending.
Launched in 2015, the portfolio started under the Connective Home Loans (CHL) brand with two prime residential products.
Since then, the suite has expanded to comprise offerings that cater for prime, near-prime, specialist, commercial, and self-managed super fund (SMSF) borrowers.
More than half of Connective brokers now actively use the portfolio, according to the group, with 15 per cent using three or more products, up from 7 per cent in 2021.
In the six months to 30 June 2025, the business reported $2.6 billion in settlements, representing an 18 per cent year-on-year increase.
The aggregator indicated it will no longer be using the CHL brand name.
While the name of the business changes, Connective has confirmed there will be no changes to the products, processes, or teams that brokers work with.
Michael Goerner, head of Connective Lending, said the rebrand reflected the business’s evolution into a portfolio that caters for a wide spectrum of needs and requirements.
“Our offering has evolved well beyond home loans, and Connective Lending is a name that captures that growth while keeping continuity for brokers and their clients,” he said.
“This change better reflects the diversity of the solutions we provide and our ongoing commitment to supporting brokers in delivering value across every client segment.”
Glenn Lees, CEO of Connective, also commented on the announcement and described it as an important milestone in the group’s journey of innovation and broker support.
“Over the past decade, we’ve built one of the strongest and most diverse white label portfolios in the industry. The name Connective Lending better represents who we are today – a trusted partner supporting brokers across all lending types,” he said.
“This evolution reinforces our mission to make doing business easier, fairer and more rewarding for brokers and their clients.”
White label activity
Over the past 12 months, nearly all major aggregators have been expanding their partnerships, with Aussie, Finsure, and YBR all launching new white label products.
Connective has also been active in this space, launching several products, including Connective Bridge, Connective Horizon, and Connective Reverse.
Most recently, the group launched Connective Complete at the start of October.
The new loan – the first flagship product backed by Connective – has been designed to cover a range of scenarios across residential, self-managed super fund (SMSF), and commercial lending, with a strong emphasis on self-employed borrowers.
At the time, Lees noted this was the first time that CHL had launched a product that was “truly theirs” and was excited to grow it among its network.
“Connective Complete is a flagship moment for us,” he said.
“It’s about shaping lending together, giving brokers more control, more flexibility, and the ability to help more clients, while ensuring they remain ahead in a changing market.”
