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LMG Asset Finance launched a bold new campaign on 23 June 2025, challenging one of the most persistent misconceptions – that switching asset finance aggregators is difficult, disruptive, or not worth the hassle.
Titled “It’s time to break up with your asset aggregator”, the campaign speaks directly to asset finance brokers who may feel locked in with their current aggregator, despite knowing there may be better service, support, and scale elsewhere.
Alex Ventura, head of marketing, asset & commercial at LMG, said the campaign is about empowering brokers to make decisions that serve their long-term business goals.
“For too long, asset finance brokers have stuck with aggregators that no longer serve them, simply because they think switching will be a painful process. I understand some of the sentiment but we’ve made significant progress, and ultimately, it’s not true – this campaign is about challenging that mindset,” Ventura said.
“The focus of LMG’s onboarding team moves beyond ticking boxes and archiving emails, with a clear goal of making the transition as seamless and stress-free as possible. We don’t want outdated perceptions holding brokers back from accessing the support they need to grow.”
The campaign will run from 25 June primarily across digital channels, with a clear call to action for brokers to have an open conversation about their current asset finance aggregator relationship and explore alternatives.
LMG group executive – asset finance, Tom Caesar, said it’s time to change the narrative around switching aggregators when it’s in the best interests of the business.
“Three years ago, we made the decision to build an asset-specific aggregation model – not just to participate in the space, but to transform it. That decision was driven by direct feedback from brokers who were frustrated with generic CRMs, a lack of marketing support, and no real dedicated guidance. We didn’t want to be another VBI clearing house.
“Our offering is built for asset finance brokers, with industry-leading marketing, a tailored CRM, and state-based support that puts brokers first. This campaign is about changing the narrative – not just around switching aggregators, but around what asset finance aggregation should look like. Our goal is simple – help brokers grow stronger, more successful businesses.”
Respected broker Angus Askew, director at Magnolia Lane, is among those who’ve made the switch and hasn’t looked back.
“Switching to an asset finance specialist aggregator wasn’t a decision we made lightly but 12 months on, we couldn’t be happier. The team made the transition process simple, efficient, and entirely broker-focused. My biggest piece of advice, if you’re considering a move, don’t let old myths stop you,” Askew said.
LMG Asset Finance is calling on asset finance brokers to take a fresh look at what they’re getting from their aggregator and to consider whether it’s time for a break-up.
“We know change can feel risky,” Ventura said. “But the real risk is staying where you’re not supported to grow. We’re here to prove that switching isn’t just easy, it can be a game-changer.”
About LMG
LMG is the largest and most progressive aggregator group across Australia and New Zealand, supporting a community of over 6,000 brokers and advisers.
Proudly family-owned and led, LMG supports businesses operating under their own brand, or the Loan Market brand, and partners with over 70 banks and lenders.
The business has grown rapidly, with LMG brokers in both countries helping over 330,000 customers settle over $126 billion worth of loans in FY24 and reaching a collective loan book of $370 billion.
Media contact
Alex Ventura
Head of marketing, asset & commercial
LMG
0421 819 370
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