What should brokers think about when choosing their aggregator?

A committed partner

When choosing an aggregator, brokers should look beyond products and commissions to the level of partnership and support they’ll receive to grow sustainably. At Liberty Network Services (LNS), we understand that every broker is unique, which is why our adviser-first model is built to meet brokers wherever they are in their journey.

Our focus is on helping advisers build strong, resilient businesses that reflect their individuality while benefiting from the strength of the Liberty brand. From flexible, high-impact marketing campaigns and access to hundreds of promotional assets, to dedicated business and compliance support, we give advisers the tools, insights, and care to grow with confidence.

If you are seeking a dedicated partner who is committed to your success that helps you stand out, stay supported, and keep growing – that’s exactly what LNS delivers.

Beyond the basics

Almost 80 per cent of borrowers now choose a broker for their home loan, so being a great broker is no longer enough. To thrive in this competitive market, you need to stand out. That starts with choosing an aggregator that gives you the brand strength, business model, technology, and support to truly differentiate yourself.

Look for a partner that goes beyond the basics and helps you future-proof your business. The right aggregator will offer multiple revenue streams, smart technology, AI enablement, and a robust support model that evolves with industry changes.

When making your decision, think about where you are now and where you want to be. Your goals will evolve, and so should your aggregator’s pathways for growth. Choose a partner that can move with you as you grow, offering flexibility, innovation, and strategic support every step of the way.

Part of something bigger

Ensure you have a clear vision of what you want to not only offer your customers, but what you want from your business today and into the future.

If you want the flexibility and freedom of running your own business, with a support structure that has been developed to work alongside you wherever you are in your broking journey, you may want to consider what a franchise model could offer you.

For our franchise partners, they become part of a supportive network and community wanting each other to succeed – giving them the balance of being a business owner and feeling part of something bigger.

Covers all bases

When choosing an aggregator, I recommend asking three key questions.

Firstly, how will the aggregator help you attract new customers? What marketing activity and support will you receive to help drive momentum in your business? You should be looking for an aggregator who goes beyond campaigns and activity that drive lead generation, but also equips you with the tools, support, and insights that help you nurture connections and retain clients.

Secondly, will the aggregator empower you with intelligent technology and tools that enable you to spend more time focusing on running your business? It’s not just about the tools you have access to, but how they help you harness those tools effectively.

And finally, how will the aggregator help you achieve your unique business goals? Look for an aggregator that offers tailored learning and development support for brokers in different phases of their career. You want a team that will partner with you to reach your specific business development and growth goals.

If you feel confident with the answers to those three questions, you should be well on your way to finding the right aggregator for you.

Invested in your success

The future of aggregation is partnership.

Aggregation has come a long way from being a bridge between brokers and lenders. Today, the right aggregator is a true growth partner that empowers brokers to build businesses that are resilient, diversified, and ready for the future.

At AFG, we believe partnership means investing in a broker’s success. Our technology gives brokers the clarity and control to run efficient, compliant businesses, while staying focused on their clients.

Through AFG Partner Connect, brokers can broaden their offering across commercial, asset, and personal finance, creating new opportunities without compromising independence.

Growth also takes confidence and capital. Our Broker Investment program supports expansion, acquisition, and succession, helping brokers turn ambition into long-term value.

Most importantly, brokers need people who believe in them. AFG’s national team works alongside brokers every day, combining local expertise with the strength of a national network.

Choosing an aggregator is about more than access to products or systems – it is about aligning with a partner who grows when you do.

Support and systems

Brokers should look beyond traditional offerings like lender access, basic compliance support, and commission management.

The industry’s complexity has increased, with brokers now facing stricter compliance requirements, changing customer expectations, and the need for advanced CRM and lead generation solutions.

Brokers also require ongoing professional development and strategic guidance to scale their businesses.

An aggregator that provides holistic business support services, such as adaptive commission models, data intelligence, AI-driven technology, virtual assistants, revenue diversification opportunities, and business finance solutions will deliver greater long-term value for brokerages – helping them focus on sustainable growth and strengthening their client relationships.

Ultimately, an aggregator should be a true business partner, offering resources and solutions that allow brokers to maintain a competitive advantage and succeed.

Shared focus

We know the aggregation market can appear daunting, so when we talk to brokers, we ask them a few simple questions upfront:

1. What is your core business focus – purely asset finance, or do you diversify with mortgages as well?
2. Does your aggregator offer a lender panel with the depth and scale to give your clients the best options?
3. Do you need access to specialised knowledge of compliance across commercial and consumer asset finance?
4. Does your technology support the way you do business, with systems built specifically for asset finance brokers?

For brokers who live and breathe asset finance, partnering with an aggregator that shares your focus, goals, and passion helps you work smarter, deliver better outcomes for clients, and build a more resilient business. We don’t believe brokers should have to make accommodations for mortgage products, processes, or rules. When your aggregator is as invested in asset finance as you are, growth becomes a shared journey – not a solo effort.