Advantedge Financial Services

Office address: 700 Bourke Street, Docklands, VIC 3008 
Website: advantedge.com.au 
Year established: 2009 
Company type: financial services 
Employees: 300+ 
Expertise: wholesale funding, white label home loans, digital lending, broker support, competitive pricing, seamless service, mortgage aggregator partnerships 
Parent company: National Australia Bank Group 
Key people: Adam Brown (GM); Clive Pace, Sharon Pryde, Peter Rudd and Karen Jones (business development managers) 
Financing status: corporate-backed or acquired 

Advantedge Financial Services is a provider of white label home loans in Australia. Backed by National Australia Bank, it works with brokers nationwide to deliver easy, low-cost lending.  

In June 2025, NAB announced that all Advantedge loans would move to NAB-branded loans in 2026. Advantedge Financial Services will have stopped taking new loan applications after 30 September 2025 but will continue servicing existing loans. 

History of Advantedge Financial Services 

Advantedge began in 1999 as Challenger Mortgage Management. It played a key role in the early days of wholesale funding in Australia. In 2009, National Australia Bank bought Challenger and changed the name to Advantedge. This move set up the company to become a leader in white label home loans. 

Over the next 16 years, most other bank-backed wholesale funders left the market. Advantedge Financial Services remained strong and became the main wholesale funder for mortgage brokers and aggregators. It was known for low-cost, digital home loans and simple service. The company built its reputation by supporting trusted brands and giving brokers more choice for their clients. 

In 2025, NAB shared plans to transfer all Advantedge loans to NAB-branded products in 2026. The change was made to give customers new features and a better digital experience. This marks the end of Advantedge Financial Services as a key player in wholesale lending and closes an important chapter in the industry. 

Advantedge products and services 

Advantedge Financial Services offers a range of home loan solutions and support services through its broker network and digital platform. Customers and brokers can access these features and tools to manage and service loans efficiently: 

Home loan products 

• home loans: white label home loans available through mortgage brokers and aggregator brands 
• target market determinations: documents outlining who the loan products are suitable for 

Loan management and customer support 

• managing home loan: online account access, repayment management, and digital loan servicing 
• simple loan variations: options to change loan terms or features 
• customer request forms: forms for updating details or making service requests 
• identity protect: tools to help safeguard customer information 
• financial difficulty support: help and guidance for customers facing hardship 

Broker and partner services 

• property valuation: order and track property valuations for loan applications 
• preferred lenders access: broker access to a panel of approved lenders 
• business development managers: dedicated support for brokers and partners 
• post-settlement forms: resources for managing loans after settlement 
• video demos: step-by-step guides for customers on using online tools 

Advantedge Financial Services’ offerings are designed to give both brokers and customers easy access to loan management and support. The StarNet platform lets users control their home loan account from any device. This approach makes managing a home loan simple and convenient. 

Company culture and values 

Advantedge Financial Services is built on three main values that guide its business and service: 

1. clear solutions that meet real customer needs 
2. fair and competitive rates for all borrowers 
3. smooth digital processes for a simple loan experience 

The company aims to offer straightforward, low-cost home loans with strong support, only through mortgage brokers. Advantedge focuses on building trusted partnerships with brokers and aggregators, helping them deliver a better experience for their clients.  

About GM Adam Brown and key people 

Adam Brown serves as general manager at Advantedge Financial Services and is known for his leadership in banking and financial services. Before this, he led broker sales and operations at Advantedge. Brown also brings hands-on experience from professional services and large corporate settings across several industries. 

These key people all serve as BDMs under Advantedge: 

• Peter Rudd brings over 30 years in financial services and 18 years in banking 
• Karen Jones was also a BDM at Keystart and a relationship manager at BankWest 
• Clive Pace managed and grew a profitable mortgage broker panel for business growth 
• Sharon Pryde has 30 years’ experience in financial and mortgage broking sectors 

These leaders have helped Advantedge Financial Services reach a leading position in white label lending. Their experience gives brokers and clients more choice and flexibility in the market. 

The future at Advantedge Financial Services 

Advantedge played a key role in making white label home loans accessible to brokers and their clients. It offered simple, no-frills mortgage products through major broker networks which give brokers more options for their customers.  

Its closure by NAB raised questions about the future of white label lending, but also highlighted the value Advantedge Financial Services brought in supporting broker choice and client flexibility. As loans move to NAB-branded products, clients may see new features and digital tools.