Office address: Level 18, 130 Lonsdale St, Melbourne, VIC 3000
Website: latitudefinancial.com.au
Year established: 2015
Company type: financial services
Employees: 740+
Expertise: unsecured personal lending, auto loans and secured lending, credit cards, digital payments and fintech, point-of-sale finance, retail partnerships and merchant solutions, broker distribution
Parent company: KKR, Värde Partners and Deutsche Bank AG
Key people: Bob Belan (CEO); Guillaume Leger (CFO); Campbell Morrison (COO); Mark Brudenell (chief risk officer); Felicity Joslin (chief people officer); Adriana Martinez, Steve Rubenstein and Karl Hoffman (executive general managers)
Financing status: corporate-backed or acquired
Latitude Financial Services is a leading digital payments and finance company based in Melbourne. The business supports over 2.4 million customers and works with more than 5,600 retail partners. Listed on the ASX, Latitude runs a ‘twin engine’ model with Pay and Money divisions and is seen as one of the country’s largest non-bank lenders.
Latitude Financial’s story goes back to the 1920s, when Australian Guarantee Corporation started helping people buy household goods on finance. The company’s path included decades of change, as GE brought together several finance businesses in Australia and New Zealand, such as Nissan Finance and AVCO Financial.
After GE’s ownership, Latitude began operating under its current name with support from Värde Partners, KKR and Deutsche Bank, setting the stage for its focus on consumer lending. Other notable events for Latitude Financial Services:
2021: added Symple Loans to strengthen digital lending; entered the ASX as a listed company
2023: managed a major cyber security event
2024: achieved $8.2 billion in new lending, Money division grew
By 2025, Latitude had joined with Webjet to let Latitude GO Mastercard and Gem Visa users pay for travel in instalments, interest-free. This new option gives customers more control over how they pay for holidays and accommodation. The partnership reflects Latitude Financial Services’ drive to offer flexible payment choices and build strong retail connections.
Latitude Financial Services’ offerings are organised into two main areas, each designed to meet different customer needs:
credit cards: includes 28° Global Platinum Mastercard, Low Rate Credit Card and private-label cards like David Jones, with interest-free payment options
sales finance: point-of-sale finance for retail purchases, often with interest-free terms
retail partnerships: available at over 5,600 outlets including Harvey Norman, David Jones, Amazon, Apple, Samsung, The Good Guys, JB Hi-Fi and Amart
personal loans: unsecured loans for home improvements, travel, debt consolidation and more, accessed through brokers and online
auto loans: secured loans for cars, motorcycles and recreational vehicles
broker network: more than 4,500 accredited brokers, with a large share of personal loans written through brokers
digital lending: streamlined loan applications and approvals, supported by the Symple Loans platform
Latitude Financial Services aims to make finance clear and accessible. It also focuses on real partnerships with customers. The company commits to helping people manage money well and reach their goals.
Latitude Financial Services encourages people to bring their true selves to work and share fresh ideas across the business. The lender's values are listed below:
Latitude gives staff more than just work as it provides access to wellness programs that help support a healthy lifestyle. Other employee benefits include:
wellbeing support: employee assistance, financial wellness, gym discounts, flu shots, health checks, Latitude Life events
continuous learning: digital courses, mentoring, on-the-job training, growth at your own pace
retail and product perks: discounts on Latitude products and partner brands, tech, homewares and accessories
insurance and salary packaging: life cover and novated leasing options, depending on location
flexible work: hybrid options, paid parental leave, purchased leave, volunteer days, Take 5 bonus week
recognition and celebration: peer recognition, value awards, service milestones, celebrating achievements big and small
Latitude Financial Services is a proud major partner of the Richmond Football Club, supporting fans and members nationwide. The company helps Tigers supporters with interest-free shopping and finance for home upgrades. It stands behind Richmond fans, whether at the game or renovating their Tiger Den.
Bob Belan became CEO and managing director of Latitude Financial in April 2023. He led Latitude’s personal lending team before this role. Belan has worked at American Express, JPMorgan Chase and ANZ, with over 20 years in finance.
Latitude Financial Services’ leadership team brings deep experience and a hands-on approach across all areas of the business:
Guillaume Leger is CFO and executive GM for finance, leading financial operations and investor relations for Latitude
Felicity Joslin serves as chief people officer and executive GM for people and culture, bringing over 20 years in HR across Australia and the UK
Mark Brudenell is chief risk officer and executive GM for risk, with a background in risk management and group risk leadership
Campbell Morrison works as COO and executive GM for enterprise services, known for leading NAB’s COVID response and building NAB’s Indian entity
Adriana Martinez is executive GM for the Pay division, with 25 years’ experience in global cards, payments and wealth management
Steve Rubenstein leads as executive GM for the Money division, with 25 years in global banking, including roles at RBS Group and ANZ
Karl Hoffman is executive GM for corporate strategy and transformation, with over 20 years in financial services and strategy roles
Latitude Financial Services’ leaders focus on helping people unlock new opportunities and reach their goals. The team works together to drive new ideas and help customers succeed.
To grow its personal and auto loan businesses, Latitude Financial Services is building stronger broker partnerships. Brokers wrote 42% of Latitude’s personal loans and more than half of its motor loans in 2024.
Working closely with brokers helps Latitude reach more people and gives customers more options when borrowing. This focus on broker distribution is set to drive future growth and help Latitude meet more client needs in 2025 and beyond.
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