$10bn book: Smartline, Mortgage Force to merge

by BN23 Feb 2009

A 220-strong franchise group with over 100,000 clients and a loan book of more than $10bn will be created when Smartline and Mortgage Force merge on 1 July.

The merger will see the majority of Mortgage Forces's 100 loan consultants operating under the Smartline banner.

Only Mortgage Force brokers operating in WA - where Smartline has a limited presence - will keep the Mortgage Force branding. According to its website, 36 Mortgage Force consultants currently operate on the West Coast.

Smartline has 140 franchise businesses operating nationally, but has just five franchisees (according to its website) in WA.

Commenting on the merger, Smartline director Joe Sirianni said it would bring together "two very similar companies, with a single set of shared values focused on client service, maintaining the highest standards of integrity, and looking after our people".

Neil Pinner, MD of Mortgage Force said: "We have a very strong presence in Western Australia, where traditionally Smartline has limited numbers. It is a great fit."

The combined group will have annual volumes of over $3bn.



  • by Michael Russell 24/02/2009 11:50:56 AM

    Best of luck to Joe S. & Neil P., two of the really nice guys in the industry. Am certain there are some juicy synergies to be gained and have no doubt your brokers will benefit from a stronger and more sustainable business.

  • by Peter 24/02/2009 2:06:56 PM

    It is pleasing to see two successfull ethical market leaders getting together to make a stronger group.

  • by Paul Gollan 24/02/2009 5:59:52 PM

    Two great companies, with great management and outstanding brokers. To steal a line from a great book this is a company that is about to go from good to great.

    Paul Gollan
    Ausralian Mortgage Brokers