LMG Asset Finance has launched a new campaign aimed at challenging outdated views on switching aggregators, urging brokers to break free from partnerships that no longer support their growth.
The award-winning aggregator supports a community of over 6,000 brokers and advisers and partners with 70+ lenders. In FY24, LMG brokers helped more than 330,000 customers settle over $126 billion in loans, growing the collective loan book to $370 billion.
Titled “It’s Time to Break Up With Your Asset Aggregator,” the national campaign speaks directly to asset finance brokers who may feel stuck with their current aggregator – even when better opportunities may exist elsewhere.
Alex Ventura (pictured right), head of marketing, asset, and commercial at LMG, said the campaign was designed to empower brokers to make decisions that align with their long-term 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,” Ventura said. “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 LMG’s onboarding approach was deliberately broker-first.
“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,” he said. “We don’t want outdated perceptions holding brokers back from accessing the support they need to grow.”
The campaign will run across digital channels from June 25, encouraging brokers to re-evaluate what they receive from their aggregator and explore alternatives.
Tom Caesar (pictured left), LMG Group executive of asset finance, said the time had come to redefine what asset finance aggregation should look like.
“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,” Caesar said. “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.”
Angus Askew, director at Magnolia Lane, shared his experience of transitioning to LMG.
“Switching to an asset finance specialist aggregator wasn’t a decision we made lightly but 12 months on, we couldn’t be happier,” Askew said. “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.”
LMG is calling on brokers to take a fresh look at their aggregator relationships and assess whether it’s time for a change.
“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.”
