As Australian banks continue to grapple with flat or falling customer satisfaction, Loan Market says its FY26 results show the broker channel pulling further ahead.
The brokerage points to entrenched trust concerns and shifting customer expectations across the banking sector as a backdrop against which relationship-led models continue to gain ground.
"We see digital challengers gaining ground, but the real standout in satisfaction metrics continues to be relationship-driven models,” said Angela Tracey (pictured), chief marketing officer for Loan Market. “Whether in corporate banking or finance broker networks, the sectors that prioritise personal connection and human-led expertise routinely score higher than traditional direct branch banking."
Roy Morgan data backs this up: even the top major bank, NAB, scored just 78.8% in May 2026 — well below Loan Market's network-wide NPS.
Loan Market's own figures back the claim. The brokerage reported that 75% of its businesses achieved a perfect Net Promoter Score (NPS) in FY26 — a widely used industry benchmark measuring how likely customers are to recommend a business — while 93% scored +95 or higher. The network's overall average held at +99 for a second consecutive year.
Loan Market attributed the result to its high-touch service model, underpinned by technology that it says frees brokers from administrative work so they can focus more directly on clients.
The result also lands alongside broader industry data showing brokers now write the majority of new home loans nationally, with the MFAA's latest Quarterly Market Share Report putting broker-facilitated lending at 81% in the March quarter — the highest share on record.
Human relationships remain the differentiator
Tracey said the results reflect the enduring value of human-led advice even as digital tools become more embedded in the borrowing process.
"AI might help a borrower find us, but our brokers are the ones who build the relationship and guide them through finding the right home loan," she said.
Tracey added that the network's role goes beyond simply matching clients to loan products.
"We don't just find finance solutions that meet our clients' best interests; we educate them, improve financial literacy, and remove stress through clear, regular communication,” she said. “Technology handles the heavy lifting so our brokers can focus on long-term, evolving relationships."
Founded in 1994 by Sam White, Loan Market is part of the White Family Group and now supports around 1,000 brokers and advisers across Australia and New Zealand, with access to more than 60 lenders on its panel. The network's brokers help more than 35,000 Australians and New Zealanders secure finance each year.
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