Deb Purvis has both farming and finance in her DNA. The South Australia-native kicked off her career as a bookkeeper for agricultural businesses, spent more than a decade as a rural finance counsellor, and then perfected her expertise at Robinson Sewell Partners, specialising in agricultural, commercial and corporate finance.
About three years ago, she launched her own brokerage, Purvis AgriFinance, where she serves as director and agri-finance and commercial broker. Today, she works with clients across South Australia, Western Australia, Victoria and New South Wales, providing solutions in agri-finance, equipment and infrastructure finance, trade finance, succession planning and more.
Since starting her own firm, Purvis has won a number of awards. She's also married to a farmer, and planning to leave the business to her daughter, who is also an agri-finance broker.
"Farming has always been a big part of who I am," she said. “I can now say we are a family business and that is exciting. Passing on my knowledge means creating a clear pathway for another female broker, my daughter, to succeed in this specialised field and proving that there is room for women to thrive.”
Australian Broker caught up with Purvis for the latest edition of the Spotlight Series, where we feature standout figures, who are shaping the mortgage broking and finance industries across the country.
The following interview has been edited for grammar and clarity.
DP: I grew up on a farm in the Clare Valley, [South Australia] and ended up marrying a farmer. Farming has always been a big part of who I am. Before becoming a broker, I worked for more than 11 years as a rural financial counselor, helping farming families navigate financial hardship through a government-funded program. It was incredibly rewarding, but also challenging. During that time, I saw a real disconnect between farmers and their banks. Too often, loan structures didn’t reflect how agriculture actually works. That’s what inspired me to move into broking; I wanted to bridge that gap and advocate for clients from within the system. A few brokers I met through Connective encouraged me to take the leap. And once I did, I knew I’d found my place helping rural families achieve financial stability and growth.
DP: My entire life has revolved around agriculture. So focusing on agri-finance felt like a natural fit. I didn’t follow the traditional banker-to-broker path. When I started, I didn’t have an existing client base to lean on. What I did have, though, was deep industry knowledge, genuine connections in rural communities and an understanding of how farmers think and operate. Those relationships became the foundation of my business. I knew that I could communicate the story of each client – their history, risks and potential – in a way lenders could understand. It’s a niche space where trust, reputation and understanding seasonal cycles are everything. And that’s where I feel I add the most value.
DP: Agriculture, and by extension agri-finance, is still very male-dominated. But that’s slowly changing. And, I have found that farmers are open minded, as long as you are honest and good at your job; that’s what they are concerned about. I’ve also found that being female can be an advantage. Many farming families appreciate the empathy and communication style I bring, especially when navigating sensitive topics, like succession or restructuring. I see it as an opportunity to bring a different perspective and build trust in a genuine way. Confidence, preparation and authenticity have been key.
DP: Agri-finance is very different from standard commercial or residential lending. It’s far more nuanced and heavily influenced by seasonal, environmental and market factors. Brokers in this space need to be able to understand how the farm operates so they can clearly communicate it to a bank. You also need to appreciate that for most clients, the farm is not just their business, it’s their home and their family’s future. That emotional layer changes everything. Being across multiple lender policies is important. But so is knowing how to present a client’s story and risk mitigation clearly. It’s about translating the realities of farming into language that lenders understand.
DP: Mentorship and networks have played a huge role in my success. When I first started, I leaned heavily on the support of brokers within Connective who helped me understand the industry and refine my strengths in the agri space. But I think the real secret has been persistence and relationships. I started from zero – no client book, no bank background – just passion and determination. I focused on doing right by my clients and building trust.
Word of mouth has since become my biggest referral source. In regional communities, your reputation is everything; if you look after people properly, they’ll tell others. I also invest heavily in ongoing communication, checking in after settlements, reviewing facilities annually and being available when clients need guidance. I genuinely care about my clients’ success. And I think that shows. When you combine integrity with hard work, the rest follows.
DP: I think the biggest thing competitors can learn is that success in agri-finance isn’t about chasing deals; it’s about building relationships. My clients are often making big financial decisions that affect generations, not just balance sheets. By taking the time to understand the full story – the people, the plans and the pressures – you can provide far more value than just arranging finance.
I’m also transparent with clients and lenders alike; I don’t overpromise and I make sure expectations are realistic. Competitors might also learn that consistency pays off. I’ve built my business slowly and sustainably, focusing on integrity and service rather than volume. That approach creates loyalty. Clients come back year after year and refer others. In regional areas, your reputation is your biggest asset. The way you treat people matters just as much as the results you deliver.
