WA broker services business Platform Finance WA has rebranded to become COG Aggregation WA (COG WA), an aggregator built specifically for West Australian brokers.
In addition, WA finance specialist Natalie White-Dunn (pictured above) has been appointed as business development manager for the newly launched business.
“We are very excited about the rebrand,” said White-Dunn. “We have built this fully-fledged aggregator to support WA brokers, by providing a full suite of products and the best in local support.
“And COG WA is more than just an aggregator; we’re a collaborator in our broker members’ businesses. They benefit from the backing of one of the country’s largest aggregators while at the same time receiving customised grassroots support.”
COG Aggregation WA: Unpacking the rebrand
Previously, Platform Finance WA offered separate services under the COG Aggregation and Platform Finance brands. This change simplifies things by combining both offerings under the single COG Aggregation WA brand.
White-Dunn said that Platform Finance WA has always functioned as an aggregator for brokers, not a brokerage itself. While Platform Finance acts as a central processing hub in other parts of Australia, this wasn't the case for Platform Finance WA.
“COG WA introduced its referral offering to provide all types of finance to brokers – both within and outside our member base,” she said.
“It is a centralised referral hub for asset, commercial, and consumer finance, which brokers may not wish to handle inhouse or do not have the expertise and resources to do so.”
Importantly, COG Aggregation WA will continue to offer its full suite of aggregation services alongside the new referral program. Brokers will have the flexibility to choose how they want to work with COG WA.
“Our dedicated WA team neatly packages the country’s most competitive financial solutions into an easily accessible local proposition,” said White-Dunn.
For example, its broker network, which has around 200 brokers, can access lenders exclusively available to COG Aggregation, including products from specialist financial institutions Westlawn Finance and Equity One.
“In addition, via our tiered service model brokers can choose how involved they want COG WA to be in their respective businesses.”
COG Aggregation WA: What is on offer to brokers?
White-Dunn also unpacked how the rebranding will affect brokers.
In terms of her new role, White-Dunn said she would bring an “ability to build and maintain strong, lasting relationships with broker and industry partners” after 25 years in the local finance sector.
She previously held roles with Westpac in the commercial/business banking sector; as a BDM with Homeloans Ltd; as partnership manager with LMG; and as a BDM with Platform Finance WA.
“I have a particular understanding of the WA asset and commercial markets, and I specialise in fully diversified broker businesses. I’m looking forward to what we can achieve together,” White-Dunn said.
In terms of COG Aggregation, it’s developed a variety of technologies to support brokers, including a new WA website, a CRM system, and broker portals.
The company said they have been designed to offer enhanced services aimed at diversifying income streams.
White-Dunn said an aggregator with a state-specific focus has a “deep understanding of the local market, regulations, and economic conditions”.
“This expertise allows us to provide tailored advice and solutions that are more relevant to the unique needs of brokers and clients within Western Australia.”
Spotlight on WA landscape and trends
Commenting on the national landscape, White-Dunn said that over the past three to five years, the Australian market has faced noticeable shortages in housing and essential equipment, stemming from the pandemic and compounded by the stringent border closures.
“It’s expected that housing values in 2024 will still increase, but at a lower rate than 2023,” she said. “We expect demand to slow given the higher cost of living pressure and higher interest rates.”
At a WA level, White-Dunn said WA, known for its strong capital-intensive industries such as civil, mining, construction and earthmoving, remained a “pivotal economic stronghold.”
“In response to this economic landscape, broking firms are actively seeking avenues for diversification to enhance their finance offerings,” she said. “Many brokers are expanding their services, and particularly in the case of mortgage specialists, are now utilising third-party referral partners to do so.
“These collaborations aim to meet broader client needs in the commercial and asset finance space, marking a strategic pivot to address and capitalise on the evolving WA market. This is where COG WA can really support our broker members with our extensive network and our in-house referral arrangements.”
What do you think about the rebrand? Comment below.
