LMG shares why brokers will be Aussies’ first call in 2025

A new whitepaper from LMG, 2025 Trends to Watch, reveals why brokers will be at the heart of Australian lending decisions next year, with eight in 10 borrowers expected to turn to them for expert advice.

As lending landscapes grow more complex, 2025 is shaping up to be the year brokers cement their role as the go-to for smarter, tailored lending solutions. From market confidence driven by wage growth to game-changing opportunities in commercial lending, the report uncovers the trends brokers need to stay ahead.

Sam White, Executive Chairman of LMG, says 2025 is shaping up to be the year of the broker. 

“Australians are increasingly turning to brokers for expert advice and guidance in a complex lending environment.

“As Australia’s largest aggregator, we are in a unique position to witness the increasing popularity of brokers with the Australian public first-hand. 

“While we are pleased to see the ‘broker’ become universally known, this does not mean that we can rest on our laurels going into a new year. 

“Our whitepaper is here to give brokers the insights they need to not just keep up but lead the way,” White added.

Here’s what brokers can expect in 2025:

• Brokers: The go-to choice for lending solutions
  Australians are looking for trusted advisors more than ever, with brokers expected to surpass their 2024 share of 74% of the residential loan market.
• Confidence on the rise with wage growth and easing inflation
  Wage growth and strong employment are boosting buyer confidence, but affordability challenges persist. Brokers will be key in navigating these hurdles.
• Harnessing AI for smarter broking
  Tech-savvy brokers will streamline processes and deliver sharper, more personal advice, leveraging AI and automation to drive business growth.
• Interest rate cuts on the horizon
  Expected rate cuts in late 2025 will provide relief for borrowers, and brokers will be instrumental in helping clients make the most of these shifts.
• Opportunities in commercial lending
  Non-bank lenders and innovative investment funds are gaining traction, giving brokers new ways to support commercial clients.
• Cybersecurity remains critical
  Brokers must stay ahead of sophisticated cyber threats, and LMG is investing in advanced tools to ensure secure transactions and data privacy.
• Financial literacy takes centre stage
  Educating clients isn’t just a value-add; it’s becoming essential for brokers to foster trust and build long-lasting relationships.

David McQueen, CEO of Loan Market, says brokers are entering 2025 in a position of unparalleled strength. 

“With more Australians than ever relying on brokers for lending solutions, it’s clear our industry is no longer just a convenient option - it’s the trusted path to better outcomes,” he said.

“This growing reliance is a testament to the value brokers bring in navigating complexity and delivering tailored advice. But with opportunity comes responsibility. In 2025, it’s not just about staying informed - it’s about staying ahead.

“From harnessing technology like AI to fostering financial literacy and adapting to market shifts, the brokers who lean into these challenges will thrive. At Loan Market, we’re committed to equipping brokers with the tools, insights, and support they need to seize this moment and drive success for themselves and their clients.”

Download the full whitepaper, 2025 Trends to Watch in this link.