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REA Group unveils new Smartline brand

REA Group has announced the rebranding of its Smartline mortgage broking business, with Home Loans also to be integrated under the banner in the coming months.

Now known as Smartline – personal mortgage advisers, REA said the rebranded offering is primed to become the primary mortgage broking brand representing the Group in the Australian market.

“The new Smartline brand combines the unique strengths of both businesses, incorporating the iconic red REA house, while delivering an unmistakable nod to both Smartline’s highly regarded financial reputation and’s property expertise,” they said.

“This move further strengthens REA Group’s focus on financial services and commitment to providing the best property search and finance offering for Australians. It is also core to the group’s continued focus on providing value to people beyond traditional property transactions.”

The new brand will go live on Monday 10 February.

REA Group CFO Janelle Hopkins explained REA Group took 100 per cent ownership of Smartline in July last year.

“It was always our long-term plan to bring the Smartline and Home Loans brokers together to create one strong business leveraging our combined systems, data and talent,” Ms Hopkins said.

“While Smartline will lead the mortgage broker offering, Home Loans will remain a gateway in digitally connecting consumers to bank or broker options.”

Smartline CEO Sam Boer said the brand was proud of its well established 20-year market leadership position and the culture that had been created over this time.

“The Smartline rebrand and integration with Home Loans broking business is another exciting step forward in the evolution of the organisation’s rich history,” he said. has an average monthly audience of 8.8 million. More than $2.3 billion in digital home loan applications have been received since launching Home Loans in 2017.  

The integration of both businesses is anticipated to be completed by Q420.

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