NEW START UP MEMBER: Anchor Finance Brokers
Company Introduction
Anchor Finance Brokers is a Sydney‑based finance brokerage firm offering tailored lending solutions across residential home loans, business finance, asset/equipment finance and investment property loans. The business brings the borrower’s interests centre stage, providing access to a broad panel of lenders and guiding clients through the process with clarity and transparency.
Background & Start‑Up
The business was founded by Per Gustafsson, who brings more than 20 years’ experience in banking and broking. His motivation was to simplify the lending process, advocate for the client rather than the bank, and deliver finance solutions that genuinely fit individual goals.
Importance of the Australian Market & Development
Australia has a well-developed and highly regulated financial services sector, with a strong appetite for home ownership, property investment, and small business growth. In this environment, finance brokers play a crucial role by helping clients navigate complex lending options and secure competitive finance solutions tailored to their circumstances. Finance brokers now handle over 70% of all new residential home loans in Australia—a significant rise over the past decade. This growth reflects increasing consumer trust in brokers’ ability to provide choice, save time, and act in the borrower’s best interest. With the introduction of Best Interests Duty (BID) in 2021, brokers are legally required to prioritise the needs of their clients, further strengthening their reputation and appeal.
In this thriving market, Anchor Finance Brokers is well-positioned to grow. By offering personalised service, access to a wide panel of lenders, and deep expertise in residential, investment and commercial lending, the firm is tapping into a mature and growing demand for transparent, client-focused finance solutions in Australia.
About Per Gustafsson
Per Gustafsson is the founder of Anchor Finance Brokers and brings more than 20 years of experience in banking and finance to his clients. Having worked on both sides of the lending process — as a banker and a broker — Per understands how complex and time-consuming securing finance can be, especially when clients don’t have someone truly advocating for their needs.
He founded Anchor Finance to make finance simpler, more transparent, and genuinely focused on people. Drawing on his own experience as a property owner and investor, Per offers practical, personalised advice that helps clients make confident decisions.
Per works closely with professionals and business owners who value trusted guidance, tailored options, and a smooth, stress-free experience. His approach is hands-on and client-focused — ensuring every borrower feels supported and informed from start to finish.
Per Gustafsson
