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About Pura Finance Group
We arrange asset, equipment and commercial finance for Australian businesses of every structure — and consumer lending when the purchase is personal.
Who we are
Pura Finance Group is a finance broking business operating from Perth, Western Australia, arranging finance for clients across the country.
The trading entity is Middha Holdings Pty Ltd (ABN 67 694 200 863), operating as Pura Finance Group. We hold credit representative authorisations 575852 and 575853 under Viking Asset Aggregation Pty Ltd trading as Viking Aggregation, Australian Credit Licence 543046.
We are led by a broker holding a Diploma of Finance and Mortgage Broking Management (FNS50322) and accredited with the Finance Brokers Association of Australia. We are a member of the Australian Financial Complaints Authority, membership number 120322, which means you have access to free, independent external dispute resolution if you are ever unhappy with something we have done.
What we do
That distinction matters. A bank can only offer you what a bank has. A broker's job is to know the panel — which lenders take which assets, which will look past an unusual year, which move quickly, and which will not touch a used machine over a certain age.
We take your circumstances, work out which lenders realistically fit, and present the file the way those lenders need to see it. You are not charged for that conversation, and you are under no obligation once you have had it.
Our fees and any commissions we receive are set out in full in our Credit Guide, which we provide before any application is lodged.
How we work
The person who takes your first call is the person who rings you when it settles.
No handoffs between departments, no ticket numbers, and no explaining your situation twice.
Who we act for
A trust buying a $200,000 machine is assessed differently from a sole trader buying the same machine. Different lenders, different documentation, sometimes a different product entirely. Getting this right before lodging is most of the job.
Reach
We work from Perth and arrange finance for clients across Australia. Being small is the point: there is no queue, no call-centre script, and no handing your file to whoever happens to be free that morning.
What we add is the panel. Access through Viking Aggregation to a breadth of lenders that a single bank branch cannot offer you, and the judgement to know which of them to approach.
Next step
Tell us what you are looking to finance and we will come back to you with the options worth considering.
