Company news
FINEDGE Finance appoints BAKAYA to lead its push into commercial finance and large investment portfolio across Sydney’s North West
Norwest-based FINEDGE Finance has appointed BAKAYA to lead its brand positioning and growth marketing across Sydney’s Northwest and the Hills.
SYDNEY, October 2026 — Norwest-based brokerage FINEDGE Finance has appointed BAKAYA, the Sydney-based marketing consultancy for mortgage brokers and property-finance businesses, to lead its brand positioning and growth marketing. The goal is clear: establish FINEDGE as the leading commercial and business finance specialist across Sydney’s Northwest and the Hills.
The appointment comes as the region enters one of the biggest growth chapters in its history, and as demand for finance that goes well beyond the family home accelerates.
A region growing up fast
The Hills is one of the fastest-growing parts of Greater Sydney. Forecasts prepared by .id for The Hills Shire Council project the population to rise from about 192,500 in 2021 to more than 259,000 by 2036. Greenfield fronts in Box Hill, Rouse Hill, Kellyville and Tallawong are adding thousands of new homes. Sydney Metro Northwest has put Norwest, Castle Hill and Bella Vista within easy reach of the CBD.
The commercial story is just as striking. Council’s draft precinct plan for the Norwest Strategic Centre identifies room for around 30,000 additional jobs, lifting the centre’s capacity to roughly 64,000 jobs. Norwest is no longer just a business park. It is becoming one of Sydney’s major commercial centres.
Growth on this scale creates finance needs far beyond the first home loan:
- Business owners buying their own offices, warehouses and premises
- Builders and developers funding construction across new release areas
- Investors growing from one property to a portfolio
- SMSF trustees looking at commercial assets
- Established businesses needing working capital to expand
This is a market that needs a local lending partner with genuine commercial depth. That is the opportunity FINEDGE Finance is built to own.
Built for the next chapter
FINEDGE Finance already has the depth this market demands. Headquartered in Norwest since 2021, the firm is led by three principal brokers with more than 40 years of combined finance experience and access to a panel of more than 50 lenders.
- Jaimin Yadav brings over two decades in finance, including more than 15 years in broking and a background in financial planning. He specialises in complex, commercial, SMSF and construction lending.
- Bharat Vekariya has more than ten years across the broadest range of lending scenarios, with a strong record of placing loans others find difficult.
- Sanjeet Hooda brings more than 14 years of experience in construction finance, equity release and SMSF lending. Sanjeet also holds a degree in Charter Accountancy.
Together, they cover every stage a growing Hills household or business is likely to reach: from a first home to an investment portfolio, and from a commercial property purchase to the business lending that funds expansion. Few brokerages in Sydney’s Northwest can match that breadth under one roof.
The brief: own commercial finance in the Northwest
BAKAYA’s mandate is to build a market position that matches the full strength of the FINEDGE team. The work centres on three priorities: commercial property finance, business lending and property portfolio growth. Each is taken suburb by suburb across Norwest, Castle Hill, Baulkham Hills, Kellyville, Rouse Hill, Box Hill and Tallawong.
The program pairs strategic positioning with an always-on growth engine. It includes director-led video across social channels, content built to rank in search and AI answers, email nurture and community marketing. Every part is designed to put FINEDGE’s brokers in front of the business owners and investors driving the region’s growth.
“The Northwest we started in is not the Northwest we see today. Our clients are buying their own offices and warehouses, building, investing and growing businesses right here. We have the experience and the lender relationships to back every one of those ambitions. Our goal is for FINEDGE to be the first name a Hills business owner thinks of when they need commercial finance. BAKAYA knows this industry and this market inside out, and that made them the right partner to get us there.”
“FINEDGE has something rare: genuine commercial lending depth, sitting right in the middle of one of Sydney’s fastest-growing regions. Norwest is becoming a true commercial centre, and the businesses arriving here need a finance partner who understands both property and enterprise. FINEDGE has every ingredient to become the industry leader in commercial finance across the Northwest. Our job is to make sure the market sees it. I’m excited to build that with Jaimin, Bharat and Sanjeet.”
What comes next
The engagement is already underway. A positioning strategy has been set with the FINEDGE leadership team, and a director-led content series is now in production. Business owners, investors and families across the Hills can speak with FINEDGE’s brokers at 310/12 Century Circuit, Norwest, or on 1800 147 258.
About FINEDGE Finance
FINEDGE Finance is a finance brokerage based in Norwest, NSW. Founded in 2021, it helps households, investors and businesses across Sydney’s North West with home loans, commercial property finance, business lending, construction finance and SMSF lending, through a panel of more than 50 lenders. At present, the company operates with a process-oriented approach, supported by three directors and eight support staff.
About BAKAYA
BAKAYA is a Sydney-based marketing consultancy helping mortgage brokers and property-finance businesses grow through strategy-led marketing. Founder Rahul Bakaya brings more than 15 years of B2B marketing leadership across Asia Pacific and Japan, spanning SaaS, PropTech and financial services. BAKAYA works as an embedded marketing leader for its clients, from positioning and strategy through to content and growth execution. Learn more at bakaya.com.au.
