The idea
One lender can only ever recommend itself.
Go direct to a bank and you get a competent answer to a narrow question: what will this lender lend you, on the products it currently sells to the public. It is not a bad answer. It is simply the only one available from that source, and it comes with no way of knowing how it compares.
A whole-of-market search asks a different question — what will any residential lender lend, on any product, including the ones sold only through intermediaries. Those intermediary-only products are a real part of the market rather than a technicality, and they are invisible from a bank's website.
The value of that breadth is not evenly distributed. For a salaried applicant with a large deposit and a clean file, the market converges and the difference between the best direct offer and the best available offer is often small. For anyone whose income has a shape to it — self-employed, bonused, contracted, recently changed — the spread between lenders is wide, and knowing where to place the case is most of the outcome.
→Whole-of-market search across residential lenders, including products not sold direct.
→One adviser named on your file from first call to completion.