Broker Codex

Sonja Pfitz

Pfitz Financial

Over 30 years in finance, helping Australian business owners (nationally) secure the right funding with the right lender. Specialising in business loans, working capital, trade and receivables finance, and asset finance.

Sonja Pfitz is the Director of Pfitz Financial , a commercial finance and business consulting practice working with Australian businesses. She brings over 30 years of experience in commercial finance, including senior executive roles in credit and operations with major non-bank lenders, as well as founding and running her own businesses. This gives her expertise and insight on both sides of the lending environment. Pfitz Financial specialises in four finance areas: working capital, receivables finance, trade finance, and asset and equipment finance. Sonja works primarily with manufacturers, wholesalers, transport and logistics, importers, labour hire/recruitment, and suppliers to the Defence industry. Clients typically come to Pfitz Financial at a turning point: a working capital shortage, funding a growth phase, working through a bank relationship that has stalled, or preparing a business for its next round of funding or acquisition. What sets her approach apart is having sat on the lending side of the desk. Before working directly for business owners, Sonja spent decades assessing credit risk and approving funding decisions from inside major financial institutions. That perspective shapes the PFITZ framework she developed, a diagnostic approach to working capital that helps business owners understand their funding position. Sonja is passionate about supporting female led businesses and the published author of Not Another Textbook (C 2025), a public speaker and MC, and a member of Women on Boards.
  • Medical Professionals
  • Asset Finance
  • Business Finance
  • Refinancing
  • Rural & Regional
  • Self-Employed
  • Receivables Finance
  • Trade Finance
  • Equipment Finance
  • Working Capital

Eltham, VIC

Qualifications

  • Diploma of Finance and Mortgage Broking Management

Memberships

  • FBAA
  • AFCA

Credit Representative: 495784

Verified by Codex

Will approaching you affect my credit file?
No. A confidential conversation with me, and even a preliminary look at your position, doesn't touch your credit file. Credit checks only happen once you've chosen to proceed with a specific lender and application.
What if my business has already been declined by a bank?
That's one of the most common reasons businesses come to me. A bank decline usually reflects that one lender's specific policy didn't fit your situation, not that no lender will. I work across multiple lenders and know which ones will actually look favourably at scenarios others won't.
Do I need clean financials or a strong credit history to talk to you?
No. Come as you are. Part of what I do is work out what's fundable in your current position, including situations involving ATO debt, inconsistent trading history, or a complex entity structure, and structure the right approach from there.
Do you only work with large finance amounts or established businesses?
No. I work with SMEs at various stages, and industries; from businesses seeking a modest working capital facility through to multi-entity groups seeking to fully restructure their finances. The finance needs to fit the business, not the other way around.
How is my financial information kept confidential?
Everything you share stays between us and only goes to lenders with your knowledge and agreement as part of a specific application. I don't shop your information around to multiple lenders without your consent. Initial appetite tests with lenders are always de-identified.
What's the actual difference between working with you and going straight to my bank?
Your bank can only offer you their own products, on their own credit policy. I work across a panel of lenders, so I'm matching your specific situation to the lender most likely to say yes on workable terms, rather than fitting you into one institution's box. With over 30 years in commercial finance, that also means knowing lender appetite before you apply, not after a decline.
What happens after I get in touch?
We start with a confidential conversation about your situation and what you're trying to achieve. I request information from you and from there I'll tell you plainly whether it's fundable, what the realistic options are and the timeframe to complete the process through to settlement. Nothing goes to a lender until you've agreed to proceed.
How long does the process take from first contact to funding?
It varies by facility, lender, timeliness of you providing me the data I have asked for. I'll give you a realistic timeframe once I have assess this information. What I won't do is give you a generic "24 to 48 hours" answer that doesn't hold up once your actual situation is on the table.
Can you help if I already have an existing lender or facility?
Yes. A lot of my work involves refinancing, restructuring, or adding a facility alongside what a business already has, including situations where an existing facility isn't the right fit anymore.
What makes you different from other finance brokers?
Over 30 years working in commercial finance, direct experience structuring complex situations like ATO debt refinancing and multi-entity corporate deals, and a straight answer about what's actually achievable rather than what sounds good. If something isn't fundable as it stands, I'll tell you that and what would need to change. I also provide consulting services which enables you to be finance ready before we implement the right finance solution with the right lender.
Very Personal Service that Banks Don’t Provide Sonja took the time to really look at our business and understand our needs and spoke to us with passion. She gives a very personal service that you don’t receive from the banks.
Knowledge is Priceless Sonja was fantastic to deal with. She is very realistic and on the ball with every aspect of our situation and she considers all avenues to get a positive outcome. Sonja is great at navigating the stress and difficulties when trying to get finance when you own your own business and her up-to-date knowledge is priceless.
Helped Grow our Business We needed finance solutions and access to funds with products traditional lending providers do not offer. Sonja was able to help us secure credit in order to grow our business. Sonja is a professional who has become our go-to consultant for our business. I actually refuse to work with any financial provider unless Sonja is involved. She is always on our side, with our interests in mind. I 100% recommend Sonja Pfitz and her company and advise anyone wishing to improve or grow their business to contact her.
Professional, Caring and Customer Focused Sonja is just Brilliant, Professional, friendly, caring and customer focused on the correct solution. I recommend your company with so much respect for the way you conduct business. Thank you so much.
Efficient & Knowledgeable Sonja is awesome to work with! She help us with our business loans and was quick and efficient and knows her stuff. We highly recommend Sonja to help with anything finance and look forward to working with her in the future.
Sonja is just awesome! What she doesn’t know is not worth knowing. She assisted my husband and I in securing a new home loan and made the entire process so much easier. Being self-employed, we had a few hurdles to overcome, but Sonja’s experience, determination, patience and professionalism were second to none. She was our rock through what could have been a very stressful time, always available to answer questions, explain things clearly and provide reassurance when we needed it most. Sonja helped us attain our finance and we can’t thank her enough for her support and expertise. I would highly recommend Sonja to anyone looking for financial guidance.
I cannot recommend Sonja Pfitz from Pfitz Financial enough. She has to be one of the sharpest minds in Australia when it comes to money and finance. She's methodical and very honest, (tells you the truth not what you want to hear). I admire her strength of character, approach to finance and overall integrity which is all too often lacking these days in many businesses including in the finance sector. So, book a chat with Sonja about your finance and youll see immediately what I mean.
Sonja at Pfitz Financial , is the best in the business , highly recommend her work and services. We at Crew Services Group Australia have utilised Pfitz financial services on many occasions and we are always very satisfied with the outcome. Sonja and her team should be congratulated!