Latitude Financial Services is an Australian financial services company with headquarters in Melbourne, Victoria, also doing business in New Zealand under the name Gem Finance. Latitude’s core business is in consumer finance through a variety of services including secured and unsecured personal loans, credit cards, car loans and interest free retail finance. As of 2018 it had around a 6% share of Australia’s personal lending market, making it the biggest non-bank lender of consumer credit in Australia. Wikipedia