CBA experienced a tough year in the eyes of the third-party channel, with its overall rating falling by 3.0pp to 75.4 per cent, placing it at the bottom of the major bank cohort. The major bank’s commitment to the broker channel is a critical structural failure, sitting at a low 51.7 per cent – a massive 27 points below the market average. Brokers frequently cited direct channel conflict and an anti-broker sentiment at leadership levels.
Despite the overall drop, CBA remains the undisputed master builder of technology, leading the entire major bank field at 82.1 per cent, driven by exceptional scores in upfront valuations (86 per cent said this was the leading factor), broker portal (84 per cent), and digital tools (83 per cent).
What do brokers like most at CBA?
Gold-standard digital offerings: CBA’s online platforms, digital tool integrations, and upfront valuation systems are highly regarded as the most advanced in the market.
Product policy: The brokers writing loans with CBA also valued its range of residential mortgage products.
What are CBA’s weak spots?
Severe cracks in channel commitment: Brokers frequently cited direct channel conflict and an anti-broker sentiment at leadership levels.
Personnel deficiencies: Alongside ANZ, CBA struggled heavily to sustain its personnel category, scoring near the bottom (70 per cent) for its BDM quality and 65 per cent for its call centre support, well below the market average.
