Q. How long have you been broking, and what kind of loans do you specialise in?
I began in the industry around 2005 and initially worked as a client services manager and dabbled in sales. The business I worked for went broke, so we started Inovayt in 2007. Here we are 18 years later and still going strong!
We now service all clients. First home owners are driving loans in Victoria, and investors are in Brisbane. It is important to capture market share in every sector.
What I was doing last year is very different to what I do now… continuously evolving keeps me engaged
Q. What keeps you in the industry after all this time?
I enjoy growth, and my role changes every year. What I was doing last year is very different to what I do now, and it is extremely different to 2007. Continuously evolving keeps me engaged. For example, I have done every role from CSM to mortgage broker to business development and general manager. Now, as managing director, I oversee business strategy, acquisitions, recruitment, and mentoring younger people. We have a general manager and heads of department who run each division and report to me.
Q. How have you evolved the brokerage over time?
We expanded from broking to provide back-end services for brokers and later added financial planning, asset finance, and commercial finance to ring-fence clients for their entire financial journey. This approach helps us estimate marketing spend because we can deliver multiple services per client.
We’re now around 60 per cent mortgages, 30 per cent financial planning, 5 per cent asset finance, and 5 percent commercial. Financial planning grew rapidly, but mortgages have increased again recently.
We have offices in Melbourne and Brisbane and recently acquired one in Adelaide, too (the finance arm of local real estate company Ouwens Casserly Real Estate). Adelaide was our second target market post-Queensland. You’ve got to be a size where you can actually service another state properly. If you just think you can hire someone over there and hope it works, it won’t. You need relationships, leadership, and a really clear plan.
Q. How do you approach acquisitions?
We focus on individuals, not succession plans. Ideal candidates are smaller businesses with one to two years’ experience, strong in sales, and willing to let us handle operations. Leadership qualities and potential for shareholder roles are key.
Q. How did you learn to be strategic in running a medium-sized business?
We brought in an advisory board of four external experts and introduced additional shareholders. This created accountability and forced me to learn business planning, strategy, and managing people at scale.
Q. How many staff are at Inovayt?
We have 55 staff, including offshore. There are 17 brokers and four financial planners, plus one in asset finance. So, 21 revenue drivers in total.
Q. How do you manage offshore teams?
It took three attempts to get it right. Embedding offshore staff into the culture and having onshore people champion the move was key. Tasks offloaded to offshore staff allow onshore staff to grow.
Q. How do you structure broker pay?
We moved from contractor to PAYG around 2019. Brokers’ pay is tied to performance and net revenue they generate. This allows them to grow earning capacity and ensures they do not feel stagnant. Administrative roles also have clear competency and income levels with paths for growth.
Q. How do you generate business for a large team?
We focus on real estate groups and have a key account manager to maintain relationships. We provide a value-add offering, including financial planning sessions for staff. Annual business plans and quarterly check-ins ensure the partnerships are productive.
Q. What AI tools are you using?
We use Telos, which organises client information from PDFs and emails and generates summaries for brokers, saving one to two hours per file. We also have an email triage system automating updates to HubSpot and reducing manual work.
Q. What are Inovayt’s plans for this year?
We are aiming for 20 per cent revenue growth year on year. Focus areas are AI tools to increase broker productivity and rolling in new partners.
Q. What do you think the broking industry will look like in the next 10 years?
The industry will change significantly. Brokers may enjoy another four to five years of growth. Inovayt will continue building a financial services business focused on advice, expanding asset and car finance, and potentially adding general insurance.
Q. How do you unwind and de-stress?
I spend time with my 10-month-old daughter, take over her bath and bedtime routine, and exercise every day.
Q. What advice would you give to brokers looking to grow their business?
Focus on networking, building strong relationships, and adding value beyond mortgage broking. Continuously learn, adapt, and be strategic.
Identify leadership in your team and provide paths for growth.
Invest in tools that increase efficiency, but never lose sight of client outcomes.
