the adviser logo

Technology ‘essential’ driver of growth

by Lucy Dean5 minute read

Brokers and aggregators have called for a greater uptake of technology in the sector, arguing that those who aren’t on board “need to be”.

Heartland CEO Andrew Ford told The Adviser that as Heartland is a specialist provider of reverse mortgage and equity release products, the use of technology has been an "essential driver" in the business' growth.

To continue reading the rest of this article, create a free account
Already have an account? Sign in

He explained: "[Our] use of technology has focused primarily on lead generation and education. For lead generation, digital advertising has enabled us to precisely target a narrow but growing demographic in a cost-effective manner. Our investment in education has been focused on connecting with customers and influencers, such as brokers, to show them how reverse mortgages work and how they can help seniors live a better retirement. This has included social media, YouTube, a broker portal and an e-book.

"These initiatives have been a key factor in increasing our new business generation by 500 per cent in the last two years and establishing Heartland as the leading provider of reverse mortgages in Australia."


Sarah Farrugia, director at SAF Finance, echoed Mr Ford, saying that technology is an essential element of SAF Finance processes and that more brokers should be implementing technological innovations and services into their businesses.

She added that aggregators have an important role to play in assisting brokers to make the leap. “I do think that aggregators need to support it and put their money in to provide that platform.”

AFG is one aggregator that has had a focus on technology, using it for tracking and integration. Keiran Evans, general manager of AFG commercial, said that the group's alliance with US-based Biz2Credit, AFG Business, was a game changer and an "industry-first" for Australia.

"It will satisfy a need in the SME community that has been largely neglected. The platform’s patented analytics and financial services technology will provide small business borrowers with access to a much broader range of finance options to align borrower needs with lender risk and product appetite, delivering a faster and more efficient access to the appropriate capital.

"The platform enables AFG brokers to prepare a single commercial application that, prior to submission, can provide a list of suitable lenders with a high likelihood of approval, satisfying a wide range of commercial market segments. It will see our existing commercial writers attract, fulfil and service market segments sub $1m that historically may not have been an efficient avenue of growth. It gives our non-commercial writers the opportunity to play in this space for the first time. The key aim here — AFG broker business growth and exceptional customer outcomes in the SME space."

Find out more digital marketing tips and tricks at The Adviser Bootcamp Digital Marketing 2017.

Visiting Sydney on Thursday, 24 August, and Melbourne on Tuesday, 29 August, the day showcases how brokers can create compelling content that will place them to the top of Google's search results along with the best tips for forming social media and business growth strategies.

The Adviser Bootcamp Digital Marketing 2017 will provide brokers with all the tips and tricks they need to know to develop a plan that can grow their sales and boost their brand.

It will teach brokers how to implement quick and effective low-cost strategies to attract more business, master the basics of SEO, get a glimpse of what success in digital marketing looks like, and discover partners that can help formulate efficient digital marketing strategies.

The full agenda for this one-day event is available at The Adviser Bootcamp Digital Marketing 2017 website.

[Related: Major aggregator to roll out commercial broking platform]

Technology ‘essential’ driver of growth
digital web
TheAdviser logo
digital web


You need to be a member to post comments. Register for free today


Anja Pannek CEO PLAN

Anja Pannek named MFAA CEO

The board of the Mortgage & Finance Association of Australia (MFAA) has confirmed that Anja Pannek will be the...

mike felton mfaa ta jdayl5

Aggregator heads reflect on Mike Felton’s legacy

Following on the news that Mike Felton is to retire next month and step down as chief executive of the Mortgage &...

melanie kiely afg ta mzh8zm

AFG non-executive director steps down from board

Australian Finance Group Ltd (AFG) has advised that Melanie Kiely will be stepping down from the AFG board to...

Read the latest issue of The Adviser magazine!
The Adviser is the number one magazine for Australia's finance and mortgage brokers. The publications delivers news, analysis, business intelligence, sales and marketing strategies, research and key target reports to an audience of professional mortgage and finance brokers
Read more