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A new CRM platform will launch later this month and offer built-in coaching features.
Phil Rice, broker principal at EZ Finance, has announced the launch of a new CRM platform that will allow brokers to continue using the software while moving between aggregators.
Emerald Edge is a front-end platform that is aimed at handling all client-facing activities, from inquiries to application submissions, while offering brokers comparison tools, credit checks, bank statement integration, and document collection.
Brokers can also pair the white labeled platform with their business management system.
The CRM platform will be launched in late May 2025 and licensed to brokers through an estimated monthly subscription fee of $295 (plus GST) per month.
Rice, who is also the founder of business coaching business the Business Advice Agency and Better Business Coach (BBC), told The Adviser that Emerald Edge would be particularly useful in its ability to let brokers use it when changing aggregators without experiencing the downtime typically experienced when moving between aggregator CRMs and systems.
“At the end of the day, it is all about the brokers, not the aggregators or the banks,” Rice said.
“Brokers are small business owners and need all the support they can get to be able to run a profitable and enjoyable lifestyle business.”
Rice said that a key feature of the platform was a built-in coaching tool.
Emerald Edge uses a chatbot educated by BBC to help brokers and answer business-related questions.
The tech is supported by certified business coaches and advisers with a broker industry background and can refer back to them for more complex queries, Rice said.
Next wave in aggregator tech
Emerald Edge is the latest in a swathe of major CRM transformations in the broker and aggregation space.
Aggregation group Purple Circle Financial Services has started using integrated lending, origination, and CRM platform Salestrekker 2.0, after going live with the new platform last month.
In recent months, Connective has unveiled a number of updates to its Mercury Nexus platform, including AI-powered automation and its Financial Passport, harnessing NextGen’s open banking technology.
In March, Loan Market Group launched MyCRM Diversified, an “end-to-end CRM for residential, commercial and asset finance”, which brings all deals and lender policies together under one CRM.
Meanwhile, Lendi Group (the parent company of the Aussie and Lendi brokerage brands) has transformed its CRM system after rolling out a swathe of technology updates as part of its repositioning of the Aussie brand, including a new Aussie App, and a new tool for brokers that aims to help them deliver faster, more accurate lending advice.
Broker-built tech on the rise
Brokers are increasingly building new technology platforms to overcome common broking challenges, to great success.
Last week, former MoneyQuest broker Michael Richardson (CEO) and seasoned technology executive Russell Lewis (CTO) launched Cynario, a new AI platform to help brokers navigate lender mortgage policies.
Broker-created CRMs such as BrokerEngine (now owned by aggregator AFG) have long been a favourite among loan writers, while serviceability solution provider Quickli has won over many hearts and minds, with its ability to bring together multiple calculators (including lender calculators and borrowing power ones) in one platform.
Similarly, fintech and asset finance brokerage LoanOptions.ai recently unveiled its new AI-powered tool, HAILO, which aims to make the mortgage application process faster and easier for brokers and clients alike.
You can find out more about the technological innovations in the broker space in the April edition of The Adviser magazine, out now!
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