Data disruption: why brokers must act now

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IN AN environment defined by rapid technological advancement and intensifying competition, the role of data in financial services has fundamentally shifted. It’s no longer a by-product of doing business; it is the business. From my perspective as CEO of Finsure Group, data has become the most critical strategic asset any broker or aggregation business can harness – and those who fail to recognise this reality risk being left behind as AI-driven platforms reshape our industry. Across the mortgage and finance broking sector, the message is increasingly consistent. Industry publications have all highlighted the growing importance of data-led decision-making. Whether it’s improving customer retention, identifying new revenue opportunities or managing risk, the consensus is clear: brokers who leverage data effectively outperform those who don’t. At its core, data enables brokers to move from reactive service providers to proactive advisers. One of the clearest examples of this is in managing fixed-rate loan expiries. Brokers who actively ‘mine’ their existing customer base can identify clients approaching the end of fixed-rate periods and engage them well before the rollover occurs. This not only strengthens client relationships but also significantly improves retention outcomes. Furthermore, brokers who adopt a structured, data-driven retention strategy are better positioned to be present through the entire customer life cycle, rather than relying on transactional interactions. This means building systems that trigger personalised communications tailored to each client’s circumstances. It could be a timely refinance discussion, a review of a loan structure or a broader financial health check.

Established in 2011, Finsure has evolved into one of Australia’s largest mortgage broking groups. The core of our business ethos is a desire to provide the strongest value proposition to all our broker partners. This underpins who we are as an organisation and why we are able to provide the maximum value to those who align with us. We currently have a network of over 4,000 brokers, while our loan book exceeds $175 billion. With an international presence, Finsure is a dynamic, scalable, technology-enabled aggregator that’s ahead of the pack and driving broker recruitment through our innovative solutions and breadth of service.

Simon Bednar, Finsure Group

Beyond retention, data also unlocks meaningful cross-selling opportunities. A well-maintained dataset can reveal when a client may benefit from additional services, whether that’s a personal loan, asset finance or a commercial lending solution. As I’ve repeatedly said, diversification is no longer optional for brokers looking to grow sustainably. Data is what makes that diversification targeted and effective, rather than opportunistic. Equally important is the ability to respond quickly to market changes. When the Reserve Bank of Australia announces a cash rate movement, brokers with strong data capabilities can immediately identify which clients are on variable rates and likely to be impacted. This enables timely outreach, reinforcing the broker’s role as a trusted adviser rather than a passive intermediary. In a competitive landscape, that responsiveness can be the difference between retaining and losing a client. However, the strategic use of data goes beyond immediate client engagement. It also requires a deeper understanding of your customer base. Brokers should be conducting regular demographic analysis to identify their ‘ideal’ client profile. This means a detailed look at key data points such as loan size, property type, income levels and geographic distribution. This allows brokers to refine their marketing strategies, focus on high-value segments and identify gaps in their portfolio that present growth opportunities. Importantly, data analysis shouldn’t be limited to successful conversions. There is significant value in understanding why certain prospects didn’t proceed. Maintaining a basic but structured CRM system, where brokers capture prospect information, track interactions and record reasons for non-conversion, creates a pipeline of future opportunities. Many clients delay their entry into the property market, but they rarely disappear entirely. Brokers who retain and revisit this data are far more likely to convert those clients when the timing is right. But with great data comes great responsibility. As the value of data increases, so too does the risk associated with its misuse or compromise. Cybersecurity is no longer a technical consideration; it’s a fundamental business priority. Brokers who fail to take it seriously are not only exposing themselves to financial and reputational damage but also putting their clients at risk. There are several practical steps brokers can take to strengthen their cybersecurity posture. First, device management is critical. It’s essential all devices used for business purposes are secure, regularly updated and protected by appropriate security software. Second, multi-factor authentication (MFA) should be standard practice across all systems, adding an additional layer of protection against unauthorised access. Third, brokers should invest in regular staff training to ensure that everyone understands the risks of phishing attacks and other common threats. In addition, data encryption, secure cloud storage solutions and routine system audits should form part of a comprehensive cybersecurity strategy.

“Data is no longer a by-product of doing business; it is the business. Brokers who treat data as a strategic asset will be better positioned to retain clients, identify opportunities and compete in an increasingly AI-driven marketplace”

Data is no longer a by-product of doing business – it is the business. Finsure Group CEO Simon Bednar explains why brokers who fail to harness it risk being left behind

Published 29 Jun 2026

If people are at the heart of Finsure, data is the brain At Finsure, we have long recognised that people are at the heart of everything we do. But it’s the data we have access to that brings intelligence. Our Infynity CRM platform delivers insights across the entire lending spectrum, which in turn allows us to empower our brokers with the tools they need to make informed decisions. It’s not just about storing information; it’s about transforming that information into actionable intelligence. This philosophy has been further advanced with the launch of our Finsure Intelligence platform, a data warehouse we established in 2025. By aggregating and enriching data from a wide range of industry sources, we are able to identify emerging trends, uncover opportunities and, importantly, develop AI-driven tools that enhance the capabilities of our network.

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“If people are at the heart of Finsure, data is the brain. The brokers who turn information into actionable intelligence will deliver better client outcomes, stronger retention and more sustainable long-term business growth”

Leveraging the AI capabilities and insights from our data warehouse, we have developed a platform called Wikibroker, a next-generation lender policy selection tool. Furthermore, we will be embedding proprietary AI tools into our upcoming Metanoia CRM, streamlining processes and delivering unique insights to users. The goal is simple: to equip brokers with smarter, faster and more predictive tools that enable them to deliver better outcomes for their clients. From an aggregation perspective, data also plays a critical role in compliance and risk management. The depth and breadth of our data allow us to identify patterns and anomalies that may indicate fraudulent activity. The more data we have, and the more effectively we can analyse it, the better we can protect our brokers and their clients. At the heart of this is our newly developed platform Sentinel, our in-house AI tool that helps our team identify suspicious and hidden relationships between brokers and referral partners. Once identified, we can take a proactive approach to mitigating any risks and protecting brokers’ businesses.

Data transparency should be an industry priority However, combating sophisticated fraud is not something any single organisation can do in isolation. There is a growing need for greater transparency and improved data sharing across the industry. Banks, aggregators, regulators and industry bodies must work more collaboratively, sharing insights and intelligence to stay ahead of increasingly complex threats. This is an area where the industry still has work to do. While progress is being made, a more unified approach to data sharing will be critical if we are to build a more secure and resilient financial ecosystem. Ultimately, the message is clear. Data is no longer optional; it’s foundational. As AI-driven platforms continue to evolve, the gap between those who effectively leverage data and those who don’t will only widen. Brokers who embrace data as a strategic asset will be better equipped to deliver value, build stronger client relationships and grow their businesses sustainably. Those who don’t risk being left behind.

Simon Bednar, Finsure Group