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What top brokers are doing to keep clients coming back
AMA finalists for best customer service show why keeping broking personal matters in a digital world
Aaron Taylor
Bluestone Home Loans
Industry experts
Leah Busby
Blackfish Finance
Keely Gregory
Birdie Wealth
Ben Hawley
Azura Financial
Aaron Taylor is a lending specialist with over a decade of experience in the financial services industry across Australia and New Zealand. As head of sales strategy and performance at Bluestone, he is dedicated to helping mortgage brokers find solutions for clients who fall outside traditional lending criteria. With a strong background in business development, broker support and specialist lending, Taylor brings deep industry knowledge and a practical approach to every conversation.
Bluestone Home Loans
Aaron Taylor
Leah Busby is founder and director of Blackfish Finance, an award-winning Adelaide brokerage recognised for excellence in broking and customer service. With a strong focus on delivering exceptional client outcomes, she has built Blackfish around expert advice, genuine relationships and a commitment to doing things differently. Busby is committed to raising standards within the mortgage industry, developing high-performing people and creating a business where great service and strong culture go hand in hand. She is passionate about giving back to the industry and is here today as a finalist in the Australian Mortgage Awards. Busby brings a practical perspective on leadership, innovation and the opportunities shaping the future of mortgage broking in Australia.
Blackfish Finance
Leah Busby
Keely Gregory is head of strategy for Birdie Wealth and The Birdie Group, working across mortgage broking, conveyancing, property management and law. Her role sits at the intersection of strategy, operations, people and growth. Gregory works closely with the team to turn ideas into practical systems, build stronger processes, develop people, shape the client and team experience and help each business grow with purpose. Her work spans from business strategy and operational improvement to technology, marketing, communications, team development and major projects. She is particularly passionate about creating businesses where good strategy actually translates into how people work every day, making things simpler, clearer and better for both the team and the clients they serve.
Birdie Wealth
Keely Gregory
Ben Hawley is co-founder and director of Azura Financial. With a background in corporate banking, he brings extensive expertise in debt structuring, interest rate and foreign exchange risk and transaction solutions. Hawley entered mortgage broking in 2014, joining his brother Tom, before co-founding Azura Financial in 2016. Under their leadership, the business has grown year on year and is now recognised as one of the leading brokerages in the industry. Hawley is committed to delivering straightforward, competitive lending solutions and exceptional client service. He holds a Bachelor of Agricultural Economics from the University of Sydney and a Master of Business from UTS.
Azura Financial
Ben Hawley
Xavier Quenon is founder and owner of Go Mortgage, which celebrates 20 years in business in 2026. With more than two decades in finance and mortgage broking, Quenon has seen the lending landscape change considerably since establishing the Gold Coast-based business in 2006. His background in financial planning has shaped a practical, big-picture approach to lending, focused on understanding each client’s circumstances rather than simply securing a loan. Over the past 20 years, Quenon has grown Go Mortgage into an established brokerage, helping clients through changing property markets, lending policies and life stages while building long-standing relationships along the way.
Go Mortgage
Xavier Quenon
“In a growing world of technology, we know the importance of human contact is greater now than ever”
AARON TAYLOR, BLUESTONE HOME LOANS
AS AI-ASSISTED processes become more deeply embedded in mortgage broking, this year’s Australian Mortgage Awards’ finalists for Best Customer Service From an Individual Office are showing that speed and automation are only part of the equation. That is why the category continues to hold particular significance for sponsor Bluestone Home Loans.
“In a growing world of technology, we know the importance of human contact is greater now than ever,” says Aaron Taylor, head of sales strategy and performance at Bluestone. “Brokers have continued growing their market share, and we see this most strongly among those who provide ongoing support for their clients through a constantly changing world. This award recognises the best in the business, and we’re proud to be sponsoring the event once again.”
“For us, customer service doesn’t just end when a loan settles. We want to focus on that customer service and continue adding value for our customers post-settlement as well”
Chris Raymond, Unconditional Finance
“Being a broker sometimes isn’t just about doing the loans and the mortgage itself – it’s more about supporting your customer through the entire journey”
Maddie Walton,
Money Lounge
For Walton, ‘going the extra mile’ recently meant helping save a $2.1-million property transaction that was at risk of collapsing. Her clients required bridging finance while selling their existing home and purchasing what they considered their dream property. However, after formal approval had been obtained, family complications emerged alongside previously unknown caveats on the title. With settlement approaching and the bridging loan unable to be finalised until the title issues were resolved, Walton found herself working well beyond the usual scope of mortgage advice, from collaborating with the conveyancer, helping to obtain consent orders from two caveators, organising documents and escalating the matter with the relevant titles authority.
“The issue was ultimately resolved with around 20 minutes to spare on settlement day. While it was very stressful for me at the time, it just goes to show that going above and beyond, rather than saying, ‘Sorry, this has nothing to do with me,’ can make such a huge difference in people’s lives,” Walton says.
“Our clients are becoming more sophisticated, so having wills and estates services available, while also being proactive, allows us to make sure we’re on top of anything that comes up”
KEELY GREGORY, BIRDIE WEALTH
“For us, it’s about creating an avenue for our clients where we can give them different pathways and services to help with their property journey,” she says. “They can have that conveyancing support on hand, and it also means that we are communicating directly with them.”
Having those services connected can make it easier to share information and respond quickly when an issue crosses the traditional boundaries between finance, property management, conveyancing and law.
However, Gregory says the relationship still needs to remain active after the initial loan has been completed. Birdie Wealth undertakes a refinancing and repricing challenge every six months, during which the team reviews the entire loan book.
Every client’s interest rate is checked to determine whether it remains competitive. The review also creates a reason to reconnect with clients and update them on market developments, available tools and potential changes to their strategy.
“By doing this, we’re being proactive with our clients and staying ahead with the strategy because things are changing,” Gregory says. “Our clients are becoming more sophisticated, so having wills and estates services available, while also being proactive, allows us to make sure we’re on top of anything that comes up.”
“You have to do what customers want, rather than just what works best for your system and your team,” Busby says.
The client had previously been declined by two lenders and had worked with two other brokers without success. Blackfish ultimately achieved a positive outcome, but the client’s response was just as telling. Instead of leaving an online review, he returned to the office with a two-page handwritten letter.
“He wrote us a long letter about how appreciative he was of us adapting for him, the amount of support we gave him and the way we communicated with him in the manner he needed to understand the process,” Busby says.
For Busby, adaptability does not mean abandoning technology or efficient systems, but it’s about recognising that the best process is the one that enables a particular client to participate confidently.
Speed creates confidence
When clients are making some of the largest financial decisions of their lives, silence can quickly create anxiety. So a fast response reassures them that their application is being actively managed, even when there is no major development to report.
For Phil Rogers, managing director and senior mortgage broker at Loan Market Edge, responsiveness is central to the customer experience.
“Speed equals trust in the space we operate in,” Rogers says. “In the Uber-experience world we live in, that speed of response has been really important, as has setting clear expectations so the client understands the journey and what the next stages are.”
Australian Broker recently spoke to AMA finalists in this category and discovered that their experiences highlight these common themes: AI and digital-based streamlining should create more time for personal service rather than replace it, communication needs to be proactive rather than reactive, and some of the most meaningful client outcomes come when brokers are prepared to step outside their usual remit.
Process provides the foundation for personal service
While exceptional service can appear highly personal and spontaneous, several finalists say consistency ultimately depends on having clear internal processes. Ben Hawley, co-founder and director of Azura Financial, believes outstanding service is usually created through the accumulation of small, consistent actions rather than a single dramatic intervention.
“There are lots of examples of clients coming to us with specific issues and us solving them, but I think that’s part of what we’re expected to do each day,” Hawley says.
“I view delivering exceptional customer service as being about those constant one-percenters, like consistent communication, always giving the right advice, clients knowing exactly where they’re at, being responsive, providing fast turnarounds and setting expectations,” he adds.
“That isn’t necessarily a broker’s job, but we want to be the trusted adviser for our clients throughout all aspects of their journey,” he says.
And this is a prime example of how the definition of mortgage advice is expanding.
Maddie Walton, founder and director of Money Lounge, has seen the same shift. “Being a broker sometimes isn’t just about doing the loans and the mortgage itself. It’s more about supporting your customer through the entire journey,” Walton says.
“Now more than ever, clients aren’t just expecting that extra level of support and willingness to go the extra mile,” she adds. “They see you as a trusted adviser throughout the whole process and as someone they can connect with in multiple different scenarios.”
Building a broader support network
Rather than waiting for clients to recognise that something has changed, more brokerages are creating structured opportunities to identify issues and begin those conversations first. This approach reflects a broader transition from one-off mortgage transactions to ongoing financial relationships.
At Birdie Wealth, head of strategy Keely Gregory says customer service is supported by access to a wider group of complementary property services. The brokerage is part of The Birdie Group, which also includes Birdie Conveyancing, Birdie Property and Birdie Law. This model gives clients several pathways through which they can seek help during their property journey.
Read on
Those individual actions can sound simple but maintaining them across every client and every stage of an application requires discipline. Hawley says service has also become an important source of differentiation in a market where consumers have easy access to information about lenders and advertised interest rates.
“In broking these days, there are so many rates advertised that customer service is the key way brokerages can differentiate themselves,” he says. The rate or product may initially attract a client’s attention, but service gives them a reason to choose a particular brokerage, return for their next transaction and recommend the business to others.
Flexibility is still key to adapt the process to the person
Efficient systems are important, but Leah Busby, founder and director of Blackfish Finance, warns that brokerages cannot allow their preferred processes to override the needs of an individual client.
Busby recently worked with a tradie in his late 40s who was going through a separation. The client made it clear that he could not use the technology within the brokerage’s usual onboarding process.
Rather than insisting that he adapt to its system, the Blackfish team invited him into its Glenelg office and helped him upload all the necessary documents in person. The team also adjusted its communication throughout the application to ensure he understood what was happening.
Clients are accustomed to receiving immediate confirmations, tracking services in real time and accessing information on demand. Mortgage applications cannot always provide the same instant outcome, particularly when lenders and several external parties are involved, but brokers can still respond quickly and explain what is happening.
But that does not mean every question needs an immediate resolution. Often, simply acknowledging the client and setting an expectation for the next update can reduce uncertainty.
Rogers says clients sometimes thank the team simply for returning a phone call. “You wonder, ‘Is the bar that low that someone says thanks when you return a call?’ I think we can really stand out by setting those expectations and responding quickly. That sets us up to deliver a great customer experience,” he says.
Since 2000, Bluestone Home Loans has been helping Australians achieve homeownership no matter how complex their financial journey. We specialise in flexible lending solutions for those who don’t fit the traditional mould, from self-employed borrowers to those with imperfect credit or seeking niche options. By partnering with mortgage brokers, we open doors for borrowers who may otherwise be overlooked. We believe unique circumstances shouldn’t stand in the way of owning a home. Every borrower has a story, and we’re here to listen, adapt, and provide lending solutions that help more Australians build their future with confidence.
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Published 21 Sep 2026
Maddie Walton
Money Lounge
Phil Rogers
Loan Market Edge
Chris Raymond
Unconditional Finance
Xavier Quenon
Go Mortgage
Maddie Walton is founder and director of Money Lounge, an award-winning mortgage brokerage built on the belief that exceptional customer service starts with education, transparency and genuine relationships. Every client receives tailored guidance, clear communication and ongoing support well beyond settlement, with a focus on making even the most complex lending decisions feel simple and empowering. Since launching Money Lounge in July 2024, Walton has settled more than $170 million in home loans while building a business driven largely by client referrals and five-star reviews. Passionate about raising the standard of customer care, she is committed to creating clients for life and building a community. Walton regularly hosts educational seminars for first home buyers and high school students, making property ownership and wealth creation more approachable for the next generation.
Money Lounge
Maddie Walton
Phil Rogers is managing director and senior mortgage broker at Loan Market Edge, a Queensland mortgage brokerage he founded more than 15 years ago and has grown into one of the state’s most recognised and awarded firms. Operating from the Gold Coast and Townsville, Loan Market Edge works with first home buyers, property investors and business owners across Queensland, with a team of 20+ specialists and access to more than 70 lenders. Rogers holds the distinction of being one of Queensland’s most awarded mortgage brokers, with more than 80 industry accolades to his name. He is a regular presenter at industry events and is committed to raising the standard of financial literacy around property and lending for everyday Queenslanders.
Loan Market Edge
Phil Rogers
Chris Raymond is founder and principal finance broker of Unconditional Finance, with 18 years of experience in the mortgage and finance industry. An award-winning broker and property investor, Raymond specialises in strategic loan structuring, complex lending and helping clients build sustainable property portfolios. Under his leadership, Unconditional Finance has grown into an award-winning brokerage supporting clients across Australia. Raymond has consistently ranked among Australia’s leading brokers, including being named #1 in SFG’s Top 50 Loan Writers and 2025 Residential Broker of the Year at the Australian Mortgage Awards. He is passionate about education, strategy and delivering exceptional client outcomes.
Unconditional Finance
Chris Raymond
How brokerage has displayed excellence in maintaining consistent and sustainable customer service standards
Nominee’s level of product knowledge
Nominee’s product offering
Nominee’s client retention rate (1 Jul 2025 – 1 Jun 2026) Nominee’s customer service approach Nominee’s value proposition and stakeholder engagement strategy
Relevant factors for AMA winner selection
Category: Best Customer Service From an Individual Office
Source: AB
Customer service does not end at settlement
While securing the right loan remains central to the job of a broker, clients are increasingly looking for someone who can help them navigate the complications that arise around a property transaction.
For Chris Raymond, principal broker and founder of Unconditional Finance, clients are not simply the source of individual transactions. They are the foundation on which the business has been built.
Raymond says the true measure of service is not simply the experience a client receives while their application is underway. It is whether the brokerage continues to add value after the immediate transaction has been completed.
“For us, customer service doesn’t just end when a loan settles,” he says. “We want to focus on that customer service and continue adding value for our customers post-settlement as well.”
That philosophy was demonstrated when a client contacted Raymond after encountering problems with an investment property. Issues with the property had prevented her from securing a tenant, placing unexpected pressure on her finances.
Rather than viewing the matter as outside the brokerage’s responsibility, Raymond contacted the client’s lender and negotiated for her repayments to be placed on hold temporarily. His team also began liaising with the buyer’s agent to determine what assistance they could provide.
“In broking these days, there are so many rates advertised that customer service is the key way brokerages can differentiate themselves”
Ben Hawley, Azura Financial
“You have to do what customers want, rather than just what works best for your system and your team”
Leah Busby
Blackfish Finance
Making five-star service something clients feel
For Xavier Quenon, owner and founder of Go Mortgage, customer service has remained a constant throughout the business’ 20-year history, even as the lending industry and the role of brokers have evolved.
“We’re not transactional. Our clients aren’t alone – they’re welcomed into our family,” Quenon says.
Clients often arrive with preconceived ideas about what they can achieve, based on something they have heard from a bank, another broker or even a friend at a barbecue. Quenon says the broker’s role is to bring clarity to those situations and explain the available options in language the client can understand.
“We’re able to turn that around and explain a real-life proposition to them in layman’s terms, helping them move forward, not just now but forever and a day,” he says.
For Go Mortgage, five-star service is not defined by a gift at the end of a transaction. It needs to be evident at every point of the experience.
“Five-star isn’t what we give someone at settlement, for instance, as a client gift. Five-star is something that’s felt throughout the entire experience,” Quenon says.
Turning borrowers into clients for life
Strong communication during an application is only one part of building trust, with brokers saying they are also placing considerable emphasis on structured post-settlement contact.
Loan Market Edge has embedded a ‘customers for life’ philosophy into its business almost from day one.
“Speed equals trust in the space we operate in”
Phil Rogers
Loan Market Edge
The brokerage has now been operating for 16 years, meaning some of its earliest clients have been connected to the team for well over a decade. Rogers says sending 16-year anniversary letters to clients has become a particularly rewarding experience for staff.
“We do everything we can to provide amazing service and experiences during the loan journey, but it’s that ‘customers for life’ philosophy that really drives us,” Rogers says.
The commercial results are significant. Around 71% of the business written by Loan Market Edge last year came from existing clients or referrals from them.
“We’ve had that post-settlement ‘customers for life’ annual check-in process in place pretty much since day one,” Rogers says. “It has seen clients come back time and again, while also referring to their friends and family.”
These results show that post-settlement service is not simply a goodwill exercise. It creates a sustainable source of repeat and referral business while giving clients ongoing access to advice as their circumstances and the lending market change.
While products, regulations and client expectations have changed over two decades, Quenon notes that the purpose of the business’ service model has remained consistent.
“It’s about being an ally in their financial situation and their quest in life to buy houses and achieve their goals,” he says. “We want to be there for them throughout the journey, not only for them but also for their family and friends.”
Technology should buy brokers more time to build relationships
While all the brokers say they are embracing automation, they agree it should support personal service rather than replace it.
Unconditional Finance uses AI and automation within its CRM, but Raymond still encourages his team to speak directly with clients.
“Don’t hide behind a computer. Don’t hide behind a phone,” Raymond says. “You can often solve a problem with a one-minute phone call rather than an email going back and forth.”
Walton takes a similar approach at Money Lounge, using technology to reduce administration while keeping almost all client communication personal. She contacts active clients at least three or four times a week, and sometimes daily.
“If I haven’t received a message saying, ‘Hey, where are we up to in the process?’ or ‘What’s next?’ throughout the entire process, then I’ve won,” Walton says.
Gregory says Birdie Wealth also uses technology to create more time for client relationships and education. “Technology should support our team and buy them time, rather than taking over the customer experience,” she says. “People want a closer connection, especially with their brokers and trusted advisers.”
Trust begins with the advice itself
Processes, responsiveness and personal attention all contribute to service, but long-term trust ultimately depends on the quality and integrity of the advice provided.
At Azura Financial, Hawley says the team follows a straightforward principle. “You should never give a client advice that you wouldn’t take yourself,” he says. “If you consistently uphold that approach to advice, it becomes a pillar of developing solid, long-term relationships and building long-term trust with your clients.”
That philosophy is reflected in almost 1,300 five-star Google reviews, as well as the fact that existing clients remain Azura’s largest referral source.
“I think that’s testament to the level of service we continually strive to deliver,” Hawley says.
Busby says honesty and education are also critical to the relationship Blackfish Finance has with clients and referral partners. “We really pride ourselves on how honest, direct and fast our communication is,” she says.
Referral partners need to know that when they introduce a client, that person will be kept informed, educated and supported throughout the process. Consistent service protects both the brokerage’s reputation and the trust the referral partner has already established with the client.
“Our big motto is, ‘Look after every client like they’re your best friend,’” Busby says. “What service would you want? What education would you want? What advice would you want? We manage that throughout the process, and that’s why people keep coming back to us and trusting us with their finances.”
“Five-star isn’t what we give someone at settlement, for instance, as a client gift. Five-star is something that’s felt throughout the entire experience”
Xavier Quenon, Go Mortgage
While the systems supporting the service may vary between offices, the objective of this year’s award finalists remains the same – to make clients feel informed, understood and supported through what can be a complicated and highly personal financial journey.
Exceptional service can mean solving an urgent problem outside the traditional scope of a broker’s role, adapting a digital process for someone who needs face-to-face help, calling before a client has to ask for an update or reviewing a loan years after settlement.
Because in an increasingly digital lending market, the human relationship remains one of a brokerage’s strongest points of difference, and one of the clearest reasons clients return.
Source: Bluestone Home Loans
BROKER NPS
75+
DAYS MAJORITY OF DEALS NOW ASSESSED
4
INCREASE IN BDMs
25%
accredited brokers
18,000+
YEARS since founding
26
Bluestone Home Loans by the numbers