Loan Market Group launches MyCRM Diversified Australia’s only end-to-end CRM for residential, commercial and asset finance

This industry-first approach brings residential, commercial, and asset finance together in one CRM, helping brokers say ‘yes’ to more clients, build stronger relationships and unlock new revenue streams - all in one place.

Ewen Stafford, Executive Director & CEO of LMG, said the launch is the result of years of investment and a commitment to keeping brokers ahead. 

“Clients expect their broker to do more than just home loans because, if you don’t, someone else will. MyCRM Diversified makes it easy to say yes to more deals, whether you want to write them yourself or refer them, without the hassle.”

“This isn’t just a tech upgrade. It’s about cementing LMG as the home of the diversified broker. It’s now easier than ever to do more for your clients while unlocking new revenue streams.”

MyCRM Diversified is a game-changer, giving brokers everything they need to manage a client’s full financial needs in one place. 

Since 2021, Loan Market Group has been gearing up to put brokers in the strongest position to diversify their business by:

Acquiring FAST, Australia’s largest network of commercial brokers (2021). 
Merging asset finance capabilities with Nodifi, a leading asset finance marketplace and tech leader (2022)
Acquiring CLE, commercial digital platform built by commercial brokers (2023)
A 277% increase in tech, data & cyber investment to keep brokers ahead (2021-2025)

“We knew that to make diversification work, brokers needed more than just tech. So we’ve also built the industry’s largest commercial & asset finance specialist team, to back brokers every step of the way,” Stafford said.

After more than 12 months of pilot testing, MyCRM Diversified is delivering a seamless, high-performance experience for brokers and they’re already seeing the impact. 

Broker pilot participant, Nick Clunes of The Lending Lab, said MyCRM Diversified had made the expansion into commercial finance seamless. 

“The tools, processes, and access to information mean we can confidently take on commercial deals without impacting our residential business. Before, finding lender policies and structuring deals felt like a barrier. 

“Now, everything we need is in one place, making it easier to package deals professionally and get faster decisions from banks. We’ve grown our commercial loan settlements by over 1,900% - proof that the right tools make all the difference,” Clunes said. 

“This platform isn’t just about efficiency; it’s about unlocking new revenue and strengthening client relationships by offering a full-service solution,” he continued. 
David McQueen, CEO of Loan Market, said there is significant untapped potential for traditionally residential brokers in commercial and asset finance. 

“Each year, around $60 billion in commercial lending goes directly to lenders, bypassing brokers. It’s not just a missed opportunity, it’s a wake-up call. The demand is there, the deals are happening, but too many brokers are watching from the sidelines.

“With MyCRM Diversified, brokers can easily expand into commercial, whether they want to write the deals themselves or refer it to a specialist – all without extra cost, extra systems, or extra headaches - and in.  the platform they already use every day.”

Asset finance also represents a natural next step for brokers, with most home loan clients already needing personal or business finance, but until now, brokers haven’t had the tools to service them easily.  

“Almost every mortgage client has other finance needs, whether it’s a car loan, equipment finance, or business lending, and brokers should be part of that conversation,” McQueen said.

“MyCRM Diversified removes the barriers, allowing brokers to manage asset finance deals alongside home and commercial loans without switching systems or duplicating work. 

“The result is more opportunities flowing through a single platform, helping brokers grow their businesses while giving clients a more connected experience.”

And this is just the beginning. Conversations are already underway on direct lender integrations in MyCRM that will remove even more friction from commercial and asset finance, making approvals faster and eliminating even more unnecessary admin for brokers.

MyCRM Diversified is now available to all LMG and Loan Market brokers.