Effi
Effi is a vertically specialised Australian SaaS CRM and workflow automation platform built for mortgage and finance brokers, integrating with 95%+ of local aggregator software and offering AI-assisted lead management, eSignature, and borrower portal tools.
- Company typePrivate
- Founded2020
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Effi does
Effi Technologies Pty Ltd, operating since 2020 out of Sydney, Australia, is a SaaS customer relationship management and workflow automation platform built exclusively for Australian mortgage and finance brokers. The platform consolidates lead generation, client communication, document collection, eSignature, referral management, and team performance analytics into a single vertical system, with deep native integrations into 95%+ of Australian aggregator software — most notably Connective Mercury and Salestrekker, alongside 50+ additional aggregator connections and complementary integrations with Illion, Creditor Watch, Glassguide, Bankstatements, Quickli, Open Banking/CDR (via Yodlee), and Canstar reviews. Differentiated features include EffiSign (a built-in DocuSign alternative), Effi AI (an OpenAI-powered assistant and SMS chatbot in beta that drafts client responses and books appointments from broker behaviour), FinTrack (a CDR-based savings and loan tracker that monitors client bank accounts), a branded borrower portal with automatic TFN redaction, SEO-optimised review URLs per broker, and tiered APIs (Product Search, Open Banking, Homeloan Products, and 2-Way API Sync).
The company monetises through a three-tier per-seat subscription model in Australian dollars: Professional at $150/month per broker, Small Business at $189/month per broker (10-seat minimum, annual commitment), and Enterprise from $150/month per broker (30-seat minimum, annual commitment, with custom hosting, bespoke reporting, and a dedicated success manager). On top of subscriptions, Effi earns usage-based fees (bank statements, messages, Open Banking Budgeting Tool usage), referral credits from a marketplace of conveyancing and utility partners, and transactional revenue from verified lead sales within the platform. Distribution is hybrid: self-serve 14-day free trial and PLG-style signup for SMBs, combined with aggregator channel partnerships that surface Effi inside broker onboarding flows, and consultative enterprise sales through 45-minute booked sessions. The platform is SOC 2 Type II compliant, and Effi is a registered CDR Representative Data Recipient under Australia's Consumer Data Right framework.
Effi firmographics
Firmographics- Name
- Effi
- Legal name
- EFFI Technologies Pty Ltd
- Website
- https://effi.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Effi is a vertically specialised Australian SaaS CRM and workflow automation platform built for mortgage and finance brokers, integrating with 95%+ of local aggregator software and offering AI-assisted lead management, eSignature, and borrower portal tools.
- Ownership category
- akta.pro rank
Effi industry classification
Industry- Product category
- Mortgage Brokerage SaaS
- NAICS
- Custom Computer Programming Services (541511), Business Support Services (5614)
- SIC
- Services-Business Services, Nec (7389)
- akta.pro primary industry
- Sales Force Automation (SFA) CRM (HDAEAFAA)
- akta.pro secondary industry
- Marketing Automation & Campaign Management CRM (HDAEAFAB)
Keywords
Where Effi is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Effi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Revenue (SaaS): Effi operates primarily as a SaaS subscription business. Brokers pay monthly subscription fees to access the platform. Three tiers are offered: Professional ($150/month per broker), Small Business ($189/month per broker), and Enterprise (from $150/month per broker). All fees are payable in Australian dollars, charged monthly in advance via credit card unless agreed otherwise. A 14-day free trial is available. Non-broker staff seats are available at lower price points ($59-$69/month). Enterprise tier requires minimum 30 seats and annual commitment.
- Usage-Based Fees: Beyond the base subscription fee, additional fees apply for specific platform usage such as obtaining bank statements, sending messages to end customers, and accessing certain features like the Open Banking Budgeting Tool (usage-based cost applies). These represent incremental usage-based revenue on top of seat subscriptions.
- Referral Credits / Affiliate Revenue: Brokers can earn Referral Credits by introducing End Customers to Third Party Service Providers (such as conveyancing and utility services) via the platform. Credits are earned when the Third Party Service Provider is linked to the broker's account and the introduction occurs via the platform. Referral Credits can be used to pay subscription fees or withdrawn as cash upon termination of the Account. This represents a marketplace commission model where Effi earns a share of referrals made through its platform.
- Verified Lead Sales: Brokers can purchase verified leads directly within the Effi platform. This adds a transactional revenue stream on top of the subscription model, allowing brokers to acquire pre-qualified prospects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | Professional plan at $99-$150/month per broker, $59-99/month per non-broker, billed monthly with no minimum seats or lock-in contract. |
| Per seat | Annual | Small Business plan at $189/month per broker, $69/month per non-broker, billed monthly with minimum 10 broker seats and yearly commitment required. |
| Per seat | Multi-year contract | Enterprise plan from $150/month per broker, minimum 30 seats, yearly commitment, with no setup cost (2x credits provided instead). |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Effi product offering
Product offeringCore offering
Effi is an AI-powered SaaS customer relationship management (CRM) platform built exclusively for Australian mortgage and finance brokerages. It unifies lead management, automated client communication, AI-powered document handling with TFN redaction, electronic signature (EffiSign), email and SMS marketing automation, and a branded borrower portal into a single subscription product, deeply integrated with 95%+ of Australian aggregator software including Connective Mercury and Salestrekker.
Product overview
Effi is a SaaS CRM platform for Australian mortgage and finance brokers offering a three-tier subscription model (Professional, Small Business, Enterprise). The core Effi Platform provides lead management, client communication, and business automation. Key integrated products include Effi AI (beta AI assistant and chatbot powered by OpenAI), EffiSign (built-in eSignature), FinTrack (Open Banking savings/loan tracker using Yodlee), and AI SMS Chatbot. The platform offers tiered API products including Product Search API (Professional+), Open Banking API and Homeloan Products API (Small Business+), and 2-Way API Sync (Enterprise). Integrates with 95%+ of Australian aggregator software including Connective Mercury and Salestrekker, plus third-party services for identity verification (Illion), property valuation (Glass Guide), credit monitoring (Creditor Watch), and financial data (Open Banking).
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Revenue and profit increased exponentially for J Money Loans brokerage after implementing Effi
- +2 more outcomes
Companies that use Effi
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Effi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability3 records
Feature14 records
Effi partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- ConnectivecoreConnective is one of Australia's largest mortgage aggregators. Effi has a deep integration with Connective Mercury platform, enabling Connective brokers to access Effi's lead management, CRM, automation, and client portal features directly through the Mercury platform. This integration is highlighted as a key distribution and functionality partnership.
- SalestrekkercoreSalestrekker is an Australian mortgage aggregation platform. Effi has an integration with Salestrekker enabling brokers on that platform to access Effi's features, providing a seamless workflow between the aggregator and Effi's lead management and CRM tools.
- Yodlee Inc.coreYodlee Inc. provides the third-party software platform used by Effi's FinTrack service to enable CDR (Consumer Data Right) access to consumer bank account data. Brokers use this to monitor client accounts for fees, billing errors, subscriptions, scams, and fraud on behalf of their clients. Effi operates as a CDR Representative Data Recipient under Australia's Consumer Data Right framework.
- 50+ Australian AggregatorscoreEffi integrates with over 50 Australian mortgage aggregators including AFG, AMA, Astute, Balmain NB Commercial Mortgages, Bernie Lewis Home Loans, Buyers Choice, Centrepoint Alliance Lending, eChoice Home Loans, Finance & Systems Technology, Finance King, Finconnect, LendiGroup, Liberty Network Services, LJ Hooker Home Loans, LMG, Loankit, Mortgage Choice, Mortgage House, Mortgage Loans Australia, My Local Broker, National Mortgage Brokers, NewCo Financial Services, Our Broker, Purple Circle Financial Services, Smartline, Specialist Finance Group, Swoop, Sure Harvest, and Vow Financial. These aggregators serve as the primary distribution channel, with Effi integrated into their platforms enabling broker discovery and adoption.
- Open Banking / CDR Ecosystem PartnerscoreEffi integrates with Australia's Open Banking / Consumer Data Right ecosystem through APIs, enabling secure access to borrower financial data. Effi operates as a CDR Representative Data Recipient enabling compliant data sharing between borrowers, brokers, and financial institutions within the regulatory framework.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Effi competitors and assessment
Company assessmentDirect peers
- BrokerEngine: Australian mortgage broker CRM and workflow platform with similar aggregator-integration-led distribution and lead-to-settlement automation, directly competing for the same broker customer base.
- CalCRM: Australia-focused CRM built specifically for mortgage and finance brokers, providing lead management, client communication, and loan workflow tools in direct competition with Effi.
- Salt Money: Australian mortgage broker platform offering CRM, lodgement, and broker workflow tools to the same Aussie aggregator-driven broker market that Effi serves.
- Simpology: Australian mortgage broker technology provider offering CRM, lender integrations, and client workflow tools targeting the same broker channel as Effi.
Broad incumbents
- nCino: Public banking and financial services CRM platform with deep workflow, document, and onboarding capabilities that overlaps with Effi's broker automation value proposition at the upper end of the market.
- Salesforce: Global CRM leader with Financial Services Cloud offering broker-client management, lead workflows, and document automation that competes with Effi for enterprise broker customers that outgrow vertical tools.
- HubSpot: Horizontal CRM and marketing automation platform commonly used by brokers as a generic alternative to vertical tools like Effi, particularly for marketing automation and pipeline management.
- ICE Mortgage Technology (Encompass / Ellie Mae): Dominant US mortgage origination platform offering CRM, POS, and workflow tools; represents the at-scale mortgage SaaS archetype that Effi's broker CRM aspires to in the Australian market.
Others
- DocuSign: Category-defining eSignature platform that EffiSign directly replaces in the broker workflow; an adjacent incumbent whose pricing and feature moves shape Effi's differentiation narrative.
Emerging players
- Podium: Customer communication and review platform used by brokerages for lead nurturing, SMS, and online reviews, partially overlapping with Effi's AI SMS chatbot and Canstar review integration capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Effi social profiles
Digital presenceEffi compliance and trust
Trust signalCompliance1 record
Effi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Effi leadership team
Management profileNumber of profiles
Profiles1 record
Effi funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Effi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Effi
What does Effi do?
Effi is an AI-powered SaaS customer relationship management (CRM) platform built exclusively for Australian mortgage and finance brokerages. It unifies lead management, automated client communication, AI-powered document handling with TFN redaction, electronic signature (EffiSign), email and SMS marketing automation, and a branded borrower portal into a single subscription product, deeply integrated with 95%+ of Australian aggregator software including Connective Mercury and Salestrekker.
Is Effi a public or private company?
Effi is a private company. It is classified as venture growth investor backed and is currently operating.
When was Effi founded?
Effi was founded in 2020. It employs 11 to 50 people.
Where is Effi based?
Effi is headquartered in Sydney, Australia, in the Oceania region.
How does Effi make money?
Four revenue lines are on record. Subscription Revenue (SaaS) is the primary driver. The others are usage-Based Fees, referral Credits / Affiliate Revenue and verified Lead Sales.
Who are Effi's main competitors?
Direct peers on record are BrokerEngine, CalCRM, Salt Money and Simpology. Broad incumbents are nCino, Salesforce, HubSpot and ICE Mortgage Technology (Encompass / Ellie Mae). DocuSign is listed as an others. Podium is listed as an emerging player.
Does Effi have an API?
Yes. Effi offers multiple API capabilities including: Product Search API (for lead generation on broker websites), 2-Way API sync (Enterprise tier - for chatbot, SMS automation and AI-powered document management), Open Banking API (for accessing financial data), and Homeloan Products API (for accessing home loan products). The platform also supports integrating Third Party Services via the Company's APIs according to Terms of Service. API availability varies by subscription tier.
What industry is Effi in?
Effi's product category is Mortgage Brokerage SaaS. Its primary akta.pro industry code is HDAEAFAA, Sales Force Automation (SFA) CRM, with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 541511 and its SIC code is 7389.