Salestrekker

What Salestrekker does

Salestrekker is an Australian-headquartered SaaS company that provides a unified CRM, loan origination, and lender lodgement platform for mortgage brokers, finance brokers, aggregators, and lenders. Its core product, currently Salestrekker 2.0, automates workflows across the full credit lifecycle - lead capture, credit assistance, compliance documentation, lodgement to 100+ lenders, and post-settlement client management - with 50+ third-party integrations and native tools such as video conferencing, client portal, and conditional automation. The company extends its platform through sub-brands and add-ons including LoanQ (personal loan and asset finance), Qualifi (website lead capture), Salestrekker AI (compliance, translation, and policy AI), Salestrekker Premium (advanced calculators, property data, AVMs), Basetrekker (API-enabled package for non-Salestrekker CRM users), and Loantrekker (lender-side origination).

The platform is built on AWS infrastructure in Sydney with SOC 2 Type II and ISO 27001 certifications, REST and GraphQL APIs, and TLS 1.2/1.3 with AES256 encryption at rest. Distribution is dominated by Australian aggregator channel partners - including SFG (1,300+ brokers), Outsource Financial (1,500+ users on Salestrekker 2.0), Astute Financial, Purple Circle, My Local Broker, and Mortgage Australia Group - with white-label deployments (e.g., SFGconnect) and direct sales to SMB brokerages as a secondary motion.

The business is monetized through per-user monthly subscriptions, a Premium add-on tier, paid add-ons for e-signature credits (via Annature), and custom enterprise pricing for aggregators. Founded in 2015 and operating from Bondi Junction with development teams in Serbia and Brazil, Salestrekker is privately held and founder-owned (Dalibor Ivkovic, Igor M, Bojan M) with no disclosed institutional funding.

Name

Salestrekker

Legal name

Salestrekker Trading Pty Ltd

Website

https://salestrekker.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Salestrekker is an Australian SaaS company providing a unified CRM and loan origination platform for mortgage brokers, finance brokers, aggregators, and lenders, automating the full credit lifecycle from lead capture through lender lodgement and post-settlement management.

Ownership category

akta.pro rank

Product category

Loan Origination Software

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

akta.pro secondary industry

Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH)

Keywords

• Loan origination platform
• Mortgage broker software
• Finance broker CRM
• Aggregator broker platform
• Lender lodgement software

Headquarters

HQ city

Bondi

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription (Per User): Billed per user per month. Aggregators have their own pricing arrangements. Generic Salestrekker pricing is displayed on the website. Additional costs for eSignatures, ID verifications, and premium solutions.
2. Salestrekker Premium Add-ons: Premium tier with enhanced tools including super accurate maximum borrowing calculators, policy search, customizable client portal journeys, property data/reports with AVMs, and advanced API functionality.
3. E-Signature Credits: Credits purchased for e-signature functionality using Annature integration. Additional service cost on top of base subscription.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Salestrekker is a CRM and loan origination platform built specifically for mortgage and finance brokers, aggregators, and lenders in Australia. The platform automates the finance pipeline from lead capture and credit assistance through compliance documentation and lodgement to over 100 lenders, and provides post-settlement client management. The current generation, Salestrekker 2.0, combines lending, origination, and CRM in a single unified environment with embedded AI, conditional automation, client portals, and integrations across the Australian lending ecosystem.

Product overview

Salestrekker is a unified CRM and loan origination platform for the Australian mortgage and finance industry, available as a single integrated product. The core offering is the Salestrekker platform (currently in its Salestrekker 2.0 generation), which bundles CRM, lending tools, origination, and compliance into one environment. It is supplemented by complementary products: LoanQ (personal loan and asset finance sub-brand), Qualifi (website plugin for lead capture and calculators), Salestrekker AI (embedded AI with Compliance AI, Translate AI, and Policy AI via Cynario partnership), Salestrekker Premium (add-on with advanced calculators, property data, and API tools), Basetrekker (API-enabled package for non-Salestrekker CRM users), and the Client Portal, Video Conferencing, and Open API modules. Together these products form an end-to-end platform covering lead generation, application processing, lender lodgement, compliance, and post-settlement client management.

Differentiator

Problem solved

Functional benefit

Brands

• LoanQ: Industry leading personal loan and asset finance platform integrated with Salestrekker CRM
• Basetrekker
• Loantrekker
• Qualifi
• Salestrekker AI
• Salestrekker Premium

Products and services

• Salestrekker A complete CRM and loan origination platform for mortgage and finance brokers, aggregators, and lenders that automates the finance pipeline, manages client relationships, provides credit assistance tools, supports lodgement to over 100 lenders, and handles post-settlement follow-up.
• LoanQ A dedicated personal loan and asset finance platform integrated with Salestrekker that helps brokers connect with clients, provide credit advice, produce compliance documents, and submit loans. Part of the Salestrekker ecosystem for personal loan solutions.
• Basetrekker A Salestrekker 2.0 API-enabled package for brokers who do not use Salestrekker as their primary CRM, providing features needed to boost the existing CRM without fully switching platforms.
• Salestrekker AI Embedded artificial intelligence within Salestrekker 2.0 that generates content for loan application submission notes and compliance comments, refines lender product and policy data, and provides multilingual support and real-time policy research via the Cynario partnership.
• Salestrekker Premium A premium add-on tier extending standard Salestrekker with super accurate maximum borrowing calculators with lender Excel sheet population, a policy search tool, customisable client portal journeys, in-built property data and reports with suburb and market insights and AVMs, and advanced API functionality.
• Qualifi A website plugin and iframe for brokers' websites enabling loan applicants to self-service calculators, compare products, and submit leads, with auto-saved data flowing into Salestrekker and LoanQ. Supports home loans, asset finance, personal loans, maximum borrowing, stamp duty, repayment, income, and budget tools.

Quantifiable outcome

• Saves 45 minutes per loan application through AI-generated compliance notes
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration33 records

AI capability5 records

Feature10 records

Partnerships

16 partnerships are on record, tiered core and strategic.

• CynariocoreTechnology or Integration · 1 February 2025Industry-leading AI platform for mortgage brokers. Partnership delivers real-time Policy AI within Salestrekker 2.0 platform without brokers needing to leave their client file. Part of Smart Brokers AI Playbook webinar series.
• Astute FinancialcoreChannel Partner/ Reseller/ DistributorFinancial services aggregator with 600+ finance, insurance and financial planning specialists across Australia and New Zealand. Uses Salestrekker and LoanQ integration for intuitive finance platform.
• Specialist Finance Group (SFG)coreChannel Partner/ Reseller/ DistributorMultiple award-winning finance aggregator with 1,300+ broker network. White-labeled as SFGconnect with 100% utilization of Salestrekker.
• Outsource FinancialcoreChannel Partner/ Reseller/ DistributorMulti-award-winning Australian finance aggregator and one of the largest independent finance broking networks. Rolled out Salestrekker 2.0 to over 1,500 users.
• My Local BrokercoreChannel Partner/ Reseller/ DistributorBoutique aggregator with 150 mortgage brokers, staff of 30, and access to 40+ lenders and 500+ products.
• Purple Circle Financial ServicescoreChannel Partner/ Reseller/ DistributorMulti-award-winning mortgage broker aggregator. 140% annual growth acceleration attributed to Salestrekker. Provides equity partnership to brokers.
• Mortgage Australia GroupcoreChannel Partner/ Reseller/ DistributorAggregator partner providing Salestrekker to their broker network.
• AnnaturecoreTechnology or IntegrationE-signature technology provider. Fully embedded in Salestrekker for electronic document signing with credit-based purchasing system.
• ApplyOnlinecoreTechnology or IntegrationLender gateway for loan application lodgement. One of multiple gateway options integrated into Salestrekker for submitting applications to lenders.
• SimpologycoreTechnology or IntegrationLender gateway provider integrated with Salestrekker for loan application submission and backchannel message receipt.
• LoanappcoreTechnology or IntegrationLender gateway integrated with Salestrekker for loan lodgement processing.
• LoanworkscoreTechnology or IntegrationLender gateway platform integrated for loan application submission from within Salestrekker.
• LoanQcoreTechnology or IntegrationIndustry-leading personal loan and asset finance platform. CRM and loan origination platform helping brokers connect with clients, provide credit advice, produce compliance documents and submit loans to 100+ lenders.
• Effi TechnologiesstrategicTechnology or IntegrationPartner in Smart Brokers AI Playbook webinar series. CEO Mandeep Sodhi showcased voice AI capabilities for lead qualification and client engagement.
• EquifaxcoreTechnology or IntegrationCredit data integration for borrower assessment and creditworthiness analysis within Salestrekker.
• CoreLogicstrategicTechnology or IntegrationProperty data and analytics provider integrated for property insights and AVM capabilities in Salestrekker Premium.

Scale indicators14 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• BrokerEngine: Australian mortgage broker CRM and workflow platform serving aggregators and brokers with similar loan-origination automation and compliance features; the closest head-to-head SaaS competitor to Salestrekker in the Australian broker market.
• iFoundMy: Australian end-to-end mortgage broker platform covering lead capture, CRM, lender submissions and settlement; competes directly with Salestrekker's value proposition for Australian brokerages and aggregators.

Broad incumbents

• Encompass (ICE Mortgage Technology): The largest US loan origination system, used by major lenders and many large broker operations; a broad incumbent offering comparable end-to-end origination workflows at much greater scale and geographic reach than Salestrekker.
• Mortgage Cadence: Enterprise loan origination platform with configurable workflows for lenders and large brokerages; broader in scope and customer base than Salestrekker, providing a reference point for large-scale vertical SaaS economics in mortgage.
• Total Expert: Customer engagement and marketing automation platform built for mortgage lenders and large brokerages; comparable to Salestrekker on marketing automation but broader in scope and more lender-side than broker-side.

Regional players

• Floify: US-based mortgage point-of-sale platform built for loan officers and brokers with workflow automation, e-signature and CRM features; mirrors Salestrekker's broker-facing product but is focused on the US market.
• SimpleNexus: Mobile-first mortgage POS platform for US lenders and brokers, comparable in broker-workflow orientation to Salestrekker but operating primarily in the US market under ICE Mortgage Technology.

Emerging players

• Bonzo: Marketing automation and CRM platform built specifically for mortgage brokers, overlapping directly with Salestrekker's Qualifi lead-generation and broker-marketing automation features; a focused emerging competitor rather than a horizontal CRM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/salestrekker

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salestrekker