In an industry long burdened by outdated infrastructure, fragmented systems, and time-draining manual processes, a powerful new platform has emerged that reimagines what’s possible for modern mortgage and asset finance brokers. Emerald Edge, developed by Better Business Coach, represents a critical technological leap forward—designed not merely to digitize broking tasks, but to elevate the profession through automation, portability, and built-in growth strategy.
Vision Driven by Industry Experience
The driving force behind Emerald Edge is Phil Rice, a veteran broker with over 28 years in the finance industry. Holding his own Australian Credit Licence (ACL) and leading two successful brokerage businesses, Phil has long understood the operational inefficiencies that plague the broker profession.
“As a business owner, I searched for years for a platform like Emerald Edge to streamline my own broking operations,” Phil explains. “But after years of waiting, it became clear that nothing on the market truly met the needs of today’s broker—so I decided to build it myself.”
Phil is also the CEO of Better Business Coach and the Business Advice Agency, organizations committed to lifting industry standards through structured coaching, business advisory, and training. With qualifications in mentoring and business coaching, Phil has already helped countless brokers enhance their business acumen. “We’ve developed bespoke, broker-specific education and coaching programs,” he says. “Now, with Emerald Edge, we can provide the tools that align with and amplify that education. It’s about giving brokers both the knowledge and the system to succeed.”
Breaking Free from Legacy Constraints
The traditional mortgage broker ecosystem typically demands around 20 hours of work per loan transaction—most of it lost to administrative repetition. Many legacy CRMs and aggregator platforms, while adequate for their functionalities, do not provide many of the functionalities of the Emerald Edge platform. While Emerald Edge compliments aggregator platforms and has API’s to push information through to Apply online (AOL), both systems are vastly different, with Emerald Edge being an exclusive addition to each broker business.
Emerald Edge directly addresses inefficiencies within a broker business, leveraging advanced AI and workflow automation, to cut up to 8–10 hours off the average deal cycle. Tasks like onboarding, document collection, compliance, lead management, and application submission are seamlessly automated, enabling brokers to recover as much as $1,200 in billable time per transaction, based on a conservative $120/hour value.
Automation That Works—So You Can Work Less
Emerald Edge is not just a smarter operational platform—it’s a full-service, client-facing platform that transforms repetitive tasks into autonomous workflows. Brokers can:
- Automate onboarding with real-time data collection and client verification.
- Run credit checks and compliance through integrated AI tools.
- Track deal progress with automated status updates, significantly reducing the need for client follow-ups or email writing.
- Manage Leads that come into the business from all sources, responding quickly with targeted responses, lead allocation to brokers and lead tracking.
This level of automation allows brokers to shift focus from task execution to high-value advisory and business development activities, improving client satisfaction and referral potential.
A Branded Client Experience That Builds Trust
One of the platform’s standout features is its fully white-labelled client portal, enabling brokers to deliver a sleek, professional interface under their own brand. This ensures clients enjoy a seamless borrowing journey—from initial inquiry through to post-settlement—via an intuitive, mobile-friendly portal.
The result: enhanced credibility, reduced friction in communication, and improved deal conversion rates. For clients, the experience feels modern, simple, and trustworthy. For brokers, it’s a powerful brand asset that sets them apart in a competitive field.
Portability & Scalability—Without the Pain
When the industry and business requirements shift, brokers can now move between aggregators seamlessly with no stress, and zero-downtime portability. This alone eliminates a significant friction point for growth-focused brokers looking to restructure or realign their business.
Scalability is also built into the DNA of Emerald Edge. Whether you’re a solo broker or building a team, the platform grows with you, providing:
- Integrated business coaching tools
- Access to Better Business Experts
- CPD-accredited education
- Smart tools for lead management, workflow organisation, and revenue tracking
Cost Efficiency That Justifies Itself
By replacing multiple software subscriptions and reducing the need for support staff or personal assistants, Emerald Edge delivers tangible cost efficiency. Brokers using the platform will be amazed on how it not only pays for itself in time saved but also boosts net revenue through upsell insights and better workflow conversion.
In real terms, a broker writing four deals per month could reclaim up to 40 hours monthly, equating to thousands in saved labour costs or newly generated capacity.
The Future of Broking Has Arrived
Emerald Edge is not merely a software solution—it serves as a strategic partner designed specifically for the contemporary broker. It addresses the pressing need to transition from reactive systems to proactive ones. Emerald Edge enhances aggregator platforms by providing brokers with advanced, intelligent features that align with their operational preferences and requirements for 2025 and beyond.
In an industry ripe for disruption, Emerald Edge offers the competitive advantage brokers have been waiting for—a system that automates the grind, scales with ambition, and puts client experience at the centre of every deal.
To explore Emerald Edge and see how it can revolutionize your brokerage, visit www.betterbusinesscoach.com.au/emerald-edge-information or call 1300 752 156.