Effi is an online customer relationship management (CRM) and workflow platform for Australian mortgage and finance brokers. It brings lead intake, digital fact finds and document processing into a workflow that connects to aggregator lodgement and post-settlement retention.
Its value depends on which steps your brokerage can move into Effi. A connected workflow saves little if your team still enters the same client details in another system.
What Effi Handles
Effi advertises lead intake forms, a broker CRM, a digital fact find, document processing, bank-statement analysis, aggregator lodgement and post-settlement retention tools. These cover the work from a new enquiry to a settled client’s next review.
The Professional plan lists the core CRM and AI tools. Small Business adds retention and workflow automation, while Enterprise adds custom workflows and reporting. Access depends on your plan and enabled integrations. Selected AI features and add-ons carry usage-based charges.
For the place each tool occupies, see technology in mortgage broking. A CRM manages the client and deal workflow, while your aggregator connection carries the application into lodgement.
How a File Moves Through Effi
A typical Effi file starts with an intake form and moves through a digital fact find, document processing and aggregator lodgement. After settlement, the retention workflow supports follow-up with the client.
- A prospective client submits an enquiry or starts an application through your website’s intake form.
- The client completes the digital fact find and supplies supporting documents through the client portal.
- Effi processes the uploaded documents. The broker checks extracted information and follows up missing or inconsistent details.
- The application moves through the brokerage’s enabled aggregator integration for lodgement.
- After settlement, set annual review reminders within the retention workflow available on your plan.
LoanOptions.ai describes HAILO’s home-loan intake tool as another route for collecting application information, with data synced to aggregator platforms through Effi. The brokerage’s particular connection still determines how that handover works.
Adoption decides whether this replaces work. If your team keeps using separate inbox fact finds and retyping client details, you can end up paying for two systems.
For commission income, Track My Trail sits beside the CRM and reads your aggregator reports. Quick Analysis compares two monthly reports to show clients added or dropped off, discharges and large balance changes that explain a change in trail.
AI Features and Their Limits
Effi’s AI features include document processing, an assistant, automated responses and a notetaker. Document tools extract information from uploaded files, while the notetaker turns client meetings into notes. Automated responses reduce repeated message writing.
Effi’s terms leave the broker responsible for the client relationship and disclaim responsibility for a home loan’s delay or failure to complete. The AI terms also warn that outputs can contain inaccuracies.
Check extracted figures against the original documents. Read meeting notes for missing conditions and review automated messages before clients receive them. A completed AI task does not establish that the information is correct.
For tools that handle other jobs, see AI tools for Australian mortgage brokers.
Judging Whether Effi Fits Your Brokerage
Judge Effi against the work your brokerage does on a real file. Use these three checks before committing.
- Map the steps Effi would replace. List your existing fact find, document handling and lodgement tasks, then match each one to the proposed plan.
- Get written confirmation of the aggregator and lender connections your brokerage needs. Include your aggregator arrangement and the information that must pass between systems.
- Time a real file against your current process. Record time spent and manual re-entry at each stage, including work that stays outside Effi.
Include broker and support-staff seats, onboarding costs and usage-based add-ons in the cost comparison. Compare those commitments with your file volumes and measured time savings.
If you need to compare the client and deal workflows of other platforms, use the mortgage broker CRM comparison.
Before You Switch
Allow time for onboarding, client-data migration and team training before moving the brokerage’s files. Assign someone to own the change so the team knows where to enter information and which system holds the working record.
For a practical timing test, use one in-progress client file across a fortnight. Measure the time spent on fact finds, document handling and lodgement, including corrections and duplicated work.
Set a review point around 90 days. Compare the actual seat and usage costs with the hours saved and the amount of work still happening elsewhere. Use those results to decide whether to keep the plan, change the workflow or retain your current system.
