As 2025 approaches, commercial brokers are shifting their focus toward cultivating long-term client relationships and expanding their networks, according to Shift, a credit and payment solutions provider for Australian businesses.
Shift conducted a survey with more than 200 commercial brokers in October and hosted roundtable discussions to explore upcoming challenges and opportunities.
The findings revealed that 98% of brokers ranked client relationship maintenance as their top priority for the year ahead.
Other key areas of focus included attracting new clients and fostering partnerships with referral sources.
The survey also highlighted that Australian businesses are seeking certainty and stability in 2025.
Brokers are positioned to play a critical role in meeting these needs by offering tailored financial strategies and support.
Kristian McCausland (pictured above left), sales director at Shift, emphasised the importance of retention, a trend that gained traction in 2024 and is expected to intensify.
“Relationships have been front-and-centre this year, and with challenging economic conditions, this is set to continue in 2025,” McCausland said.
“Brokers have told us that now is the time to check in with their clients to more deeply understand their businesses and set them up with capital to access when the time is right.”
He also encouraged brokers to adopt a comprehensive approach.
“It is crucial to take a whole-of-business approach rather than simply focusing on an immediate capital need, especially with many businesses still feeling cautious about their operating environment,” McCausland said.
Abhishek Maharaj (pictured above right), partner at Winquote SME Finance, echoed this sentiment, stressing the importance of helping clients prepare for the future.
“The here-and-now opportunity or business challenge is why new clients are talking to you, but it shouldn’t be the broker’s sole focus,” he said.
“Understanding the client’s long-term goals and hurdles and helping them navigate access to capital to maximise opportunities down the track will make all the difference over the next year.”
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