Anthony Citroni (pictured above), a seasoned mortgage broker at AJC Financial Solutions, has transformed his vast finance experience into a bespoke service model that prioritises deep client relationships over volume.
With a career spanning over two decades and a shift from a finance specialist to a broker in 2013, Citroni’s journey is marked by innovative approaches to client engagement and adapting to industry shifts, particularly the integration of technology like AI.
After a fruitful stint from 2000 handling over 5,000 client portfolios with various lenders, Citroni realised the traditional finance specialist role limited his ability to support clients adequately. This realisation led him to adopt a “Jerry Maguire-inspired” approach to his business: “Fewer clients, more attention.”
In March 2013, Citroni pivoted, launching his own brokerage.
“I have a small portfolio of 160-plus clients, ensuring they sleep soundly knowing their finances are secure,” says Citroni, who prides himself on his hands-on approach, including monthly market updates and annual personal calls.
The most transformative moment for the mortgage broking industry, according to Citroni, was during the Royal Commission’s review.
“It was a scary time, but it also put us on the map,” he says.
This heightened visibility has been beneficial.
“I’m proud to see mortgage brokers accounted for 71.8% of new residential home loans between October and December 2023,” he says.
With artificial intelligence looming over various sectors, Citroni sees it as both a challenge and an inevitable evolution in finance. His strategy involves proactive communication about future AI integrations while reassuring clients of his irreplaceable personal touch.
“AI is knocking at our doors, and adapting is inevitable,” he says.
Citroni shares a pivotal moment from his early days as a broker when chasing high-profile clients backfired. Clients would consult him for lending advice only to return to their banks armed with his insights.
“I had to choose: confront them and potentially lose their business or swallow my pride,” he says.
Choosing the latter, these clients are now among his most loyal, proving that humility can be more rewarding than hubris.
“No good decisions are made on a gut feeling,” he says.
For those entering the field, Citroni emphasises collaboration over competition.
“Team up with other brokers,” he says. “There’s enough business for everyone, and without this unity, banks would dominate.”
Remembering the core reason for becoming a broker – serving clients – is vital.
“Stay focused on your clients’ needs,” Citroni says. “Without them, we have nothing.”
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