SFG’s first broker processes deal across SFGconnect 2.0

Borg Financial is not your typical brokerage. Founded in 2019 by Christopher Borg, a finance professional with over 13 years of industry experience, the firm has steadily grown into a boutique provider of comprehensive financial services, primarily catering to high-net-worth clients and complex commercial scenarios. With a strong focus on quality over quantity, Borg Financial has carved out a unique niche in the market, offering a comprehensive suite of services encompassing finance, law, accounting, and financial planning.

In 2024, Borg Financial was one of the first brokerages to deeply trial and implement Salestrekker 2.0 (SFGconnect 2.0), marking a pivotal evolution in their operational strategy.

From Platform Power-User to Strategic Innovator

Having already been an early adopter and power user of the original Salestrekker platform (SFGconnect), Christopher Borg leveraged the CRM’s capabilities to their limits. His team implemented custom workflows, traffic light labelling systems, layered reporting, and merge fields - tools that allowed them to operate at an extremely high efficiency rate.

“I was probably using the platform at 150% utilisation,” Borg explains. “I was doing things most brokers weren’t.”

As an experienced power user of the original Salestrekker platform, Borg joined a select group of high-performing brokers invited to provide early feedback on the Salestrekker 2.0 rollout. Collaborating with other advanced users, Borg provided constructive insights that helped refine the platform's functionality and enhance the overall user experience. By working closely with the Salestrekker development team during the beta phase, this advisory group’s real-world testing and recommendations contributed to a more refined and broker-friendly final product.

35–50% Productivity Gains with Salestrekker 2.0

After fully testing a standard purchase deal in the new system, Borg estimates a 35–50% increase in productivity.

“If it took an hour on SFGconnect to process a fully compliant deal, now it only takes 30 to 40 minutes in SFGconnect 2.0,” says Borg. “It’s faster, more seamless, and has far fewer rhythm-breaking moments.”

A significant part of this improvement stems from the new system’s intuitive user interface. Cascaded navigation, streamlined task flows, and fewer screen changes enable brokers to stay focused and work through tasks with less friction. “Less clicks equals more efficiency,” Borg notes.

Moreover, with multi-scenario modelling now built into a single screen and integrations with RP Data and in-platform servicing calculators, the software eliminates many of the manual processes previously handled by external apps—saving both time and money.

Raising the Bar for Brokers and Aggregators

Salestrekker’s approach to development—listening to top-performing brokers and iterating fast—has set it apart from competitors. According to Borg, SFG’s commitment to being first to market with its own SFGconnect 2 was a logical extension of their leadership in the aggregation space.

“SFG and Salestrekker are deeply aligned,” says Borg. “They’ve built this side by side, and the result is a platform that's reshaping how brokers can work.”

The improved commercial lending tools, including structure mapping, are poised to drive higher adoption of asset and business lending within the SFG network. Borg predicts a significant uptick in commercial volume as brokers realise how much simpler it is to operate in this space with the right software.

Full-Service Business Model Built on a Unified Platform

While Borg Financial isn’t focused on volume, it delivers high-value outcomes through a full-service financial and property ecosystem. The business works closely with its own real estate agency, bespoke law firm, inhouse financial planning and specialised accounting firm. . With commercial lending, private finance, real estate, and advisory forming the core of their value proposition, the integration of a robust CRM system is critical.

In a strategic move, Borg has also acquired two real estate agencies in Melbourne’s peninsula region. “It’s about creating a complete customer journey,” he explains. “From property search to finance, legal, and settlement—we manage the full lifecycle.”

Looking Ahead

With Salestrekker 2.0 underpinning SFGconnect 2.0, Borg is preparing for broader automation and customisation. His team is implementing stage-based trigger automations and developing efficient templates for high-frequency scenarios like residential purchases and refinances. This, paired with the platform’s built-in marketing, servicing, and compliance tools, is setting a new benchmark for broker productivity.

His advice to others? “Block out a week. Learn the system. Build your templates. Set up your automations. If you don’t, it’s going to affect your clients and your business. This is not optional—it’s essential.”

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