Addressing Fragmented Operations and Limited Visibility
When Azora began scaling rapidly in 2019, they knew what worked in early stages wouldn’t cut it as they set their sights on $600 million in annual originations and a $1 billion loan book. The company faced operational challenges that threatened to slow their momentum.
The company had no single source of truth for managing broker relationships, and manual, siloed sales processes made tracking difficult. Limited visibility into deal flow, conversion rates, and broker performance made it harder for leadership to make informed decisions at speed.
"We had strong broker demand, but behind the scenes, our systems were holding us back,” says Brandon Tuttle, General Manager – Growth at Azora. “We needed a platform that could scale with us—bringing everything into one place, giving us real-time visibility, and helping us stay agile as the business grew."
Azora needed the infrastructure to support high-velocity growth, automation to replace manual tasks, instant reporting to drive smarter decisions, and a unified platform so sales, credit, marketing, and broker support could operate from the same playbook. The company couldn't stay reactive—they had to become proactive to lay the foundation for their next stage of expansion.
One Platform, Total Transformation
To address these challenges, Azora selected HubSpot as their comprehensive solution. They needed everything in one place—no more juggling multiple systems, no more lost information, no more guessing games about broker performance and deal progress.
Azora began with HubSpot's free version and progressively invested in more features as their needs evolved. The implementation focused on creating a centralised platform whilst maintaining integration with their proprietary origination system for credit decisioning.
Sales Hub became their command centre, with custom pipelines tailored specifically to Azora's credit underwriting process. Every deal, every stage, every conversation became visible in real time through structured workflows that tracked submissions from initial application through to settlement. "The difference was night and day," says Tuttle. "Suddenly we could see everything: where deals were stuck, which brokers needed attention, and what was actually driving our growth."
Marketing Hub transformed their broker engagement strategy. Instead of blanket communications, the team could segment brokers by activity level, product engagement, and submission history. This enabled targeted campaigns—automated onboarding sequences for new partners, reactivation campaigns for dormant brokers, and product launches for their most active network members.
Service Hub turned their support operation into a competitive advantage. Live chat functionality integrated with their broker portal, whilst a comprehensive knowledge base provided immediate resources and support. Automated workflows kept everyone informed without the constant back-and-forth that had previously bogged down operations.
The seamless integration with their origination system meant data flowed automatically between platforms. HubSpot became the single source of truth for sales and relationship management, whilst their specialised credit system handled underwriting decisions. Custom dashboards provided visibility into key metrics including settlement amounts, application volume, and turnaround times—enabling data-driven decision making across all levels of the organisation.
"HubSpot didn't just organise our chaos," reflects Tuttle. "It gave us the visibility and automation we needed to scale efficiently whilst maintaining the personal touch that differentiates us in the market."
The Transformation in Numbers: 300% Growth, 75% Reduction in Approval Times
The transformation delivered exactly what Azora needed. Azora achieved remarkable outcomes across multiple dimensions of their business, growing their loan book by 300% as they accelerated toward their target of $600 million in annual originations—firmly positioning them as a serious player in Australian non-bank lending.
Operational efficiency improvements were dramatic. The average time to loan approval decreased 75%, providing a significant competitive advantage in the lending market. This improvement was supported by automated task creation tied to specific stages, triggering reminders for credit actions and broker follow-ups whilst eliminating previous bottlenecks.
Sales performance saw substantial improvement, with conversion rates increasing 15%. "When you can give brokers answers in minutes instead of days, when you can track every touchpoint and optimise every interaction, the results follow," explains Tuttle. The unified platform provided complete account visibility, enabling every stakeholder to access relevant context at a glance.
Broker relationships were transformed through the centralised support system. The network grew by 60% whilst being managed with the same team size. The Broker Support team now operates entirely within HubSpot, using shared inboxes and task queues for proactive follow-ups, whilst automation handles routine tasks so the team can focus on relationships and growth.
"With HubSpot, every team now works from the same playbook," says Tuttle. "Sales can track deal progress in real time, Support has full visibility into broker interactions, Marketing can see what’s driving engagement, and I can spot trends before they become problems."
The platform has fostered a unified, data-driven culture built for growth. With every team working from live data, there's full alignment across Sales, Broker Support, Marketing, and Leadership. The cultural shift has been equally important—teams are more aligned, decisions happen faster, and everyone's working toward the same goals with complete visibility into what's actually working.
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