The method, part one
Profile tailoring.
Generic content reads generic because the writer doesn't know you. The fix is structural: before a word gets written, the engine learns your brokerage properly.
What the profile captures
More than thirty structured fields, built from one interview
The profile starts with a structured interview inside the app and the material you already have, then stays current as the brokerage changes. It's not a brand questionnaire that gets filed away. The engine consults it every time it writes.
- Who you are
- The legal entity behind the brand, your credit licensing arrangement, industry body memberships, and how long you've been writing deals. The things a careful client checks.
- The work
- The finance you write, whether that's prime movers and excavators, warehouses and offices, working capital and invoice facilities, or SMSF property through the specialist end of the panel, plus the deal types and the clients you write them for.
- Lender reality
- The breadth of your panel and where you're strong. What you can place, what you'd rather not touch, and what that means for the client reading your content.
- Your patch
- Where you operate and what local means there. A broker serving civil contractors in regional Victoria writes different content from one doing commercial property in inner Melbourne.
- Voice
- How you talk, taken from your own material: your posts, your emails, the way you'd explain a balloon payment across the bonnet of a new truck or a valuation shortfall across a boardroom table. The engine writes to it, not over it.
- Audience
- The segments you serve: owner-operators, fleets, farm businesses, property buyers, SMSF trustees, and the accountants, dealers and agents who refer them. Each reads differently and the content adjusts.
- What sets you apart
- The genuine differentiators: sector focus, settlement speed, the things clients keep mentioning when they refer you. Stated plainly, not inflated.
- Boundaries
- Your compliance posture: what you will and won't say in public as a licensed credit business, and the licensing details every published piece needs to carry, captured once and applied everywhere.
What tailoring changes
Same topic, different writer
“We offer competitive commercial property loans for businesses of all sizes. With access to a wide range of lenders, we can find the right solution for your needs. Contact us today to discuss your options.”
“Buying the warehouse you've been leasing? The deal turns on numbers you already half-know: the rent you're paying now, the cover a lender wants over the interest bill, and the GST you'll need to fund at settlement before the BAS gives it back. Here's how we'd structure it.”
The first could sit on any broker website in the country. The second sounds like a broker who has settled this exact purchase before, because the profile told the engine who's talking, who's listening, and what the work really looks like.
Why it compounds
The profile gets sharper as you go
The profile isn't set and forget. Every review note you make feeds back into it. Win a new lender accreditation, push into a new sector, change how you talk about rates, and the profile moves with you, so the next piece is written from the current truth of the business, not a snapshot from onboarding.
One detail worth calling out: the licensing block. Your ABN, your credit licensing arrangement and your dispute resolution membership are captured once in the profile and applied to every published piece automatically. Nothing retyped, nothing forgotten on page nine.
Hear what your profile would sound like.
The interview takes minutes, the first month costs nothing, and what comes back is content written to your brokerage, not at it.