Brokers set to focus on relationships and retention in 2025

Sydney, Australia – 20 November 2024 – Commercial brokers are focused on building long-term relationships and growing their client base moving into 2025 according to Shift, a leading provider of credit and payment products to Australian businesses. 

Shift surveyed over 200 commercial brokers in October and hosted a series of roundtables to discuss opportunities and challenges for brokers and their clients as they prepare for the new year. 

 98% of brokers ranked maintaining client relationships as the most important area of focus in 2025, followed by finding new clients and growing referral partner relationships. 

Brokers also told Shift that businesses are looking for certainty and stability over the next 12 months, which brokers can be instrumental in providing. 

According to Kristian McCausland, Sales Director – Shift, retention was also a key point of focus in 2024, showing that brokers are taking an increasingly strategic approach to their client management. 

“Relationships have been front-and-centre this year, and with challenging economic conditions this is set to continue in 2025,” said Kristian. 

“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.” 

“This aligns with our long-held view that 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.” 

The long-term approach 

This business-first approach was echoed by Abhishek Maharaj, Partner at Winquote SME Finance. 

“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,” said Abhishek. 

“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.”