By Benjamin Baume, Co-Founder & Managing Director, Craggle

For years, we asked our accountants and partners to “keep an ear out” for lending opportunities in their day-to-day client meetings. The idea made sense on paper after all, these professionals are already having deep financial conversations. But in practice, home lending often stayed buried under competing priorities.

It just wasn’t their focus, and despite the training we offered, referrals didn’t flow like we hoped. Some partners were hesitant to raise lending in conversation, not because they didn’t care, but because it felt outside their lane. There was a quiet perception that they didn’t have the right to ask, or that it might disrupt the core value they were there to deliver.

So we changed tack.

Rather than trying to train better referrers, we built smarter tools that fit seamlessly into the way these professionals already work. These aren’t off-the-shelf calculators you can find online in five seconds, they’re custom-built, white-labelled tools designed to live inside an accountant’s or adviser’s value proposition. Lending now surfaces naturally, right when it’s relevant.

Embedded Tools, Not Training Sessions

Instead of treating lending like a bolt-on topic, we created tools that support the core work accountants and SMSF advisers are already doing. These tools don’t just sit in the background, they embed lending into workflows in two simple ways:

• Live in-client meetings to guide conversations
• Client-facing on partner websites for self-service

Every tool includes a “Discuss with Broker” button that sends structured data directly to our mortgage CRM. That means:

• A client record is created automatically
• A broker is assigned and alerted
• The client gets a callback, usually within 30 minutes
• Referrer attribution and commission tracking are handled seamlessly

Let’s walk through the three most-used tools.

1. Net Income Explorer: Lending Conversations Through Tax Planning

Perfect for: Accountants during EOFY or mid-year planning reviews

This tool starts where accountants are most comfortable, optimising net income. It helps clients understand tax strategies by walking through common levers and showing the real-time financial impact of each choice.

But then comes the pivot: once the tax side is explored, the tool naturally expands to larger household expenses; energy, subscriptions, even the mortgage. That’s where lending opportunities emerge organically. Want to test a refinance scenario? Wondering whether an investment property makes sense? It’s still a tax chat, just broader and more practical.

2. SMSF Performance Comparison: Bringing Property Into the Fund Conversation

Perfect for: SMSF specialists and financial planners

A common question in the SMSF space: “Should I consider direct property?” This tool helps answer that without giving advice. Instead, it lets clients compare a typical managed fund versus a residential property scenario over 10 years, adjusting assumptions like rent, fees, and growth.

It’s educational. It sparks better questions. And it nudges clients to have informed conversations with licensed professionals when they’re ready to dive deeper.

3. Negative Gearing Snapshot: A Simple Reality Check for Property Investors

Perfect for: Any professional helping clients assess investment property potential

This standalone tool helps clients get real about the numbers. It prompts for often-overlooked expenses, calculates ownership splits, and shows how a potential property affects their taxable income.

Again no recommendations, no selling. Just a clear snapshot that clients can use as a starting point. And when they’re ready? One click connects them to a broker who already has the context.

Powered by Craggle

All these tools are available to Craggle’s partners under the Cromeloan brand. They’re fully white-labelled; your logo, your colours, your client experience—and can be embedded in your website or run live in meetings.

• API integrations ensure data flows securely to brokers
• Client consent is captured during use
• Every referral is transparently tracked, right through to commission

Want to see them in action? Book your demo today.

The Big Shift for Partners

By switching from generic training to embedded tools, here’s what changed:

• Lending shows up naturally in the client journey, no awkward segues
• Partners don’t have to “sell” loans, the tool surfaces the need
• Clients leave with something valuable, like a PDF takeaway of their session
• Handovers are clean and fast, saving time for clients and brokers
• Referrer contributions are tracked, so partners know exactly what’s coming back

Real-World Results That Matter

• Referrers stick to what they do best
• Clients explore lending at the right time
• Brokers get pre-qualified context and can skip the repetitive Q&A

It’s a small shift with a big upside. By replacing coaching sessions with white-labelled, workflow-native tools, Cromeloan makes home lending a natural part of the conversation, no extra effort required.

Training asks people to remember. Embedded tools create the moment. That is when lending appears naturally.