As we discussed in an article titled "The Future of Mortgage Aggregation", aggregation and franchise groups are in a metamorphic state where they're forced to rethink their business model in order to remain relevant in a competitive and technology-driven environment. As far back as our Magnet Guide from 2010, we wrote that "... aggregation needs to broaden their technology offerings and reposition themselves as technology starts to erode the traditional aggregation model and compromise the value of existing core services". The statement is more valid now than it ever was in the past.
This article seeks to present a broad overview of a product that provides a suite of digital products that exceeds the capabilities of any competing website-based aggregator product on the market. Brokers will gain access to the industry's most powerful website, social media tools, email and SMS marketing facilities, managed social and articles, and a suite of supporting marketing tools. The offer immediately positions your product ahead of those options provided by your competitors.
Revenue Opportunity: As noted on Page 7 of the Magnet guide mentioned above, we noted that aggregation has "relationships and distribution" - both of which enable aggregators to transition, potentially pivot, and evolve with a loyal and high-paying retail customer base. The success of brokers is our clear focus, but the product offers a stable revenue stream for larger groups without any management obligations.
TL;DR: This article introduces a website and digital product for those with downline brokers. The system is entirely turnkey and fully managed. All products give the parent aggregator/franchise/ACL access to facilities that'll make global changes, while the broker always maintains full control over their own website and digital presence. Those that engage with paid promotion will have ethical, compliant, and high-performing experiences availed to them, and our various relationship marketing methods and programs will be supported.
As resolved via our ASIC Search Engine, those brokers that leave one aggregator for another are doing so primarily for one reason: technology. At least that's the antidotal reasoning given the migration of brokers into SalesTrekker-based organisations. There are other organisations with proprietary software, but none seemingly compete with the broader SalesTrekker ecosystem, and while brokers will look at other aggregation attributes in order to make decisions, the workflow software systems tend to make their decisions easy unless they're looking for specifics. The decisions brokers make is predicated on support, mentoring, lenders, and a huge number of other factors, but the CRM system - rightly or wrongly - is extremely persuasive and often guides decisions. In our experience, when a standout digital solution is on offer the impact on decision making is essentially the same.
There are some aggregators that provide 'default' websites, and most of them aren't particularly good... and we're being exceedingly kind with that description (despite the objective shortcomings, some groups are quick to enlist lawyers when we point out or publish empirical evidence to support valid claims).
A website isn't just a website. It is a marketing and lead-generation asset that is central and essential to the success of any business. A funnel-centric and conversion-focused website is an operational imperative when it comes to organic search, partner and referral programs, and client education. Sadly, most aggregators provide a very static and featureless subscription-based website experience which are built in direct competition to these and other broad marketing objectives... yet they are priced higher than general retail solutions. As evidenced from our Matrix API, aggregator websites are generally the lowest performing in the industry, with one particular aggregator occupying over 80% of the evaluated lowest-performing experiences based on assessing over 5000 products.
Before we embarked on the most recent updates to our website framework, we engaged with a large number of brokers to ensure we built a scalable future-proof product, and we paid particular attention to the opinions of those that came to us from an aggregator product. We've since updated the framework about every month with new features and functionality that the broader broker community requires. Not surprisingly, when asked about past experiences, there was significant and continued overlap in broker dissatisfaction with commonality focused on a need to have control over content and design (in one particular instance, a broker waited 6-months for a logo and company name to be changed from a competitor's logo). Most important, brokers wanted website support that'd provide the facilities necessary to actually convert clients, and they wanted dynamic modules that reflected industry changes and sentiment. In essence, and without specifying it specifically, they wanted the capacity to introduce Agile Marketing into their operation, and they wanted the expert support to make it happen.
We're Not a Website Design Company
Despite building the highest-performing broker framework in the industry, we're not a website design company - we're a fintech and marketing operation first and foremost. The website framework was created in direct response to the fact that we'd never inherited a website that had the capacity to actually convert website traffic, so we found ourselves obligated to develop an agile architecture that permitted scalability in ways not available elsewhere. The website framework will convert more clients that visit your website.
The focus of our digital systems is a software suite called 'Yabber'. Yabber manages website functions, marketing tools, campaigns, social media, partner management, referrals, post-settlement, property listings, lender data, comparison features, managed social and articles, and so on. In fact, there's over 1000 individual tools that brokers can utilise, with around 20 modules more frequently used than others. Yabber was designed to provide 'one-click' holistic digital support into an operation of any size, and the agile architecture was built in such a way that anybody can use it to build basic or advanced campaigns quickly and easily.
In terms of design, we ship each website with a licenced version of Elementor Pro. This website builder enables anybody of any skill level to design pages with drag-and-drop tools, and at the time of writing we've built over 80 of our own finance-related Elementor blocks that will create content specifically designed for the finance industry.
There's a few hundred articles on this website that describes the vast array of dynamic features made available via our website framework and Yabber.
Large Groups Should Be Using Our Website
Aggregators, franchise groups, and larger ACL holders that support self-branded businesses should consider using our website product. Not unlike the CRM systems that tend to attract brokers into an operation, the website your group provides and the marketing support that comes with it has a similar impact.
Yabber is a multi-user system. By default, subscribers cannot create child users, but any number of users may be assigned to your account. Generally speaking, a user may be added via a simple panel 
or via the API.
Adding a user will assign access to Yabber - it does not create a website. For those of your brokers that require a leading website experience, a 'clone' of an existing site can be manufactured with the click of a button. Certain details are automatically added - such as company name, phone numbers, social links etc. - while other changes are made manually from within Yabber.
Website creation is made via the primary website panel . To create a website, you may select the user from the 'User' panel, or you may access the panel directly and select an existing user. Simply populate the appropriate fields, select the website framework to 'clone', and click 'Create'. The website is built.
If a specific framework was built for your group (or a selection of frameworks), then that model should be selected. If using our standard 'Yabber Framework', then our default install will be created. Once done, there's a number of stylistic steps that require completion, and forms should be set up manually (with appropriate automation defined). Otherwise, the website will be ready to go - it shouldn't take longer than an hour to fully customise.
The website framework is not built on a shared installation, which is typical for this style of product. Each website is a completely standalone asset that the broker controls in full. Brokers may alter design and presentation to their liking, and they can make stylistic changes almost without exception. The product is essentially 'forked' from the point once it is created in that it takes on a life of its own. After a while, the website the broker has modified will bear little to no resemblance to the original framework (although we generally discourage significant modifications -the website is already designed to convert).
Content Creation Freedom and Managed Content
While the website is a 'standalone' resource that is managed by the broker, the parent account holder has the capacity to introduce changes to the website for those brokers that allow those changes to be made. This might include videos, forms, books, full turnkey landing pages, webinars, and promotions, and they are all shared to defined areas of the website. The parent account holder essentially maintains a level of control that permits global changes, such as the inclusion of modals and entry footer banners - the list goes on and on. We wanted brokers to have a complete freedom to manufacture their own experience consistent with their own business brand and culture, but allow dynamic content to be included when it was deemed appropriate.
You have the capacity to send FAQs, articles, and other content to websites when necessary... and this is via a true article system that incorporates best-practice SEO mark-up, hosted images, and in-post dynamic content. Of course, brokers can create their own article content of any type themselves, and its this content that differentiates them from others and contributes to broader organic (SEO) marketing strategies.
Branded social media may be shared to all brokers or - via a system unique created by us - shared to their 'Social Media' Outlook calendar so brokers may review or modify the content before scheduling to selected social accounts from within the same dedicated Outlook calendar.
Aggregator Oversight and Statistics
All broker data is compiled to return aggregated data. This means that you can easily assess the performance of each website, groups or website, or all websites via the Xena API or integrated dashboard. All social media is integrated and returned in a single table, and conversion data is measured to a granular level. Heatmaps are generated for every page, every website movement is recorded (such as scrolling and clicks), and statistical graphing is extremely extensive. If there's data you need that we don't provide, we'll build it.
Reviews are available in a single table and associated statistics allows you to measure the performance or one broker against others, and that data may be returned to your group so each operator has a better understanding of their performance when measured against others. This style of statistical integration is available for virtually every module.
Compliance
A significant threat to aggregation groups is the ubiquitous non-compliance introduced to broker operations by way of unethical and illegal marketing - particularly as it relates to Facebook Advertising. Our focus is generating and converting leads ethically, and the framework supports quick campaign (and landing page) creation out-of-the-box. Best of all, complete parent oversight is maintained because of the visibility of the pages in logs and review pages.
We work tirelessly to ensure that our product is complaint in every respect.
Training and Support
We've put together training programs on workflow management, digital media, social media, campaign creation, Facebook advertising etc., and we deliver these presentations for brokers within specific groups. We also make ourselves available for training days and shorter presentations.
In most cases, dedicated phone numbers are assigned to aggregation or similar groups for priority support.
The Cost
The cost of our subscription-based system is far lower than competing solutions (remembering that it includes email marketing tools, social media management, one-click marketing campaign etc.). The cost of the subscriptions is determined by the number of participant brokers.
Conclusion
If there is one lesson from the last decade of digital mortgage evolution, it is that technology is no longer an optional bolt-on to an aggregation offering — it is the foundation upon which trust, growth, and broker loyalty are built.
When we first spoke in 2010 about the need for aggregators to broaden their technology and reposition themselves for a digital-first Ai-supported world, many dismissed this as hyperbole. Today, the reality is indisputable: brokers migrate, stay, or grow with groups that arm them with systems that do not merely keep pace with change but shape the very pace of change itself.
The product we have built — and continually refine — is not just a website or another digital tool; it is an entire ecosystem engineered to convert, to connect, and to scale. Yabber modules form a living architecture that transforms raw digital presence into measurable opportunity. They give brokers the freedom to adapt their brand and funnels, yet provide the parent group with the oversight, consistency, and compliance that a modern network demands.
We understand that every page view, every lead, every click, every content block is not an isolated event — it is part of an integrated web of touchpoints that must be managed intelligently and ethically. Compliance isn’t an afterthought — it is engineered into every process, every module, every interaction. We have seen, time and again, that brokers thrive when given systems that respect their autonomy while amplifying their ability to compete in a crowded market.
For aggregators and franchise groups, this is your moment to embrace that same mindset — to step beyond legacy ‘default’ sites and underpowered tools, and to offer your brokers a transformative digital advantage. The same technological gravity that once pulled brokers away from stagnant providers can now be harnessed to secure loyalty for years to come.
We do not build static websites. We build dynamic, living assets that adapt as your network grows. We do not peddle hollow marketing buzzwords. We deliver data, oversight, and outcomes that stand scrutiny against any measure of success. And we do not hide behind generic promises — we back our performance with the same measurable accountability we ask of every client we serve.
The future of aggregation belongs to those who own their technology, champion their brokers, and hold themselves to the highest standard of digital, ethical, and marketing excellence.
Let us help you equip your brokers with the digital advantage they deserve, consumers with the experience they require, and the competitive moat your network demands.
