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ellerCentral (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.


This innovation initially came to life when…

We wanted to create something that connected to the average Australian. The financial planning industry ignores people who have simple goals and not large amounts of money — we wanted to help and connect with people from all walks of life.


The purpose of this innovation is to…

…allow the client to have an online environment where they can track their financials, their goals and objectives and create a plan to reduce their mortgage at a faster rate.

It does this by…

…using email automation to inform the client about key events, when their goals are due and how they are tracking to achieve them. Also the web login visually shows the client the progress they are making on their mortgage reduction and knows when they are able to complete a specific goal.


This innovation improves on what came before because…

…it uses cutting-edge technology to communicate to the client, and provides the client with a benchmark they can compare themselves against. Ultimately this increases the chances of success for the client.

Its various benefits to the customer/end-user include…

…having a “live” plan for the client’s mortgage! Tracking goals and reminding clients about these, and how they relate to their mortgage reduction, and tracking of general financials.


In the past, this problem was solved by…

…just making the standard loan repayments for mortgage reduction over a 25- or 30-year period. Reviews were done manually to assess clients’ progress.

Its predecessors/competitors include…

…having a hard copy plan that the client and adviser look at at each review — with no technology interaction.


It is made for…

…people who have a mortgage and want to implement a plan to pay if off faster than average.


It is available for sale through…

…our financial planning company Ellerfield and online through the websites: www.ellerfield.com.au and a low-cost service through: www.flow5.com.au

Our marketing strategy is to…

…connect with other businesses whose clients would need this service, market direct to the consumer through TV advertising, online, and social media.


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