Sharpening focus on broker-centric, customer-centric values has paid off big time for non-bank lender
One year ago, Bluestone Home Loans marked 25 years on the non-bank lending scene with a comprehensive branding overhaul with a specific purpose in mind.
“Our old values didn't really have the customer in the centre, so we really wanted to say, ‘We're here for our customers’, and to just get a new lease on life,” Bluestone chief executive Mark Jones said at the time. “Our refreshed identity is testament to how far we’ve come and signifies a promise to continue making home loans accessible for more borrowers.”
Improving the broker experience was also important, particularly in terms of improving the company’s systems, processes and credit policies. Bluestone has certainly had a busy year since that major branding overhaul.
It has seen a 61% year-on-year growth in broker-submitted applications; a 35% increase in complex or non-standard lending scenarios; a 15% increase in active brokers; and a 20% increase in how often these brokers use Bluestone.
Jones said the anniversary highlights how Bluestone has reconnected with its purpose and delivered on it.
“We’ve been lending through cycles for more than 25 years. The refresh was underpinned by why Bluestone exists: to simplify lending for brokers and provide fast decisions that deliver certainty in complex scenarios. One year later, the growth we’ve achieved shows that focus - backed by strong relationships and service - pays off,” he said.
“Honestly, Bluestone had over the years weathered moments of a ‘gritty’ reputation,” added Bluestone chief commercial officer MacRae. “But by mid-2024 the business had reset its purpose and intentions and was starting to see momentum return. Our 25th Anniversary was a perfect moment in time to bring the new Bluestone Home Loans into the market.”
Today, MacRae sees the Bluestone brand as synonymous with helping borrowers with complex or unique financial situations across the market “with confidence when others won’t, by providing tailored solutions”.
Bluestone has become a power player in the self‑employed borrower space and is increasingly helping clients with mixed income sources, or those whose unexpected life events have thrown their credit history off-kilter.
“These scenarios are growing because more Australians are working differently or are financially recovering and tighter mainstream lending rules mean more borrowers fall outside the usual boxes,” MacRae noted.
As for the broker experience, “we’ve focused on clarity, faster answers and real support”, MacRae said. “Our product guides, scenario tools and specialist teams help brokers know what’s possible upfront, and our credit and BDM teams work closely with them to shape deals early.
“We’re investing in products that reflect real life clients that are sitting in front of the broker and supporting with service that stays personal. Our goal is to help brokers solve more scenarios and grow their business, because when they succeed, we do too.”
Nicola Dunca, Bluestone’s chief marketing officer, added: “At the heart of everything we do is a commitment to support more Australians achieve their dream of homeownership, because we believe everyone deserves the chance to build their future.”
