Hai Money Official Launch Event
The Challenge
Launching Hai Money, a new sub-aggregator under Finsure, meant entering a crowded mortgage broking market where brokers often feel like “just a number” among thousands. Our challenge was to introduce a broker-focused alternative that would stand out by putting support and community at the centre. We needed an event that would immediately communicate our unique value proposition: helping brokers who lack support to reach their full potential, with special emphasis on new-to-industry brokers and diverse cultural backgrounds.
What I Delivered
The launch brought together 60+ industry professionals aboard the luxury superyacht Masteka 2, including brokers, lenders, and representatives from MFAA and FBAA. The venue choice brought our ‘Money Sea’ brand concept to life, literally cruising Sydney Harbour to symbolise the mission of sailing brokers to success. The experience balanced professional credibility with genuine warmth, facilitating meaningful connections between brokers, lenders, and industry associations. Most importantly, the event communicated our unique value proposition clearly: supporting new-to-industry brokers, leveraging a multilingual team to serve diverse communities, and providing mentorship programmes that help brokers reach their full potential.
The Results
The launch delivered immediate market recognition and business momentum. We secured media coverage in three major publications, including MPA’s feature “Hai Money launch sets a course for success,” The Adviser’s announcement, and Australian Broker’s coverage, reaching thousands of brokers across Australia. The event generated genuine interest with attendees praising our broker-centric approach and cultural understanding, established our credibility as a serious player backed by Finsure’s infrastructure, and created a strong foundation for our growth target of 500 brokers within five years. Within weeks of the launch, we demonstrated that Hai Money wasn’t just another aggregator - we were a tight-knit community where brokers’ voices are heard and brokers from all backgrounds can feel a sense of belonging.
What I Learned
This launch taught me that authenticity resonates louder than polish. By genuinely addressing brokers’ biggest pain point (lack of support) and demonstrating real solutions like our Hai Mentor School and multilingual team, we created immediate trust that no amount of marketing speak could achieve.
I learned that cultural diversity is a competitive advantage. Having a team where every member speaks two or more languages (with one BDM fluent in five) isn’t just nice to have - it’s transformational when serving Australia’s increasingly diverse broker and client communities. Understanding culture means understanding pain points, which translates directly into better support.
Most importantly, the superyacht venue wasn’t just about luxury - it was a powerful metaphor that brought our brand to life. The ‘Money Sea’ concept became tangible as guests physically experienced what it means to navigate financial waters with a skilled crew. That experiential storytelling made our mission memorable in a way that a hotel ballroom never could, proving that when you can make your brand promise visceral, people remember it long after the event ends.