We exist to elevate your business
Our story
Lend was founded in 2016 by a team of finance and lending experts, data scientists, machine learning engineers and technologists dedicated to creating a seamless, efficient and fast experience for Australian consumers, business owners and finance brokers.
Lend's vision was to create an ecosystem where clients, brokers, aggregators, and financiers could coexist and gain better financial outcomes for clients. Since launching in 2018, Lend has evolved with features like AI, analytics, LendScore™ and an end-to-end consumer finance quote and submission workflow, making it the only end-to-end platform for Australian brokers and their clients.
2016
Incorporation
Originally a lead generation platform, we quickly moved to lender API integration and then automated lender updates to clients , creating a total feedback loop.
2017
Foundations
Developed an advanced matching engine to filter and route leads to lenders based on leads profile; integrated with data sources for real-time credit assessments ; and built a proprietary bank statement analysis tool to enhance eligibility assessments, improving accuracy and reducing manual processing time.
2018
Launch
Launched Lend as a standalone platform, offering tools to optimise lead management , manage loan applications , and drive end-to-end borrower interactions .
2019
LendScore™
Developed LendScore™ , a predictive algorithm designed to assess the likelihood of a loan being funded. This feature empowered brokers with data-driven insights, improving decision-making and outcomes.
2020–2024
Expansion
Transformed to a full CRM managing the full client journey, introducing microservices and serverless architecture for scalability and flexibility, and expanded with features like new loan products , advanced API integrations , marketing tools , automations , compliance modules , and enhanced matching engines .
The Lend team
We're a team of finance and lending experts, data scientists, engineers and account managers.
Leadership
Bill Baker
Chief Executive Officer and Co-Founder
Bill Baker is the CEO and Co-Founder of Lend. He also co-founded Carloans.com.au and Fleet Choice, contributing significantly to automotive financing in Australia. With senior roles at GE Commercial, Eclipx, AutoGroup, BTR Nylex, and Austrim, Bill's expertise spans finance, leasing, manufacturing, and technology.
Phil Druce
Chief Operations Officer
Phil Druce leads the company’s technology and operations. With 20 years of experience in technology businesses, Phil has consistently driven growth through strategic planning and execution. Since 2016, he has been dedicated to creating technology-driven products and services at Lend, optimising processes, and delivering outstanding client experiences.
Development
Daniel
Product Lead
Daniel is a Product Manager with experience in both technology and finance. Working for over 10 years in project management, Daniel is focused on developing and growing the Lend platform.
Jangho
Back-end Lead
Jangho, our Lead Developer at Lend, brings over 15 years of experience in software development, including 7 years specialising in web-based systems for the finance industry. He is passionate about delivering innovative, reliable, and high-performing software solutions that drive business success.
Dubbo
Solutions Architect
Dubbo is a full stack web developer with over 15 years of experience building scalable, high-performance applications. Dubbo works in modern technologies such as JavaScript, React, Node.js, and PHP.
Yong
Software Engineer
Yong has over 20 years experience in system architecture, development, and operations across gaming, real estate, and e-commerce. Proficient in PHP, C#, and modern JavaScript frameworks (React, Angular, Vue), Yong's focus at Lend is developing the platform to be performant, robust and scalable.
Peter
Software Engineer
With 10 years of experience as a software developer, Peter has expertise in JavaScript frameworks like React, Vue, and Node.js, along with PHP frameworks such as CakePHP and Laravel.
Ankur
Software Engineer
Ankur is a software engineer with extensive experience in software development and management. Proficient in PHP, MySQL, JavaScript, AWS, and API integrations, Ankur is well-versed in Agile methodologies like Scrum and Kanban.
Hinzan
Software Engineer
Hinzan is a software engineer with over 10 years of experience in developing scalable applications and holds a Master's in Computer Science from Swinburne University.
Sales Support
Reece
National Sales and Operations Manager
Now well established within the Lend team, Reece brings extensive experience in working with brokers and also has been integral to building and fostering key relationships with Lend’s broker network.
Alex
Relationship Manager
With experience from both institutional banks and also more recently in a large brokerage, Alex brings to the Lend sales team a wealth of experience that will benefit the Lend team in the coming years.
Operations
Jenifer
Operations Manager
Combining a decade of operations experience and expertise in data analytics, Jen thrives in her multi-faced role as the Operations Manager at Lend. Jen transforms data into actionable strategies and ensures every aspect of the business is optimised for growth.
Raji
Operations Support
With a strong background in accounting and systems administration, Raji excels in bookkeeping, financial system optimisation, and back-office systems management. Her 13+ years in software quality assurance and project management bring technical expertise and a problem-solving edge to her work.