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Industry marketing specialist Andrew Gooding has been named the new chief executive of the personal finance management company for brokers.
Mr Gooding, the former chief marketing officer of Mortgage Advice Bureau, has been appointed as the first CEO of personal finance management (PFM) tech company diñeiro.
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The fintech, which provides a white label PFM app to brokers and financial services companies, was launched last year by founder Benjamin Shapira after he became frustrated with his inability to keep his broker up to date with his financial position during a drawn-out search for a property purchase.
After building the company from start-up to scale-up phase and onboarding its first broker clients, Mr Shapira said it was time to hire a CEO to lead the company through its next phase of growth.
As such, it has now appointed Mr Gooding — who was working as an adviser to the company — as its first CEO. Mr Shapira has now assumed the role of chief product officer, focusing on the continued evolution of the product and new industry verticals.
Speaking of Mr Gooding’s appointment, Mr Shapira noted his 20 years of experience running operations, sales, and marketing functions across the financial services sector, including as the former director of aggregator marketing and growth enablement at NAB (heading up the PLAN, Choice, FAST brand marketing) and, more recently, as the chief marketing officer of Mortgage Advice Bureau.
Mr Gooding also has experience heading up mortgage broking businesses, including Professionals Global Finance and Mortgage Fair.
The diñeiro founder commented: “In his previous capacity as an adviser to the business, Andrew’s knowledge of the industry proved invaluable, helping shape the functionality of the offering, and opening doors that might otherwise have proven difficult to get ajar.
“We’re thrilled that he has agreed to join the team in a more formal capacity and lead us through the next phase of our growth.”
Commenting on his new position as diñeiro CEO, Mr Gooding said: “Ben has designed a really good product that clearly fills a void in the market, giving brokers the opportunity to significantly enhance their value proposition while at the same giving them access to a range of client behavioural insights they’ve never had the benefit of before.”
As well as the CEO appointment, diñeiro has also welcomed Alex Brown as its chief technology officer.
Mr Brown was previously the technical lead at non-bank lender Bluestone Home Loans and a software engineer at personal lender Nimble.
He commented: “The decision to join diñeiro was an obvious one. The opportunities we are looking to pursue align precisely with the pain points I’ve observed, having worked across different lenders in the financial services space.
“From day one of meeting the team at diñeiro, there was no need to ask ‘what are we solving?’; we jumped straight into answering ‘how are we getting there?”
Last year, Melbourne-based brokerage Mortgage Domayne, led by broker director Mark Polatkesen, became one of the first brokerages to white label the financial management platform diñeiro under its own branding.
Speaking last year, Mr Polatkesen commented: “Our referrers are genuinely excited about our ability to turn what appear to be unqualified leads into future deals through our ability to set and monitor financial goals for the leads they supply that aren’t yet in a position to buy.
“It demonstrates that we are committed to our referral partnerships and that in turn has resulted in more leads.”
[Related: Brokerage announces white label partnership with diñeiro]
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