LMG Asset Finance has connected its proprietary customer relationship management (CRM) platform, NodifiCRM, to the artificial intelligence (AI) assistant each broker prefers. Brokers in its Elite program can now create applications, check client records, and run pipeline reports by asking ChatGPT, Gemini, Copilot, or Claude.
The aggregator unveiled the integration to its top 40 asset finance brokers at its invite-only Elite Asset Finance Conference in Queenstown, New Zealand, last week. Those brokers will pilot it first, with a network-wide rollout to follow later in 2026.
The connection runs on the Model Context Protocol (MCP), an open standard that lets AI assistants securely read and act on data held in other software.
Each function is offered as a separate tool, and brokers choose which ones their assistant can use. A cautious broker might start with read-only features such as client lookups and reporting, then turn on actions like lodging applications or triggering automations later. Brokers can change or revoke those permissions whenever they choose, and the assistant cannot act beyond them.
“Just as importantly, brokers stay in control,” said Tim Wells, LMG’s deputy CEO – asset finance. He said the system was designed so brokers could move quickly with the technology without putting the security of client data at risk.
That emphasis comes as oversight lags adoption across financial services. A survey by adviser technology provider intelliflo found more than 80% of Australian advice firms now use AI, but fewer than half have formal governance policies.
The Australian Securities and Investments Commission (ASIC) has also made AI a focus of its 2026–27 Corporate Plan.
The launch builds on the purpose-built AI agents LMG showcased at last year’s conference in Byron Bay.
“This year we’re handing them the keys,” Wells said.
He said many brokers were moving client details between their CRM and AI chat windows by hand, which wasted time and invited errors. That gap showed up in research released by aggregator Connective in March, which found 49% of brokers said their AI tools were largely disconnected from core systems such as their CRM.
With the integration, a broker can dictate a new application after a client meeting without re-keying a single field.
“It removes the friction between a broker and their own business,” Wells said.
Elite brokers are also getting a Zapier connector for NodifiCRM, with ready-made templates linking the CRM to accounting, marketing, and communications apps. One template uses Xero to generate referral partner invoices and payments without manual entry, a task that can weigh on brokerages juggling several referral relationships.
The connector will reach the wider network after the Elite pilot. Wells said feedback from the cohort would shape how the integration is rolled out across LMG, which supports more than 6,000 brokers and advisers in Australia and New Zealand.
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