4 Brands, 1 Marketing Engine: Agentforce Streamlines 360 MMS Marketing

Four Brands, One Bottleneck

360 MMS is not one brand chasing growth, it is four, all pulling in the same direction as part of a broader ambition: Build 360 Group into a lender that can compete with institutions many times its size, without ever needing their headcount.

Nolan Leo runs four brands out of one ambition. As the Chief Executive Officer of 360 MMS (Mortgage Management Services), he leads a non-bank lender in Melbourne, Australia, spanning across four brands: 360 MMS, 360 Asset Finance, Riyadh Financial Service, and 360 SaaSFin — together serving thousands of client files a month through a national partner network that spans finance industry partners such as brokers and referrers, technology partners, and the community organizations behind its Shariah-compliant finance. Four brands, four audiences, four distinct voices. But underneath, they all lived by the same rulebook, and were all stuck behind the same wall.

As a regulated lender, every message 360 MMS sent had to clear Australia's Spam Act and credit licensing rules — brand by brand, campaign by campaign. There was no shortcut, no shared template, no way to build once and reuse. In Nolan's own words, marketing before Agentforce Marketing was a grind, "It would take 4 hours to actually get campaigns up and running. It would take so long to even get those HTML templates correct, since we had to keep recreating those."

Their small marketing team, four brands deep in disclosures and unsubscribe links, was rebuilding the same compliance checks from scratch every single time — while regulatory notices, product updates, and event invites kept piling up faster than the team could ship them. The work wasn't hard. It was just relentless, and it was eating the hours that should have gone to strategy, creativity, and growth.

Commissions told the same story, just with higher stakes. Thousands of loans a month meant thousands of upfront and trail commissions to reconcile — by hand, across spreadsheets, one file at a time. It used to take up to three days going through different spreadsheets just to close out a cycle. And when a broker wanted to know where their loan stood, the only way to find out was to pick up the phone. That not only flooded the team's phone lines and inboxes, it pulled loan coordinators off higher-value work just to answer the question, "Where's my loan?"

And behind every one of these pain points sat the same brutal math: More loan volume meant more manual work, and more manual work meant only one lever to pull — headcount.

For a non-bank lender going up against institutions many times its size, that trade-off wasn't just inefficient — it was a ceiling on how big 360 MMS could ever get. With strict data-privacy obligations layered on top of all of it, 360 MMS needed a different kind of growth engine altogether — one that didn't ask the team to choose between moving fast and staying compliant.

For the 360 Group, the ceiling wasn’t just a marketing problem, it was a growth problem for the whole portfolio.

Nolan had the ambition, he just needed the guardrails to make his vision possible.

Compliance Built Into Every Campaign

360 MMS turned to Agentforce Marketing to become the engine behind all four brands at once, replacing manual-coded emails with a single system that builds, checks, and launches campaigns automatically. Agentforce Sales and Agentforce Service carry the loan and broker relationship end-to-end, Data 360 unifies client and broker records across every brand so campaigns are always built on accurate, current data, and Slack in tandem with MuleSoft connects it all together behind the scenes, keeping teams and systems in sync in real time.

This is where the story turns. Instead of rebuilding compliance from scratch for every send, 360 MMS now works from a library of pre-approved, brand-specific templates inside Agentforce Marketing that carries every disclosure and subscription requirements automatically, built into the send itself. The results speak for themselves, as Nolan shares, "Within 15 minutes we are able to get contents across the four brands out, whereas previously it would take 4 hours to prepare the campaign." What used to be the team's biggest time drain is now its fastest-moving function.

And the ripple effect went further than speed. With the compliance grind automated, the marketing team got its creativity back. "Now they are able to spend more time producing video campaigns, product brochures, and other marketing assets," Nolan says. "It's much simpler and much faster. We have seen higher productivity and output across the four brands."

The same transformation reached brokers and back-office operations, too. Brokers can now check a loan's status through a self-service portal, no phone call required and Nolan has seen inbound voice calls drop significantly as a result. On the back end, commission reconciliation that used to take nearly three days going through spreadsheets is now finished in under two minutes. And loan assessment SLAs — once a wide, unpredictable window of up to seven days — have tightened to a consistent two days across every file, with the team now pushing toward one day.

360 MMS now runs on a single connected system across all four brands — no more spreadsheets, no more one-off compliance checks, no more broker calls stacking up in the queue.

Marketing Built to Scale

The numbers tell a story of a team that stopped treating growth and compliance as a trade-off. With Agentforce Marketing, campaign build time collapsed from up to 4 hours to 15 minutes, a 16x improvement — meaning content that used to sit in a review queue now goes out the same day it's written.

Commission reconciliation dropped from three days of manual spreadsheet work down to under two minutes. Loan assessment SLAs tightened from a sprawling seven-day window to a consistent two days, with the team actively chasing one. And through it all, inbound broker calls dropped, freeing loan coordinators to focus on the work that actually needs a human — all four brands, 360 MMS, Riyadh Financial Service, 360 Asset Finance, and 360SaaSFin, now running their marketing through one connected marketing hub, with compliance checks built into every single send.

For a non-bank lender, growth used to mean an unavoidable trade-off: more loan volume, more manual work, more headcount just to keep the lights on. Agentforce broke that trade-off entirely. 360 MMS now processes more loans, launches more campaigns, and pays more brokers — on the exact same team it had before, finally breaking the growth ceiling that used to define the business.

For 360 Group, this is the proof point behind the whole four-brand strategy: one platform, one compliance backbone, endless room to add the next brand.

And Nolan is candid about what that unlocks for lenders like his: Banks have the budget to out-staff their way through this kind of complexity. SMBs don't. Nolan shares, "It's really crucial to actually look at your process and think about if AI could help you. Don't be scared of dreaming big because anything is possible with the help of AI, as long as you have the compliance and guardrails in place."

For the 360 MMS team, this was never just about speed. It's proof that a non-bank lender can move at the pace — and hold the compliance rigor — of a much larger institution, without ever needing the headcount of one. As 360 MMS keeps adding brands and partner relationships, Salesforce gives the team a foundation to keep dreaming bigger, without growth ever costing them their guardrails.

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