Overview
COG Aggregation is one of Australia's biggest asset finance aggregators, part of the publicly listed COG Financial Services Group. Brokers join them for the lender panel, the settlement infrastructure, and COG Connect, the platform their deals actually run through.
Choosing an aggregator is a long decision. A broker is picking the software they will live in every day and the panel their income depends on, and once they choose they tend to stay for years.
Which means the moment that decides it is the one before they call anybody. That moment now happens inside an AI answer.
“Brokers were asking AI which platform to use and getting an answer assembled out of everybody else's marketing. Omni Eclipse worked out exactly which questions our brokers were asking, then got our own explanation into the answer. AI does not just name us now, it describes what we actually do, and the brokers who reach us already understand it.
We started with COG Aggregation in May 2026. On the questions brokers ask before choosing a platform, AI went from naming them in 42% of answers to 68%, and from citing their own pages in 35% to 69%. That makes COG Aggregation the most-cited source in their whole category, ahead of every rival aggregator and every software vendor.
The challenge
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Software brands owned the answer. Brokers ask product questions. Which platform is best for asset finance. Which system tracks commission properly. AI was building those answers out of software vendor sites and rival aggregators, so COG Aggregation was one voice in the mix rather than the reference point.
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Strong on the category, invisible on the product. Ask AI about asset finance aggregators and COG Aggregation came up. Ask about the CRM, which is a serious part of the business, and they were barely in the conversation. Visibility on the questions that describe your industry is not the same as visibility on the ones that pick a product, and it was the second set that mattered.
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Their size was doing no work online. COG Aggregation's broker network, lender panel and settlement volumes are their strongest proof. None of it was written down anywhere AI could read and reuse.
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Google was not going to close that gap. Their Google clicks were flat month after month. Even ranking well on the same questions would not have changed who AI was quoting, because AI was not reading their site to build the answer.
The approach
We ran our four-step method: find the questions, answer them properly, get into the sources AI reads, then track what moves.
The results
Named more, and read twice as often
Same questions, checked the same way, every day.
When we started, AI named COG Aggregation in 42% of answers and opened their own pages in 35%. It now names them in 68% and reads their pages in 69%. Being named went up by a half. Being read doubled.
That second number is the one that matters, because it decides whose explanation the broker gets.
It is still climbing on the engine that matters most for research. On ChatGPT, AI now names COG Aggregation in 92% of answers to these questions.
| What we measure | Before | Now | Change |
|---|---|---|---|
| How often AI names COG Aggregation | 42% | 68% | +26 points |
| How often AI cites their pages | 35% | 69% | Doubled |
AI cites COG Aggregation's own pages more than anyone else's
Being named in an answer is one thing. Being the source the answer is built from is better, and it lasts longer.
AI now cites COG Aggregation's own pages in 69% of answers on these questions, up from 35% when we started. Nobody else in the category is close, and that includes the software vendors whose whole business is the product a broker is choosing between.
Where COG Aggregation wins most
The overall number is the summary. Single questions are where the money is. On their best ones, AI names COG Aggregation in nearly every answer.
These are the questions COG Aggregation scores highest on.
| What brokers ask | AI names COG Aggregation | AI cites their pages |
|---|---|---|
| Which CRM platforms are built specifically for asset finance brokers rather than mortgage brokers? | 83% | 83% |
| Which CRM platforms let asset finance brokers manage consumer and commercial deals in the same pipeline | 81% | 72% |
| Asset finance CRM and loan processing software providers in Australia | 78% | 78% |
| Which asset finance broker platforms include lender lodgement and settlement tracking in one system? | 78% | 77% |
| Who provides asset finance broker software for quoting, lodgement and settlement tracking? | 76% | 71% |
| Best asset finance CRM for new brokers who need application management from day one | 70% | 70% |
| Which broker platforms generate credit guides and compliance documents automatically for asset finance deals | 68% | 72% |
| Which broker platforms include a client-facing portal for document upload and deal status updates | 61% | 73% |
AI explains what the product does, not just that it exists
A search result gives brokers a link. An AI answer explains the product to them inside the answer, click or no click.
In about 3 out of 4 answers that name COG Aggregation, AI goes further and describes what the platform actually does, often comparing features line by line against named rivals.
Here is one, word for word:
“The best CRM for asset finance brokers in Australia is COG Connect by COG Aggregation, as it is purpose-built for asset finance with native commission and clawback tracking.
That is a product explanation a broker can act on, delivered before they reach any website.
AI is now sending real inquiries
Being named only matters if it brings people who act.
Right before this work, AI was not a channel that brought COG Aggregation anything reliable. It is now. Inquiries arrive from it every month, and visits from AI are up by about two thirds on last year.
Named and read, not one or the other
The thing that separates COG Aggregation from most engagements at this stage is that both measures moved together. On 22 of the 24 questions we track, AI both names COG Aggregation in the answer and cites their own pages to build it. On several it reads them more often than it names them, which means the explanation reaching the broker is COG Aggregation's own.
Don't take our word for it. Here is Google's own AI answer, and you can run the search yourself.
Google's AI Overview for "Best CRM for asset finance brokers in Australia". The answer opens with COG Connect, names it first in the list, and three of the sources it used to build the answer are COG Aggregation's own pages.
The bigger picture
COG Aggregation's results show what AI search can do for a well-known brand that has not yet reached the answer layer.
Being big is worth a lot on Google, where authority builds up over years. It is worth much less to AI. AI builds its answer from whatever sources handle the question best. It has no loyalty to the biggest name.
That cuts both ways, and that is the opportunity. Once a known brand is properly written into the sources AI reads, it is far more likely to be the name in the answer.
This shift keeps growing. McKinsey found 44% of people now prefer AI over normal search when deciding what to buy (Oct 2025). Gartner expects normal search to drop 25% by 2026. And Ahrefs found people arriving from AI buy more often than people from normal search (Jun 2025).
Choosing broker software is a big decision, and brokers stay for years. COG Aggregation moved early, and on the questions brokers actually ask, they went from one name among many to the name in most answers.
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Ashur Homa
Built and scaled a digital brand to $100M+ in sales with zero ad spend. Has helped businesses generate millions through AI go-to-market strategy. Leads growth at Omni Eclipse.
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