Son Pham’s career has evolved from financial planning to specialised mortgage broking, with a focus on providing tailored, strategic solutions that help clients achieve their property and financial goals. Below, he shares insights into his journey, values, challenges, and vision for the future.
How did you start down this career path?
I originally began my career as a financial planner, not a mortgage broker. My entry into the mortgage industry was somewhat unplanned, but ultimately a natural progression. As a financial planner, I supported clients across a broad range of areas—investment planning, superannuation and retirement strategies, debt structuring, estate planning, and risk management. However, one gap remained: I couldn’t assist them with home loans.
At the time, before the introduction of the NCCP Act in 2009, writing loans simply required being an authorised credit representative. To better serve my clients, I joined Outsource Financial as my aggregator, enabling me to offer credit solutions. Given my deep understanding of my clients’ financial situations, it made sense to manage their loan structures and refinancing needs alongside their broader financial plans.
With the changes brought about by the NCCP legislation, I completed my Certificate IV in Mortgage Broking to remain compliant. At that stage, mortgage broking was still a complementary service to my financial planning practice, not a core focus. However, I soon realised there was another service gap: property. Over the years, I had been approached by many professionals in the property space, but none aligned with my values or client-first approach. If my clients wanted to build wealth through property, I needed a trusted partner to deliver a holistic solution.
That’s when I met Scott O’Neill, founder of Rethink Investing. We quickly built a strong working relationship, and I found his vision both compelling and aligned with my own principles. Shortly after, Scott approached me with the opportunity to lead Rethink Financing—a business designed to complement Rethink Investing by supporting clients in structuring their finance effectively to achieve their property goals.
What began as a small team with a focus on residential lending quickly gained momentum. The demand exceeded expectations, and we expanded rapidly. It soon became clear that I had reached a career crossroads: continue with financial planning, or transition fully into mortgage broking. After careful consideration, I chose to step away from financial planning and commit entirely to building Rethink Financing.
A few years into the journey, we identified a significant gap in the commercial finance market. Clients were increasingly looking to invest in commercial property, but access to the right lending solutions was limited. Leveraging my financial planning background, I was able to quickly adapt and build expertise in commercial lending. This foundation gave me the strategic insight needed to structure complex deals and deliver tailored outcomes for our clients.
Since then, Rethink Financing has evolved into a specialised brokerage with a strong focus on commercial property finance, while continuing to offer high-quality residential solutions. Leading the business over the past eight years has been a highly rewarding experience, both professionally and personally. We’ve helped hundreds of clients navigate the often-complex world of property finance with clarity, confidence, and strategy.
Reflecting on the journey, it’s remarkable to see how far things have come. If someone had told me eight years ago that I’d not only be a full-time mortgage broker but also be named Commercial Broker of the Year at the 2025 Australian Broker Awards, I likely wouldn’t have believed it. But here we are—a testament to the power of staying client-focused, adaptable, and committed to continual learning.
What inspires you in your role/industry? Why?
What inspires me most is the opportunity to make a meaningful difference in people’s lives. I don’t view myself as just a mortgage broker. I approach each client’s situation with the same mindset I had as a financial planner—asking strategic questions like: What are we trying to achieve? What’s the best structure to support that goal? What’s the timeline, and what’s driving it?
While I no longer provide financial advice, I offer general guidance and refer clients to trusted professionals when needed. It’s incredibly rewarding to know that the support I provide goes far beyond simply writing a loan. For me, it’s about creating long-term value, building trust, and helping clients move forward with confidence. That’s what keeps me motivated every day—knowing we’re not just facilitating finance, we’re genuinely making an impact.
What's your approach to customer service that separates you from the rest?
It may sound cliché, but our approach is simple: deliver the highest level of service and guidance possible, every single time. I treat every client with the same level of care and attention—regardless of the size or complexity of their loan.
What truly sets us apart is our team-based approach. Each client is supported by a dedicated team that works together to ensure a seamless experience from start to finish. This structure drives both efficiency and consistency, ensuring that there’s always someone available to answer questions, provide updates, and guide clients through the process.
Importantly, our service doesn’t end once a loan settles. We continue to support our clients well beyond settlement—whether it’s through reviewing their loan strategy, providing ongoing education, or simply being available when life circumstances change. It's about building long-term relationships, not just completing transactions.
How do you innovate and stay ahead of industry trends?
We stay ahead of industry trends by combining specialised expertise in commercial property finance with innovative educational programs and a strategic approach to lead generation. This multi-faceted focus allows us to anticipate market needs, empower our clients with knowledge, and continuously expand our reach through high-quality, qualified leads.
Specialist Positioning
We operate as a niche, premium commercial property finance brokerage, exclusively servicing property investors and business owners focused on long-term wealth creation—not simply chasing the lowest interest rates. Our clients expect expert guidance, tailored strategies, and a high level of professionalism. Many come to us after working with brokers who lack the experience or specialist knowledge required for complex commercial deals. In fact, in FY25, over 30% of our clients engaged us after unsuccessful experiences with another broker—highlighting our reputation as the trusted experts in the space.
Educational Innovation
Our commitment to education sets us apart from traditional broker marketing through three key initiatives:
Rethink Commercial Education: We deliver a proprietary eight-week course designed for both current and aspiring commercial property investors. The course is open to both clients and the public. In its second intake last year, 71 students enrolled—resulting in a strong pipeline of qualified new enquiries.
Inside Commercial Property Podcast: Launched in June 2020, this was Australia’s first dedicated podcast on commercial property investing. By the end of 2024, it surpassed 10,000 monthly downloads and consistently generates around 17 qualified leads each month.
Publishing: Rethink Property Investing, authored by our Group CEO Scott O’Neill and Mina O’Neill, has become Amazon’s #1 most gifted real estate book. Now in its second edition with a 4.7-star rating, the book serves as a powerful lead magnet for aspiring investors seeking financial freedom.
These educational platforms not only position us as market leaders but also empower our audience with the knowledge and confidence to take action in commercial property.
Strategic Lead Generation Growth
Our premium positioning delivered strong results in the past year, with a 26% year-on-year increase in new leads and an impressive 88% conversion rate. Following our mid-2024 rebrand to Rethink Group, Rethink Financing became one of eight aligned businesses, enabling seamless cross-referrals and integrated client solutions. This collaboration drove a 24% increase in outbound leads to other Group businesses, with high uptake of in-house legal and general insurance services. A key differentiator remains our partnership with Rethink Investing, which consistently delivers highly qualified referrals—peaking at a record 180 leads in January 2025. Additionally, 29% of our inbound leads were from first-time client engagements, underscoring the strength of our brand reach and reputation.
What is the toughest challenge you've faced in your role? How did you overcome it?
The toughest challenge I’ve faced in my role has been the ongoing responsibility of running and scaling the business while maintaining the high standards I expect across all areas—particularly in building, training, and supporting our brokers and administrative team. As we’ve grown, ensuring consistency in service quality, technical knowledge, and client care across a team of nearly 30 people has been no small task.
I hold a strong vision for what premium service looks like, and translating that into day-to-day operations across a growing team requires constant effort. One of the biggest challenges has been developing systems and processes that not only support the team in delivering to that standard, but also empower them to grow and take ownership of their roles.
To overcome this, I’ve invested heavily in both team development and culture. We’ve created structured onboarding and training pathways, implemented regular coaching and performance reviews, and maintained frequent one-on-one catchups to stay connected with staff at all levels. We also place a strong emphasis on recruiting the right people—not just for their technical capabilities, but for their alignment with our core values.
Those values aren’t just words on a wall; we review them regularly as a team and use them as a framework for decision-making and behaviour. This has helped us build a culture of accountability, collaboration, and continuous improvement.
As a result, we’ve become more agile as a business. We’re able to identify and resolve issues early, adapt to change more quickly, and maintain a high level of service as we grow. The journey hasn’t been easy, but creating a strong, values-led team has been one of the most rewarding parts of the role—and ultimately, one of the key drivers of our success.
What are some of your goals for the next 5 years?
Over the next five years, my focus is on evolving Rethink Financing into one of Australia’s most respected commercial and investment-focused brokerages, while continuing to innovate, invest in our people, and deliver outstanding client outcomes.
A key priority is leveraging AI and automation to streamline our internal processes—from loan packaging and compliance workflows to client onboarding and post-settlement service. In mortgage broking, especially in complex commercial lending, efficiency and accuracy are critical. Implementing smarter systems will allow our brokers to spend less time on admin and more time adding value for clients through tailored advice and strategic structuring.
Another major goal is expanding our team of brokers and support staff while maintaining the high standards and service consistency that set us apart. That means creating clear career pathways, offering industry-leading training, and fostering a culture of collaboration, professionalism, and continuous learning. Our goal is not to be the biggest — but to be the best at what we do.
We also plan to expand our client education initiatives, helping investors and business owners understand not just what they can borrow, but how to structure their finance to align with long-term goals. We’ve seen how empowering clients with knowledge creates stronger relationships and better outcomes, and we’ll continue to lead the market in that space.
At the heart of it all, we’ll remain grounded in our core values—ensuring that every decision we make supports our mission to deliver premium service, specialist knowledge, and a personalised experience to every client.
Ultimately, I want Rethink Financing to be the first choice for property investors and business owners who value strategic, structured finance advice. If we can continue helping our clients grow their portfolios and businesses while growing a high-performing team behind the scenes, we’ll have achieved something truly meaningful.
Rethink Financing is a premier Australian commercial mortgage brokerage, renowned for its extensive network and expertise in the commercial lending space. As one of the largest and most awarded brokerages in the country, they have established a stellar reputation for delivering bespoke financing solutions.
Get breaking news
iscover
You are not authorised to post comments.
Comments will undergo moderation before they get published.