Insights

Niche Market Focus TruePillars specializes in providing vehicle and equipment financing to Australian SMEs, positioning it as an ideal partner for small businesses seeking tailored financial solutions in the asset financing segment.

Recent Growth & Funding The company secured A$5 million in Series A funding and appointed a new chief commercial officer in early 2024, indicating an active growth trajectory and potential expansion opportunities.

Strong Leadership & Experience Led by founder John Baini with extensive lending experience and a CTO Dennis Hakme with deep tech expertise, TruePillars presents a compelling case for value-added financial and technological services.

Technology Enablement With a robust tech stack including Contentful, Google Analytics, and Nginx, the company leverages advanced tools that could be complemented with additional fintech or insurtech solutions for improving lending processes and customer experience.

Market Positioning Compared to larger competitors with higher revenues and employee counts, TruePillars' market niche and specialized focus on SME asset financing reveal opportunities for targeted sales efforts in personalized financial products and innovative lending services tailored for small businesses.

TruePillars Tech Stack

TruePillars uses 8 technology products and services including Contentful, Babel, Google Fonts API, and more. Explore TruePillars's tech stack below.

  • Contentful
    Content Management System
  • Babel
    Development
  • Google Fonts API
    Font Scripts
  • Element UI
    Javascript Frameworks
  • TweenMax
    Javascript Frameworks
  • X-XSS-Protection
    Security
  • Google Analytics
    Web Analytics
  • Nginx
    Web Servers

TruePillars's Email Address Formats

TruePillars uses at least 1 format(s):
TruePillars Email FormatsExamplePercentage
First.Last@truepillars.comJohn.Doe@truepillars.com
50%
First.Last@truepillars.comJohn.Doe@truepillars.com
50%

Frequently Asked Questions

Where is TruePillars's headquarters located?

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TruePillars's main headquarters is located at 155 Queen Street, Melbourne, VIC 3000, AU. The company has employees across 3 continents, including OceaniaNorth AmericaAsia.

What is TruePillars's official website and social media links?

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TruePillars's official website is truepillars.com and has social profiles on LinkedInCrunchbase.

What is TruePillars's NAICS code?

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TruePillars's NAICS code is 52 - Finance and Insurance.

How many employees does TruePillars have currently?

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As of October 2025, TruePillars has approximately 18 employees across 3 continents, including OceaniaNorth AmericaAsia. Key team members include Chief Technology Officer: N. B.Head Of Finance And Compliance: M. W.Head Of Credit Admin: E. O.. Explore TruePillars's employee directory with LeadIQ.

What industry does TruePillars belong to?

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TruePillars operates in the Financial Services industry.

What technology does TruePillars use?

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TruePillars's tech stack includes ContentfulBabelGoogle Fonts APIElement UITweenMaxX-XSS-ProtectionGoogle AnalyticsNginx.

What is TruePillars's email format?

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TruePillars's email format typically follows the pattern of First.Last@truepillars.com. Find more TruePillars email formats with LeadIQ.

When was TruePillars founded?

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TruePillars was founded in 2016.

TruePillars

Financial ServicesAustralia11-50 Employees

TruePillars provides vehicle and equipment financing for Australian SMEs - the 'true pillars' of the Australian economy. 

TruePillars was launched in 2016 by co-founders John Baini and Dennis Hakme and since 2021, has been backed by Superseed Ventures, the strategic venturing arm of ASX100 listed Reece Group.

Previously Managing Director at Royal Bank of Scotland, John Baini leads TruePillars and has over 25 years’ lending experience in Australia, the UK, Europe and the Middle East.

Responsible for managing the firm’s operations, Dennis Hakme is a technology specialist with 30 years’ IT and software development experience from start-ups to large corporations such as Telstra and IAG.

The TruePillars business name reflects the founders’ belief that small businesses are the ‘true pillars’ of Australia’s economy with SMEs currently employing over 70% of the private workforce.

Section iconCompany Overview

Headquarters
155 Queen Street, Melbourne, VIC 3000, AU
NAICS Code
52 - Finance and Insurance
Founded
2016
Employees
11-50

Section iconFunding & Financials

  • $1M$10M

    TruePillars's revenue is estimated to be in the range of $1M$10M

Section iconFunding & Financials

  • $1M$10M

    TruePillars's revenue is estimated to be in the range of $1M$10M

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