Insights

SME Financing Focus TruePillars specializes in vehicle and equipment financing for Australian SMEs, presenting a clear cross-sell opportunity for lenders, asset financiers, and ancillary services targeting cash flow and asset-backed lending.

Leadership & Expertise With John Baini’s extensive lending background and Dennis Hakme’s 30 years in IT, TruePillars combines financial discipline with tech-forward capabilities, signaling a readiness to partner on scalable fintech integrations and data-driven credit solutions.

Strategic Backing Backed since 2021 by Superseed Ventures, the strategic arm of Reece Group, TruePillars has corporate backing that can facilitate partnerships, channel collaborations, and potential co-financing arrangements with established suppliers.

Hiring Momentum The appointment of a chief commercial officer in early 2024 indicates a focus on growth, sales expansion, and market outreach, suggesting opportunities for channel partnerships, CRM integrations, and co-marketing initiatives.

Tech Stack & Compliance Utilizing tools like iCIMS, Contentful, and Cloudflare, along with strong security practices, points to a tech-enabled sales funnel and potential for API-based lending solutions, asset financing platforms, and data integrations for streamlined onboarding.

TruePillars Tech Stack

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

  • Atlassian
    Application Development & Management
  • Salesforce
    Customer Relationship Management
  • Google Fonts API
    Font Scripts
  • Element UI
    Javascript Frameworks
  • New Relic
    Real User Monitoring
  • Cloudflare Bot Management
    Security
  • X-Content-Type-Options
    Web & Portal Technology
  • Apache
    Web Servers

TruePillars's Email Address Formats

TruePillars uses at least 1 format(s):
TruePillars Email FormatsExamplePercentage
First.Last@truepillars.comJohn.Doe@truepillars.com
100%

Frequently Asked Questions

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

Minus sign iconPlus sign icon
TruePillars's official website is truepillars.com and has social profiles on LinkedInCrunchbase.

How much revenue does TruePillars generate?

Minus sign iconPlus sign icon
As of August 2026, TruePillars's annual revenue is estimated to be $1M - $10M.

What is TruePillars's NAICS code?

Minus sign iconPlus sign icon
TruePillars's NAICS code is 52 - Finance and Insurance.

How many employees does TruePillars have currently?

Minus sign iconPlus sign icon
As of August 2026, TruePillars has approximately 14 employees across 3 continents, including OceaniaAsiaNorth America. 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?

Minus sign iconPlus sign icon
TruePillars operates in the Financial Services industry.

What technology does TruePillars use?

Minus sign iconPlus sign icon
TruePillars's tech stack includes AtlassianSalesforceGoogle Fonts APIElement UINew RelicCloudflare Bot ManagementX-Content-Type-OptionsApache.

What is TruePillars's email format?

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

When was TruePillars founded?

Minus sign iconPlus sign icon
TruePillars was founded in 2016.
TruePillars logo

TruePillars

Financial ServicesVictoria, Australia11-50 Employees

TruePillars provides vehicle and equipment financing for Australian SMEs, reflecting the founders' view that small businesses are the true pillars of Australia's economy, with SMEs employing more than 70% of the private workforce. The company is headquartered in Melbourne at 155 Queen Street, Victoria 3000, Australia, and has a staff of 11 to 50 employees. 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 the ASX100-listed Reece Group. The firm is led by John Baini, formerly Managing Director at the Royal Bank of Scotland, who has more than 25 years of lending experience in Australia, the UK, Europe and the Middle East; Dennis Hakme, responsible for operations, is a technology specialist with 30 years’ IT and software development experience from startups to large corporations such as Telstra and IAG. In February 2024, Ben Lamb was appointed Chief Commercial Officer to join the senior leadership team.

Section iconCompany Overview

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

Ready to create more pipeline?

Get a demo and discover why thousands of SDR and Sales teams trust
LeadIQ to help them build pipeline confidently.

© LeadIQ, Inc. All rights reserved.