Fraud has ballooned over the past 15 years, with several high-profile businesses falling victim. Poor data matching by banks, and weakened payment controls in hybrid workplaces are key contributing factors.
Founded in Australia, Eftsure protects the global business community from payment fraud through verification technology that catches threats before money moves. Eftsure integrates with Enterprise Resource Planning (ERP) systems and cross-checks payee data against a continuously verified, independent database using multi-factor authentication, ensuring finance teams pay the right people, not fraudsters..
James Farrand joined Eftsure as Head of Partnerships with 15 years of experience in Australian tech, including 12 years in direct sales and 3 in partnerships. He had witnessed integration problems kill deals at previous companies like Flare HR. Sales teams constantly worked around an antiquated platform that could not connect with customer systems.
“My role has been to work out why partners would want to work with us, why partners would want to distribute our products, send us referrals, and work out the fastest way to grow that, “ James explains.
Disconnected Data = Churn Risk
Before Workato, Eftsure’s 100% verification success rate demanded extensive manual effort from internal teams, and customers endured a difficult implementation process as well.
James dug into past meeting recordings on Gong. What he discovered changed everything: 700 closed lost prospects had disqualified Eftsure specifically because major ERP and accounting software integrations did not exist. Customer churn compounded the problem. Manual payment data validation proved so cumbersome that stopping Eftsure seemed easier than continuing.
The manual process created security vulnerabilities. Users had to extract ABA files as CSVs, upload them to Eftsure for validation, then download results and re-import them. Plain text files can be manipulated easily.
However, ERP integrations carry notorious complexity and cost. Doing nothing would cost more, James argued. Fortunately, James had seen the power of integrations firsthand in SafetyCulture, which evolved from an unintegrated inspection tool to an integrated solution.
Integrations That Turn Partners Into Sellers
James and his team used Workato Embedded to build solutions partners could leverage immediately. They built an Eftsure connector, multiple pre-built recipes, and a fully serviced implementation.
The initial integration targeted MYOB Business Pro, an accounting platform popular among small and medium enterprises processing A$2-6 million in annual payments. Eftsure’s verification system now connects directly into these environments. To capitalise on growing demand from existing customers, Eftsure monetised the connector for A$1000-2000 and has begun enabling partners like FourPL as well.
Eftsure’s customers now also enjoy data and reporting capabilities powered by Workato. Near-miss reports surface potential fraud attempts that verification caught. Change-of-detail alerts flag when supplier banking information shifts. Verification timeline analytics show processing speeds across payment volumes.
Meanwhile, partners are enabled to build connectors and earn revenue by tapping on Eftsure to sell. This elevated partners to a more strategic, rather than transactional, role.
Metrics That Matter
Eftsure realised significant returns, as early as 12 months in:
- 233% increase in average sale price: SI partners position strategically alongside Eftsure, to bridge the integration gap that sales teams previously avoided.
- 4 new ERP integrations added beyond the initial MYOB connection
- 21 new SI partners onboarded: All referred, because partners gain much more from a consulting perspective, when they use Eftsure to initiate projects
- 50 times more meetings secured by partners: From 3 to 4 a month to 150 a month
- 8x increase in partner-sourced revenue: From an average of A$3000-5000 in recurring revenue, Eftsure saw a record month of $680,000, in a span of 18 months. “That’s repeatable,” says James.
- 153% increase in meetings booked: Previously disqualified meetings are now getting booked, because complex technical conversations have evolved into revenue generating go-to-market conversations. This frees up time for sales and decreases time to market with Independent Software Vendors.
- 30% drop in partner inactivity: Inactive partners (i.e. with no customer referrals for 6 months) dropped from 55% to 25%. Instead, active partners use Eftsure as a reason to open doors, build new consulting streams, and bring on new people to build integrations.
- 15% lower cost of acquisition of prospects in partner-originated deals
From Integration Blocker to Revenue Multiplier
Eftsure catches an average of 15 frauds daily across their 3,500 customer base in 2025. Protection extends to payments reaching up to a million dollars. As payment fraud balloons across Australia and beyond, Eftsure is expanding into new regions demanding their verification services.
The transformation from manual verification bottleneck to automated partner ecosystem did not just solve churn. It created a revenue engine that multiplies through partners. Technical complexity that once killed 700 deals now opens doors to 150 meetings secured by partners monthly. Integration gaps that drove customer churn now generate revenue peaks. Once inactive partners are now actively building businesses around Eftsure’s platform.
James and his team proved that solving integration challenges requires more than technical heavylifting. The winning formula combines embedded orchestration technology with a partner business model that turns integration from an obstacle into an opportunity.
James Farrand, Head of Partnerships at Eftsure, shares how integrations became the foundation of their high-growth partnership strategy at World of Workato Sydney 2025