Danny Trajcevski spent 11 years in banking, eight of them in premier and private banking, and reached a senior role with nowhere further to go. Along the way he built a 31-property portfolio of his own by using multiple lenders. That was the aha moment: with access to more lenders, he could help far more people build substantial wealth.
He launched Traj Finance as a relationship-based brokerage for investors scaling multi-property portfolios, built on complex lending and a high-net-worth network that followed him out of the bank.
From day one the vision was a business built to sell within five years, and one that could run without him.
“For me, it’s never been about me. It’s always been about building a business and building that well-oiled machine.”
Danny was starting from zero. One or two months in, he had no staff and hadn’t even funded his first deal. He was an expert banker and investor and, in his own words, a novice business person. He was alone with a million decisions, and he did not plan to hire anyone for a year or two.
Danny was referred to Success & Broker by his aggregator, Finsure, and met S&B’s lead coach, Ruan, in the first or second month of the business. He signed up after one session. Ruan had built and exited businesses before, and looked at a brokerage the way Danny looked at property: as an asset to build.
“I need someone to help me navigate this so I can make less errors as I grow, and I need to be making the right decisions at the right times.”
The first test came early. S&B told Danny he needed to hire. He had barely started and resisted for two months, until the volume S&B had seen coming arrived and he could no longer manage it alone. He made his first hire around three months in, and says there is no way he would have done it without S&B.
“He’s knowing what’s happening before it happens to me.”
S&B was also honest about pace.
The business could be built very fast, but that would ask more of Danny, and it had to be done the right way, without creating holes.
Together they worked through the projects that mattered: a personal brand built on consistent social and LinkedIn activity with minimal ad spend, recruitment, and ongoing process improvement, including embedding AI in the business.
One principle has stayed with Danny throughout: effectiveness over efficiency. Better hires and better client conversations come first.
EFFECTIVENESS FIRST. EFFICIENCY FOLLOWS.
Efficiency comes, but effectiveness is key. That’s stuck with me from the start with everything I’ve done.
Within two or three years he expects to have four or five brokers, to be doing minimal broking himself and to be running the business as general manager, moving from there to CEO and eventually to silent owner or a sale.
The longer horizon also reflects how much more he wants to build. Traj Finance plans to add an asset finance arm, and Danny intends to get his real estate licence and build out a buyer’s advocacy service. He is not forcing the timeline.
The aim is to grow organically and step back slowly and well.
“I want to leave something where I’m really proud of the work that I’ve put in, and whoever takes it over has got something amazing to work with.”
