Many industries have been developing e-business standards to improve business-to-business interoperability on a mass scale. Most such standards are composed of business data models with some message exchange patterns. Such data-only standards leave a very large interpretation space for the implementation stage at each individual organization. Thus, true industry-wide interoperability is still hard to achieve. In this industry report, we describe our experiences in creating and evaluating reference architectures for the Australian lending industry. To achieve the right level of prescriptiveness, our reference architectures are deliberately non-structural. Instead, they are based on a set of quality-centric architectural rules. We devised new methods for analyzing interoperability and evaluating such industry-level reference architectures. The first reference architecture has now been adopted and achieved positive effects. We also summarize several other lessons we learned, such as the need to align reference architectures with industry structures.