The start of a new year is the perfect time to reassess what’s working, what’s slowing you down and where small changes can unlock big gains. Your point of sale (POS) plays a critical role in shaping borrower experience, operational efficiency and pull-through — making it a powerful place to focus as you set goals for the year ahead. Here …

2025 marked a significant leap forward for digital mortgage software and automation across the industry. As 2025 comes to a close, we are reflecting on one of the most significant years in Floify’s history. In a lending landscape that continues to evolve rapidly, our mission remains the same: make mortgage workflows faster, simpler and more intuitive for lenders and borrowers. …

By Sydney Barber, head of product AI is undoubtedly the buzzword of the moment. Everywhere you look, vendors are adding “AI-powered” labels to chatbots and digital assistants, hoping the shine will pass for innovation. It may look appealing, but for borrowers, it rarely delivers what matters most. They simply want a process that works with one login, one document upload …

By Sol Klein, Head of Customer Experience & Operations, Floify For decades, customer service teams have been seen as reactive problem solvers, focused primarily on putting out fires as they arose. However, the pace of change in mortgage tech, combined with the rising expectations of lenders and borrowers, demands an entirely different approach to customer success. At Floify, the future …

What’s next for Floify — and why we’re more than ready July 11, 2025Big shifts don’t rattle Floify — they rally us. As I step in as interim president and general manager at Floify, I want to speak directly to our customers, partners, and peers across mortgage tech: Floify isn’t slowing down. We’re shifting gears and stepping on the gas. …

Mortgage Tech Should Empower, Not Replace, Originators By Jason Mapes, Head of Sales, FloifyIf you asked me whether I’d feel comfortable going through a completely online mortgage process, I’d have to say: not a chance. That might sound odd coming from someone who’s not only purchased multiple homes but has also spent over 20 years immersed in mortgage technology. I’ve …

Why mortgage lenders are losing the tech race (and how you can catch up) By Sofia Rossato, president and general manager of FloifyThe mortgage industry isn’t waiting around for a comeback. It’s already pivoted. If your technology stack hasn’t kept up, you’re not just behind the curve. You’re losing deals, draining resources and missing out on the fastest-growing segments of …

7 Customer Service Strategies to Boost Mortgage Marketing Turn Every Borrower Interaction Into a Marketing Opportunity Exceptional customer service is more than just a support function—it’s a strategic differentiator, especially in the mortgage and real estate industries where trust and responsiveness can make or break a deal. In a market driven by relationships, reputation, and referrals, delivering a standout borrower …

6 Essential Steps to Win Trust as a Mortgage Lender For mortgage lenders, establishing trust and credibility isn’t just beneficial—it’s essential. Today’s borrowers are highly informed, often conducting extensive online research and relying heavily on reviews and personal recommendations before choosing a lender. Your mortgage business’s reputation directly impacts your ability to attract and retain customers. By prioritizing trust, you …

Mortgage Lead Generation 101: Quick Guide Generating mortgage leads consistently is a challenge for loan officers (LOs). While many LOs have the capacity to handle more leads, the struggle lies in acquiring high-quality prospects regularly. The most stable method remains word-of-mouth referrals, but building these relationships takes time. To complement traditional referral marketing, modern digital strategies are essential. Before directing …