Floify’s AI strategy focuses on substance, not hype

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 portal, and one path to completion, without unnecessary friction. 

Borrowers don’t buy homes because a chatbot explains a term or sends a friendly message. They buy when the process feels simple, fast and trustworthy. 

That’s why Floify’s approach to AI is focused on substance, not spectacle and why we’re integrating intelligence directly into our POS — the foundation of the borrower experience — so it truly improves efficiency and accuracy for lenders.

A smarter approach

While other companies may take a different approach, AI should support your borrowers and your team behind the scenes, removing complexity instead of adding it. This philosophy of simplicity and efficiency drives every decision we make. Instead of layering AI tools on top of existing systems, we’ve integrated them directly into our proven POS platform, ensuring that AI automation supports the natural flow of lending, rather than competing with it. 

By embedding intelligence where it has the greatest impact, we improve the borrower experience from the first touchpoint. That’s where first impressions are made and where lenders have the most to gain from efficiency, consistency and accuracy.

Our Dynamic AI functions like a skilled office assistant, automatically managing document recognition and cleanup, data extraction and verification, and compliance tasks, so users experience a streamlined and consistent process without interruptions. The result is a platform that reduces friction instead of multiplying it: Homebuyers can upload a document once and see it automatically populate across their application. For example, they can verify income through a payroll login, pay stub upload or manual entry (whichever is easiest) without being forced down a rigid path. They never have to reset a password multiple times to finish what they started. 

For lenders, this design translates into lower processing costs, fewer abandoned applications and improved compliance. 

Supporting your business

By integrating AI into real workflows, we help lending teams focus on closing loans instead of troubleshooting systems. 

Our commitment is to continually improve the borrower journey, quietly, consistently, and with purpose. We believe in technology that strengthens relationships, reduces friction and builds confidence for everyone involved in the lending process. Innovation should simplify, not overwhelm. It should be integrated, not attached. Above all, it should serve borrowers and lenders in ways that are meaningful, measurable, and enduring.

We think the future of mortgage AI won’t be defined by who has the most announcements or the flashiest chatbots. It will be determined by who delivers real results. That’s what real AI looks like, and that’s the standard we’re building toward every day.

Sydney Barber is head of product at Floify, where she oversees the development and delivery of the company’s POS platform. In 2024, Barber was honored by HousingWire as one of its “Rising Stars,” recognizing outstanding leaders under the age of 40. In 2025, she received the Mortgage Star Award from Mortgage Women Magazine.