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 belongs to providers who move beyond transactional support and become strategic allies, helping lenders respond to problems and anticipate and prevent them from happening.
Rethinking the support playbook
Traditional support models have often been judged by ticket-close times and issue resolution speed. While those metrics have their place, they rarely address the deeper operational needs of today’s lenders. National Mortgage News recently reported that lenders leveraging Freddie Mac’s machine-learning enhancements to Loan Product Advisor cut five days off loan cycle time and saved $1,500 per file. This is not simply an improvement in efficiency; it’s proof that proactive, strategic technology use pays measurable dividends.
The digital leaders in our industry, such as Rocket Mortgage, have set a new bar for seamless borrower experiences. But innovation cannot stop at a sleek interface. It requires an intimate understanding of a lender’s operational ecosystem, the obstacles they face and the opportunities they can seize.
Forward-thinking mortgage tech providers are moving away from the old “break–fix” mentality. Instead, they are adopting a consultative approach that spots roadblocks weeks before they can disrupt operations.
At Floify, implementation is never just a software install; it is a deep operational analysis. Our teams go beyond meeting immediate technical needs to uncover process inefficiencies, suggest workflow improvements, and eliminate potential bottlenecks before they impact performance. This means understanding where additional integrations could improve speed and accuracy, identifying tools that could meaningfully reduce manual workloads, and determining how technology can help lenders keep pace with the market and lead it.
Simplicity that scales
Technology should make life easier, not add complexity. That is why our platform is built to adapt to each lender’s needs, whether they are originating standard residential mortgages or specialized products like HELOCs and construction loans. A consistent, intuitive user experience is essential, but it is just the starting point. The true differentiator is adaptability. Floify’s dynamic frameworks allow lenders to pivot quickly, rolling out in-demand products and custom borrower experiences without costly delays.
Technology alone is not enough. We have invested heavily in training our customer success managers to be true strategic consultants. They study pipeline analytics, compliance trends and investor requirements to identify risks and uncover revenue opportunities before they become urgent issues.
Turning service into a growth engine
Mortgage lenders today face a perfect storm of challenges from volatile interest rates to relentless competition. A technology vendor who merely keeps the system running is not enough. Technology providers must become growth partners, bringing insights from hundreds of lender deployments to every new engagement and sharing best practices, lessons learned and proven strategies.
It is a relationship shift: from selling software to delivering strategic business transformation. For lenders, this means working with partners who take the time to understand their business models in depth, learn the challenges that keep them up at night and stay committed to their success long after the system is live.
The future of mortgage technology is not about which POS or LOS vendor has the most features. It is about which partner can best understand, anticipate and solve the complex challenges lenders face while keeping them agile in a fast-changing market. According to Inside Mortgage Finance, originations of home equity lines of credit (HELOCs) and closed-end second-lien loans in Q2 2024 totaled $59.80 billion, marking a substantial 26.4% increase from Q1 2024. Lenders with configurable workflows captured that surge in demand, while others scrambled to bolt on second-lien support and missed their moment.
The shift from a reactive service role to that of a trusted partner is ongoing and demanding. It requires continuous learning, relentless innovation, and a genuine commitment to putting customer success at the center of every decision. At Floify, we are building that future by pairing adaptable technology with advisory-level service that helps lenders thrive. When our customers grow, we grow. And that shared growth is the foundation for long-term success in mortgage technology.
Sol Klein has shaped the evolution of mortgage technology for more than three decades, driving transformation across major platforms. His leadership has enabled scalable solutions during critical industry shifts, from building a complete loan processing system at Lending Connection to guiding Ellie Mae’s Encompass into the cloud. Now Head of Customer Experience & Operations at Floify, he leverages deep technical expertise and strategic vision to help lenders modernize and optimize their tech investments.
