K Launch Text Messaging Optimization Serves Banking and Mortgage End-Market!
K Launch is thrilled to bring experiential messaging to the mortgage lending space in collaboration with SupportLink3. They facilitate that for mortgage lenders through personalized messaging and by creating an immersive experience that serves as a process and expectations guide for borrowers throughout the home buying process.”
K Launch, a subsidiary of the global communication software company, Kerauno, is headquartered in Indianapolis, Indiana. K Launch provides turnkey managed text solutions that deliver tangible outcomes through experiential, personalized, and immersive text messaging campaigns. K Launch builds valuable relationships through fully managed text engagement services and text messaging optimization for B2B and B2C companies, government agencies, and nonprofits. The firm uses proprietary communication practices, methodologies, the science of words, data and AI bot technology proven to build relationships and increase revenue. For more information, visit klaunch.io or text “K Launch” to 55433.
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Text for Business The RIGHT way! The K Launch Way With Joseph Melillo
Good to have you here. I’m excited for another show. It is Monday, May 17th, 2021. There is so much going on in the industry. Let’s start by saying, this show is created by Mortgage Professionals. It is for Mortgage Professionals and we are grateful to have you as our audience, our commitment to bring you timely information you can read anytime, anywhere. In the hot topic segment, we are going to have Joe Melillo coming on. He’s with K Launch, he’s a senior client of success at K Launch.
I work with his dad and it’s a father-son team in this industry that I’m thrilled. We are going to be talking about the powerful tool of text messaging, how that can have an impact, and the power of texting it is the way we all communicate. If you want to talk to someone and communicate with them non-verbally, you do it through text, you don’t do it through email anymore. We are going to find out what you can do, and how you can market with this. Lots of information. Stay tuned and I’m excited about this.
Also, I want to say we are thrilled to be part of IndustrySyndicate.com. Mark your calendar for Consultants Day. Are you ready for this Consultants Day? July 22nd, 2021. It’s at the Finastra office in Florida. It’s an interactive half-day session that will provide opportunities to speak and ask questions. A great opportunity for Finastra and other consultants. If you want to learn more about it, check out their website. We will give you some more details on it.
A special thank you to the Mortgage Bankers Association for all that they do in our industry, we are at least to have them as a sponsor. We have the Finastra with the Mortgagebot Solution. They do a great job with their leading point of sale origination platform as well as old lenders one and the Mortgage collaborative. These two co-ops do a great job allowing you to connect in a more meaningful way. With your peers up close and personal, they do not replace the MBA, but they are a great place to support your activity.
CMLA, Community Mortgage Lenders of America, do a great job of working with the MBA and helping get our voice heard on a consistent basis. We have multiple voices that need to get into the hill to have an impact. Also, Indecomm, you can do so much with Indecomm, but check out all of their resources. Alice used to be with them and some of the things that Alice developed while she was there are still industry-leading content and technology. Having Linda on the show is good.
Insellerate is helping lenders close more loans by engaging better with borrowers and prospects and helping even you engage past customers. Check out the interview we did back in August with Josh Friend, still very relevant. Knowledge Coop, I was with Ken Perry and his crazy team of producers of great content. Some of the most amazing and engaging LBA where Lori was there and a lot of the other’s content. I was watching one of his videos. I go, “When’s the training start?” He says, “This is the training.” I said, “This is so good. It’s so well produced and entertaining.” I didn’t even realize I was getting trained as I was listening to it. We were to gather this Monday, Tuesday, and Wednesday with a whole group of others.
Experience.com. We also had the Sales Boomerang, I don’t want to leave anyone out, but a great group of us were together, and Ken Perry and his team. We filmed a training video while we were out there. I was part of the sale and I was more than that. I had a few lines in there. Check out KnowledgeCoop.com to learn more about all their trading tools and technology as well as what they have already recorded up there for you.
Mobility Mortgage Market Intelligence does a great job of helping you recruit top LOs and connect with top realtors. As well as Modex, this helps recruit loan officers and also has the ability to do some selecting that is somewhat unique from mobility. They are a compliment to each other is what I’m trying to say. I use both of them when working with clients to try to help them connect with the right LO and realtors and get into the right markets. Great market intelligence. Check out both these firms.
Special thank you goes to Alice, Allen, and Matt for their contributions to the show every week. For those of you tuning in, stay right here. We are going to move right into the hot topic segment. For those of you listed on a downloaded basis, move right on to the next show because it is a hot topic. Warning. We have got a thunderstorm going over us. It is dark. It’s night outside. I hope it doesn’t knock me out if it does Allen, you got to jump in here. Alice, you have to jump in and take over the interview. It’s all red and purple right over us right now.
Welcome to the hot topic segment of the show. We are excited to have you with us as we are every week. This is a hot topic and our special guest joining us is none other than a Grammy-nominated former TV show host Joseph Melillo. I know your dad so well.
It’s hard to say my last name. If you get it right, I’d be surprised, but it’s Joe Melillo. I wish I could win a Grammy or even be nominated for a Grammy, but my voice isn’t that good. Emmy nominated.
You are the senior client success manager at K Launch. We are excited to have you coming on and you are going to be talking about text messaging they called experiential messaging, which I like that term better. It involves text messaging and let’s get into it. First of all, for those of us, we got a little bit into your background, who you are a little bit. How did you move from being a broadcaster into mortgage and technology?
First off, thanks for having me on the show. I appreciate all the market information and everything that you guys do. Way to go. Before we get started, this is the best part about being live. If you would like text K Launch to the number 55433 and ask me a question. If I’m hitting on a topic that you want to learn more about, text K Launch to 55433. You will get a quick response from my team and then in that response, send me a question directly and I will get it live. I have my email open, ready to check it out.
To move on to your question. I got a chance to meet our CEO and owner Josh Ross was in the UCaaS space for many years, K Launch and our texting platform were around for a while. More importantly, we figured out the secret sauce. We knew how to do text messaging in an experiential, engaging, memorable way that’s changing the way people are communicating with brands. Like I said before, it’s a powerful tool that if you use it correctly, can fix challenges, and drive results in any industry specifically, the mortgage industry.
It’s a huge opportunity for us at K Launch because of not only my dad’s experience, Dominic Melillo building a National MI, working at a National MI and me being surrounded by that my whole life. I just had an opportunity to learn as a first-time home buyer and a second-time refinancer. What the mortgage industry needs from a consumer standpoint to be able to communicate and a millennial standpoint because I am a millennial and what the needs are. The mortgage industry seems like a perfect fit for text messaging all around. I have a couple of questions that I’m sure you are going to ask me here about how to use it specifically for the mortgage industry, but that’s a quick answer to your questions there.
The actual question that we wanted to find out from you first was how is techs being used across all industries now. Bridging more specifically into the mortgage. That’s such an important topic right now because we are trying to determine how to sync better and maintain that consistent relationship with our borrowers.
Consistent relationship via text message is the preferred method. Seventy-eight percent of people would welcome a text message from a brand that they work with. To your point, seriously how many people are falling off after the fact of a lender asking them, “Would you do business with us again?” Eighty percent of people would say yes. A couple of years from now when it’s time to refinance or it’s time to get a new house, are they using the same borrower and only 18% of people will go back to that lender?
The borrowers are not following through with what they said. What we do and what we can do and why texting is such a great medium to hit on is not only the age perspective. About 98% of people under the age of 49 are using text messaging and the numbers slightly decrease as the age goes up. In general, millennials are such a huge target for the mortgage industry.
Being able to hit them in the place that they live is the key. Being able to communicate with them at the speed of light in an automated sense. We talked about bot technology earlier on in the show, using that to the advantage of, “Why not stay in touch with them with the things that they need to know about in the moments that they need to know about them as quickly as people we all know the younger generation wants it?”
It is safe to say. I have done some text message stuff in the past. I can’t say I’m a pro at it, but it’s low-tech. There’s not a lot of technology you need in order to do that.
There’s frictionless communication in the sense that some ideas that we have come up with Allen and David, are a few quick ones that would be mid-engagement surveying. Imagine if you could get to a borrower during the engagement process to say to them, “Is the loan officer doing what you guys want them to do? Would you like to be communicated with more? How can we help you?” Be able to survey them midstream as these things are happening or post-closing surveys.
I did refinance my loan through a friend of mine because that’s how business is done, that personal relationship. If you do it via text message in a personal way and it doesn’t feel like an automated bot, all of a sudden you are going to increase the total number of loans you are pulling off from a loan officer’s perspective because it’s engaging, it’s automated but post-closing surveys are huge. All of a sudden now you want to tell us, “Mr. Borrower, did we do a good job? Here’s a link to Google to review us in order to grow organic searching on Google and allow you to maybe set up a referral program. Mr. Borrower, go tell your friends and family about us. Just text us in and I will get you in the system.”
Another one would be borrower retention. Being able to keep those people involved years from now and talk to them and stay in front of them. That is a huge task for a loan officer to be able to do that on a regular basis. That’s difficult. None of us have time for that. Why not inject technology in order to do that?
Servicing retention, that’s another huge one. Interest rates have dropped. Why don’t we tell people about it at the right moment, at the right time? Client engagement is a huge one. What about all the call centers? Think about all the marketing that goes out there for everybody from a call center perspective or these online-based mortgage companies. You text or call in and all of a sudden you are connected with a loan officer that’s going to help you go through this process quickly.
There’s a ton of those calls that are dropped, that are never seen again. Therefore, why not add a text bot on the back end of that to catch those phone calls that are coming in and you can retarget them before you lose them before they go to your competitor? Those are some basic ideas that we are implementing in the mortgage industry across the board.
I just want to say one thing. I love the comment you made about the survey of how are things going during the process, not waiting until after or using a drip campaign because they have abandoned it. Have you seen what type of results or conversion percentages that provide? That to me would be huge.
From a perspective of similar organizations or similar plans, being able to survey our opt-out rates from a text messaging perspective, AKA people choosing not to communicate with a brand is beyond low. In the single digits opt-out rate perspective. From a perspective of mid-surveying, you can do that in any industry and we are seeing massive numbers of change helping industries all of a sudden make an adjustment. If you have better knowledge by asking the person on the other end of the phone, why not implement that into your systems and allow us to create and cultivate that?
With that said, Allen, I do want to make a big difference here because you are asking me about specific numbers and we have made those changes for many different industries. I want to be clear on what K Launch is and why we are successful in the way we do things if we are not a software company. We are not a CRM and not just text messaging software. In the end, if you have a CRM in your system and your loan officers are using it, they can use text messaging in that CRM. Do they have time for that? Maybe if they make it a priority.
Truthfully, what we do is integrate our managed service approach and our K3i, which is involving, informing, and incenting. We have plays in our playbook that we can come on top of to create these engagements and fix these challenges that you all are running into. From the mortgage perspective, if you want to automate that survey process, we can automate it so there’s no time burden on your team. Our value proposition is that we are good at integrating software and at using our software because we do have texting software, but it’s our managed services approach to fix those challenges that you can’t just buy software and have everything work.
Wouldn’t that be an amazing world we all live in? If we could just implement software into our systems it would run on itself. In the end, the software doesn’t solve problems, people solve problems. To answer your question, I do have one specific example if you’d like to hear it. Our partner, the California Mortgage Bankers Association utilized our text optimization program for the May 4 and 5, 2021 Virtual Mortgage Innovators conference. The results were huge. The California Mortgage Bankers Association used our program for the 2021 in-person conference as well we would like to do that for the secondary conference.It would be amazing to live in a world where we could just implement software into our systems and run on itself. But in reality, software does not solve problems but the people. Click To Tweet
462 unique numbers contacted only 9 people opting out and more than 3,264 people texted. The whole time it was sponsored by Loan Depot. From a Mortgage Bankers Association perspective, from a member-based organization, you want to communicate with those people directly, you want to communicate with them at a moment’s notice and you want to incent them for political action or membership dues. Being able to communicate with them at a 98% open rate because that’s what text is versus a 20% open rate on an email, you are hitting them where they see it.
Emails don’t work anymore. Text messaging is the way to go. We used that for the California Mortgage Bankers Associations and the Virtual Mortgage Innovators Conference, and it was a huge success. We are still working on the numbers from a Loan Depot perspective, how many people were incented, but essentially 3,000 direct impressions to the California Mortgage Bankers Association’s Conference participants.
When you look at how text is being used now versus how people could use it, any business owners’ stories that you have out there?
There are tons. Thank you so much. From the perspective of text, I will pose this question to everybody on the show. Let’s take this. When a brand texted you, what has that been like in the past?
If it’s got a cold text, I get annoyed by it. It comes in out of there and I’m looking at some right now that I just going to delete and it’s cold.
It’s cold. It’s unempathetic, it’s unoriginal. There is no communication that asks you a question. It’s what we call spamming in the industry. You got them during the political season. “Donate to my political party, donate to me so that I can run.” Everybody knows it. They got your number from another way. That’s the way SMS and MMS text messaging have been thought of in the last couple of years. Is this a one-way communication tool when we know it and the way we utilize it is a two-way communication tool?
For example, from a retail perspective, “Wouldn’t you like to win a free prize? Just enter here by entering your phone number or opting in.” There’s no more spamming. The person on the other end of the phone is choosing to participate in the text messaging channel in order to create a relationship with the brand.
How do you know? There are a lot of phishing schemes out there. Is there a way in which you are avoiding a phishing scheme?
Just like you would be leery or weary of a text messaging opportunity, you would know that brand. The way we do business is always we ask the brand to send out using their existing marketing opportunities for people to text in. Once they text in, they are giving you their consent. Let’s say you have a signup, for example, for registrants for the California Mortgage Bankers Association. You are signing up for that innovator’s conference. You want to be informed about that.
We never overstep the boundaries of spamming versus the way you should be using it now, which is the way we like to propose in a lot of scenarios. That is getting people to opt in, growing your database of understanding, and then being able to communicate with those people who are choosing to communicate with your brand.
That is the real power of texting. We are starting to get some insights into what this can do. Where do you see this going? There certainly is a lot of noise out there, some of which has been quite frankly annoying noise. Where do you see this going then? Alice, I’m going to come over to you and ask a question.
When you ask the real power of text messaging, what I’m getting at here is on the top service we have better communication from brands and their customers, better communication overall AKA being able to ask a question to a bot and having it respond or setting it up where an educational channel is, a drip campaign comes out because someone wants to learn about it. What’s great is all of that is on the top. Pretend like we are looking at a bush.
At the top, you have the flowers and the beautiful birds and the bees flying around. Underneath in the underbrush, what you don’t see what’s going on is data collection. Data collection is going to be the currency of the future. If you don’t have your data in line, you are not doing the best thing you can do to incent, involve, and inform the customers.Data collection will be the currency of the future. If you don’t have your data in line, you are not doing the best thing you can do to incentivize, involve, and inform customers. Click To Tweet
It can be used in a number of different ways. Your phone number is like your social security number. Most things are connected to your phone number. If you change your phone number, how difficult is it to get everything back on track that you had signed up for? Our company has the ability, and we suggest this, is that we start learning about your customers by growing that opt-in list and then doing data research behind that to tell you who your customers are. To a T, with 25 different data points of customer information, you are going to have ammo like no other person or other business in your space and make the right decisions at the right moment.
When you are talking about ammo, what are you specifically talking about?
I mean better marketing decisions. Imagine, if you can have every 25 data points of your customers and be able to then say to your marketing team, “We need to go after these because these people are involved in our firm or business.”
Alice, are you there?
This is great information. Why is it important to speak to people specifically at a certain time via text? There are so much going on with consumers and their life, and I love the idea of texts because everybody looks at one when their phone blinks. You get their attention and they either go like David said, “This is annoying,” and they ignore it or they do something with it. Can you help us with some of the timing and the things that you do?
That’s where the value of what my company does in general, where if I sold you software, you’d have to try to figure that out by yourself. This is such a tool that is so powerful that if you screw it up, to be very frank, you are going to lose your customer forever. You are going to lose that prospect or that person on the other end of the phone because they are annoyed. As David said so eloquently, “I’m annoyed and I don’t care about what these things are saying. It’s not incenting and involving the person on the other end of the phone.”
What our business does at K Launch, we use what’s called the science of words. We use data segmentation and then we also use real-world relationship-building tactics. You get to know somebody across the table having lunch with them. Why should you treat that person any differently if it’s coming across a text message? We use our phones to communicate with our family and friends. You need to treat it as such. It’s a personal device. It is a place where it is sacred to everyone. Why are you going to treat it as spam as if it’s a billboard? It’s not. You need to have communication, you need to talk to people and you need to ask people questions. How do you want to communicate with your loan officer? How many times during the loan process would you like to be communicated with?
Those are the things that we work with our clients to figure out in general where your business is sitting on that level. I’m not an expert in every industry, although I like to think I am. The point is we have to take the lead of our clients because they are the ones that are doing the communication. When we figure out a cadence, when we figure out what we say from a copy perspective using the science of words, which is empathetic communication, now all of a sudden you can create a relationship, better data, plus real-world relationships equals results.Using the science of words, you can create better relationships. Better data plus real-world relationships equals results. Click To Tweet
That’s what I’m going after. That’s what text messaging can be. That’s the power of communication and it just needs to be implemented on a mass scale for the mortgage industry. If anything, the industry as a whole needs to better communicate, especially with these millennials coming out of the woodwork now to start their journey on home buying and refinancing and mortgages.
It sounds like you are talking about some streamlining opportunities here. Expand on that.
There are so many. You can use text to streamline from an internal or a business operations perspective. Imagine being able to send a text message with your documents to your loan officer directly and have it automated. Now your loan officer, all he has to worry about is closings because you have it so automated and segmented that everybody can automate things and streamline operations perspective.
As I mentioned before, those call centers improve success metrics, being able to have a fallen lead. Let’s say 25% of your calls aren’t being answered, that’s a problem. That’s money leaving the door after you spend it from a customer acquisition perspective or our prospect acquisition perspective, being able to streamline that.
Also, low interest rates. All of a sudden you have a subset of customers that qualify for these new low interest rates. You want them to be informed. How do you do that quickly? How do you do that without annoying people and getting it in front of them at a 98% open rate? Text message is the way to do it. I see the value every day, and I’m very passionate about this because for every single client that we have worked with and for, we have given them an ROI, they have made more money than they have spent with us. That gets me excited because it’s such a powerful tool and I appreciate the time.
Let’s run around the room. Alice, any questions as we get ready to wrap up that come to mind?
Just simply about getting started and ramping up. Do you have any thoughts on there for our audience?
You have to do some research. Figure out if your CRM has text messaging in it. I know there are a few out there that Josh Friend knows exactly. He speaks on the topic. I’m a huge fan of Josh Friend over in Insellerate. The fact that he talks to the points that my company in K Launch caress about. Remember, you could text me a question too after this. K Launch to 55433 and just say, “Joe, I have a question.”
One way to get started is to do the research. Find out what the capabilities of texting are in your company. If not, start doing research on the different platforms out there. Ultimately, do you have time to be able to send a text messaging campaign? You want to plan everything out. If someone responds to your text message, where does it go from there? Once that response is responded to, where does it go from there? What’s the end goal and what are the challenges you are trying to fix with better communication? If you can figure all that stuff out, you are on the right track.
That’s what our company does as a whole. K Launch is an expert at creating these text journeys, these experiential mobile messaging campaigns so that the challenges are fixed. We walk alongside our clients. We meet with them weekly to not only discuss the outcomes but also discuss the future. Where do you want to go? How do you see this affecting the mortgage industry? How can we help you? There are a lot of starting points to answer your question, but if it’s just a little bit of research, you will be able to start. It takes a lot of work. You have to put a lot of time and effort into campaigns. That’s my answer to that.
One question just came in on that note, Is it mostly done with marketing? We were talking about streamlining it, just borrower communication. Communication with loans is your pipeline?
Deciding whatever you’d like from a business operations perspective? Streamlining operations can be effective and automated. Yeah, so internal. If you are bringing a loan from one office to the other or even from an internal standpoint, communicating with your team, all of it can be implemented. It’s whatever your heart desires. We are the vision makers, we can make the vision.
I have a couple of other questions from the audience. Allen, do you have any questions?
This is something that we could spend two hours or some more talking about. I don’t want to talk about me, but I want to bring one thing up. I did a full-text message lending platform a couple of years ago and did it as a pilot in the market. I just want to say for you and for our audience that may want to work with you, the fact that it’s a managed services type of approach. A consultative ongoing system or process that you do.
One is I’d love to chat with you separately, but I can’t tell you enough how many times I had to refine the message, look at the results, and modify how we were communicating with people and what we were saying because data also comes back from those text messages. I want to put a shout-out to you and what you do. Forget about technology, it’s low tech, it’s about your experience and what you continue to learn and grow with as you work with people.
From a perspective, that’s the only way we found this works. CRMs are not text messaging campaigns. There are tons of CRMs that we work with from a managed services perspective. We are not going to charge you to buy our texting platform if you already have one that’s working for you and your systems are connected to it. What we want to do is build out those campaigns for the same reason that you just mentioned. It’s difficult to stay on top of that stuff. You have to have a team. You wouldn’t just do SEO for a multi-billion-dollar company, you’d hire an SEO firm.
We call ourselves a text messaging optimization firm, a TMO. The first-ever first of its kind because if you can do it in the right way with our methodology, we will get results. If we are not getting results, guess what we are doing? We are changing the tactic because it’s not working the way we thought it was. We are starting to get new data and all of that stuff comes about.
It’s interesting to hear your perspective, Allen. The fact that a CRM or software, you were on top of that. A couple of years ago, you were on top of the industry. It’s just you need a whole team our perspective at K Launch we need to do it for you because we are the experts and we do know. Not to say that none of what you say matters. It does. We want to drive the car. We can drive a stick. You tell us the destination, get in the Uber and we will get you there.
That’s a good point. Several questions came up centered around this. Are there any new regulations out there related to texting that are going to impede or inhibit its effectiveness?
From my perspective, no. We are on top of any new updates that come out of Washington from a perspective of compliance, it’s a sticky world to navigate. Our job is to stay on top of those compliance issues from the perspective of, “Are you doing this right? Are you sending this? Are you overstepping your boundaries?” We work with companies in order to fix those problems of what we call implied opt-in or implied compliance where you might have some information already.
Some companies are already set up that are being compliant through an email perspective and just adjusting language and legal language in order to get them to text can save a lot of time and energy for people as opposed to starting over. There are regulations. That’s a good question. There are a lot of updates every week, every month.
This goes to Allen’s point, it’s good that you guys are a managed service, which is trying to stay on top of the regulatory component of this thing would be a nightmare in my mind. This has gone well. We have a few other questions coming in. Several of them are coming in about how we get ahold of you, and how we find out. We want to learn more. Give our audience your contact information, and how they can get ahold of you. You have already given out the text number, but go ahead and do that again or however you want people to get ahold of you.
You could go to our K Launch website, KLaunch.io. You could fill out a form or contact form and get us to there. The best way to get ahold of me is just texting K Launch to 55433. You will get a drip campaign with our information in it that includes all the statistics and everything we are about at K Launch. You can also email me at [email protected] and I’m sure David could put that up.
One last thing, David, before we leave, there is a big update from a foreclosure forbearance relief standpoint. I just want to say, if you are out there and you need help let those people know. Imagine being able to text them and say, “Did you know that you might be in trouble and forbearance, we want to help you from a perspective of let me give you an educational journey to help you along the way.” I didn’t hit that point. I wanted to because it came up during the call and it’s important. K Launch to 55433. [email protected]. Thank you so much for the time, guys.
Appreciate it. Joe, great having you here and your dad will be proud of you. Dominic is a legend in the industry, so he will be proud of you. Good job. Appreciate it so much. Thanks for being here. Great content.
Next, we are going to have Steven Cooley coming on what disruption means. He is the Founder and CEO of Art Vs. Math. We have had Steven on before, it was a very popular and well-downloaded show. We are bringing him on. If you can tell, we are focusing on what’s going on out there in the digital. I keep looking at the $7.7 billion valuation when it comes to better. This is causing a lot of people to look at what disruption opportunities are out there, and what’s underway, and pay attention to it.
Be sure to come in next time and tune in to Steven Cooley’s talk. Very exciting and got more great content coming to you from the show. I want to say a special thank you to our sponsors as we exit at Finastra, CMLA, Indecomm, Insellerate, Mobility Mortgage Market Intelligence, Modex, the MBA, Knowledge Coop, Lenders One, and the Mortgage Collaborative. Thank you so much. Share this show with others and tell others about it. That’s how we have grown to over 600,000 downloads of this show. We appreciate you all so much. Have a great week and look forward to having you back here next time.
- Mortgage Professionals
- K Launch
- Mortgage Bankers Association
- Community Mortgage Lenders of America
- Linda Bomar – Past episode
- Josh Friend – Past episode
- Knowledge Coop
- Sales Boomerang
- Mobility Mortgage Market Intelligence
- [email protected]
- Steven Cooley – Past episode
- Art Vs. Math
- Lenders One
- Mortgage Collaborative