What Insellerate does

Insellerate is a privately held, founder-led vertical SaaS company headquartered in Newport Beach, California, that builds a cloud-based Customer Experience Platform purpose-built for the U.S. mortgage industry. The platform unifies lead management, CRM, sales enablement, multi-channel engagement automation (text, email, social, direct mail, phone, ringless voicemail), a pre-built mortgage content library, and data intelligence into a single system serving retail, wholesale, TPO, consumer direct, and reverse mortgage channels. A native mobile application extends the full lead management and engagement suite to loan officers in the field, and the architecture is API-first with native integrations into the dominant U.S. loan origination systems (ICE Encompass, Finastra MortgagebotLOS, Path Software, MeridianLink, LenderHomePage/Loanzify). The platform is SOC 2, SSAE 18, and SOC 1 certified to satisfy regulated bank and credit union requirements.

The company sells primarily through a consultative, sales-led motion with 'Book a Demo' as the primary CTA, targeting enterprise banks and credit unions via field sales and mid-market lenders via inside sales, supplemented by distribution through LOS partner platforms. Named customers span enterprise consumer-direct lenders such as JFQ Lending and Northpointe Bank, mid-market lenders including Society Mortgage, McGlone Mortgage Group, and Atlantic Coast Mortgage, and SMB brokerages including Madison Mortgage Services and Epoch Lending, with the platform currently supporting over $1.8 billion in monthly client funded volume and more than 150,000 borrower applications per month. The product roadmap has expanded into AI through the proprietary Aithena platform and a ChatGPT-powered email marketing plug-in, and into insurance workflow via a 2026 partnership with Covered Insurance that embeds homeowners insurance quoting inside the CRM.

Insellerate has raised disclosed funding of $6 million from Strandview Capital (2017) with additional investor participation from First Analysis and The Argentum Group, and remains founder-owned under CEO Josh Friend, with Jack Friend as CFO/COO, Dan Zuch as CRO, Scott Robert as VP of Sales, and Matthew Wolcott as SVP of Sales. The company has been recognized as a HousingWire Tech100 winner in 2021 and 2022, PROGRESS in Lending Top Innovation Award winner in 2021 and Innovations Award winner in 2023, and a G2 High Performer in 2023.

Name

Insellerate

Legal name

Insellerate

Website

https://insellerate.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Insellerate is a founder-led vertical SaaS company that provides a cloud-based Customer Experience Platform combining CRM, lead management, multi-channel engagement automation, content library, and data intelligence exclusively for U.S. mortgage lenders across retail, wholesale, TPO, consumer direct, and reverse channels.

Ownership category

akta.pro rank

Product category

Mortgage CRM & Customer Experience Platform

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Product, Pricing & Eligibility (PPE) / Rate Lock & Pricing Engines (FSALALAC)

akta.pro secondary industry

Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

Keywords

• Mortgage CRM software
• Loan origination software
• Mortgage engagement platform
• Lead management system
• Mortgage marketing automation

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription - Mortgage CRM & Engagement Platform: Insellerate operates as a Software-as-a-Service (SaaS) provider offering a subscription-based Customer Experience Platform for mortgage lenders. The platform is sold on a per-seat or organizational subscription basis, serving banks, lenders, credit unions, and loan officers across retail, wholesale, TPO, consumer direct, and reverse mortgage channels. The company offers implementation and support services alongside its software subscription.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Insellerate provides a cloud-based SaaS Customer Experience Platform for the mortgage industry that combines lead management, CRM, sales enablement, multi-channel marketing automation, a mortgage-specific content library, and data intelligence in a single integrated solution. The platform is sold primarily through per-seat and organizational subscriptions to banks, credit unions, independent lenders, and wholesale/TPO partners, with implementation and support services bundled alongside the software.

Product overview

Insellerate is a mortgage Customer Experience Platform consisting of a unified core platform with multiple integrated modules. The core platform combines CRM & Lead Management, Sales Enablement, Engagement (multi-channel marketing automation), Content Library, Data Intelligence (DATA IE), and AI Powered Technology (Aithena). Supporting modules include Agent Connect (Realtor marketing hub), Mobile Application, TPO Solution for wholesale lenders, and AI Email Marketing Integration. The platform handles all lending channels (retail, wholesale, TPO, consumer direct, recruiting, and reverse) from a single system, providing lead management, automated marketing across text, social media, email, direct mail, phone, and ringless voicemail, plus actionable data insights throughout the borrower journey.

Differentiator

Problem solved

Functional benefit

Brands

• AgentConnect: A feature that empowers loan officers to engage more effectively with real estate agents and borrowers, delivering co-branded marketing, dynamic open house flyers, property websites, and landing pages through MLS data integration.
• DATA IE
• Aithena

Products and services

• Customer Experience Platform (CRM & Engagement Platform) Cloud-based SaaS enterprise customer experience platform that combines CRM, lead management, sales enablement, multi-channel engagement automation, content library, and data intelligence in one integrated solution for mortgage banks, credit unions, and independent lenders across retail, wholesale, TPO, consumer direct, and reverse channels.
• Aithena AI Powered Technology AI-powered technology platform operating at myaithena.ai that delivers predictive analytics, intelligent engagement, and data-driven decision making for mortgage lenders across the borrower lifecycle.
• Sales & Marketing Engagement Mobile App Native mobile application providing loan officers and account executives full CRM, lead management, lead distribution, inbound/outbound call routing, click-to-call, two-way compliant text messaging, pipeline management, and multi-channel marketing automation without needing a laptop or LOS login.
• TPO Solution for Wholesale Lenders Third Party Origination (TPO) solution for wholesale lenders that delivers account executive workflows, broker marketing content, pipeline management at company and broker levels, and mobile access to loan files, integrated with MeridianLink and ICE Encompass LOS systems.
• AgentConnect Realtor marketing hub with MLS integration that auto-generates dynamic co-branded open house flyers, single property landing pages, and property websites to support real estate agent partnerships and referral networks.
• DATA IE (Intelligence Engagement) Data intelligence solution that turns borrower data into actionable insights and intelligent engagement, enabling personalized outreach, optimized timing, and data-driven borrower retention for mortgage lenders.
• AI Email Marketing Integration (ChatGPT) AI plug-in powered by ChatGPT that integrates directly into the Insellerate email editor to enable content creation, grammar correction, and tone adjustments for mortgage marketing emails.

Quantifiable outcome

• Loan officers using Insellerate's platform have produced over 376 units and $125 million monthly volume with only 11 loan officers (Northpointe Bank)
• +6 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability6 records

Feature9 records

Partnerships

Seven partnerships are on record, tiered major, core and minor.

• Covered InsurancemajorGTM or Marketing Partner · 1 June 2026Denver-based Covered Insurance partnered with Insellerate to embed homeowners' insurance capabilities directly into the mortgage lending workflow. The integration enables lenders to deliver personalized insurance quotes to borrowers at every stage from initial application through post-closing, addressing rising insurance premiums and loan failures at closing due to missing coverage.
• FinastracoreTechnology or IntegrationInsellerate integrated its CRM and marketing automation solution with Finastra's MortgagebotLOS and Originate solutions, enabling lenders who use Finastra's software to benefit from a seamless, fully integrated CRM and marketing automation platform within their existing LOS environment.
• Path SoftwarecoreTechnology or IntegrationPath Software, a modern and flexible mortgage loan origination system, integrated with Insellerate's CRM and marketing automation platform. Path users can access full CRM functionality with built-in lead management, AgentConnect realtor marketing hub, MLS integration, and multi-channel communication tools.
• LenderHomePagecoreTechnology or IntegrationLenderHomePage, an industry-leading mortgage point-of-sale system, partnered with Insellerate to offer a seamless Customer Experience Platform combined with intake functionality. The integration between Loanzify POS and Insellerate offers streamlined multi-channel communication that increases retention and conversion rates.
• Sales BoomerangmajorTechnology or IntegrationSales Boomerang, an automated borrower intelligence and retention system, expanded its integration with Insellerate. The combination of Sales Boomerang's loan opportunity alerts with Insellerate's automated multi-channel marketing helps lenders increase customer retention and convert more leads to loans. Lenders using the integration see 11.66% improvement in borrower retention and 20-40% average lift to loan volume.
• Project Hope AllianceminorOthersInsellerate partnered with Project Hope Alliance, a nonprofit working to end homelessness among children in Orange County, California. For each demo booked, Insellerate donated to provide a homeless child with Wi-Fi hotspot access. For each new lender contract signed, Insellerate donated to provide a student with a Chromebook and Wi-Fi for the school year.
• ICE Technology / EncompasscoreTechnology or IntegrationInsellerate's CRM is fully integrated into ICE Technology's Encompass platform for all lending channels including Retail, TPO, Wholesale, Consumer Direct, Servicing, and Reverse. The company exhibited at ICE Experience 2023 in Las Vegas, promoting its only TPO integration, groundbreaking APIs, and award-winning mobile solution.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Total Expert: Total Expert is a leading customer engagement platform purpose-built for the mortgage industry, offering CRM, marketing automation, and compliance tools to lenders. It is the most direct competitor to Insellerate, targeting the same bank, credit union, and independent lender segments with overlapping CRM and multi-channel engagement functionality.
• Bonzo: Bonzo is a mortgage-specific CRM and multi-channel marketing automation platform that helps lenders engage borrowers via text, email, voice, and social. It competes head-to-head with Insellerate's engagement and lead management modules in the retail and consumer direct lending channels.
• Floify: Floify is a mortgage point-of-sale (POS) and CRM platform used by lenders to capture borrower applications and manage the loan pipeline. While more POS-focused, its CRM and pipeline management functionality overlaps with Insellerate's lead management and borrower journey tooling, especially at retail lenders.
• Maxwell: Maxwell provides a digital mortgage platform including POS, CRM, and automated workflows for small and mid-sized mortgage lenders. It overlaps with Insellerate across borrower engagement and pipeline management, particularly in the retail and consumer direct segments.

Emerging players

• Sales Boomerang: Sales Boomerang is an automated borrower intelligence and retention system for mortgage lenders that alerts lenders when past customers are ready for a new loan. It is a direct integration partner of Insellerate, but also competes in the borrower retention and engagement intelligence space that Insellerate's DATA IE product addresses.
• Mortgage Coach: Mortgage Coach provides interactive loan presentation and total cost analysis tools used by loan officers during the borrower conversation. It is an Insellerate integration partner but also addresses a part of the sales enablement journey that overlaps with Insellerate's sales enablement module.
• BeSmartee: BeSmartee is a digital mortgage POS and automation platform offering borrower-facing applications and lender-side workflow tools. It overlaps with Insellerate in the consumer direct and retail origination journey, particularly where lenders seek integrated POS plus engagement functionality.

Broad incumbents

• HubSpot: HubSpot is a broad CRM and marketing automation platform that serves businesses across industries including financial services. While not mortgage-specific, it is often evaluated by mid-market lenders as an alternative to vertical platforms like Insellerate, particularly for marketing automation and content workflows.
• Salesforce: Salesforce is the dominant horizontal CRM platform used by large enterprises, including banks with mortgage subsidiaries. It represents the primary incumbent alternative for enterprise lenders evaluating vertical mortgage CRMs, and competes on integration, ecosystem, and AI capabilities.

Others

• ICE Mortgage Technology (Encompass): ICE Mortgage Technology's Encompass is the dominant loan origination system (LOS) used by U.S. mortgage lenders and is a core integration partner of Insellerate. It is included as a peer because ICE could expand its own CRM/engagement capabilities and compete with Insellerate inside the Encompass ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/insellerate
• YouTubeyoutube.com/channel/UCKXv77L39UugRUO_R1o7igQ
• Facebookfacebook.com/insellerate
• LinkedInlinkedin.com/company/insellerate

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Insellerate