Uplist
Uplist is a Bellevue, Washington-based SaaS mortgage intelligence platform that gives U.S. residential lenders and loan officers real-time rate tools, automated refinance monitoring via Recapture™, and SmartView™ listing flyers for agents and home builders.
- Company typePrivate
- Founded2023
- HeadquartersBellevue, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Uplist does
Uplist is a Bellevue, Washington-based SaaS mortgage intelligence platform founded in 2023 by Jeff Bell, selling to U.S. residential mortgage lenders and the loan officers (LOs) they employ. The platform is organized around three intelligence layers: Buyer Intelligence (SmartView™ listing flyers with QR codes, Quick Quotes real-time rate pulling, SmartBuyer™ Tool), Homeowner Intelligence (Recapture™, an automated refinance monitoring and borrower presentation engine), and an emerging Retirement Intelligence layer for reverse mortgage opportunities. Underlying technology combines enterprise API integrations to leading mortgage pricing engines (Optimal Blue, Polly, LoanPASS, Loansifter) with patent-pending real-time rate delivery and a growing dataset tracking over $100 billion in active loans across user portfolios.
The platform is delivered as a unified, single-tier monthly SaaS subscription marketed at a 'very low monthly cost,' and is monetized across both individual LOs (self-serve sign-up) and enterprise lenders (field sales motion with demos). Distribution is multi-modal: direct website sign-up and login, a field sales motion targeting mid-to-large independents (Churchill Mortgage, PRMG, New American Funding, CMG Home Loans, USA Mortgage, Sammamish Mortgage, etc.), OEM/embedded distribution inside major PPE and LOS platforms (Optimal Blue, Polly, LoanPASS, nCino/SimpleNexus, Loansifter), and a multi-sided referral channel where lenders equip real estate agents and home builders with SmartView flyers and QR codes. The company is privately held and bootstrapped per available source material, with no disclosed funding rounds, parent company, or acquisition activity; named leadership consists of Founder/President Jeff Bell and CMO Ben Smidt.
Recent operating momentum is substantial: 184% user growth in Q2 2025, 700%+ year-over-year Recapture growth, multiple enterprise client wins in Q3 2025, and consecutive industry awards including the HousingWire Tech100 Mortgage Award (2025), two consecutive Progress in Lending Innovations Awards (2024 and 2025), and the HW Vanguard Award (2025) for Jeff Bell. Reported customer outcomes include 10+ hours saved per LO per week, 20-30% increases in repeat client conversions, and 20-30 minutes saved per loan on refinance analysis. Revenue, headcount, and funding figures are not publicly disclosed in available sources.
Uplist firmographics
Firmographics- Name
- Uplist
- Legal name
- Uplist
- Website
- https://getuplist.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Uplist is a Bellevue, Washington-based SaaS mortgage intelligence platform that gives U.S. residential lenders and loan officers real-time rate tools, automated refinance monitoring via Recapture™, and SmartView™ listing flyers for agents and home builders.
- Ownership category
- akta.pro rank
Uplist industry classification
Industry- Product category
- Mortgage Intelligence Platform
- NAICS
- Activities Related to Credit Intermediation (5223)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Mortgage Secondary Data, Analytics & Pricing/Valuation Services (FSALAFAN)
- akta.pro secondary industries
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ), Automated Valuation Models (AVM) & Property Data/Analytics (FSALALAJ)
Keywords
Where Uplist is headquartered
LocationHeadquarters
- HQ city
- Bellevue
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Uplist business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Monthly subscription model offering access to the Uplist mortgage intelligence platform including Recapture, SmartView Listing Flyers, Quick Quotes, and other features. Described as 'very low monthly cost' but specific pricing not publicly disclosed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Single unified subscription tier |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels11 records
Uplist product offering
Product offeringCore offering
Uplist is a cloud-based SaaS mortgage intelligence platform that combines live mortgage data, pricing intelligence, borrower insights, and automated presentation generation for mortgage lenders, loan officers, real estate agents, and home builders. The platform offers three core intelligence layers: Buyer Intelligence (SmartView Listing Flyers, Quick Quotes, SmartBuyer Tool), Homeowner Intelligence (Recapture refinance monitoring), and Retirement Intelligence (reverse mortgage opportunities). It connects to lender pricing engines via enterprise API to deliver real-time mortgage rates and personalized borrower insights throughout the homeownership lifecycle.
Product overview
Uplist is a mortgage intelligence platform for lenders offering a unified SaaS solution comprising multiple interconnected modules. The platform centers on three core intelligence layers: Buyer Intelligence (SmartView™ Listing Flyers, Quick Quotes, SmartBuyer™ Tool), Homeowner Intelligence (RECAPTURE™ refinance monitoring), and Retirement Intelligence (reverse mortgage opportunities). These products share a common data infrastructure connecting to lender pricing engines via enterprise API, delivering real-time mortgage rates and personalized borrower insights across the homeownership lifecycle. The platform helps loan officers support agents, engage buyers, monitor homeowners, and identify opportunities using accurate, real-time data.
Differentiator
Problem solved
Functional benefit
Brands
- Recapture™: Award-winning refinance monitoring tool that continuously monitors closed loan portfolios, identifies refinance opportunities, and provides personalized borrower insights for loan officers.
- SmartView™
- Quick Quotes
- SmartBuyer™ Tool
Products and services
- Recapture™ Comprehensive loan monitoring, analysis, and refinance presentation tool that continuously scans closed loan portfolios, identifies refinance opportunities as market conditions change, and equips loan officers with personalized borrower insights and ready-to-share presentations.
- SmartView™ Listing Flyers Award-winning homebuyer intelligence platform that turns listings, flyers, QR codes, and open houses into smarter buyer experiences with live payments, affordability options, seller credits, buydowns, and Smart Move Tips. For real estate agents, home builders, and loan officers.
- Quick Quotes Real-time mortgage rate pulling tool that enables loan officers to search rates and run payments on-the-go from a mobile device. Patent-pending turnkey platform that provides real-time rates direct from a mobile device, eliminating the need to be at a desktop computer. Includes personalized public-facing Quick Quote pages.
- SmartBuyer™ Tool Mobile-friendly, white-labeled tool that allows homebuyers to search real-time rates and payments for any active listing, and then request a pre-approval with a tap of a button.
Quantifiable outcome
- 700% ROI with the first closed home loan
- +5 more outcomes
Companies that use Uplist
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Uplist technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature7 records
Uplist partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core, supporting and minor.
- Optimal BlueflagshipUplist partnered with Optimal Blue to launch 'Capture for Originators,' which automates refi lead generation by integrating Uplist's Recapture technology directly into the Optimal Blue PPE. This partnership leverages Uplist's data-driven automation to help Optimal Blue's extensive user base identify refinance opportunities without manual effort.
- PollycoreStrategic integration allowing loan officers on the Uplist platform to access Polly's product, pricing, and eligibility (PPE) engine and real-time rate data directly within Uplist's suite of products including Recapture. The partnership enables proactive delivery of up-to-the-minute rate information and enhanced client retention capabilities.
- LoansiftersupportingIntegration empowers brokers to better serve prospective homebuyers with access to real-time rates through Uplist. Brokers can now showcase competitive rates to potential home buyers and build stronger relationships with more agents.
- SocialCoachsupportingJoint webinar partnership on TikTok and LinkedIn marketing strategies for mortgage professionals. Uplist's CMO Ben Smidt and SocialCoach's Joe Wilson shared social strategies loan officers need to consider.
- nCino Mortgage Suite (SimpleNexus)coreUplist users can provide prospective homebuyers instant access to rates and payments through the nCino mortgage application. Quick Quote URLs can be embedded inside the nCino Mortgage Suite for home buyers to check rates and run scenarios.
- LoanPASScoreStrategic partnership integrating Uplist's SmartBuyer Tool, Quick Quotes, and SmartView Flyer directly into LoanPASS's product and pricing engine. This enables loan officers to deliver personalized, efficient, and tech-forward solutions to homebuyers and agents with one click.
- Knowledge Coop+ CommunityminorUplist CMO Ben Smidt created Knowledge Coop+ Community on Social Media Secrets platform to help loan officers with marketing education and best practices.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Uplist competitors and assessment
Company assessmentBroad incumbents
- Optimal Blue: Optimal Blue is the leading mortgage product, pricing, and eligibility (PPE) engine and is both a flagship Uplist integration partner and a potential competitive incumbent that could expand into recapture/intelligence features of its own.
- Polly: Polly is a mortgage capital markets technology provider whose PPE engine integrates with Uplist. As a partner-incumbent in the same pricing-intelligence layer, it is comparable both as a distribution channel and a potential competitor for lender analytics workflows.
- SimpleNexus (nCino Mortgage): nCino's SimpleNexus is a leading digital mortgage platform for loan officers and is also an integration partner of Uplist. It is a broader incumbent offering POS, mobile apps, and borrower engagement that overlap with Quick Quotes and SmartView.
- ICE Mortgage Technology (Ellie Mae / Black Knight): ICE Mortgage Technology operates the Encompass loan origination system used by a majority of US mortgage lenders. As the dominant incumbent LOS it competes for workflow mindshare that Uplist's Recapture and Quick Quotes integrate into.
Direct peers
- Homebot: Homebot provides homeowner intelligence dashboards and refinance opportunity alerts to mortgage lenders and real estate agents. It is the closest direct competitor to Uplist's Recapture and SmartView modules, targeting the same lender/agent/builder workflows.
- HouseCanary: HouseCanary offers AVMs and property analytics widely used by mortgage lenders for refinance and home equity decisions. It overlaps directly with Uplist's AVM/property-data use cases inside Recapture.
- BeSmartee: BeSmartee is a digital mortgage POS and pricing platform used by lenders and credit unions. It competes for the same loan officer productivity and real-time rate delivery workflow that Uplist's Quick Quotes targets.
- Roostify: Roostify provides a digital point-of-sale and borrower experience platform for mortgage lenders. Like Uplist, it focuses on improving loan officer productivity and borrower conversion, though with a different product surface.
- Maxwell: Maxwell is a digital mortgage platform for small-to-mid-size lenders offering POS, CRM, and borrower engagement tools. It competes with Uplist for lender technology budget, particularly around loan officer productivity and recapture.
- Bonzo: Bonzo is a CRM and marketing automation platform purpose-built for mortgage lenders, including automated recapture campaigns. It overlaps with Uplist's homeowner re-engagement and refinance opportunity outreach use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Uplist social profiles
Digital presenceUplist financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uplist leadership team
Management profileNumber of profiles
Profiles2 records
Uplist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uplist M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Uplist
What does Uplist do?
Uplist is a cloud-based SaaS mortgage intelligence platform that combines live mortgage data, pricing intelligence, borrower insights, and automated presentation generation for mortgage lenders, loan officers, real estate agents, and home builders. The platform offers three core intelligence layers: Buyer Intelligence (SmartView Listing Flyers, Quick Quotes, SmartBuyer Tool), Homeowner Intelligence (Recapture refinance monitoring), and Retirement Intelligence (reverse mortgage opportunities). It connects to lender pricing engines via enterprise API to deliver real-time mortgage rates and personalized borrower insights throughout the homeownership lifecycle.
Is Uplist a public or private company?
Uplist is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Uplist founded?
Uplist was founded in 2023. It employs 1 to 10 people.
Where is Uplist based?
Uplist is headquartered in Bellevue, United States, in the North America region.
How does Uplist make money?
One revenue line is on record: saaS Subscription.
Who are Uplist's main competitors?
Broad incumbents on record are Optimal Blue, Polly, SimpleNexus (nCino Mortgage) and ICE Mortgage Technology (Ellie Mae / Black Knight). Direct peers are Homebot, HouseCanary, BeSmartee, Roostify, Maxwell and Bonzo.
Does Uplist have an API?
Yes. Uplist connects to customer pricing engines via enterprise API integration. The only tie to customer data is the enterprise API connection with their pricing engine. No public API documentation or developer portal is referenced in the source materials.
What industry is Uplist in?
Uplist's product category is Mortgage Intelligence Platform. Its primary akta.pro industry code is FSALAFAN, Mortgage Secondary Data, Analytics & Pricing/Valuation Services, with a secondary code of FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms. Its NAICS code is 5223 and its SIC code is 7372.