Lendware
Lendware is a vertical SaaS CRM platform for the U.S. mortgage industry, serving loan officers, mortgage enterprises, and marketing leaders with pipeline automation, marketing tools, reporting, AI-driven propensity modeling, and native LOS/POS integrations.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Lendware does
Lendware, Inc. is a Delaware-incorporated, privately held vertical SaaS company founded in 2019 (as Daily AI), headquartered in New York, with an additional office in Boulder, Colorado. The company sells a unified, cloud-based mortgage CRM platform designed to serve both loan officers and mortgage enterprise executives on a single system, addressing the industry problem of enterprises running approximately six CRMs concurrently and suffering from scattered data, bloated tech costs, and low producer adoption. The platform is built on a modern API architecture with 100+ pre-built connectors to major loan origination systems (Encompass, Arive, LendingPad, MeridianLink, Byte), point-of-sale platforms (Blend, SimpleNexus/nCino, Loanzify), communications infrastructure (Twilio, SendGrid), data warehouses (Snowflake, BigQuery, Salesforce), and lead sources (Zillow, Meta, Follow-up Boss). Its product surface includes a core CRM module, a marketing automation module with 80+ pre-built playbooks and Canva integration, a reporting and data warehousing module, and Lendware Predict—an AI propensity modeling engine analyzing 5,000+ consumer behavior data points per contact.
Lendware firmographics
Firmographics- Name
- Lendware
- Legal name
- Lendware, Inc.
- Website
- https://lendware.ai
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lendware is a vertical SaaS CRM platform for the U.S. mortgage industry, serving loan officers, mortgage enterprises, and marketing leaders with pipeline automation, marketing tools, reporting, AI-driven propensity modeling, and native LOS/POS integrations.
- Ownership category
- akta.pro rank
Lendware industry classification
Industry- Product category
- Mortgage CRM Software
- NAICS
- Activities Related to Credit Intermediation (5223), Credit Bureaus (561450)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC)
- akta.pro secondary industry
- Loan Servicing Platforms (Billing, Statements, Customer Self-Service) (FSAGAHAH)
Keywords
Where Lendware is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Lendware business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- CRM Platform Subscription: Subscription-based access to the Lendware CRM platform with enterprise management tools, marketing capabilities, reporting, and AI features. Billed per seat with committed quantity pricing.
- Messaging Credits (SMS/Voice): Monthly allocation of messaging credits for SMS (text), voice dialer, ringless voicemail and media messages. Credits reset monthly; unused credits do not carry over. Additional Refresh Credits automatically allocated when exhausted with associated Message Credit Fee.
- Professional Services: Implementation, onboarding, and advisory services provided pursuant to Order agreements. Charged at standard rates or as agreed in writing.
- Add-On Features: Additional features or functionality beyond the base subscription purchased, charged at additional fees as described on the Site or App.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise CRM Platform with all-in-one solution |
| Usage-based | Monthly | Usage-based messaging credits |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Lendware product offering
Product offeringCore offering
Lendware provides a cloud-based, AI-driven CRM platform purpose-built for mortgage lenders, combining enterprise management, pipeline and lead management, marketing automation (with Canva integration and 80+ pre-built playbooks), out-of-the-box and custom reporting, data warehousing, and AI propensity modeling (Lendware Predict) that scores daily readiness to purchase or refinance. The platform is sold to mortgage enterprises and their loan officers on a per-seat subscription basis with usage-based messaging credits and separately priced implementation services.
Product overview
Lendware is a unified mortgage CRM platform designed to bridge the gap between enterprise needs and loan officer workflows. The platform consists of a core CRM product complemented by integrated modules: Lendware Marketing (marketing automation with 80+ playbooks, Canva integration, lead capture), Lendware Reporting (out-of-the-box and custom reporting, data warehousing), Lendware Predict (AI propensity modeling for purchase and refinance predictions), and Lendware Integrations (native connections to major LOS, POS, communication, and lead source platforms). The company evolved from Daily AI, which acquired Whiteboard CRM, and later expanded through acquisition of Aidium's operating assets in October 2025. The platform emphasizes high adoption rates through team-level customization while providing enterprise compliance controls.
Differentiator
Problem solved
Functional benefit
Brands
- Lendware Predict: AI propensity modeling product that analyzes over 5,000 consumer behavior data points to predict purchase and refinance propensity for mortgage leads.
- Aidium
Products and services
- Lendware CRM Platform Enterprise-grade mortgage CRM platform designed to unify loan officers and mortgage executives on a single system; features enterprise automation, pipeline management, task management, compliant communications (SMS, email, calling), and enterprise management and compliance controls.
- Lendware Marketing Complete mortgage marketing toolkit built into the CRM, offering enterprise-grade marketing automations with 80+ pre-built playbooks, a no-code automation builder, Canva integration for design, lead capture forms, single property sites, co-marketing capabilities, and marketing analytics reporting.
- Lendware Reporting Reporting and data warehousing solution offering out-of-the-box reports (Marketing Analytics, Branch Performance, team-level reports), custom reporting built by Lendware data experts, and data warehousing services with connections to 100+ integrated tools.
- Lendware Predict AI-powered propensity modeling feature that analyzes over 5,000 consumer behavior data points to predict purchase and refinance readiness; generates daily Readiness to Transact Scores that can trigger automations or alerts, with models uniquely calibrated to each business's data.
- Lendware Integrations Integration layer connecting Lendware with the mortgage tech stack via a modern API and 100+ pre-built connectors, including native LOS (Encompass, Arive, LendingPad, MeridianLink, Byte), POS (Blend, Loanzify, SimpleNexus), communications (Twilio, SendGrid, Gmail, Outlook), data warehouses (Snowflake, BigQuery, Salesforce, Domo), and lead sources (Zillow, LeadPops, Follow-up Boss, Meta, Bankrate, Cinc, FreeRateUpdate, SalesBoomerang).
Quantifiable outcome
- Over 60% of CRM users avoid system transitions due to migration concerns
- +1 more outcomes
Companies that use Lendware
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Lendware technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration31 records
AI capability6 records
Feature5 records
Lendware partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship, core and major.
- AidiumflagshipLendware acquired Aidium's operating assets, rebranded the platform, and appointed new leadership including CEO Josh Glantz. Acquisition aims to expand mortgage servicing offerings and develop AI-driven tools. Supports mortgage brokers and loan officers by increasing loan originations, client retention, and leveraging predictive analytics.
- Ellie Mae (Encompass)coreNative integration with Ellie Mae's Encompass Platform, one of the most widely used Loan Origination Systems in the mortgage industry. Partnership includes data collection from Encompass Platform containing information about users and their business dealings.
- ArivecoreNative integration with Arive Loan Origination System for seamless workflow connectivity between LOS and CRM platform.
- LendingPadcoreNative integration with LendingPad Loan Origination System for data sync and workflow automation between LOS and CRM.
- MeridianLinkcoreNative integration with MeridianLink Loan Origination System for streamlined loan processing workflow.
- BytecoreNative integration with Byte Loan Origination System.
- BlendmajorNative integration with Blend Point of Sale platform for consumer lending workflows.
- SimpleNexus (nCino)majorNative integration with SimpleNexus (part of nCino) Point of Sale platform for mobile-first lending experience.
- LoanzifymajorNative integration with Loanzify Point of Sale platform.
- TwiliocoreCommunications infrastructure partner for SMS, voice dialer, ringless voicemail, and media messaging capabilities within the platform.
- SendGridcoreEmail communications integration for marketing and transactional email delivery.
- CanvacoreNative integration with Canva providing access to mortgage-specific design templates, AI design features, and enterprise brand management tools. Enables non-designers to create compelling collateral directly within Lendware communications.
- SnowflakemajorData warehousing integration with Snowflake for advanced analytics and data storage capabilities.
- BigQuerymajorGoogle BigQuery integration for data warehousing and analytics capabilities.
- SalesforcemajorIntegration with Salesforce for CRM data connectivity and cross-system insights.
- SalesBoomerangmajorContact intelligence integration with SalesBoomerang for lead alerts and borrower activity monitoring.
- ZillowmajorLead source integration with Zillow for capturing and managing real estate leads.
- Follow-up BossmajorLead source integration with Follow-up Boss for real estate lead management.
- CincmajorLead source integration with Cinc for real estate lead capture and management.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Lendware competitors and assessment
Company assessmentBroad incumbents
- HubSpot: Horizontal CRM and marketing automation platform used by some mid-market lenders. Competes with Lendware on ease-of-use and marketing automation, though lacks mortgage-specific LOS integration depth.
- nCino (SimpleNexus): Banking and mortgage platform whose SimpleNexus POS product competes for consumer-facing mortgage workflows; offers adjacent CRM, point-of-sale, and automation capabilities overlapping with Lendware.
- Salesforce: Dominant horizontal CRM platform. Lendware's NEO Home Loans testimonial explicitly references migrating off a custom Salesforce build, making Salesforce the most prominent incumbent Lendware displaces in the mortgage vertical.
- ICE Mortgage Technology (Encompass): Provider of the Encompass LOS, the most widely used loan origination system. Lendware integrates natively with Encompass, but Encompass-adjacent CRM and marketing capabilities (via SimpleNexus/nCino) compete with Lendware at the enterprise layer.
- Mortgage Cadence (Accenture): Enterprise mortgage origination platform with workflow, CRM-adjacent, and automation capabilities. Competes with Lendware at large IMB and bank mortgage enterprises seeking unified origination stacks.
- Salesforce Mortgage Cloud (Einstein): Salesforce's mortgage vertical solution leveraging Einstein AI and the AppExchange. Represents an integrated incumbent threat combining Lendware's CRM, AI propensity, and integration categories inside a single platform.
Emerging players
- BeSmartee: Digital mortgage POS and automation platform offering borrower engagement and workflow tools that overlap with parts of Lendware's marketing and integrations modules, especially for retail and wholesale lenders.
Direct peers
- Shape CRM: Mortgage-specific CRM used by lenders and brokers for pipeline management, marketing automation, and reporting — competing directly for the same loan officer and enterprise customer base.
- Total Expert: Mortgage-specific CRM and marketing automation platform serving lenders and loan officers with enterprise controls and consumer engagement tooling — the closest direct functional competitor to Lendware's CRM + Marketing bundle.
- Bonzo: Mortgage-focused CRM and marketing automation platform targeting loan officers and enterprises, offering similar CRM, drip campaigns, and engagement tooling to Lendware's core offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Lendware social profiles
Digital presenceLendware compliance and trust
Trust signalCompliance1 record
Lendware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lendware leadership team
Management profileNumber of profiles
Profiles2 records
Lendware subsidiaries and ownership
Company hierarchySubsidiaries1 record
Lendware funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lendware 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 Lendware
What does Lendware do?
Lendware provides a cloud-based, AI-driven CRM platform purpose-built for mortgage lenders, combining enterprise management, pipeline and lead management, marketing automation (with Canva integration and 80+ pre-built playbooks), out-of-the-box and custom reporting, data warehousing, and AI propensity modeling (Lendware Predict) that scores daily readiness to purchase or refinance. The platform is sold to mortgage enterprises and their loan officers on a per-seat subscription basis with usage-based messaging credits and separately priced implementation services.
Is Lendware a public or private company?
Lendware is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lendware founded?
Lendware was founded in 2019. It employs 11 to 50 people.
Where is Lendware based?
Lendware is headquartered in New York, United States, in the North America region.
How does Lendware make money?
Four revenue lines are on record. CRM Platform Subscription is the primary driver. The others are messaging Credits (SMS/Voice), professional Services and add-On Features.
Who are Lendware's main competitors?
Broad incumbents on record are HubSpot, nCino (SimpleNexus), Salesforce, ICE Mortgage Technology (Encompass), Mortgage Cadence (Accenture) and Salesforce Mortgage Cloud (Einstein). BeSmartee is listed as an emerging player. Direct peers are Shape CRM, Total Expert and Bonzo.
Does Lendware have an API?
Yes. Lendware offers a modern API that enables connections with LOS, POS, lead sources, and other mortgage software tools. The platform supports 100+ pre-built connectors for quick integration with common mortgage technology.
What industry is Lendware in?
Lendware's product category is Mortgage CRM Software. Its primary akta.pro industry code is FSAGAHAC, Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking), with a secondary code of FSAGAHAH, Loan Servicing Platforms (Billing, Statements, Customer Self-Service). Its NAICS code is 5223 and its SIC code is 7372.