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Roostify Expands Its Advisory Board

Roostify, the San Francisco-based digital lending platform provider, announced today the addition of financial services consultant Marshall Lux to its advisory board. Lux, a distinguished consultant, advisor, and educator, brings more than 30 years’ experience in private equity to the rapidly-expanding business and reflects Roostify’s commitment to perfecting a scalable operational model and further developing an ecosystem of technology partners and strategic alliances. 


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“We are extremely excited to have Marshall join the Roostify advisory board,” said Roostify CEO and co-founder Rajesh Bhat. “Marshall’s years of experience in the financial services space, and in consumer credit in particular, has helped to establish him as a thought leader in our industry. We expect to benefit from his unique insights and perspective on the space as we continue to build products and offerings that transform the home lending space. We look forward to collaborating with Marshall to bring a superior home-buying experience to even more banks and consumers.”


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Lux said: “I’m excited to work with such a dynamic company. In just a few short years, Roostify has become a preeminent digital mortgage lending platform, radically transforming the standards of the home loan experience in its wake. I look forward to being a part of the Roostify team at this critical juncture to advance the company’s ambitious growth strategy.”


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Previously an executive for BCG, Chase, and McKinsey, Lux has completed more than 35 pro-bono projects for charities and non-profits. He is a senior fellow at Mossavar-Rahmani Center for Business and Government at the Harvard Kennedy School and his papers have been cited in the Financial Times, the Wall Street Journal and the New York Times.


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Launched in 2014 with the aim of speeding up the mortgage process and eliminating paper-bound inefficiencies, Roostify is an enterprise-class digital lending platform used by lenders across the US to accelerate, simplify, and reduce costs surrounding the origination process. 

Vendor Offers Enhanced ADA Compliance

Roostify updated its technology so aspects of its application platform are now accessible for customers with disabilities. Roostify is certified to Web Compatibility and Accessibility Guidelines (WCAG) 2.0, Level AA, enabling lenders to offer an Americans with Disabilities Act-compliant loan experience to their applicants. Homebuyers and homeowners can now take advantage of comprehensive screen reader usability, color contrast/font usage, enlarged display performance and keyboard controls throughout their home loan process.


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“We’re proud to have built a platform that meets the stringent AA requirements and extends the Roostify benefits of a faster, lower-anxiety loan process to homebuyers and homeowners of all abilities,” Sandeep Aji, VP of Products, Roostify. 


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The company’s consumer experience was recently certified by an independent third-party as being WCAG 2.0, Level AA-compliant. The AA designation represents a standard of accessibility for all users, including people with limited or no vision, limited or no hearing, colorblindness and limited mobility. 


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Some of the design elements incorporated into the platform that support those with disabilities include:

>>The mortgage application allows users to navigate the system using only using their keyboard;

>>Text and images can be resized without the user losing any information or their place in the application;

>>Text and images offer sufficient contrast between foreground and background color combinations for those with visual limitations;

>>Navigational aids exist throughout the application from beginning to end.

The designation is the culmination of a long-term effort that began with the development of the company’s recently-unveiled Roostify Atomic design system.

“From the very beginning, we approached Roostify Atomic with accessibility in mind,” explained Aji. “One of our core tenets of product design is inclusion – we want to improve the loan process for all consumers. Roostify Atomic gave us an opportunity to build an experience that was fully accessible by anyone trying to buy or refinance a home. What’s more, accessible design is simply good design, and the WCAG-compliant platform offers a better experience for users with and without disabilities.”

TD Bank Launches New Digital Mortgage Experience

TD Bank has leveraged Roostify’s technology to provide customers with a digital mortgage offering. This digital experience combines the latest in lending technology with a human-centric approach that gives TD Bank’s customers an accelerated, low-stress path to home ownership.


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The deployment now provides prospective homebuyers with useful tools to assist them in finding a loan that fits their needs and budget.  Leveraging Roostify’s proprietary DecisionBuilder lead tool, TD Bank’s Digital Mortgage allows consumers to explore which loan products they qualify for, right from a simple-to-use web page. Consumers can then move on to apply for their chosen loan in minutes, and follow a streamlined, all-digital process for moving their loan through closing. With easy access to TD Bank’s expert loan team, homebuyers can enjoy both the convenience of a digital solution and reassurance of expert guidance as they navigate one of the most significant transactions of their lives.


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“Today we’re seeing consumers adopt digital offerings across all sectors. From filing taxes to managing investments to buying a car – consumers are doing these things completely autonomously and entirely online,” said Rick Bechtel, Head of Mortgage Banking at TD Bank.

“When it comes to a mortgage, it’s critical for prospective buyers to leverage both the digital and the human element. The digital aspect provides ease of use, while the human aspect provides expertise, and ultimately, peace-of-mind. By leveraging Roostify for TD’s Digital Mortgage, we’re able to provide borrowers with online capabilities in addition to face-to-face guidance and support. This is the game changer for today’s buyers – digital when they want to handle it on their own, and human when they need the help,” Bechtel continued.


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In addition to the improved online experience, the new solution rolls out enhanced tools to help TD loan officers connect with potential buyers. Using Roostify’s recently-announced integration with their customer relationship management application, TD Bank’s loan officers can easily manage their leads, freeing up more time to assist prospective buyers. Once a lead becomes an applicant, a bi-directional integration with TD Bank’s loan origination system allows loan officers to seamlessly track the status of the mortgage loan, who the participants are, and any outstanding requirements to move forward, helping their customers close on time.

“The new TD Bank Digital Mortgage improves the lending process for both consumers buying a home, and loan officers managing their clients,” said Rajesh Bhat, CEO and Co-Founder, Roostify. “Since the experience is built on Roostify’s API-based platform, it provides the flexibility to meet TD Bank’s business needs right now and in the future.”

Roostify Integrates With Salesforce

Roostify, a digital lending platform provider, has launched its Roostify connected app on Salesforce AppExchange. This new application enables mutual customers to easily connect leads generated within the Roostify suite of lead generation tools to their Salesforce environment.

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The app enables leads created in Roostify to be directly pushed to Salesforce, eliminating the need for manual entry or a lender-built integration. Lenders leveraging Roostify’s lead gen tool suite, including the DecisionBuilder lead capture tool, can now enjoy greater ease of use with the tools, streamlined workflows, and lower operational costs. Managed and maintained by Roostify, the app will remain current with all future Roostify updates without disruption to the lender’s workflows. The app can be up and running after a straightforward configuration.

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Built on the Salesforce Lightning Platform, the Roostify app is currently available to Roostify clients on the AppExchange. For more information, please contact sales@roostify.com.

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“An integration with Salesforce provides tremendous value for our customers that rely on the software for lead generation and prospecting by enabling them to easily work between the two platforms and not have to manually enter information,” said Mark McLaughlin, SVP of Business Development, Roostify. “This app will accelerate our customer’s ability to act on and convert new leads in an increasingly competitive environment.”

“We are happy to welcome Roostify onto the AppExchange, as they provide customers with an exciting new way to generate and follow up on leads,” said Mike Wolff, SVP, ISV Sales, Salesforce. “The exponential growth of the AppExchange underscores the enormous opportunity the entire Salesforce ecosystem has in creating cutting-edge solutions and driving customer success.”

Salesforce AppExchange, the world’s leading enterprise cloud marketplace, empowers companies to sell, service, market and engage in entirely new ways. With more than 5,000 solutions, 5 million customer installs and 70,000 peer reviews, it is the most comprehensive source of cloud, mobile, social, IoT, analytics and artificial intelligence technologies for businesses.

Mortgage Companies Are Hiring For Success

In order to remain competitive and excel in the current mortgage market, mortgage lenders and technology providers are hiring high-powered executives to take their businesses to the next level. Here are some recent examples of this trend:

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Alexis Anderson, (daughter of industry tech icon Tim Anderson) was recently appointed as Director of Marketing with MortgageFlex Systems based in Jacksonville, Florida.  She will be responsible for all corporate digital marketing and PR for the firm.  She graduated Cum Laude from the School of Communications at the University of Alabama with a major in Public Relations and specific focus and studies on Digital Marketing Communications and Design.

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Also, Mortgage Network Inc., one of the largest independent mortgage lenders in the eastern U.S., is pleased to announce that Chris Horley has joined the company as manager of its new Newport, Rhode Island branch office. Horley (NMLS# 7836) brings to Mortgage Network 23 years of mortgage banking experience in the Rhode Island area. Most recently, Horley served as a senior loan officer for Citizens Bank. He is a lifetime Rhode Island resident and has lived the past three years in Newport. He is an active affiliate member of the Newport County Board of Realtors and the Newport Chamber of Commerce.

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Roostify, a digital lending platform provider, announced that Eric Amblard has joined the company as Chief Financial Officer. Amblard comes to Roostify from EverString Technologies, where he also served as CFO. “Roostify has undergone considerable recent growth, including a funding round and continued push into enterprise accounts,” said Rajesh Bhat, CEO, Roostify. “Eric’s extensive financial and operational experience with growth-stage enterprise SaaS companies will be a great asset to the leadership team as Roostify continues to scale. Eric will also manage the company’s internal regulator, compliance and contract teams. Eric has already brought a great energy into the role and we are extremely excited to have him on board.” Amblard comes to Roostify with over a decade of broad operating experience scaling B2B SaaS companies.

Lastly, LERETA, LLC, a national provider of real estate tax and flood services for mortgage servicers, has selected Rick Holcomb as senior vice president of its tax outsourcing operations. In his new position, Holcomb oversees LERETA’s tax outsourcing, call center and customer care teams. Holcomb comes to LERETA with more than 25 years of experience focusing on all facets of servicing, insurance and tax with a core emphasis on strategic planning, customer relationships, process improvement and operational management. “LERETA has invested significantly in technology and integrated solutions focused on transforming the tax service industry,” said Jim Micali, COO at LERETA. “Adding Rick will enhance our leadership team, and his overall industry experience also brings significant value to our current and future clients.” Most recently, Holcomb was vice president of operations at CoreLogic. He began his tax service career at First American Real Estate Tax Service and had increasing responsibilities throughout the operational departments. He also worked for Midland Mortgage, a division of MidFirst Bank in Oklahoma.

Banking On Technology

As we have seen, technology does make a difference. It makes the mortgage process more efficient and these days lenders need to strive for maximum efficiency. We can also see the value of technology when investors start funding these newer industry players. For example, Roostify announced the completion of a $25 million Series B round of financing. The round included new investments from Cota Capital, Point72 Ventures, and Santander Innoventures, the venture capital arm of Banco Santander, as well as additional funding from previous investors JPMorgan Chase, Colchis Capital, and a subsidiary of USAA. The new funds will power the company’s ambitious growth goals, including a deeper presence in the enterprise space, rich product enhancements, and expansion into new markets.

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“We were immensely impressed with what Roostify has accomplished in the last four years,” said Bobby Yazdani, Cota Capital’s Managing Partner. “Roostify has evolved not only their own offering and product focus, but the market as a whole, helping the lending industry transform itself for the digital age. We’re pleased to be a part of that transformation, and look forward to seeing Roostify and the industry continue to move forward.”

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Launched in 2014 with the aim to speed up the mortgage process and eliminate paper-bound inefficiencies, Roostify has grown into an enterprise-class digital lending platform used by lenders across the US to accelerate, simplify, and reduce costs around the origination process. Roostify’s cloud-based, API-enabled, partner-friendly solution allows lenders to offer their clients a seamless, branded experience from searching to closing their home loan. With the additional resources provided by the Series B financing, company leadership plans to accelerate delivery of its roadmap and drive market expansion.

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“Four years ago, Roostify was a pioneer in moving the consumer home lending experience online. We sought to deliver an offering that we would experience ourselves for our own home purchases,” said Rajesh Bhat, co-founder and CEO of Roostify. “Since then, a digital strategy has evolved from an ambition to a business imperative for our customers. Lenders now realize the value of providing consumers with a transparent, mobile, and seamless experience to obtain a loan without needless stress-inducing delays and red tape. We have developed a solution that allows lenders of all sizes to give their teams a tool to digitally engage with clients and to bring the loan origination experience to the consumer.”

Roostify has made several recent moves to expand the platform beyond the core loan application and processing experience. The company recently announced an integration with LendingTree, which enables consumers to shop for a loan and then get that loan with their preferred lender in just a few clicks, and previously introduced the new Decision Builder tool to improve education for consumers and lead quality for lenders.

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Financial Resources Federal Credit Union Creates A Better Borrower Experience

Financial Resources Federal Credit Union (FRFCU) has implemented Roostify’s mortgage technology platform in order to create a better online experience for its members applying for or refinancing a home loan. Here’s why:

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“We were looking for something more user friendly for mortgage applicants. The standard online form didn’t help our members through the process and provided no guidance into what they need to do through each step in the process,” said Jason Reed, First Vice President, Real Estate Lending at Financial Resources. “The Roostify platform has given us a way to walk members through a simple process to input their information, upload documents and get us the information we need in order to close their loan in the most efficient way possible.”

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Financial Resources members are now able to complete their entire mortgage application online, including using a mobile device or tablet. They can upload their financial information directly into the platform and communicate with a loan officer during every step of the process. When they are on the go, they can easily upload and sign documents without a trip to the bank, saving precious time in the closing process.

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“Not only do our members get a much more user-friendly experience, our loan officers spend much less time chasing information, and they can focus on providing a better experience and closing loans in much shorter timeframes, which benefits all parties involved,” added Reed.

Loan officers benefit from the use of Roostify’s platform with a better way to communicate with members, realtors, lawyers, title agents, and more throughout the process. Additionally, because the application is clearly laid out loan officers receive more complete and accurate information when they receive an application.

“Consumers are looking for two things in today’s home buying market – an easy online experience and transparency,” said Frank Gelbart, Chief Revenue Officer, Roostify. “Utilizing a mortgage solution that keeps the consumer informed of the process in real-time and that can be done entirely online is the key to providing today’s homebuyers with the best experience possible.”

Partnership Demystifies The Home Buying Process

Optimal Blue has entered into a technology partnership with San Francisco, CA.-based Roostify, a digital mortgage platform provider. Optimal Blue’s enterprise mortgage pricing service is now accessible to banks and mortgage originators nationwide that utilize Roostify’s innovative technology to deliver a streamlined home lending experience to their borrowers and partners. This strategic alliance of two technology experts will further accelerate and demystify the home loan and closing experience.

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Roostify enables loan officers and borrowers to seamlessly share and track critical information in the mortgage application and closing process through a secure interface that significantly improves client responsiveness and reduces cycles for loan officers. The combination of Optimal Blue’s expertise in pricing, along with the transparency and step-by-step guidance in Roostify’s loan application and closing processes, provides increased efficiency and profitability through accurate and precise tools.

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“Our goal is always to enable lenders to offer the best possible loan application experience to consumers, and we’re excited to further that goal through partnering with an industry leader like Optimal Blue,” explained CEO of Roostify, Rajesh Bhat. “The integration with Optimal Blue is a win for our joint customers, who will be able to close loans faster and more seamlessly. It’s also a win for their customers, who will benefit from a more transparent, streamlined application process and realize a far less stressful home-buying experience.”

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“Lenders have an insatiable appetite for innovative, market-leading solutions that drive ease, transparency and efficiency to the mortgage process,” said Mark Coupland, Vice President of Business Development at Optimal Blue. “We’re extremely excited to see Roostify connecting with the Optimal Blue platform in such a way that the tools driving pricing and product decisions, as well as workflow, will be interwoven into a unique experience within Roostify that provides tangible value for both the lender and consumer.”

The Roostify platform — accessible from anywhere, including mobile devices –– provides shorter loan processing times by allowing lenders to eliminate manual application origination tasks, documentation, and status communication, reducing the time required to close a loan. In addition, applicants can pull data into the application directly from their financial institutions, circumventing mistakes that can delay or derail a loan decision.

Gellert Dornay, President and CEO of Axia Home Loans explained, “Roostify is a key component in giving our clients the ability to quickly and confidentially submit financial information to begin the process of an entirely new mortgage experience, while Optimal Blue’s automation tools significantly increase our efficiency and profitability. The integration of these services will further streamline and improve our clients’ mortgage experience, addressing increasing customer demand for greater transparency, confidentiality and ability to expedite! This all fits perfectly into Axia Home Loans’ strategy to improve the process for our clients to make educated decisions around sustainable homeownership.”

Partnership Offers A Streamlined Origination Process

PCLender is now integrated with Roostify, a provider of automated mortgage transaction technology. The new integration enables lenders to offer a streamlined digital mortgage origination process to customers – from application to close.

“Loan applications are a sore spot in our industry and have needed a technological update for quite some time,” says Lionel Urban, CEO of PCLender. “We are pleased to partner with Roostify to lessen the stress for borrowers and lenders with a mortgage application process that simplifies the data and documentation collection requirements.”

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Roostify’s platform allows loan officers to easily collect a full loan application and associated documents, collaborate with consumers and third parties in real time, provide key documentation from any location and collect electronic signatures, allowing for quicker and higher quality closings.

“We are pleased to be an integration partner with PCLender, and extend access to the Roostify platform to more lenders, loan officers and consumers,” said Rajesh Bhat, CEO and Co-Founder, Roostify. “Our platform eliminates most of the headaches for lenders and consumers in the home buying process, allowing lenders to close more loans in a shortened time frame and provide an optimal digital experience to consumers, real estate agents, and third parties.”

Investment Will Help This POS Vendor Innovate

Roostify a provider of automated mortgage transaction technology, has closed a Series A round of financing led by a subsidiary of USAA, a financial services provider to the U.S. military and their families. The round also included investments from two Tier 1 banks and Colchis Capital. Here’s the scoop on how this will lead to industry innovation:

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Roostify simplifies what can be an exhausting process – purchasing a home – and benefits all parties by creating a seamless transaction. Because all parties have access to a secure dashboard, there is 100% transparency, which results in accountability and cost savings throughout the process. Lenders can approve and process more loans in less time and handle more loans simultaneously. Roostify eliminates anxiety for the buyer as it gives them more control over the process and takes out the guesswork. Since its launch in early 2014, Roostify has partnered with Fannie Mae, Yodlee, and others and has processed thousands of mortgage applications through its platform.

“The mortgage application process, which is long and arduous, needs revamping from both the consumer perspective as well as lenders,” said Rajesh Bhat, CEO of Roostify. “Our solution brings a user friendliness to the process that benefits lenders and applicants by streamlining the process and cutting the time to close loans and lessens errors in the applications. This round of funding allows us to expand our technology and add more lenders and other stakeholders to the platform.”

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“USAA looks to invest in companies that offer innovations that could help us better serve our members,” said Michael Smith, Executive Director of Corporate Development for USAA. “Roostify is innovating the home buying process for consumers and lenders through a platform that brings simplicity and efficiency to something that sorely needs it.”

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