Floify President Talks About Value Of Automation, Integration

By KIMBERLEY HAAS The president of a leading point-of-sale solutions company says although artificial intelligence is getting lots of attention in the mortgage industry, there is still plenty of room for “good old-fashioned automation.” Sofia Rossato, a high-tech executive who started working for Boulder-based Floify in 2022, said during a recent interview that in today’s market, mortgage professionals are being asked to do more with less and if someone has to do the same thing more than twice, it’s a candidate for automation. “Any time you can look at your tech stack and figure out what automation is available in your tech stack that you’re not taking advantage of, that you could take advantage of to save yourself a half…

Floify Unveils Flexible Pricing Platform

POS provider Floify introduced a sidekick to its popular platform that includes a flexible per-loan pricing option. Lender Edition, the newly badged version of Floify’s POS, is a counterpart to Broker Edition, the one-stop lending platform it introduced last December. The product still offers the most popular features among Floify users, including an intuitive interface for borrowers and lenders, automated document management workflows, free native eSign functionality, verification of income and employment waterfall functionality, and loan progress transparency. Lenders can now take advantage of these features without breaking the bank. “While some vendors are squeezing lenders on pricing during market hardship, Floify is committed to being a supportive partner by being flexible on pricing without compromising access to product features…

Floify Launches Lending Platform For Brokers

POS provider Floify launched a one-stop lending platform for brokers, Floify Broker Edition. The platform is built on the foundation of the Floift POS platform and features rule-based automation to promote efficiency. It also provides a borrower-friendly interface that boosts application pull-through. Floify says brokers can use Broker Edition in place of a traditional loan origination system or add it to their preferred list of products. “Floify Broker Edition is born out of a deep understanding of the unique challenges faced by mortgage brokers, which include juggling a burdensome administrative workload, regulatory compliance, and multiple technologies with minimal support,” said Floify President and General Manager Sofia Rossato.  “The platform is designed to make mortgage lending easier and more cost-effective while…

Marketing Exec Courtney Dodd Joins Floify

Mortgage POS company Floify hired Courtney Dodd as its head of marketing, the company announced in a press release. In her new role, Dodd will lead Floify’s marketing team to “reinvigorate” the company’s brand and position it as a leading innovator in the field. “I’m very excited about Floify’s mission to simplify and facilitate the point-of-sale processes to help people feel more confident and comfortable with applying for and following up on their loan,” says Dodd. Dodd brings more than a decade of industry experience to the position. She previously served as Director of Integrated Marketing at SimpleNexus, driving business growth through enhanced brand relationships across audiences. Her other experience includes product marketing manager at Ellie Mae (now ICE Mortgage…