Case Study: Sun West Mortgage Company achieves seamless LOS integration and unified multi-channel CRM adoption with OptifiNow Flex

How Sun West Mortgage Broke the CRM Mold with OptifiNow

Sun West Mortgage Company, a large independent U.S. lender, needed a CRM that could integrate with its proprietary loan origination system and support distinct, high-volume sales channels (retail, Home Buyer Connect hybrid, and wholesale) while matching Sun West’s unique processes. After trying other platforms, Sun West chose OptifiNow and its OptifiNow Flex CRM for its flexibility and experience with high-volume call centers.

OptifiNow implemented OptifiNow Flex with API integration to Sun West’s LOS, connected lead generation and telephony, and customized workflows and business rules across all channels. The deployment delivered centralized sales and marketing governance, a single data hub, lower total cost of ownership, organization-wide adoption, faster reporting without manual exports, and—according to Sun West—noticeable increases in response and conversion rates, supported by OptifiNow’s “white glove” services and ongoing partnership.

Sun West Mortgage Company

John Brummund

Executive Managing Director