Case Study: Open Mortgage achieves a single unified CRM and lower costs with OptifiNow

Multi-Channel Lender Consol idates Sales & Marketing in a Single CRM

Open Mortgage, an Austin-based mortgage lender supporting more than 130 loan officers across 60 branches in 24 states and a 20-person wholesale team, was struggling with a convoluted technology stack—three LOS platforms, two CRMs, fragmented data and inefficient processes—that limited sales and marketing responsiveness. To consolidate systems and gain unified visibility across retail forward/reverse, wholesale and recruiting channels, Open Mortgage chose OptifiNow and its OptifiNow Flex CRM.

OptifiNow deployed OptifiNow Flex as a single, tightly integrated CRM—linking multiple LOS systems, lead-gen providers and Open Mortgage’s data lake—while custom-configuring user experiences for each sales channel and adding BI dashboards on a robust SQL backend. The solution eliminated redundant systems, lowered total cost of ownership, increased visibility and user adoption, saved at least two full‑time equivalents, and delivered ongoing agility through OptifiNow’s white‑glove platform management and custom development.

Open Mortgage

Brian Roe

Vice President of Sales