Floify

Floify is digital mortgage point-of-sale software automating the borrower-facing part of origination, offered in distinct Lender and Broker editions rather than as one product configured differently.

Point of sale is a specific stage rather than a whole loan origination system, and the distinction is worth understanding before comparing it to an LOS. Point of sale covers everything from the borrower's first contact through application and document collection to hand-off into processing. It is the part the borrower actually experiences and the part where applications are abandoned, which is why it warrants dedicated software even at lenders who already run a full origination system.

Separating Lender and Broker editions reflects a real difference in the work. A broker shops one borrower to many lenders and lives or dies on turnaround and relationships; a lender processes to its own guidelines and cares about pull-through and cost per loan. Building both from one configuration would compromise each.

Floify frames its value around three outcomes rather than features, which is a fair reflection of how the software is justified internally. Increasing profitability tackles margin compression through automation and efficiency tools. Enhancing the borrower experience provides a streamlined, consistent journey. Attracting top talent improves recruitment and retention of elite loan originators, and that third point is more significant than it appears, since originators bring their own pipeline and will move firms over the tooling they are asked to work in. Integration partners, a help centre, success stories and webinars support the product. Pricing is not published.