- 5/1/2025
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NewsTranscript
00:00I'm Allison LaFortia, Managing Editor of HousingWire's Content Studio, and today we're
00:09going through a demo of Ardly and Navigator with Haley.
00:13About Ardly and Navigator, Ardly's actionable data intelligence platform enables lenders
00:20and servicers to better serve their borrowers by providing analytics and hyper-personalized
00:25offers. By leveraging Ardly's Navigator capabilities, lenders can provide a more transparent solution
00:31by offering borrowers upfront optionality for all loan offers for which they are eligible.
00:37For lenders, they receive real deal opportunities that a borrower is already educated on for deals
00:43that they have available. Making for a superior borrower experience, Haley, take us through the
00:49demo. Awesome. Thank you so much. Yes, so I am going to walk you through kind of the three
00:55key pieces of the Ardly Retain platform, which includes Navigator, and it's important to kind
01:00of understand some of the upstream capabilities so that you can really see the power that Navigator
01:06holds. So we're going to go through our portfolio analytics, intelligent marketing, and then end
01:11with Navigator and our borrower application. So what you're seeing on the screen right now
01:17is our portfolio analytics. So this is a powerful tool that lets our customers see inside of their
01:25portfolio, any portfolio of loans, to understand the opportunities for recapture. We are evaluating
01:32their servicing book against their pricing, eligibility criteria, and fees to get a really
01:38high-definition look into all of the opportunities that are available for them. This particular sample
01:45that you're seeing on your screen, we're evaluating for a cash-out refinance, a home equity loan,
01:50rate and term refinances, and we're also looking on the MLS to see which properties are being listed.
01:56And we're doing more than just a rate analysis. We're looking into loan-level pricing adjustments
02:01and also net tangible benefits to ensure that these are real opportunities that a borrower could
02:06actually qualify for. And this is really the heart of the Ardly system. These opportunities will
02:13update every time there is new pricing so that you get a really real-time look at the opportunities
02:21inside that portfolio. From here, this determines what marketing is going out to which borrowers.
02:27So one of the powerful features of the Ardly system is that we are sending personalized,
02:33intelligent marketing to borrowers that we believe qualify for these opportunities. So we're not going
02:38to solicit a borrower on a rate and term offer if we believe that they do not qualify for that.
02:44You're seeing an example of an Ardly email right here.
02:48Ardly is 100% white-labeled, so everywhere that you're going to see Woodley Bank, imagine your brand,
02:54your colors, your language. We come out of the gate with 20 to 25 different emails and journeys that can
03:00be customized to your branding and are sent to the borrower dependent on their interaction and engagement,
03:06but also that the offers that they qualify for. So we'll take a look real here. And because we are
03:13pre-structuring all of the loans up front, we're actually able to put information on these emails
03:19that a borrower typically has to call a loan officer for. And our platform average for click rates for
03:26emails is 6%. Our highest performer is 12%. And we really do believe that that is attributed to the
03:32personalization that we bring and our ability to only send emails to those borrowers that are
03:37interested and engaged or qualify for the offer. So say they're interested in this offer and they
03:43click into it. Now we're going to see Navigator. So Navigator is our borrower portal. It is real time
03:50and it is personalized to that customer. Again, Woodley Bank is a fake bank. Imagine your branding.
03:55This is also our demo environment. So we have every offer turned on so that we're able to really
04:01showcase them. But for most borrowers, they have two to three different offers that they are able to
04:07look at and evaluate between. So for this particular customer, they have a couple rate reduction offers
04:15and how they could save money every month. And then they have some equity options. And I really love
04:20this view of equity because they're able to look at, dependent on how much equity they're withdrawing,
04:25what that monthly payment looks like to evaluate what the best option for their needs are.
04:31And say I'm interested in the home equity loan. I'm actually going to click in
04:34and you get even more details on this loan. So you can break that down
04:40to read more about it and say my credit score is actually different than what it was maybe in
04:46when I originated this loan or the last time that my servicer did a credit check.
04:51I can actually go in and update it. And it's going to calculate this in real time.
04:56And I love this feature of Navigator because it's showing that, you know, no matter when the
05:01borrower has clicked on the email from, you know, if it's six days after it went out or six months,
05:07it's going to show that day's pricing. So the borrower has real time options that they are evaluating.
05:13We've built this to be configurable. So again, all of the branding can be changed,
05:19but also all of the language can be easily changed. We've learned as customers have implemented this solution,
05:26every compliance and marketing department has a different way that they want these offers presented.
05:31So we've made sure that our system is very customizable in that regard.
05:35And now that we've spent some time on Navigator, I'm going to go ahead and click into this and we're going to start our loan option.
05:44Now, because, you know, we're a data powered solution, we have the application as prefilled as possible.
05:50One of the tenants of the platform is transparency and personalization.
05:54So we don't want the first question to be, what's your name?
05:58We're actually going to pre-fill it. But because of that, we do have a verification process before they can get into the application.
06:12Awesome. So you're taking a look at our application here.
06:17We have the ability to do a full 1003. You'll see the example of the pre-filled information here.
06:22And then a couple of things that I will call out that are pretty cool, I think, are our help tips that we have embedded throughout the application.
06:30We worked with loan officers and borrowers to understand where they had questions in a loan form so that we could really get in front of them and keep them in the flow.
06:41The other thing that I think is cool is that we keep the loan details present throughout the application and it's actually dynamic.
06:48So if they answer a question that will change the pricing, it will automatically update the pricing so the borrower, again, knows their real rate, their real loan amount, their real monthly payment.
07:05And this next feature that I'm going to call you, that I'm going to show you, is a really cool play between Autopilot, which is our eligibility rules engine, and Navigator.
07:16So Autopilot is behind the scenes as the borrower is answering these questions.
07:22It's got all of your eligibility criteria.
07:25You know, if it's an agency product, it's going to be filled with those agency guidelines.
07:29In this example of a home equity loan, it could be plugged in with all of your custom guidelines, depending on which program that you're using.
07:36And it is evaluating the borrower's answers as they are applying to make sure that they still qualify for that loan.
07:43And to demonstrate that, I have a fake rule for my home equity loan that says that it is not their primary residence.
07:50So I'm going to say it is not my primary residence.
07:55And then it's going to go play with Navigator.
08:00It's going to tell me, hey, they don't qualify for that home equity loan, but here's what they still qualify for.
08:04In this case, a rate and term refinance or a cash out refinance.
08:07I'm still interested in getting my equity out.
08:10So I'm going to click into this.
08:12See those same details.
08:13This mirrors the Navigator details page that we saw earlier.
08:17And I'm going to go ahead and start my cash out refinance.
08:19You'll notice what changed over here in the loan details, but you'll also notice that the application flow changed as well.
08:26So we are able to support different application sections for different loan products.
08:32And I do use the term application loosely because most of our customers actually don't want us to trigger TRID.
08:39So I would encourage you to think of each of these sections as on off switches that we can configure based on your business needs.
08:49And again, I'm just going through the full 10.03.
09:00And I'll take a moment just to talk about our integrations.
09:03We pride ourselves in our ability to do integrations with any LOS or CRM that we've come across.
09:09And so at the end of the process, we will be dumping all of the pre-structured loan information as well as the borrower's information into the place that you are.
09:21Your loan officers are used to picking up these leads, whether that is an LOS, a CRM or both.
09:27This is the end of the ARDLY process.
09:30You'll see a printout of all of those loan details and a confirmation email gets sent to the borrower as well.
09:36And as I mentioned before, in real time, it lands in your pipeline of the CRM or LOS for the loan officer to work that highly qualified lead.
09:46Yes. So that's the system for ARDLY.
09:48Haley, what an interesting demo.
09:51Let's jump into some questions.
09:52Awesome.
09:53So what happens if a borrower only partially completes an application?
09:58That's a great question.
09:59So if a borrower halfway completes or partially completes, we have analytics embedded throughout the entire system that you saw.
10:08And so based on where the borrower drops off or how often they are coming back, we actually have pre-programmed emails that are encouraging them to come back into the flow.
10:18And it really is that language is dependent on what they're doing, how often they're coming back, really to get them that personalized touch so that they come back in.
10:28And if that isn't enough, we also offer a loan officer-facing tool that we call Sidecar that will kind of report those in-progress loans.
10:37So if the emails are not enough to get the borrower back in, that list is reported to loan officers to do a call campaign.
10:44And do you have any data on how borrowers interact with the offers or what is the most effective in the current market?
10:51Yeah. So we've actually gotten some really interesting data.
10:54You know, when we first launched Navigator, I think one of the concerns we got from a lot of people was, is this kind of choice paralysis?
11:02Are there too many options for a borrower to evaluate?
11:04And we've actually seen the opposite in our data, that the more loan options a borrower has, the more they're interacting, the more they're revisiting, and actually the more likely they are to submit a final loan application,
11:16which I think really just supports our hypothesis of being transparent to borrowers, empowers them to make that decision.
11:22And then we've also received feedback from loan officers that they're getting more qualified leads because those borrowers have evaluated all of the options and know what they're getting into before they ever, you know, submit the apply button.
11:36You know, we're at about, I think, 35 now, maybe up to 40 percent of borrowers revisit the experience, which is really great when we are showing just one offer.
11:46That number was closer to 10 percent.
11:48And how many offers can be presented to a borrower at a time and what happens if they no longer qualify if market conditions have changed?
11:57Yeah. So really, we set whatever offers are configured in your business rules is kind of the ceiling.
12:06Right now, we really haven't seen more than five offers presented to a borrower at a given time.
12:13And, you know, with the market being what it is, it's pretty volatile.
12:17They may have a rate reduction offer one day and they may not the other day.
12:21And so, again, we want to communicate that to the borrower.
12:23So they are always typically going to have those equity options available if they have enough equity.
12:29So they have those to evaluate. And then if they qualify for a rate reduction one day and not the other, we do have messaging to the borrower to let them know.
12:37And, hey, market's changing, but you can always come back here to check and see if you qualify again.
12:41Amazing. Haley, thank you for taking us through Ardley Navigator. For more information, click the link below.
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