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American Heritage Lending Optimizes Wholesale Operations with OptifiNow TPO Deployment

Busy mortgage lender office

Platform aligns sales and marketing strategies, enabling wholesale account executives to target and engage mortgage brokers more effectively.

May 2, 2024American Heritage Lending (AHL), a leader in Non-QM lending, proudly announces the successful deployment of the OptifiNow TPO CRM system. The timing is right for AHL to improve their sales and marketing capabilities while demand for Non-QM loans is growing, enabling AHL to capture a growing share of the market.

Established in 2008 and headquartered in Irvine, California, American Heritage Lending has distinguished itself as a customer-centric lender with a mission to provide real solutions for difficult loans. With over $1 billion in loans funded, AHL is renowned for its flexible non-QM loan products and its dedication to communication and quick responses to their broker clients.

Led by Founder and President Justin Smith and CEO David Orloff, AHL chose OptifiNow because the system integrates seamlessly with their technology stack, providing the lender with a single platform to handle all aspects of their sales and marketing. “We have much better control over our entire revenue generation efforts,” said Smith. “We can see a direct impact on the marketing emails we send and how our brokers respond to them. Our account executives know who is looking at an email and can reach out to them immediately. OptifiNow allows us to be more targeted and responsive.”

The OptifiNow TPO Wholesale Lender CRM is built to handle the nuances of wholesale mortgage lending with a comprehensive suite of features that are powerful and efficient. Built-in email and SMS marketing is combined with an account based B2B CRM that enables efficient management of broker companies. All types of marketing campaigns, including rate sheet emails, loan product marketing and event promotion – are easily conducted by marketing managers or account executives themselves.

One of the most important benefits of OptifiNow is the tight integration with AHL’s mortgage loan origination system (LOS). The integration synchronizes broker account, loan officer, and loan submission data that is stored in the LOS, giving their account executives and sales managers improved visibility on sales performance. 


“Our account executives have access to much better information and that enhances their broker relationships,” said Smith. “They go into a conversation much better prepared because they know exactly when a broker last submitted a loan, the outcome of that loan, the last marketing email they opened, and the last time they actually had a conversation with them.”  

The impact of OptifiNow on AHL has been profound, with 100% user adoption achieved throughout the organization. Key benefits include streamlined account management, quick identification of new and problem accounts, automated account policies, centralized marketing access, and much more.

"OptifiNow has transformed our wholesale operations, empowering our team with the tools and insights needed to drive growth and deliver exceptional service," said David Orloff, CEO of AHL. "We are confident that this strategic partnership will further solidify AHL's position as a premier Non-QM lender nationwide."


About OptifiNow

OptifiNow is a cloud-based provider of customized CRM sales management and marketing automation software. OptifiNow’s platform consists of multiple modules that are fully integrated to provide companies with a customizable solution that adapts to virtually any type of sales environment, including distributed retail, consumer direct, and wholesale mortgage lending. OptifiNow delivers their solutions using a unique White Glove service model that significantly reduces implementation time, lowers maintenance costs and increases user adoption. Visit or call (888) 746-6743 to learn more.


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