OptifiNow Announces Integration with InGenius to Power Data-Driven Growth for Wholesale Mortgage Lenders

Seal Beach, Calif. – OptifiNow, the leading CRM platform purpose-built for wholesale mortgage lenders, today announced a new integration with InGenius, a premier provider of mortgage origination intelligence. This integration delivers powerful, up-to-date mortgage broker and loan officer data directly into the OptifiNow CRM, enabling wholesale lenders to identify, target, and engage their ideal customer profiles with unmatched precision.

Through the OptifiNow–InGenius integration, wholesale lenders gain access to comprehensive data on every NMLS-licensed mortgage broker and loan originator, including detailed breakdowns of funded loan volume by product type—such as conventional, government, home equity, and Non-QM—as well as insights into the lenders those brokers actively work with. This level of visibility allows wholesale lenders to align their sales and marketing strategies with real-world production trends.

The integration enables seamless importing of InGenius data directly into the OptifiNow CRM. OptifiNow’s proprietary data-matching process automatically identifies mortgage brokers and loan officers that already exist within a lender’s database, preventing duplicate records. Mortgage transaction data, along with verified email addresses and phone numbers, is automatically imported—allowing wholesale lenders to rapidly build and maintain a high-quality sales and marketing database.

“InGenius provides the accuracy and depth of data wholesale lenders need to compete in today’s market,” said John McGee, President of OptifiNow. “By integrating that data directly into OptifiNow, we’re helping our clients identify the right brokers, eliminate guesswork, and execute smarter sales and marketing strategies that drive growth.”

InGenius delivers its insights by aggregating and normalizing data from multiple trusted sources, with updates occurring daily. This ensures that wholesale lenders using OptifiNow always have access to current, actionable intelligence—including visibility into when loan officers move between companies—so sales and marketing efforts remain accurate and relevant over time.

“Our mission at InGenius is to provide the most complete and current picture of mortgage origination activity in the industry,” said Jeff Walton, CEO at InGenius. “By integrating our continuously updated data with OptifiNow’s CRM platform, wholesale lenders can not only build smarter sales and marketing strategies, but confidently execute on them knowing their data reflects what’s happening in the market right now.”

Wholesale lenders leveraging the OptifiNow CRM alongside InGenius data are already seeing measurable results. On average, these lenders experience a 50% increase in broker engagement, as Account Executives connect more effectively with loan officers and present loan products that align with historical production patterns.

The OptifiNow–InGenius integration is available immediately to OptifiNow wholesale lender clients.

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 Fractional Administration service model that significantly reduces implementation time, lowers maintenance costs and increases user adoption. Visit www.optifinow.com or call (888) 746-6743 to learn more.