Lender Ltd. Selects OptifiNow’s CRM Platform To Power 3rd Party Origination Team

Lender LTD, a new face in the 3rd Party Origination space, has selected OptifiNow as its customer relationship management (CRM) platform provider. The decision to implement OptifiNow’s platform was driven by one key factor: OptifiNow is one of the few CRM solutions purpose-built for wholesale lenders.

Unlike most mortgage CRM platforms—which are typically designed for the retail space and require extensive customization to function in a wholesale environment—OptifiNow comes ready out of the box with tools, workflows, and data models tailored specifically to the needs of wholesale lenders. This turnkey approach significantly reduces the time, cost, and resources needed to deploy and manage a CRM solution, allowing Lender Ltd. to focus on growth and customer service rather than platform development.

“We evaluated multiple CRM options and found that most were built for retail lenders and only became ‘wholesale-tolerable’ after expensive and time-consuming customizations,” said Jim Wickham, Chief Strategy Officer at Lender Ltd. “OptifiNow stood out immediately because it was already built for wholesale. It fit our model, our workflows, and our goals. It’s the kind of platform that doesn’t just check the boxes—it helps us move faster and smarter.”

As a mid-sized lender, Lender Ltd. takes a high-touch approach to wholesale lending, providing hands-on support and customized solutions to smaller mortgage brokers, community banks, and credit unions. The company prides itself on minimal overlays, direct access to underwriters, and a relationship-driven service model that treats every client like a top-tier partner. By avoiding the bureaucracy and inflexibility of larger institutions, Lender Ltd. helps its partners navigate complex loan scenarios with agility and care.

For independent mortgage companies, Lender Ltd specializes in qualified, government-backed mortgage products, including USDA loans for first-time homebuyers. For banks and credit unions, the lender offers a focused mortgage solution that complements—not competes with—their core services. Lender Ltd’s ability to customize operational processes and communicate directly with partners has been a key driver of its growth and loyalty.

Another crucial advantage of OptifiNow is its seamless integration with mortgage loan origination systems (LOS). This allows Lender Ltd. to use OptifiNow as a single shared source of data that’s both timely and accurate, eliminating data silos and ensuring alignment between sales, operations, and leadership teams.

Through the deployment of OptifiNow, Lender Ltd. will gain improved visibility into key performance indicators (KPIs), such as lead-to-loan conversion rates, AE activity, broker engagement, and funding performance. These insights will drive better decision-making and increase accountability across the organization.

“Our goal has always been to provide lenders with a CRM platform that works with them—not against them,” said John McGee, Founder and CEO of OptifiNow. “Lender Ltd. is exactly the kind of organization we built OptifiNow for: smart, growing, and committed to operational excellence. We’re proud to be their partner in taking wholesale lending to the next level.”