• Key Insight: Pentiv is targeting a historically overlooked layer of mortgage technology: brokerages.
• Expert Quote: "At a time when many AI solutions in mortgage appear designed to automate brokerage professionals out of the process, we believe human judgment, trust and relationships remain essential." — Usman Maher, Pentiv
• Forward Look: Pentiv plans to expand its mortgage-intelligence platform into the United States in the near future.

Overview bullets generated by AI with editorial review. 

Canada-based Pineapple Financial is rebranding as Pentiv and launching an intelligence platform aimed at serving what it says are overlooked needs mortgage brokers have while contemplating expansion into the United States.

Pentiv designed the platform to sit above existing origination systems, with the goal of unifying brokerage data and workflows without requiring firms to replace their existing infrastructure. This architecture allows companies to scale software and intelligence products beyond what's capable with a single brokerage network, Pentiv said in a press release Thursday.

The company's initial artificial intelligence applications, a recruitment agent and an alternative mortgage renewal agent, already operate within Pineapple's integrated environment, which tests products before they're deployed. 

Pentiv designed the recruitment agent to identify promising candidates, conduct outreach and manage recruiting workflows. It also created another agent aimed at spotting at-risk or upcoming alternative-mortgage renewals, suggesting outreach, managing documentation and helping retain customers, according to the release.

Brokers "are doing a lot of dispersed activity in different systems. What we want to do is integrate all that together and make it into one automated process," Chief Financial Officer Usman Maher told National Mortgage News. 

Pentiv appointed Maher, a former SoFi executive who also serves as chief strategy officer, into his new role in the C-suite as part of the announcement.

The company's common shares will continue to trade under the ticker "PAPL" on the New York Stock Exchange until the ticker change to "PTIV" becomes effective on or about Oct. 26. The renaming is still pending shareholder approval.

"At a time when many AI solutions in mortgage appear designed to automate brokerage professionals out of the process, we believe human judgment, trust and relationships remain essential," Maher said in the release. "Pentiv is launching a solution that helps brokerages harness AI to compete with large technology platforms."

Pentiv said its approach is different because mortgage technology has historically focused on automating the loan file, while it targets the brokerage. The platform aims to combine brokerage data and workflows in a consolidated system of record, beginning with the AI applications. That information is then extended across onboarding, retention, borrower engagement and other functions throughout the brokerage lifecycle, according to the release.

Pentiv's operating strategy centers around its mortgage-intelligence platform. The original Pineapple system still serves as the foundation and proof environment where products can be developed and tested before broader deployment, the release said.

"We have spent years building technology around how mortgage professionals actually operate, where friction exists, how brokerages recruit and retain talent, and how agents stay close to borrowers," CEO Shubha Dasgupta said in the release. "Pentiv gives us the opportunity to take what we have built and learned inside Pineapple and extend it."