Insellerate

Insellerate is a software and technology company providing a customer relationship management, customer experience and AI platform for financial institutions. Its platform is designed around multiple financial products (mortgage, auto, personal, consumer and commercial) and multiple distribution channels, including retail, consumer direct, wholesale, branch, broker, dealer, contact center and digital. Beyond mortgage, the CRM has also been offered to the debt settlement, insurance and tax industries, with lead management and sales tracking delivered as software-as-a-service.

A central concept is the Insellerate Golden Record, a continuously updated customer profile that links customer, household, product, account, application, conversation, interaction and opportunity data so that marketing, sales, service and operations teams work from a shared view. Layered on this is Aithena, the company's AI system, which provides predictive scoring of opportunities, next-best-action recommendations, automated multi-channel follow-up, cross-sell and retention signals, and conversation analysis for coaching. Aithena components include Aithena Score (predictive lead scoring updated in real time), Aithena Agent (an assistant that handles inbound calls and texts, qualifies borrowers and routes opportunities with summaries to loan officers) and Aithena Train (call analysis, coaching playbooks and mock call simulations with AI borrowers). Aithena can be run standalone alongside other CRMs such as Salesforce or Velocify, or combined with the Insellerate platform for end-to-end automation.

The platform emphasizes integration with incumbent lender systems — loan origination systems, CRM, point-of-sale, servicing, dialer, marketing, data and core platforms — via more than 1,300 APIs, positioning itself as an overlay that avoids replacing legacy infrastructure.

Founding story

Insellerate was founded in 2012 by Josh Friend, who previously worked in and ran mortgage companies and trained loan officers over a 21-year career before focusing on technology for lender-borrower engagement.

Business model

Insellerate sells its CRM, engagement and AI platform to financial institutions as a software-as-a-service offering, delivered as a configurable enterprise platform that connects to clients' existing lending and operating systems.

Software-as-a-service platform sold to lending institutions; specific pricing terms are not disclosed publicly.

Traction

The company reports platform activity over a trailing 36-month period of 1.1 billion API calls, 543.7 million webhooks processed, 34.8 million applications managed, 94.2 million new leads captured and 347.8 million consumer engagements supported. Marketing materials cite 89.4% accuracy in predicting closable deals from a first call with Aithena.

Latest developments

In September 2025 Insellerate appointed Christopher Meerschaert as director of customer success, overseeing customer success operations and supporting financial institutions using the Aithena AI platform. The company's current positioning centers on Aithena as an AI command center that can run standalone with other CRMs or in combination with the Insellerate platform.