Our Services

Optimizer Interactive Pricing Tool

A sophisticated tool for loan officers that helps them find the best offers for their customers. Loan Officers can generate offers for particular requests, use a wide range of Offer Profile settings for different queries, and request variations by loan amount, term, product and other factors.

Features
  • Simple interface with substantial versatility underneath. – Enables loan officers to quickly access complex pricing tools without steep learning curves.
  • You can generate variations by loan amount, discount fee, fee tolerance, term, and product. – Allows customization of offers to better fit customer needs and optimize deal structures.
  • Offer Pool Profiles allow you to configure 'best queries' for easy use, empowering sales managers to guide their loan officers. – Streamlines workflow and ensures consistent use of optimized pricing strategies.
  • Default Price Request configuration limits data entry, but allows lots of flexibility for setting baseline requests. – Reduces input errors while maintaining adaptability for diverse loan scenarios.
  • Supports lender and program selection from predefined lists – Ensures accurate pricing based on lender-specific rules and programs.
  • Loan term customization (e.g., 20 years) – Matches borrower needs with flexible term options.
  • Appraisal type and documentation inputs – Allows precise underwriting configurations.
  • Loan purpose options including refinance – Tailors loan scenarios for different borrower goals.
  • Financial inputs such as loan amount, home value, and liens – Enables detailed offer generation and risk assessment.
  • Flood zone status and fee inclusion method – Improves risk evaluation and accurate cost calculations.
  • Location details (state, county, zip code) – Ensures regional compliance and pricing accuracy.
  • Occupancy and property type selection – Refines borrower profile and loan eligibility.
  • Credit scores (primary and alternate FICO) – Influences pricing tiers and offer availability.
  • Borrower citizenship status and lock period – Meets regulatory requirements and loan product terms.
  • Additional parameters like immediate draw and buydown max – Provides further loan customization options.
  • UI options: Single Offer, Exclusions, Payoff First Mortgage, Diagnostics, Ribbon, and Card views – Enhances user experience and offer management.
Offer Pool Technology

Empower your lending strategy with unparalleled flexibility and precision. Our Offer Pool technology transforms a single request into a spectrum of customized loan scenarios—so you can present the most competitive offers, every time.

Features
  • Dynamic Amounts & Terms – Seamlessly model multiple loan amounts and repayment terms in one go, giving you a comprehensive view of potential deal structures.
  • Product Versatility – Explore every product offering – for example, HELOC vs. Installment Loans —and pinpoint the optimal fit for your borrower.
  • Lien Configurations – Generate offers both with and without payoff of existing liens, all within a single request. Effortlessly compare first-lien and second-lien options side by side.
  • Targeted LTV “Sweet Spots” – Precisely target loan-to-value ratios to capture the most favorable points on your rate sheet, ensuring borrowers receive the best possible pricing.
  • Custom Pricing & Product Filters – Specify exact pricing parameters or product codes to tailor offers to your unique guidelines—accelerating underwriting decisions and improving borrower satisfaction.
  • Automated Offer Analysis – Instantly review your generated offers to identify the lowest rates, maximum cash-out options, smallest payments, or any custom metric you require.
ViLO

The Virtual Loan Officer powered by LoanCraft

Details
  • Exploratory Questions: ViLO asks consultative, preference-driven questions—far beyond a standard application—to understand each customer’s goals and customize its recommendations. Question libraries can be edited and A/B tested to refine engagement.
  • Pricing Engine: Once exploratory answers are captured, ViLO invokes LoanCraft’s mature PPE engine to surface every qualifying offer, suggest “sweet-spot” loan amounts, and compare products (e.g. HELOC vs. installment vs. personal loans).
  • Recommendations: A proprietary scoring algorithm marries customer preferences with available offers, delivering ranked, data-driven recommendations tailored to each borrower.
  • Use Cases: ViLO can be deployed in call centers or branch offices as an interactive assistant for loan officers, or as a consumer-facing web/mobile interface with customizable calls-to-action (contact form, appointment request, application).
  • Technology Options – API: Built on a flexible REST-ful API foundation, ViLO can feed questions one at a time (or in grouped flows) and return recommendation data for seamless integration into any front-end or LOS.
  • Technology Options – Hosted: LoanCraft can host a fully branded ViLO application—complete with custom skins, logos, our interactive “Optimizer” pricing tool, and a consumer web portal.
  • Security & Compliance: A trusted fulfillment partner since 2003, LoanCraft adheres to strict data-security and compliance standards (including SOC-2 and major lender audits).
  • Success Model: Our patent-pending process has driven measurable lift across channels. We offer outcome-based pricing options—tying fees to applications, closed loans, or other agreed metrics.
Rate Widget

A powerful, configurable tool that generates, filters, and displays personalized loan offers in real time. The Rate Widget works seamlessly with the Offer Pool Engine and deep configuration settings to deliver optimized loan recommendations for your users — improving engagement, conversion, and satisfaction.

Features
  • Smart Offer Pool Generation – The Offer Pool Engine dynamically generates thousands of potential offers using lender, product, and program settings — surfacing the most relevant options like lowest rate, lowest payment, or most cash proceeds.
  • Scenario-Based Filtering – Use flexible filters like loan term, lender, product type, or draw amount to define and control what offers are generated and returned.
  • Custom Program Prioritization – Select specific lenders, terms, and loan types to ensure preferred or strategic offers are emphasized.
  • Precision Widget Styling – Fully customize the appearance, layout, font size, and colors of the widget interface using fine-grained CSS and inline settings.
  • Configurable Sorting & Controls – Control how results are sorted (e.g., by payment or rate) and what filters, diagnostics, and exclusions are shown to end users.
  • Integrated Lead Capture – Tie each widget display to a lead generation flow, including custom buttons, URLs, and on-brand messaging.
  • Real-Time Rate Display – Display personalized home equity and refinance offers with real-time updates to rates, fees, and payments based on user input.
  • Multiple Loan Types & Terms – Show side-by-side comparisons across HELOCs, fixed-term equity loans, and cash-out refis in 10-, 20-, and 30-year formats.
  • Offer Matching Tags – Clearly mark offers with relevant tags like 'Matches Request', 'Lowest Rate', or 'Most Cash Proceeds' for user clarity.
  • Dynamic Offer Generation – The Offer Pool system uses lender-defined rules to simulate real-world pricing outcomes and find the best-fit offers.
  • Controlled User Experience – Admins control everything from which lenders are shown to how much diagnostic data is visible — making this flexible for public or internal use.
  • Fully Branded & Embedded – Widget appearance and flow fully match your website, creating a seamless user journey from inquiry to lead submission.
  • Widget Options Panel – Tweak UI behaviors like showing term tabs, button labels, URL targets, and default states — all without redeploying code.
  • Incremental Loan Testing – Offer Pool configuration supports incremental loan amount modeling to test thresholds and surface optimal offers.
  • CSS-Level Customization – Apply detailed styles across labels, buttons, tabs, and offer ribbons to stay on-brand.
  • Action-Oriented Design – Primary and secondary CTA buttons drive users directly into custom landing pages or application flows.
  • Lead Optimization – By tailoring offer presentation and matching logic, the widget increases click-through and conversion rates across demographics.
PPE

Features
  • Rules for PAR pricing and/or RATE pricing – We handle either approach, and can even apply both approaches to the same loan
  • Variety of 'revenue target' settings for PAR pricing – Loans can be priced for fixed targets, point based, or rules-based targets that use variables in the engine.
  • HELOCs and Home Equity Loans are one of our specialities – We have a long-term track record serving national home equity lenders
  • Purchase and Refi – Robust pricing for mortgages
  • Non-QM lending – Our engine has a variety of additional settings for non-traditional loans
  • Rules can implemente conditions for loans. – Offers can be returned with 'stips' that can be displayed to loan officers and consumers. Stips can be imported to LOS.
  • – Full-fledged rules engine
  • Variety of options for pricing rules ingestion – We can take inbound rate sheets by upload, SFTP, and API transactions.
  • Effective Date Pricing - Future – Allows setup and testing of pricing changes in advance. Changes occur automatically at specified times.
  • Effective Date Pricing - Historical – Loans can be priced historically to the pricing rules in place at the date and time specified.
  • Transparent application of all rules –
  • Broad variety of price parameters. – Robust ability to handle a variety of pricing considerations.
  • Post-payment DTI LLPA's' – Additional flexiblity
Testing Suite

The LoanCraft testing suite provides a range of ways to verify and assure the accuracy of pricing and guideline implementation. Testing is available at an individual or branch level. Test batches may be imported by spreadsheet, and include expected results to implement a 'Test/Assert' model. Testing can be scheduled to run automatically.

Details
  • Individual testing based on all factors to validate end-to-end pricing logic.
  • Testing may be performed by effective date to ensure historical and future rate accuracy.
  • Posting of offers can be simulated to preview borrower-facing outputs before going live.
  • Pricing can be tested on a par basis or via direct rate quotes, with adjustable revenue targets to meet business goals.
Features
  • Ability to import test spreadsheets – Easy to generate and save scenarios over item
  • Testing/assert structure is available – Results are tested against expectations. Improves efficacy of testing. Allows exception-based analysis.
  • Results can be exported – Facilitates organized compliance and QA.
  • Test console allows creation of individual test cases to test all pricing factors – Enables robust and quick assessment of pricing rules.
  • Create batches of test items – Easy testing of bulk items with a single press of the button
  • Automated batch testing – Allows continuous price QA during production to assure accuracy and compliance
  • Results are displayed but can be reveiwed as Json as well – Creates easy environment for API testing
API or screens for uploading of rate sheets.

We provide the ability to upload all rate sheets via SFTP, screens or via an API.

Details
  • Manual rate sheet provision: You provide us with rate sheets or pricing rules and we update and enter the rules into the system.
  • Custom upload of pricing rules: Export your pricing rules to XLS (or other file). Upload via our web portal, test within the interface, then publish when you’re ready—our system generates the internal rules automatically.
  • SFTP of pricing rules: Configure your system to drop your pricing file via SFTP. Upon receipt, our backend imports and processes the data to automatically update your pricing system.
Hosted Website

We can provide hosted sites for the widget or the ViLO.

Online Application

We provide an online set of screens to take an application.

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