Mortgage CRM (customer relationship management) leader OptifiNow recently launched OptifiNow Flex, a version of its successful CRM platform to support multi-channel mortgage teams. Flex unifies the workflows for wholesale, retail, reverse mortgage, recruiting and more into a single system, according to a press release.

This flexibility, coupled with OptifiNow’s commitment to long-term customer success, offers unprecedented coverage for the industry, the company said.

“Over the past few years, we’ve seen a worrying trend in the mortgage industry,” Linn Cook, vice president of sales at OptifiNow, said in the release. “Lenders are implementing two or even three different CRM systems to satisfy the needs of different sales channels. They want specific tools, integrations and screens that provide each type of user with an ideal workflow, but they end up with a convoluted tech stack that drains their budgets and resources.

“Maintaining multiple systems and a complicated IT environment in today’s tight business environment is unsustainable,” Cook added,

OptifiNow Flex consolidates the functionality of multiple CRMs into a single solution. All sales channels log into a single site, but the CRM experience is customized for each user.

“We can build completely different user experiences that provide the specific workflows or tools that type of user needs,” Cook said. “In many cases, we can even integrate different LOS systems and third-party services that are specific to each channel or division.”

OptifiNow has built omni-channel CRMs to support many different lender configurations, including simultaneous forward and reverse lending environments, multiple DBAs with different workflows, or the inclusion of a recruiting CRM within the overall platform, the company stated.

Housing all sales and marketing channels in OptifiNow Flex allows management to have visibility over the entire organization. In-depth reports and dashboards consolidate data, generating insights that are cumbersome to achieve with multiple CRMs, the company added.

“Lenders need to streamline their tech stacks and reduce as much redundancy as possible,” OptifiNow CEO/President John McGee said. “Working with multiple vendors had meant shouldering the costs of the same fees and maintenance many times over. OptifiNow Flex lowers IT costs while ensuring your teams still have the workflows in place to succeed.”