The reorganization is aimed at spurring the firm’s rise in the Canadian mortgage market
Mortgage tech and innovation company CLC Network has announced it’s rebranding into Pineapple Inc., amid its accelerated growth and its recently concluded round of Series A funding.
Developed in collaboration with brand and communications agency August Strategy, Pineapple said that this reorganization “anchors the organization’s ambition to guide its community of brokerages, agents, and now, home buyers into the next generation of borrowing – simplifying the mortgage process and making people smile along the way.”
Effective July 05, the new branding has been reflected across Pineapple’s platforms and channels. As part of this change, the company’s proprietary AI-powered CRM broker platform ALFRED has been rechristened into “MyPineapple”.
“The industry is ripe for a fresh, forward-thinking data-driven mortgage provider,” said Shubha Dasgupta, founder and CEO of Pineapple. “Speaking directly to our customers will create an even more seamless mortgage process, backed by our network of agents.”
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“Pineapple will be synonymous with trustworthiness, empowering Canadians to get the best rates and service with ease,” Dasgupta added. “Our new brand and evolved positioning perfectly illustrate our growing ambition within the market; we couldn’t be more excited for what’s to come.”
Dasgupta said that the firm will continue to be a premier market player through the leveraging of its technology and a focus on the success of its network.
“Having built a robust community and proven AI-driven systems, Pineapple will help fuel the Canadian housing market by becoming the go-to mortgage destination for Canadian home buyers,” the company said.
“We make the mortgage process simple, with a balance of intelligent tools and a team of people happy to help whenever needed,” said Kendall Marin, founder, COO, and president of Pineapple. “With our cloud-based tools, we have a track record of efficiency within our network, and now, we are thrilled to show mortgage-seeking Canadians how we can also provide them with the best service on the market.”
