AI tools for marketing automation is key, says company
Pineapple Financial has unveiled the results from its use of AI and digital tools to enhance broker onboarding.
The mortgage brokerage company achieved a 92% efficiency boost, allowing it to seamlessly welcome over 100 new agents in 2024. Pineapple claimed this technological push has also saved the company's director of brokerage operations over 100 hours.
Pineapple's AI assistant, Maui, plays a central role in optimizing workflow and boosting broker productivity.
The company, which has about 700 brokers within the network, said marketing automation was crucial in Pineapple's digital onboarding workflow, guiding new brokers through automated emails and ensuring they complete the necessary steps on time.
"Maui provides Pineapple brokers with an effective marketing tool that leaves a positive impression, builds trust, drives traffic to their website/social media accounts, and generates business," Pineapple chief strategy officer Christa Mitchell said in a Press release. "Plus, Maui doesn't require mortgage brokers to have software coding or design expertise.
Initially focused on generating custom websites and biographies, Maui's capabilities have recently expanded to include eSignature and marketing collateral creation.
The eSignature generator creates eSignatures that integrate with email platforms like Gmail, Outlook, and Yahoo Mail.
Additionally, Maui now creates custom websites, unique biographies, ad banners, and professional eSignatures complete with the broker's photo, "apply now" buttons, social media links, appointment scheduling capabilities, and Google review links.
"Our vision is to leverage the power of artificial intelligence to streamline processes for our staff and brokers to maximize growth potential and the ability to scale our business exponentially in the future. AI gives us the superpower to work smarter, not harder," said Kendall Marin, president and chief operations officer of Pineapple.
Read next: Pineapple Financial reports gains in mortgage originations and revenue
Pineapple CEI Shubha Dasgupta underlined the company's commitment to data security: "Pineapple is committed to secure data management and adhering to industry compliance regulations. The AI power behind Maui ensures that Pineapple brokers adhere to these regulations."
Pineapple was one of the overall winners for the Best Mortgage Brokerages and Lenders to Work for in Canada. Read the full report here.
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