Credence

AI Mortgage Concierge

Published 2024

Services

Product Architecture

Frontend Development

Backend Development

AI Integration

Custom Admin Dashboard

Timeline

Scoped, built, and launched in 6 months

About Credence

Credence Funding is a mortgage company that helps people across 24 states get loans without the usual banking nonsense: just clear, sensible advice that actually fits real-life situations. They focus on helping customers secure the right mortgage by actually listening and advising, not just quoting rates.


But as the business grew, so did the challenge of keeping up with inbound leads, especially across different products and campaign funnels.

The Problem

The Credence team was overwhelmed with manual pre-sales work:

  • Repeating the same early-stage conversations over and over

  • Manually collecting lead data like credit scores and property details

  • Answering basic eligibility and payment questions

  • Following up on cold leads without context or priority

And every customer no matter their goal was getting the same generic website experience.

Credence needed a smarter, more personalised way to guide people toward the right loan and give their brokers time to focus on closing, not qualifying.

Our Solution

We built a fully customised AI Mortgage Concierge: a platform that delivers smart, personalised conversations at scale.

The concierge handles real-time quoting, campaign-specific messaging, lead qualification, and seamless CRM handoff — all while adapting to the user’s financial profile. Once the AI concierge qualifies the lead and runs the numbers, the broker steps in to close — fully informed, with zero time wasted.

What we built

1. Conversational Mortgage Quoting

Users don’t just get answers, they get custom estimates.

The AI concierge pulls real data from Credence’s systems and uses the customer’s:

  • Postcode

  • Credit score

  • Income and property details

to generate:

  • Personalised refinance or purchase quotes

  • Monthly payment breakdowns

  • Eligibility feedback based on their inputs

It’s the same logic a broker would use, but just faster and automated.

2. Campaign-driven AI Assistants

Credence launches individual campaigns using dedicated concierge links — each with its own messaging, tone, and targeting. The AI adapts its intro, prompts, and logic depending on where the user came from and what product they’re interested in.

Each link leads to a different version of the AI bot, depending on what the person’s interested in — like refinancing, locking in a rate, or getting a loan for a home that needs work. These links are shared through ads, emails, or social posts, so users land straight into a conversation that’s actually relevant to them.

3. Admin Panel and Continuous Learning

Credence doesn’t need a developer to update the experience. Through the admin dashboard, the Credence team can:

  • Upload new product info or FAQs

  • Train the AI with campaign-specific details

  • Adjust tone, prompts, and follow-up logic

  • Create or edit campaign links with a few clicks

Over time, the concierge gets smarter — not just from user input, but from the expanding internal knowledge base that Credence controls. All calculations and recommendations follow Credence’s internal lending criteria and compliance standards.

4. Insellerate CRM Integration

Every qualified lead — name, email, phone, credit score, quote history — is passed directly to Insellerate, Credence’s CRM.


So while the concierge handles:

  • Answering questions

  • Calculating real quotes

  • Collecting and validating lead info


The brokers focus entirely on high-intent users who are already halfway through the process.

Results and Impact

90% of pre-sales work now handled by AI

Faster response time across every product and channel

More relevant lead data available before first broker contact

Smarter segmentation based on real user inputs

Personalised experiences at scale, without added staff

The result is a more modern, scalable, and user-friendly way to sell mortgages.

Timeline

The platform was scoped, built, and launched in 6 months, including:

  • AI concierge frontend

  • Admin panel and training tools

  • Quote engine

  • CRM integration and data flow

Tech Specs

Frontend

  • Built with React and Tailwind CSS

  • Mobile-first design with dynamic flows based on campaign links

  • Conversational UI that adapts in real-time based on user input

Backend & Data

  • Node.js, PostgreSQL, tRPC for all app logic and campaign config

  • Syncs with Incelerate CRM for lead tracking

  • Pulls personalised financial data (e.g. credit score, postcode, home value) from Credence’s MongoDB to generate live mortgage quotes

AI Engine

  • Powered by OpenAI, with custom logic per product and campaign

  • Smart fallback handling and tone-shifting depending on user path

  • Blends freeform questions with guided inputs (like income or goals)

Admin Panel

  • Fully self-serve — create/edit campaigns, update AI knowledge, review conversations

  • Secure role-based access for brokers, marketers, and admins

Built by Green Republic

Built by Green Republic

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Let’s build together

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Let’s build together

Tell us about your project or reach us at

Follow us on Socials.