The lenders who are winning right now? They’re diversified. They’re fast. And above all, they’re agile. Just look at the numbers. HELOC and home equity loan originations jumped 6% and 8%, respectively, in Q3 2024. HELOC balances rose by $9 billion in the fourth quarter of 2024, marking 11 straight quarters of growth.
This trend reflects a significant rebound in HELOC activity, following a period of decline that began in 2009. Homeowners are increasingly turning to HELOCs as a means to access home equity without refinancing their low-rate mortgages. That’s not a blip, it’s a shift. And if you’re not moving to capture that revenue, your competitors already are.
According to the Mortgage Bankers Association, the lenders who are making money right now aren’t just originating loans. They’re tapping into non-interest income streams like HELOCs, home equity loans, agriculture loans, construction loans, you name it. Others are looking at new channels, like direct to consumer or wholesale. Because when margins get squeezed, alternative revenue isn’t a bonus—it’s a lifeline.
But here’s the kicker: when you finally decide to pivot, your tech shouldn’t be the reason you can’t. If launching a new product means entering a six-month change management cycle, you’re not agile. You’re stuck. In truth, most lenders aren’t held back by lack of talent or bad ideas. They’re held back by old tech systems that were never built for agility. Workflows that need pricey and ongoing professional services to update. Change management timelines that do not keep up with the pace of innovation.
When demand shifts and you want to roll out a new product like HELOCs, construction or agricultural loans, what happens? You send a ticket. You wait. And by the time the update is approved, scoped, built and tested, the window’s closed and the opportunity’s gone.
That’s inefficient and unacceptable.
Are vendors profiting at your expense? It may be time to move on.
It seems some tech providers have built their entire business on nickel and diming. Need a new workflow? Well, that’s extra. Want a quick change? You’ll pay more. They’ve turned progress into a pay-per-play, premium feature.
In a market where speed is survival, you can’t afford platforms that punish agility. If your tech partner isn’t removing roadblocks, they are the roadblock.
Now, let’s talk about the most important part of your tech stack: the point-of-sale (POS). It’s your first impression. Your qualifying engine. Your conversion funnel. And if it’s outdated, clunky and inflexible, it’s costing you business. The POS should be a launchpad for innovation, not a static black box that only your vendor can touch. If your POS can’t be tailored quickly by your team, without involving armies of developers and professional services, you’re out of luck. It’s that simple.
Let’s face it. The best lending opportunities today are local. Co-ops in New York. Agricultural loans in the Midwest. Manufactured housing in the South. If your system requires a national rollout just to support one regional niche or experiment, that’s not scale; it’s sabotage.
Adding new products is meaningless if your intake process still treats every borrower like they’re buying a vanilla single-family home in 2019. If you’re shoving HELOC applicants through a REFI workflow, you’re wasting time, annoying customers and risking your own pull-through.
Some systems offer no filtering, no routing, and no configuration that feels like customization. You need to be able to configure by branch. By loan officer. By ZIP code if necessary. Anything less is leaving money on the table.
More products won’t save you if your ops can’t handle them
Operational efficiency isn’t a nice-to-have. It’s the dealbreaker. If your processors and underwriters have to jerry-rig every new loan type just to get it over the finish line, you’re not innovating. You’re creating chaos.
In other words, your team is spending more time (and your money) performing manual tasks and workarounds that should have been turned over to automation — with the right technology tools working efficiently to save you time and money. And by doing so they may be introducing errors and extending close dates.
Modernization isn’t about “innovation” anymore. It’s about relevance. If your tech stack can’t keep pace with your business strategy, it’s not a platform. It’s a liability. And no part of that stack matters more than the POS. That’s the front door. That’s where the money comes in. If it’s broken, everything else downstream is fighting an uphill battle.
Rigid systems force your teams to work harder for worse results. That’s a losing formula, no matter how shiny your new offerings are. The market won’t wait. Borrowers won’t wait. Your competitors aren’t waiting. So why are you?
The lenders who will win the race for customers are the ones that can move fast, adapt faster and never let their tech slow them down. In this market, flexibility isn’t an edge—it’s the price of admission. If your systems – and especially your POS – can’t keep up with your ambitions, it’s high time to upgrade … or risk being left behind.
Sofia Rossato is the president and general manager at Floify.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.To contact the editor responsible for this piece: [email protected]
