By Sofia Rossato
In today’s mortgage environment, one thing is clear: Change is no longer on the horizon; it’s here. For credit unions, which are trusted by millions of members to provide personalized, affordable financing solutions, adapting to this new reality is essential. Credit unions that continue to rely on outdated technology, particularly in their mortgage and home loan operations, are not just at a disadvantage; they’re falling behind.
Today’s members are staying in their homes longer, holding on to low-rate mortgages and exploring new ways to tap into their home equity. This is fueling a boom in demand for HELOCs and home equity loans. In fact, U.S. HELOC balances rose by $9 billion in Q4 2024 alone, part of an 11-quarter streak of consistent growth.
For many credit unions, this presents a significant opportunity to deliver value while deepening member relationships. But to seize that opportunity, you need the flexibility to pivot quickly and confidently into new product offerings and member experiences.
That’s where technology becomes a critical differentiator.
Tech partners should help, not hinder
Many credit unions still operate on lending systems built for a different market. These platforms often require weeks or months of change management to support a new loan product. Adjustments to member-facing workflows—such as intake forms or routing logic—require vendor involvement, custom coding or costly professional services.
This delay can be excruciating when launching regionally relevant products like construction loans, co-op financing or manufactured housing options. If your system forces you into a “one-size-fits-all” national rollout for a niche local need, you’re losing efficiency and missing the mark for your members.
Let’s be honest: some vendors make more money by complicating things. Every workflow change is an extra charge, and every customization is a service ticket. Progress becomes gated behind red tape and rising costs.
This model is unsustainable in a credit union environment where budgets are carefully stewarded and every technology decision must be member-first. Your technology partners should empower your teams to act quickly and confidently, not create new dependencies that slow you down.
The POS is your first impression
Your point-of-sale (POS) system is more than a borrower intake form. It’s the starting line of the member experience. It shapes first impressions, determines how smoothly a loan progresses and reflects your institution’s ability to meet evolving needs. If your POS is rigid, slow to update or requires outside help for every change, you’re missing a vital opportunity to serve your members better.
Credit unions thrive on personalized service. But that principle must extend beyond people and be embedded in your tech. Can your mortgage platform automatically route applications by location or product type? Can your POS adjust questions and document requests based on the loan structure? Can your teams make these changes independently, without waiting weeks for support?
Floify’s POS allows lending teams to configure workflows based on product type, branch, region or even individual loan officers, without writing code or calling for professional services.
In 2025, Floify introduced Dynamic Apps, a no-code feature that lets lenders tailor loan applications based on loan type. By eliminating irrelevant questions, Dynamic Apps shapes the home financing journey to borrowers’ unique goals while helping lenders accelerate approvals, improve application completion rates and maintain regulatory compliance.
Dynamic Apps personalizes the application process by prompting members to specify their loan purpose—such as purchase or refinance —at the beginning of the application for appropriate routing to specific questions. Based on their selection, the application adjusts, only guiding them through questions relevant to their loan type.
Notably, Dynamic Apps allows lenders to create custom questions for specialized mortgages such as non-QM and HELOC loans. It also supports HELOC lending compliance by presenting HELOC-specific disclosures within the loan application and triggering HELOC-specific, rule-based workflows once a HELOC application has been submitted.
The configuration of questions to ask, require or disable is based entirely on what the member selects upfront as their loan purpose. Dynamic Apps lets lenders customize question flow rather than omitting questions or entire sections from their application for certain loans. This enables members to complete applications faster while improving application completion rates and helping lenders remain in compliance with industry regulations, such as those that prohibit asking applicants to provide demographic information for certain loan types.
Whether you’re rolling out HELOCs in one county or supporting agricultural loans in a rural market, Floify gives you the tools to tailor that experience locally and quickly.
Make modernization the mission
The point-of-sale is where those ambitions come to life. If it’s holding you back, it’s time to reevaluate. With a configurable, intuitive POS like Floify, credit unions can serve their members faster, smarter, and more personally, without waiting on vendors or bloating budgets.
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Sofia Rossato is president and general manager of Floify, a digital mortgage automation solution that streamlines the loan process by providing a secure application, communication, and document portal between lenders, borrowers, referral partners, and other mortgage stakeholders. Loan originators use the platform to collect and verify borrower documentation, track loan progress, communicate with borrowers and real estate agents, and close loans faster.