UWM has boosted its tech ecosystem with new tools and major upgrades to its core platforms: Brand 360 + Canva, its marketing hub that now pairs broker branding with real-time, trend-driven content creation; Loan Lab, an interactive sandbox that lets brokers model scenarios and compare loan options before finalizing them on live loans; and its new precision-driven Income Calculator, which applies underwriter-level rules to calculate and verify borrower income from uploaded documents. Together, these tools are designed not just to help brokers work faster, but to give them the confidence, customization, and cost efficiency needed to compete with larger, well-funded retail lenders. From trend-based social content to underwriter-level scenario modeling, UWM is reshaping what brokers can do for their borrowers — without increasing their overhead. To break down how these innovations are reshaping broker competitiveness heading into 2026, we have UWM’s Chief Marketing Officer, Sarah DeCiantis, and Chief Operating Officer, Melinda Wilner.
HousingWire: A lot of brokers hear “marketing support” and think of templates and clip art. What makes this Brand 360 + Canva upgrade different in terms of helping them grow, not just post more? And how does this help smaller places compete with more well-funded places?
Sarah DeCiantis: We’ve spent the last several years evolving Brand 360, and one of the biggest upgrades is our new Canva integration. Historically, Brand 360 offered a wide range of templates, but they were still templates. Now, brokers can fully customize anything they create. Many of our clients already use Canva and have been asking for this integration because it gives them creative control and the flexibility to tailor materials to their brand — without needing to hire a designer or an ad agency.
Another major difference between Brand 360 and other marketing tools is the range of content available. It’s not just email templates — we offer videos, presentations, and materials designed for multiple audiences, including real estate agents, recruits, CPAs, attorneys, and other referral partners. Borrower-facing content is more common in the market, but brokers need high-quality resources for all the relationships they’re building. Brand 360 gives them a deep library of customizable content to support each touchpoint.
HW: Social platforms are shifting fast…algorithms, formats, consumer behavior. How do the 30 monthly post designs keep brokers relevant without asking them to become content strategists overnight? Is there guidance about “approach”…when and where to post, for example?
SD: The 30 monthly posts also include trend-based content, one of the biggest things our clients don’t have time to track on their own. Even when they understand what a trend is, they’re often unsure how to adapt it to our industry. This is something our pre-created content didn’t previously offer, and now we provide three to five trend variations each month to help them stay relevant, boost visibility, and align with what social algorithms prioritize.
We also pull in native analytics from any connected social platforms. Since performance varies by audience, we encourage clients to focus on what works for them — whether it’s video, animation, or trend-driven content. Some audiences are heavily engaged at 3 p.m.; others aren’t. By putting content, trends, and analytics in one place, we make it easier for them to understand what resonates. And with the additional posts we provide, everything can be customized, so they can build on our concepts and make the content truly their own.
HW: Loan Lab basically hands brokers the ability to restructure deals themselves. What kinds of back-and-forth with underwriters does this eliminate, and how does that change the customer experience? What types of scenario changes are brokers exploring the most?
Melinda Wilner: Loan Lab is a major improvement to the underwriting process. Normally, once a file is submitted, the data is locked to prevent overwriting the underwriter’s work. Loan Lab creates a safe, sandboxed version of the loan, allowing brokers to adjust key factors—like rate, term, down payment, or income inputs—and see real-time results without affecting the official file. This helps them quickly resolve issues when something unexpected pushes a loan out of an approvable range.
Before Loan Lab, brokers often had to make guesses or rely on back-and-forth calls with underwriters to test scenarios. Now they can explore options independently, at their own pace, and with immediate feedback. It speeds up the process, reduces friction, and gives brokers more confidence in guiding borrowers. It’s a long-requested tool, and we’re excited to offer it finally. It makes it easier for us, the brokers, and the borrowers, too.
HW: Income scenarios are well-known friction points in the approval process. Giving brokers underwriter-level precision is a bold move. What controls or guardrails are in place to make this happen?
MW: These income calculators use the same logic and guidelines our underwriters rely on, giving brokers accurate results upfront. UWM has built strong guardrails and automated calculations over time, so once documents are uploaded, AI extracts the necessary data, applies the correct rules, and produces income figures by product type — whether it’s Conventional, FHA, or VA.
The biggest benefit is certainty and speed. Even with complex income — like a 200-page tax return — the system pulls what it needs and delivers a clear calculation, reducing guesswork and improving file quality. Brokers get accurate numbers upfront, underwriters get cleaner submissions, and consumers get a smoother overall experience.
HW: Technology in mortgage often promises speed, but rarely talks about certainty. How do these tools reduce second-guessing for both brokers and borrowers?
MW: The biggest value here is upfront certainty. When brokers have accurate income calculations from the start, it eliminates the mid-process surprises that can derail a file or shake borrower confidence. No one wants the call where an underwriter uncovers something days after the borrower thought everything was approved. These tools significantly reduce those moments by presenting a clear income picture to the broker on day one.
Homebuying is already an emotionally and financially stressful process, so removing uncertainty is critical. By giving brokers and borrowers clearer answers earlier, these tools help create a smoother, more predictable experience and prevent the last-minute stress that can come with income-related issues.
HW: How should a broker think about using Brand 360, Loan Lab, and Income Calculator together to differentiate themselves and stay competitive 2026?
MW: UWM’s value lies in the full experience we deliver to brokers. Our tools, whether it’s Brand 360 or our Income Calculator, are built around the same core principles of speed, efficiency, and quality.
There are other calculators and paid tools out there, but ours are accurate, streamlined, and part of a broader ecosystem designed to make things faster, easier, and more cost-effective. That is the UWM DNA: giving brokers a competitive edge through a comprehensive suite of products that deliver a better, more efficient process from start to finish.
SD: Cost efficiency is a major part of that value. Many brokers already pay for tools like Canva, so having that functionality integrated directly into Brand 360 gives them a high-quality design solution without the extra expense. Most brokers operate as small shops with tight budgets, and anything that reduces their overhead allows them to pass those savings on to borrowers, which is a win for everyone.
This level of support helps them compete with large retail lenders whose biggest expenses are often marketing and staffing. Brand 360 enables brokers to create polished, professional content without a designer or a dedicated marketing team. It saves them time, keeps their branding consistent and competitive, and frees them up to focus on running their business. In the end, they look just as professional as any big lender while regaining time and resources to reinvest in serving their clients.
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