Pineapple Financial rebrands as Pentiv, launches US mortgage broker intelligence platform

Canadian-based Pineapple Financial Inc. announced that it has rebranded as Pentiv and has launched an intelligence platform aimed at U.S. mortgage brokerages, part of its shift to an asset-light, platform-driven operating model focused on commercializing its technology beyond its existing brokerage network. The company said in a press release on Thursday that the platform is designed to sit on top of existing origination systems, unifying brokerage data and workflows while applying intelligence to core operating functions that drive growth. The company’s common shares will continue to trade on the New York Stock Exchange under the ticker symbol PAPL until a change to PTIV becomes effective on or about Oct. 26. Rather than competing with loan origination systems, Pentiv’s architecture is built to aggregate data from disparate tools and processes that independent brokerages already use. The goal is to centralize brokerage operations in a single “system of record” and then layer in applications for recruiting and renewals. Over time, the company plans to add other brokerage life cycle functions such as onboarding, retention and borrower engagement. The move comes as mortgage technolog...