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. Pentiv will begin trading on the New York Stock Exchange under its new ticker symbol, PTIV, on Oct. 12.
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 technology investment has largely focused on automating the loan file — from underwriting to document processing and funding — while the brokerage layer remains fragmented. Pentiv is targeting that gap, betting that independent brokerages will pay for intelligence tools that help them scale production and retention without replacing their core origination infrastructure.
The company said it will run an asset-light model with a growing base of recurring platform revenue, positioning itself more as a software and intelligence provider rather than as a traditional brokerage operator. Pentiv’s digital asset treasury and broader treasury strategy are intended to support a longer-term thesis that artificial intelligence and on-chain finance will converge, giving the company economic exposure to the blockchain infrastructure it expects to rely on.
Usman Maher named to leadership roles
As part of the transition, Pentiv appointed Usman Maher as chief financial officer and chief strategy officer. Maher brings more than a decade of experience across private equity, special situations credit and high-growth fintechs, according to the announcement.
Before joining Pentiv, Maher served as senior director of strategic finance at SoFi, where he built the finance function for the company’s member platform and helped scale it into a meaningful contributor to the firm’s profit-and-loss model. At Pentiv, Maher will oversee financial operations and strategic direction — including platform strategy, capital allocation, reporting, governance and execution against the company’s commercial milestones.
“At a time when many AI solutions in mortgage appear designed to automate brokerage professionals out of the process, we believe human judgment, trust, and relationships remain essential,” Maher said in a statement.
“Pentiv is launching a solution that helps brokerages harness AI to compete with large technology platforms while strengthening the professionals at the center of the mortgage process. We will prove the economics inside Pineapple, extend the platform to external brokerages, and scale adoption to build a durable intelligence company and long-term shareholder value.”
Focus on recruiting and alternative renewals
Pentiv’s first applications — a Recruitment Agent and an Alternative Mortgage Renewal Agent — are already live within Pineapple+, the integrated application environment used by Pineapple Financial’s mortgage professionals, according to the company.
The Recruitment Agent is built to help brokerage leaders identify promising mortgage professionals, prioritize outreach and manage recruiting workflows. The Alternative Mortgage Renewal Agent is designed to surface upcoming or at-risk alternative mortgage renewals, suggest outreach steps, manage documentation and help professionals retain more borrowers.
Both tools draw on integrated systems, mortgage data and day-to-day brokerage workflows inside Pineapple. Pentiv plans to use performance and adoption metrics from these internal deployments as proof points before expanding to external brokerages and networks.
This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication.
