Insellerate, the true mortgage CRM, helps lenders close more loans by increasing efficiency gains across sales, marketing, operations, and management.

Built by mortgage professionals, the Insellerate platform has full CRM functionality with built-in lead management and automated marketing. Lenders are able to improve both the borrower and loan officer experience with multi-channel communication, leveraging tools such as phone, SMS text messaging, email, direct mail, chat bots, and customer monitoring. Insellerate is a highly scalable, configurable, and modern platform that accelerates the sales process and generates repeat business. SOC 2 and SSAE 18 certified, Insellerate is built to satisfy the most closely regulated businesses, including banks with mortgage subsidiaries.


Josh Friend

CEO / Founder

Josh began his career as a loan officer and soon moved on to open six mortgage call centers. Over the past 18 years, he has grown to manage and train thousands of loan officers, processors, and marketing managers. With a keen eye for developing best-in-class sales processes, he leveraged automation software to build a better loan cycle. Combining the best from both a CRM and lead management system, Josh now enables lenders to achieve higher revenue goals with Insellerate.

Jack Friend


Jack leads daily operations and is responsible for making sure our client’s needs are met through the company’s user-centric product. He enjoys the fast pace and fantastic combination of people, technology, and process.

Allen Chen

Lead ArchitecT

Allen honed his mortgage technology skills at a large consumer direct mortgage company with additional stops in the medical and entertainment industries. All were a variety of unique experiences with a strong focus on developing secure and impactful technology. At Insellerate, Allen manages the development team and oversees the entire SDLC. He’s also responsible for designing a secure, fast and adaptable platform to meet business demands and clients’ needs.


Mike Sekits

Mike has been a private equity investor and investment banker in financial services for nearly 25 years with direct investments in numerous mortgage origination and loan operation companies. He currently is the Co-founder and Managing Director of Strandview Capital.

Duke Olrich

Duke is the founder and former CEO of DRI Management, a default management software solution, that he sold to Service Link in 2013. He now spends time surfing, with family, and managing a fleet of sunset cruise boats in Maui.

Fred Melgaard

Fred is a software entrepreneur and manager with extensive experience in the mortgage servicing and origination software business at companies such as DRI Management, Great Western Bank, and Harland. He accomplished his goal last year of skiing over one million vertical feet!



20 Years

Key team members and founder have deep experience and knowledge in the mortgage origination business starting back in 1999.


First system

Management team built the initial system for People’s Bank, quickly grew origination leveraging the technology and bi-directional integration into Encompass.


Legacy Platform

First non Peoples Bank customer on our 'Legacy' platform.


CRM & lead management

Enabling clients to have complete control over their workflow and how their teams interact with leads.


Version 3 'Katmandu' of Insellerate commercially released, with new infrastructure, look and feel.


Enterprise architecture

Insellerate started by designing a system that was flexible, scalable and secure.

Calyx Point & Byte

Loan origination systems Integrations into Calyx Point and Byte Software.


Released 5th version of Insellerate ‘Kilimanjaro’ leveraging Microsoft Azure Cloud PaaS infrastructure enabling a more scalable and enterprise platform.



Developed partner integrations and open APIs / webhooks for enterprise level data syncing.

Engagement platform

Marketing automation and innovative tools so the borrower journey is both personalized and targeted

API & webhooks

Released public API’s and configurable webhooks that rapidly increased integrations.


June 2019

Reached over 50,000 new borrower applications a month on platform.


Mobile and continued innovation