New Mortgage Shopping Service Opens,
a new mortgage shopping service based in San Francisco, launched into a
crowded field, hoping to
distinguish itself by offering borrowers “a unique blend of online
communication and traditional personal service.”

Most home loan transactions involve a unique and personal “story” which must
be addressed on a case-by-case basis, the company said. LoanHound recognizes
the importance of the human component in addressing these transactions and has
developed the site accordingly, allowing borrowers to learn what loans and
rates are available, how to structure and select financing and how to proceed
through the application process.

“The mortgage process consists of three stages: information
gathering, evaluating alternatives and processing the loan application
itself,” said Jeff Glass, president of Fluential Systems Inc., creators of
LoanHound. “We focus on the first two stages by providing an online
messaging system, analytical tools and connections to a network of lenders
who supply the advice
and quotes that borrowers need.”

“We enable borrowers to shop for personalized loans and quotes from multiple
lenders without the inconvenience and intrusiveness of filling out loan
applications or calling a succession of lenders!”

LoanHound debuts as the first of several planned online loan products from
Fluential Systems Inc., a company formed by Glass in May 1998 and based in the
Contra Costa Software Business Incubator.

product .”

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