City First Mortgage Technology Ecosystem
An integrated production platform built for modern mortgage professionals who demand efficiency, intelligence, and seamless execution at every stage of the loan lifecycle.
Industry Context
The Industry Has Changed
Technology is no longer the differentiator in mortgage lending. Every lender has tools. Every originator has access to software. But few have systems designed intentionally around the full production lifecycle from first borrower contact through final funding.
City First's technology strategy isn't about adding more tools. It's about creating an ecosystem focused on four core outcomes:
Removing Friction
Eliminate unnecessary steps that slow down loan progression and create borrower frustration.
Increasing Speed
Accelerate execution at every stage without sacrificing accuracy or compliance.
Reducing Risk
Automate verification and validation to prevent costly errors before they occur.
Surfacing Opportunity
Automatically identify and present actionable opportunities within your existing database.
The City First Technology Philosophy
Technology should not feel like extra work. It should not require manual decision-making at every turn or create additional administrative burden for loan officers already managing complex workloads.
Our philosophy is simple: great technology guides workflow naturally, automates repetitive tasks, reduces unnecessary manual intervention, and keeps producers focused where they add the most value—on relationships and advisory conversations.
When technology is designed correctly, it becomes invisible. It works in the background, anticipating needs, surfacing insights, and removing obstacles before they become problems.
Core Technology Architecture
City First Mortgage's technology ecosystem is built on five integrated layers, each serving a distinct purpose within the production lifecycle. This architecture ensures that every tool has a defined role and that systems work together seamlessly rather than in isolation.
This layered approach creates operational coherence. Each layer supports the one above it, ensuring that borrower-facing experiences are backed by intelligent automation, accurate data, and reliable infrastructure.
Layer 1
Borrower Experience Layer
The borrower experience layer represents the first point of contact and ongoing interaction throughout the loan process. Technology at this layer is designed to simplify the client journey, reduce application friction, and create a modern, mobile-first experience that meets consumer expectations.
Every interaction at this layer should feel effortless and intuitive, setting the tone for the entire relationship and building confidence from the very first touchpoint.
Loan Launch is City First's consumer point-of-sale application platform, available via web and mobile devices. It serves as the primary entry point for borrowers beginning their mortgage journey.
What it does:
  • Streamlined borrower application intake with intuitive interface design
  • Seamless mobile access allowing borrowers to complete applications on any device
  • Direct integration into loan workflow, eliminating redundant data entry
Strategic positioning: Loan Launch reduces the friction between initial inquiry and formal submission. By making the application process simple and accessible, it increases conversion rates and improves the borrower's first impression of your professionalism and efficiency.
Key Benefit
Borrowers can start and complete applications from their phone in minutes, not hours dramatically improving conversion from lead to application.
Company LO Landing Page
Each City First loan officer receives a personalized digital presence through a customized landing page that serves as their professional home base online.
Lead Capture
Integrated contact forms and call-to-action buttons designed to convert visitors into qualified leads.
Brand Consistency
Professional design aligned with Gold Star standards while showcasing individual personality and expertise.
Conversion Focus
User experience optimized for mobile and desktop, ensuring visitors can easily connect and engage.
Layer 2
Workflow Automation Layer
The workflow automation layer is where operational efficiency is gained or lost. Systems at this layer keep loans moving forward automatically, coordinating communication, managing documentation, and ensuring that every task is completed on schedule without constant manual oversight.
Effective workflow automation transforms loan production from reactive task management to proactive, intelligent orchestration.
Swift AI serves as the workflow automation engine coordinating the movement of loans through the production pipeline. It's the operational command center that ensures nothing falls through the cracks.
Document Requests
Automated generation and tracking of borrower documentation requirements.
Borrower Communication
Scheduled updates and reminders keeping borrowers informed throughout the process.
Internal Tasking
Automatic assignment and routing of work to appropriate team members.
Pipeline Visibility
Centralized view of all loans in process with real-time status updates.
Position: Swift AI is the operational engine behind daily execution, ensuring that loan officers can focus on advisory conversations while the system manages the administrative workflow automatically.
Cloud Communication
Modern communication infrastructure supporting seamless collaboration and client interaction across distributed teams.
Dialpad is City First's cloud-based communication platform, providing integrated calling, messaging, and collaboration capabilities that replace traditional phone systems with modern, flexible technology.
Core capabilities:
  • Integrated calling accessible from any device or location
  • Team collaboration features supporting internal coordination
  • Call recording and quality monitoring for compliance and training
  • Operational communication efficiency through unified interface
By centralizing communication through a single platform, Dialpad eliminates the friction of managing multiple phone numbers, voicemail systems, and communication tools.
Layer 3
Operational Intelligence Layer
The operational intelligence layer is where execution risk is reduced and decision-making quality is improved. Technology at this layer applies automation and data analysis to complex verification tasks, ensuring accuracy and consistency while reducing the potential for costly human error.
These systems don't just process information, they apply business logic, regulatory guidelines, and quality controls automatically transforming complex manual tasks into reliable, repeatable processes.
Blueprint is an automated mortgage income analysis platform that standardizes and safeguards one of the most critical and error-prone aspects of loan underwriting.
1
Extract Income Data
Automatically pulls income information from tax returns, paystubs, and financial documents.
2
Run Calculations
Performs all required mathematical calculations according to loan type and borrower scenario.
3
Apply Guidelines
Automatically applies current agency guidelines and investor requirements to income analysis.
4
Generate Worksheets
Creates accurate, compliant income worksheets ready for underwriting review.

Critical value proposition: One incorrect income calculation can derail an entire loan, causing delays, re-disclosures, or deal failure. Blueprint standardizes this process, dramatically reducing calculation errors and ensuring consistent, defensible income analysis across all loan files.
Polly is City First's pricing and product execution platform, providing real-time visibility into pricing options and enabling efficient lock decisions across multiple investors and product types.
Real-Time Pricing
Instant visibility into current pricing across all available investors and products, eliminating phone calls and email delays.
Efficient Lock Decisions
Streamlined rate lock process with clear pricing comparison and margin analysis built in.
Execution Flexibility
Ability to compare execution strategies and optimize pricing for each unique loan scenario.
The Operational Backbone
Encompass serves as City First's loan origination system (LOS), functioning as the central operational backbone for compliance management, workflow orchestration, and loan manufacturing from application through closing.
While borrowers and loan officers interact with more modern interfaces like Loan Launch and Swift AI, Encompass operates behind the scenes as the system of record, ensuring regulatory compliance, data integrity, and process consistency.
Core Functions
  • Loan file management and data storage
  • Compliance engine and regulatory monitoring
  • Workflow management and milestone tracking
  • Document generation and disclosure delivery
  • Integration hub connecting all production systems
Layer 4
Marketing & Relationship Intelligence
The marketing and relationship intelligence layer ensures that opportunities don't go unnoticed and that relationships remain active even during periods of market volatility or reduced transaction volume.
Technology at this layer monitors databases, surfaces actionable opportunities, and maintains consistent communication transforming passive contact lists into active opportunity pipelines.
IRIS Alerts
IRIS is a database monitoring system that continuously scans borrower credit profiles and financial indicators, automatically identifying opportunities that already exist within your book of business.
Credit Score Changes
Automatic notification when past borrowers experience credit score improvements that qualify them for better rates or new products.
Refinance Opportunities
Alerts triggered by rate movements or equity changes that create refinance savings for existing clients.
Activity Signals
Detection of borrower behaviors indicating potential life changes, property purchases, or financing needs.
Strategic purpose: IRIS surfaces opportunities that already exist within your database, transforming historical transactions into ongoing relationships and repeat business.
ConnectGS is City First's centralized CRM and production hub, combining contact management, reporting, knowledge resources, calculators, and marketing access into a single unified platform.
Rather than forcing loan officers to navigate multiple disconnected systems, ConnectGS serves as a single entry point for:
  • Contact and relationship management
  • Production reporting and performance analytics
  • Company knowledgebase and training materials
  • Mortgage calculators and scenario tools
  • Marketing asset library and campaign access
ConnectGS reduces context-switching and system fragmentation, allowing loan officers to access the information and tools they need without leaving their primary workspace.
Marketing Portal
The Marketing Portal serves as a central resource for compliant, professionally designed brand assets that loan officers can access and customize instantly.
Flyers & Print Materials
Pre-designed templates for rate sheets, product flyers, and promotional materials.
Social Media Graphics
Ready-to-post images optimized for Facebook, Instagram, LinkedIn, and other platforms.
Business Cards
Professional card designs following brand standards with easy customization.
Email Signatures
Branded signature templates ensuring consistent professional presentation.
By centralizing marketing assets, the portal ensures brand consistency while giving loan officers immediate access to professional materials without requiring design skills or external agencies.
Automated Social Presence
Maintain consistent digital visibility without manual daily posting requirements.
Social Media Makeover
Whether you have established business pages or you need to create them, our team will take the guess work out of setting up a polished social presence.
Synup is an automated social media posting platform that maintains consistent digital presence across multiple platforms without requiring loan officers to manually create and schedule content every day.
The system automatically publishes relevant, compliant content on a regular schedule, ensuring that loan officers remain visible and engaged with their networks even during busy production periods.
This automated approach solves a common challenge: loan officers understand the value of social media but lack the time to maintain consistent posting schedules during peak business cycles.
Active Comply is Gold Star's marketing compliance system, ensuring that all borrower communications, social media posts, and advertising materials meet regulatory requirements before publication.
1
Submission
Loan officer submits marketing material or communication for review through the system.
2
Automated Scanning
System automatically flags potential compliance issues based on regulatory rules.
3
Compliance Review
Materials requiring human review are routed to compliance team with flagged items highlighted.
4
Approval & Publication
Approved materials are cleared for use with documented compliance approval trail.
Active Comply reduces approval friction while maintaining regulatory alignment, allowing loan officers to move quickly with marketing initiatives without creating compliance exposure.
Why This Matters
City First Mortgage's core software architecture is not a collection of random tools acquired over time. This technology is BUILT NOT BOUGHT which is an important distinction. It's a deliberately designed ecosystem built around production flow, with each system serving a specific purpose within the broader operational strategy.
This integrated approach reduces system complexity while increasing operational efficiency. Rather than forcing loan officers to navigate disconnected platforms, City First's architecture creates natural workflow where information flows seamlessly between systems.
The result is an environment where technology supports production rather than complicating it where loan officers can focus on advisory relationships while systems handle operational execution automatically.
Extended Ecosystem
City First Strategic Vendor Ecosystem
Build your Dream System with Choices in Each Category
City First integrates best-in-class external platforms intentionally, with each tool serving a defined role within the production lifecycle. These are not random software purchases they are strategic additions carefully selected to solve specific challenges or unlock specific opportunities.
City First's vendor ecosystem is curated with purpose. Each platform is selected to support a specific production outcome, ensuring that technology enhances workflow efficiency rather than creating unnecessary complexity or redundant capabilities.
CRM Enhancement
Built on the HighLevel infrastructure, CityOS Connect is an advanced marketing automation platform that extends relationship engagement capabilities beyond City First's core systems, providing enterprise-level automation for loan officers managing large databases and complex lead gen and partner campaigns.
Paid Advertising Campaigns
Integrated tools for managing and tracking paid digital advertising across Google, Facebook, and other platforms.
Automated Newsletters
Scheduled email campaigns with professional templates and automated delivery to segmented audiences.
Partner Account Management
Dedicated workflows for managing relationships with real estate agents, financial advisors, and referral partners.
Consumer-Facing AI Workflows
Intelligent chatbots and automated response systems handling routine borrower inquiries automatically.
CityOS Connect is designed to connect the core systems to the outside vendor network. Extend relationship engagement capabilities while maintaining operational efficiency, particularly for loan officers building scaled businesses with significant databases and systematic marketing approaches.
Home Equity Reports
Automated Home Equity Intelligence
City First provides access to three home equity reporting platforms for your choosing, each designed to maintain long-term client engagement through personalized property value and equity insights.
Home equity intelligence platform delivering automated homeowner insights and ongoing client engagement through personalized monthly reports.
Homebot creates customized property reports showing current estimated value, equity growth, and potential savings from refinancing keeping past clients engaged even when they're not actively in the market.
Predictive analytics platform identifying refinance opportunities, potential movers, and equity-based conversations inside existing databases.
HomeIQ analyzes borrower data and market conditions to surface high-probability opportunities, allowing loan officers to reach out proactively when timing is optimal.
Home Report
Automated property value and equity updates designed to maintain long-term client engagement and encourage repeat business through consistent value delivery.
Home Report creates ongoing touchpoints with past borrowers, positioning loan officers as trusted advisors monitoring their clients' largest financial asset over time.
Property Marketing
Property Marketing Automation
City First provides loan officers with sophisticated property marketing tools designed to support real estate agent relationships and create inbound lead opportunities through listing-focused content.
Marketing automation platform providing professionally designed listing and buyer-facing content for Realtors and loan officers, creating co-marketing opportunities.
Landing page and lead capture system focused on converting property marketing into inbound mortgage opportunities through strategic calls-to-action.
Video marketing automation tool designed to create social-ready listing and promotional videos quickly without requiring video production expertise.
Digital marketing amplification tool designed to increase visibility of property listings across multiple channels, supporting agent relationships through value-add services.
These tools allow loan officers to provide tangible marketing value to real estate agent partners, strengthening referral relationships while creating opportunities to capture buyers generated through property marketing efforts.
Market Intelligence
MBS & Market Tracking
City First provides access to professional-grade market intelligence platforms that enable loan officers to communicate rate movements and market strategy with confidence and credibility.
Market analysis and borrower education platform enabling loan officers to communicate rate movement and market strategy effectively to clients and referral partners.
MBS Highway translates complex mortgage-backed securities data into clear, actionable insights that loan officers can share with borrowers, positioning them as knowledgeable market advisors rather than just transaction facilitators.
Real-time mortgage-backed securities tracking and market commentary supporting advisor-level rate discussions with borrowers and agents.
MBS Live provides up-to-the-minute market data and expert analysis, allowing loan officers to explain rate volatility, timing decisions, and lock strategies with professional-level insight.
Analytics & Intelligence
Data & Production Reporting
City First provides access to advanced analytics and market intelligence platforms that surface insights about production performance, competitive landscape, and business development opportunities.
RETR production analytics and reporting platform provides visibility into performance metrics, pipeline trends, and operational efficiency indicators across individual and team production.
MMI market intelligence platform offers detailed agent production data and recruiting insights, helping loan officers identify top-producing agents and strategic partnership opportunities in their markets.
Title and property intelligence platform supporting faster verification and decision-making by providing instant access to property data, title history, and transaction details.
Borrower Presentations
Presentation of Loan Options
City First provides loan officers with sophisticated presentation tools that transform complex financing discussions into clear, visual, borrower-friendly conversations that improve understanding and decision confidence.
Mortgage Coach
Interactive borrower presentation platform designed to illustrate loan scenarios visually, comparing multiple financing options side-by-side with clear graphics showing payment differences, equity buildup, and long-term financial impact.
Mortgage Coach helps borrowers understand the true differences between loan options, moving beyond simple rate and payment comparison to comprehensive financial scenario analysis.
MortgageMaker
Video-based loan presentation and educational platform that simplifies complex financing discussions through pre-recorded video explanations and personalized video messages.
MortgageMaker allows loan officers to create professional video content explaining loan programs, processes, and borrower-specific scenarios—content that borrowers can review multiple times and share with family members involved in the decision.
Wholesale Execution
Wholesale Pricing and Product Placement
For loan scenarios requiring non-QM products or specialized execution, Gold Star provides access to wholesale pricing engines that expand product availability and execution flexibility.
MortgageQ
Scenario and product eligibility engine helping loan officers quickly identify non-QM and specialized product solutions for borrowers who don't fit traditional agency guidelines. MortgageQ streamlines the process of matching complex borrower scenarios with appropriate wholesale products.
Lender Price
Pricing engine enabling efficient comparison across loan products and execution options from multiple wholesale partners. Lender Price provides real-time rate quotes and product comparison, helping loan officers identify optimal execution strategies for each unique scenario.
These wholesale execution tools ensure that loan officers can serve borrowers across the full credit spectrum, from prime agency-eligible scenarios to complex non-QM situations requiring specialized products and creative structuring.
Personal Brand Tools
Social Media Add-Ons
City First provides access to specialized tools that enhance personal branding, social media presence, and content creation capabilities for loan officers building significant digital audiences.
AI Headshots
Professional AI-generated photography designed to enhance personal branding and online presence without requiring expensive professional photo shoots.
SalesQL
Data enrichment and prospecting tool supporting targeted outreach and business development by providing detailed contact information and professional backgrounds.
Keeping Current Matters
Market content subscription delivering educational material for client and Realtor communication, providing professionally designed infographics and market analysis.
Roomvu
Automated real estate content platform providing consistent social media marketing material focused on local market data and property trends.
These tools support loan officers who are committed to building strong personal brands and maintaining active social media presence as part of their business development strategy.
The Platform Built for What Comes Next
The industry is moving toward intelligent production platforms.
City First Mortgage is already there.
Connect With Us
Jason Richardson
Marketing Director
City1st.com/careers
City First Mortgage Services, LLC is a DBA of Gold Star Mortgage Financial Group, Corporation (NMLS ID #3446), an Equal Housing Opportunity lender and FHA-approved lender. Gold Star Mortgage Financial Group, Corporation is a California financial lending institution licensed by the California Department of Financial Protection and Innovation under the California Residential Mortgage Lending Act. Gold Star Mortgage Financial Group, Corporation is not the FHA or any other government agency. The FHA does not directly originate, underwrite, service, or guarantee any residential mortgage loan. Not all products are available in all states.
Gold Star Mortgage may choose to recommend Modern Title Group LLC (at times, d/b/a Gold Star Close) or Radiant Insurance, LLC. Gold Star Mortgage has a direct or indirect financial or ownership interest in Modern Title Group LLC (at times, d/b/a Gold Star Close) and Radiant Insurance, LLC. You are not required to use either Modern Title Group LLC (at times, d/b/a Gold Star Close) or Radiant Insurance, LLC.