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      Ardley Retain

      Your servicing data is an untapped golden opportunity. Ardley helps you mine it.

      By changing your recapture, purchase, and runoff strategy from defense to offense, you can turn borrowers into repeat customers and data into revenue. And by unlocking the untapped insights in your existing portfolio data Ardley enables you to provide a superior life of borrower relationship.

      The following document describes the features and functionality of a standard Ardley Retain implementation. Opportunities for customization will be called out and should be discussed with your Implementation team. 

      The Ardley Process

      Portfolio Analytics and Monitoring 

      Purpose

      Run loan-level calculations at scale to provide clear insight into portfolio potential.

      Functionality

      Loan-level calculations use customer-specific pricing, fees, eligibility, and resell guidelines.

      • Current offer types

        • First Lien:

          • Cash out and conventional rate-and-term refinances

          • VA IRRRLs

          • FHA Streamlines

        • Second Lien:

          • HELOC

          • HELoan

      • Pricing, Eligibility, Fees, and Data intake

        • All structuring inputs are set up as part of the onboarding process

      • Portfolio re-run nightly for accurate daily insights

      • Portfolio run with every data refresh or at request

      • Dashboard available via Quicksight

        • Dashboard will reflect most recent dataset delivered to Ardley

        • Dashboard is updated daily at 7AM eastern

        • Automated report can be delivered via email if specified by customer

      Ardley Example Dashboard

      Sample Dashboard

      Intelligent Marketing

      Purpose

      Hands-off communication to borrowers based on eligible offers and customer business rules.

      Functionality 

      • White-Labeled Services

        • Send address: Ardley always sends emails from a customer email address connected via DKIM records (done during the onboarding process). 

      💡Example: customercontact@bank.com not customercontact@ardley.com 

      • Branding and Copy

        • All email templates are customized to customer branding with approved copy, including marketing and legal language. 

      • Out-of-the-box Journeys

        • Ardley offers several prebuilt journeys for customer use

        • Other journeys may be available based on customer needs

        • New journeys may be subject to longer implementation timelines 

        • Offer Emails 

          • Available for all active offer types

          • Sent to qualified borrowers (borrower must have an offer available to receive an email)

          • The most recent loan-level information is included in each email

            • Example: An email sent on 1/1/2024 will include the loan-level information from 1/1/2024 while an email sent on 3/1/2024 will include loan-level information from 3/1/2024

          • Sent on days 1, 3, 5, and 13 of the campaign

            • Day 1 referencing the day a borrower is assigned to a campaign 

            • Day 13 referencing 12 days after a borrower is assigned to a campaign 

        • Clicker Emails

          • Sent to borrowers that clicked on an Offer Email

            • Borrower must still have an available offer to receive a Clicker Email

          • Sent on days 43 and 48 of the campaign 

        • Nurture Emails

          • Available for all offer types

          • Sent to borrowers that interacted with the application

          • Borrower must still have an available offer 

          • Qualifying interactions:

            • Interacted with landing page (Navigator)

            • Initiated security authorization 

            • Partially completed the application

            • Completed the application but did not submit

      • Configure Business Rules

        • Rest Status

          •  To protect opt-outs, borrowers can be set to rest between active campaigns

          • Default is 90 days, with an option to rest at 60 days instead  

        • Email Screening

          •  As part of our email process, all email addresses are screened to ensure they are active and will not impact our safe-sender status 

          • A label and score are assigned to each email

            • Score 1-100

            • Deliverable, Undeliverable, Unknown, or RIsky 

          • The default threshold sends only to "Deliverable" addresses

          • Optional customization: customers can opt to include addresses labeled “Risky” as acceptable for solicitation

            • This option is suitable for customers that run their own email analysis

          • ⚠️ Ardley will not send to email addresses with a score below 50
          • When campaigns are run, the email screening process is only applied to new emails or emails that have not been screened in the last 90 days 

        • Journey Priority

          • If a borrower qualifies for more than one offer, our system automatically follows a priority order to determine which email to send the borrower 

          • The default priority order is:

            • Govi offer > Rate-and-Term > Equity > Purchase

          • The priority order can be customized to preference

        • Campaign Cadence

          • Cadence can be scheduled at any desired frequency

          • Typically, most customers prefer once/week to capture solicitable borrowers

        • Ineligibility Flags

          • Ardley customers can deliver flags in the dataset to indicate if a borrower is ineligible to receive email solicitation

          • This must be determined during onboarding and can be updated using request tickets

      • Solicitable Borrowers

        • Ardley is only able to solicit borrowers that have offers, are not opted out of Ardley, and adhere to the business rules set by the customer and Ardley

        • Business rules will be outlined in a Go-Live document to be signed off by both Ardley and Customer Implementation Leads

      • Opt-Outs

        •  Every Ardley email template includes an unsubscribe link

        • This action is immediate and a borrower will not receive further communication following opt-out

        • Opt-outs can be reported in two methods: 

          • A weekly/monthly export delivered via SFTP

          • A near real-time dashboard available for download (.csv and .xslx) in QuickSight

      • Add-On: MLS Triggers

        • See complete feature documentation here >>

      Borrower Experience 

      Navigator

      Purpose

      Borrowers can view accurate, available loan offers.

      Functionality

      • Real-time updates

      • Pricing, Fees, Eligibility

        • All offers that appear in the Navigator reflect the most recent pricing sheet delivered from the customer

      • LLPAs

        • For some loan types, such as HELoans, credit score and CLTV play a significant factor in the rate & price of the loan 

        • For these loan products, the borrower is able to interact with the offer to refine the pricing


      Configuration

      • Copy artifacts

        • All copy displayed in the Navigator can be customized to our customer’s branding, legal, and compliance requirements

      • Layout: Customizable layout is on our Product Roadmap

      • Display Business Rules: Choose which offer cards to display and the order they appearTheme colors can be updated to match customer branding

      • Logo, telephone, and NMLS number can be updated

      Autopilot

      Purpose

      Business-rules engine that issues real-time credit approvals as the borrower completes the application.

      Functionality
      • Configurable rules engine.
        • All instances of the Ardley application and Navigator include the default Autopilot functionality unless otherwise specified and documented during onboarding or subsequent requests
      • Dynamic Offers and Applications
        • Autopilot + Navigator run the eligibility rules for the selected loan type
        • If the selected loan type is not available, this is communicated to the borrower and they return to their remaining options 
      • Default Rules:
        • GSE rules pre-programmed into Autopilot:
          • No Bankruptcy, foreclosure, or short sale in the past 7 years
          • Loan seasoning rules specific to each program
        • Customer’s state eligibility and licensing parameters
        • Rules derived from pricing sheets such as allowed property types, unit counts, or property uses
        • Rules can be specified per loan program
        • GSE rules pre-programmed into Autopilot
      • Customer-specific rules and other resell guidelines can be layered in addition to the default rules upon request and may be subject to a change order
      • API
        • Autopilot response can be accessed via API to connect with another POS system

      Pre-filled Application

      Purpose

      Reduce redundancies in the application process, increase trust with borrowers, and save them time in filling out their application.

      Functionality

      • Configuration

        • Application Flow (Sections)

          • Ardley has the ability to display any section of the URLA 1003 

            • Including the Unmarried Addendum and VA Nearest Relative

          • If using Navigator, each offer type can have its own application flow

        • Text Customization

          • Instructional text can be revised to match brand voice

        • Help Tip Customization

          • All Help Tip language can be revised to match compliance requirements

      • White-Labeled 

        • The application will be hosted on a subdomain of the customer's website connected via DNS records 

        • This action is done during the onboarding process

        • Example: offers.bank.com not offers.bank.ardley.com

      • Theming: Colors can be customized in the application

        • Text, Layout, and Buttons cannot currently be customized

        • We ask for 2-3 brand colors
      • Branding artifacts

        • Logo, Phone number, and NMLS number can be updated

      Engagement Analytics

      Purpose

      Provide performance data to our customers for analysis.

      Functionality

      • Quicksight: 

        • All data is available through Quicksight

        • For access, please contact Customer Success or use the Request Portal 

      • Data is updated every hour for the past 6-month period

      • An additional weekly report captures historical performance 

      • New data visuals/segments can be requested via Customer Success or the Request Portal

      • Available data:

        • Email Metrics

          • Open, click, and opt-ou, rates

        • Performance Metrics

          • End-to-end campaign performance

          • Application fall out

          • Time-to-complete application

          • Borrower interactions within the application