Reverse Plus Adds Smartfi Proprietary Products To Loan Analysis Tool

REVERSE plus announced Tuesday that it has integrated proprietary reverse mortgage programs from Smartfi Home Loans into its ANALYZER Pro platform, giving loan officers and brokers the ability to model both proprietary and federally insured Home Equity Conversion Mortgage (HECM) scenarios in a single system.

REVERSE plus, a software-as-a-service provider of reverse mortgage scenario modeling and education tools, said in a press release that the move marks the first time ANALYZER Pro has supported a proprietary reverse mortgage lender. This expands the platform beyond Federal Housing Administration (FHA)-insured HECM products and gives reverse mortgage professionals a broader toolset to evaluate options for senior borrowers.

ANALYZER Pro is built to help LOs configure and clearly explain reverse mortgage scenarios by modeling key variables such as available proceeds, cash-flow options and long-term home equity impact. With Smartfi’s products now included, users can compare proprietary and HECM offerings side by side, test how each responds to rate and home price changes, and document why a particular option may be more suitable for a given borrower.

“ANALYZER Pro was built to bring clarity to what is often a complex and misunderstood part of the mortgage landscape,” said Dan Hultquist, co-founder of REVERSE plus. “By adding Smartfi’s proprietary programs, we’re giving loan officers the ability to evaluate and compare more scenarios, have more informed conversations and ultimately serve borrowers with greater confidence, understanding and transparency.”

REVERSE plus launched in October 2025 with three tools, including ANALYZER. Additionally, the company’s ACCELERATOR product offers self-paced training for loan officers, sales managers and wholesale account executives. And ANSWERS serves as an artificial intelligence-powered answer desk that aims to simplify explanations and guidance on reverse mortgage mechanics.

‘Practical, hands-on’ learning

For Smartfi, a reverse mortgage wholesale lender that partners with mortgage brokers and financial institutions, the integration is positioned as a training and adoption tool. The company said the visuals and side-by-side comparisons inside ANALYZER Pro can help brokers better understand how Smartfi’s proprietary products work and where they may fit.

“Proprietary reverse mortgages represent a large portion of the senior home equity lending landscape,” said Kim Smith, senior vice president of wholesale at Smartfi. “Making our programs available within ANALYZER Pro gives originators a practical, hands-on way to learn our offerings and better understand how our Choice proprietary loan option can uniquely meet the needs of borrowers.”

In April 2025, Smartfi announced a similar tech integration with the HECM Tool, a platform developed by reverse mortgage veteran Tane Cabe, formerly of Fairway Home Mortgage and C2 Financial Corp. Smartfi’s Choice loan was incorporated in response to feedback from HECM Tool users that they wanted a proprietary option to be available.

Smartfi’s focus shifted exclusively to the wholesale channel in September 2025 when it announced the closure of its retail division, which had been operating for roughly a year. Most of its recent business was being closed through broker partners, according to data compiled by New View Advisors.

Reverse Market Insight (RMI) reported that Smartfi was the nation’s 12th-largest HECM lender in 2025, endorsing 387 loans for a market share of 1.4%. Unlike many competitors that saw flat or declining HECM volume, Smartfi’s endorsement count was up 32% year over year.

Additional transparency

Mortgage brokers using ANALYZER Pro say that having proprietary programs available in the same workflow as HECMs addresses a long-running gap in reverse mortgage education and scenario analysis. Instead of relying on static product matrices, loan officers can model borrower-specific variables such as age, property type, existing liens and payout preferences before compaing outcomes across programs.

“Having Smartfi’s proprietary programs available directly in ANALYZER Pro is another game changer,” said Gabe Bodner of OneTrust Home Loans. “What the ANALYZER has done to help borrowers understand how the HECM program really works can now be applied to Smartfi’s proprietary programs. And being able to compare them together makes the conversation easier and more transparent for everyone.”

Reverse mortgage volume remains highly sensitive to interest rates, home values and regulatory changes around HECMs. As more lenders build out proprietary products to reach higher home values or serve borrowers who do not fit standard FHA guidelines, originators must explain complex trade-offs on proceeds, fees, rate structures and long-term equity to senior clients.

Putting both HECM and proprietary options into the same modeling environment can help broker shops and retail lenders standardize loan proposals, reduce compliance risk tied to misaligned product comparisons, and shorten training times for new loan officers entering the reverse space. For wholesale lenders, integrations like this can be a distribution channel, surfacing their products at the point of sale and embedding education directly into originators’ workflows.

The Smartfi integration is available immediately to existing ANALYZER Pro users and is expected to expand as Smartfi rolls out new features and products, according to the announcement.

Neil Pierson reported and wrote this article with drafting assistance from HousingWire Automation, an editorial tool that helps transform announcements and industry data into HousingWire-style news coverage.