M
Mortgage Automator // GTM Command
Back to dashboard

Competitive Reality · Deep Dive

Competitive Reality

TMO is our real #1 competitor. Encompass got the spotlight; the data says otherwise.

Last updated 2026-04-22

The Numbers

53

TMO mentions in deals

2

Encompass mentions in deals

25×

Advantage

286 won + 250 lost deals

Sample size

44 combined

Dolphin / LendingWise / Lendr

Why This Matters

We'd been building displacement plays around Encompass (the biggest US LOS by market share), but production deal data shows only 2 of 536 MA deals actually competed against Encompass. TMO dominated with 53. This changes where we focus outbound volume — not in general, but specifically for MA's private-lending niche.

What We're Doing About It

3 workstreams

  • Tech Stack Detector re-tiered

    LIVE

    Tier 1 order now: TMO → Dolphin → LendingWise → Lendr → Baseline → Encompass. When a prospect uses multiple systems, the one MA actually wins against shows first in the Tech Stack column.

  • 32-system catalog running on 10-min trigger

    LIVE

    Full catalog: all Tier 1 competitors plus Calyx, LoanPro, Nortridge, Turnkey Lender, Floify, Liquid Logics, LendingPad, Nexys, cloudBankin, Zeitro, Bryt, Nav Fund Services, + 5 servicing platforms (Black Knight MSP, Sagent, Fiserv LoanServ, FICS, LoanCare).

  • HubSpot deal language miner

    SHIPPED

    Pulls competitors_mentioned + current_solution across all 8 pipelines (New Business, Revenue Retention, Renewal, Expansion & Growth). Surfaced the TMO finding that drove the re-tier.

What's Next

  • Build a TMO-specific pain library (mirror the 7-angle Encompass library) — servicing-UX, investor-portal, draw-management angles

  • Run TMO-first outreach sequence once pain library ships

  • Tag every prospect in the 7,873 list with their detected system — filter the outbound list to TMO users and send first

  • Add Dolphin + LendingWise + Lendr pain libraries as parallel tracks