iEmergent is a data and analytics technology provider for the lending industry. Since 2000, we have been focused on delivering insights to help organizations navigate the industry’s changing landscape.

iEmergent provides powerful market intelligence to lenders of all types and sizes. Organizations use Mortgage MarketSmart, a web-based visualization tool, to access, analyze, and share data to shape strategy and make intelligent decisions.

Housing markets are changing, and we believe data is the most effective tool for lenders to adapt and grow. We want to see a more equitable homeownership distribution, so our strategies are focused on lending diversity. Lenders can use our tools and resources to identify diverse market opportunities, zero-in on tactics to reach them, and deploy their resources in the most efficient way. 

Lenders are key to improving the communities they serve, and we want to be part of helping bring profound change.

A Shift in Lending Perspective


Mortgage markets are unique, complex, and ever changing. Like new technology, a new strategic framework will help lenders better anticipate and adapt to change. Within this framework, strategies, priorities and objectives are driven by opportunity instead of risk and focused on the future. Diversity is central to sustainable success and at the core of new opportunities.

In order to capture this opportunity effectively, lenders must collaborate with internal and external stakeholders to develop and execute targeted, market-based strategies that are informed by comprehensive, dynamic data.

diverse lending framework

A Family Business

The founding and evolution of iEmergent is an interesting story. What began as a family-run, consulting firm-turned-think-tank is now one of the industry’s most innovative providers, growing our client list rapidly as lenders discover the value of data and diversity.

Early on in iEmergent’s history, founder Dennis Hedlund developed the models for our forecasts and supported clients with the help of his wife, Paula, and his daughters, Laird and Rachel. As iEmergent evolved, the family continued to build their industry knowledge and their dedication to the firm’s vision. 

We have built upon the foundation Dennis laid—continuing our unique bottom-up forecasting methodology—and extended our focus on homeownership diversity.

iEmergent at MBA

Merging Forecasts and Technology

Before the internet, iEmergent's detailed forecasts could be difficult to access, analyze, interpret, and share. However, we’ve moved from sharing forecasts on CDs sent in the mail to developing a robust software platform, Mortgage MarketSmart, that combines relevant data sources with intuitive mapping and analysis tools. 

iEmergent worked with Far Reach, a technology company in Cedar Falls, Iowa, to build the product, and the two companies now work as partners. 

Data that was once cumbersome, decentralized, and inaccessible has become easy to understand, interpret, act upon, and share. Lenders can view market opportunities, coverage gaps, market share data, lender performance, and much more.

Our Team

Laird Nossuli, iEmergent CEOLaird Hedlund Nossuli, CEO

Laird is at the helm of iEmergent, playing several different roles on a daily basis. In addition to leading strategy and development of iEmergent’s Mortgage MarketSmart application, Laird guides business strategy, manages sales, and supports client fulfillment.

After graduating from Swarthmore College, Laird was a member of iEmergent’s original team. In 2002, she left the company to earn a master’s degree from the University of Michigan in community development, nonprofit management, and organizational strategy. In 2006, she was serving as the director of administration and resources at Orr Associates, Inc, (OAI) when she decided to help move iEmergent forward once again. In the years since, she has become a disciple of iEmergent’s approach to market intelligence and a student of the mortgage industry.

Laird's world outside of the office is closely managed by her two young children—Julien and Lina. She loves running, dressage, gardening, and playing outside. 

Bernard Nossuli, iEmergent COOBernard Nossuli, COO

Bernard manages finances and operations at iEmergent, working closely with our analytics team and a select group of clients to ensure that they are leveraging our data and Mortgage MarketSmart effectively.

Also a member of the original iEmergent team, Bernard developed many of iEmergent’s original forecasting models and analytical tools. His professional experience spans multiple industries, including Wells Fargo Home Mortgage, multiple years in the consulting practice at PriceWaterhouse Coopers, and seven years in finance at DuPont-Pioneer. Now he’s back at iEmergent, leveraging his management experience, an MBA from Georgetown, a Project Management Professional (PMP) designation, and his Six-Sigma Green Belt.

Like Laird, Bernard is also closely managed at home by his children, Julien and Lina. In his free time, he works toward a moonlighting career in stand-up comedy.

Chris Richey iEmergent

Chris Richey, Chief Analytics Officer

Chris specializes in all things numbers, and uses technology as a means to improve the accuracy, efficiency, and usability of analytic processes. He has degrees in economics and mathematics and has worked the last 15 years practicing analytics in the finance and health care industries. In finance, he worked in risk management to build credit models, create forecasting and stress testing models to satisfy regulatory requirements, and promote consistency and ease-of-use of data and reports across departments. In healthcare, he helped the federal government implement physician and hospital programs to improve quality and reduce cost of care. At iEmergent, he maintains critical data infrastructures and develops analytical tools and models.

Chris Rouw

Chris Rouw, Lead Developer

Chris is the lead technical guy behind the Mortgage MarketSmart application. He works with Laird to map out features and functionality that add value for iEmergent clients and Mortgage MarketSmart users, and implements them in the application.

Chris is an Iowa Hawkeyes fan, a coffee connoisseur, and an avid runner—a skill he uses to keep up with his three boys. 

Mark Watson, Chief of Forecasting

Mark leads the forecasting program at iEmergent and ensures that our data and analytics remain relevant to the current and future lending environments.  Mark has spent the last 20 years doing market and competitive analysis with major mortgage lenders. In fact, he was even an early iEmergent client.

After earning his MBA from Claremont Graduate School, Mark joined Countrywide Financial Corp and soon evolved into a market research specialist. He was an early adopter of geographic information systems (GIS) software which was used extensively in Countrywide's mid-90's retail network expansion. Moreover, he was heavily involved in mortgage market forecasting at both Countrywide and Bank of America. His work encompassed strategic planning, product development, servicing risk analysis, business intelligence (BI) tool development, and many other facets of mortgage lending and analysis.

Mark has seen a lot of lenders come and go in the booms and busts of the past two decades. With his front-row seat on the mortgage industry rollercoaster, Mark brings a wealth of experience and perspective to the iEmergent team.

Megan Horn iEmergent

Megan Horn, Chief Marketing Officer

Megan is a writer and storyteller with a background in digital marketing, technology, and startups. She's been working with iEmergent on and off since 2013 on branding, messaging, marketing, communications, and more. 

Megan has an undergrad degree in marketing as well as an MBA from the University of Northern Iowa (UNI). Go panthers. 

In her free time, she enjoys weightlifting, mountain biking, reading, and traveling.