iEmergent and Far Reach Team Up

Posted By Megan Horn on Nov 04, 2013

New Mortgage Data Mapping Software Startup

iEmergent, a leading mortgage data forecasting company in Des Moines, Iowa, and Far Reach, a technology firm in Cedar Falls, Iowa, announced a new software startup, Mortgage MarketSmart, that gives financial professionals a way to view and interpret forward-looking mortgage data.

Mortgage MarketSmart allows users in the mortgage industry to access national and market-level mortgage forecasts and analytics. The application’s comprehensive mortgage market intelligence includes iEmergent’s mortgage forecasts as well as historical HMDA data in a format that’s never been offered to the industry before.

“Previously, iEmergent’s data was provided to customers on disks in the form of spreadsheets and static maps,” said Laird Nossuli, managing director of iEmergent and Mortgage MarketSmart. “We knew there was a better way, and that Far Reach had the experience building complex data-driven custom software systems like this.”

This new startup takes the mortgage data and accurate forecasts that iEmergent has been providing since 2001 to the next level with access and usability. Mortgage MarketSmart displays iEmergent’s complex proprietary forecasting data using interactive maps, accessible tables, and practical tools. This visual representation of past and future trends gives financial professionals a more understandable format to integrate evidential data into their decision-making.

Dennis Hedlund, founder of iEmergent, said, “The Mortgage MarketSmart platform was designed to provide a single solution for market intelligence that forward-looking mortgage lenders need to successfully compete in the new world.”

Mortgage MarketSmart helps professionals at any level of any sized financial institution use data and analytics to make decisions that impact performance. From branch placement and sales resource allocation to creating strategies for growth, Mortgage MarketSmart makes it simple for managers to increase originations, improve efficiency, build better networks of referral sources and more.

“Mortgage MarketSmart uses the ArcGIS mapping platform to display complex sets of mortgage data in easy-to-interpret maps,” said Chris Rouw, partner at Far Reach and lead developer on Mortgage MarketSmart. “The cloud-hosted technology is accessible any time, any where there’s a browser and an Internet connection.”

Learn more about the Mortgage MarketSmart application at

iEmergent, based in Des Moines, Iowa, provides critical market development intelligence and advisory support to professionals in the mortgage banking, housing and real estate industries. Learn more at

Far Reach is a technology firm in Cedar Falls, Iowa, specializing in software development, website design and development, mobile development and Internet marketing. Learn more at


Laird Nossuli, iEmergent,, 515-327-0070 (x102)
Megan Horn, Far Reach,, 1-319-242-7384 

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