iEmergent Forecasts the Future of Mortgage Lending

Posted By Urbandale Business Connection on Dec 19, 2016
Laird and BernardThis post originally appeared in the Urbandale Business Connection.

Fantasy football is an unpredictable world where the competitors with access to the best data win. It’s much the same in the world of mortgage lending. No one knows this better than iEmergent in Urbandale.

“The serious players in mortgage lending and fantasy football are data-driven,” said Bernard Nossuli, chief operating officer of iEmergent. “Our market intelligence helps clients forecast what’s next in mortgage markets.”

Forecasting and analytics are essential to mortgage lenders, whether they want to conduct a targeted marketing campaign, serve more diverse markets, open a new branch office or identify other ways to grow. “We help you find new opportunities,” Nossuli said.


Founded in 2000 by a former Wells Fargo executive, iEmergent is a family-owned firm that serves clients across the country, from top-10 national lenders to mortgage companies focused on only one state. IEmergent provides provides 25 different segments of market data from all 50 states, including population trends and detailed demographics of people purchasing mortgage loans.

“We fill a niche by delivering accurate forecasts out to five years and drilling down into every neighborhood across the nation,” Nossuli said. “We can show where the action’s going to be.”

iEmergent has made a name for itself by pairing complex mortgage analytics data with easy-to-read maps. New technology makes the company’s detailed forecasts simpler to access, understand and share. Mortgage MarketSmart, a cloud-based mapping platform built on GIS technology, gives lenders an easy way to forecast data visually for a region or specific parts of a community.

“This dynamic mapping tool is like Google Maps with our data layered over it,” said Nossuli, who noted that iEmergent is developing a mobile version of its maps. “It lets you create simple, powerful tools from complicated data.”

As demand for its data grows, iEmergent has added new employees at its headquarters in Urbandale, where the company has been located since 2009. “Urbandale is so convenient and offers easy access to restaurants and other amenities,” Nossuli said. “It’s also close to home.”

Nossuli appreciates how Urbandale’s city leaders support iEmergent. He’s also excited about future growth in Urbandale as the company looks for ways to help national retailers, power companies and other firms tap into iEmergent’s forecasting data.

“Urbandale accommodates entrepreneurs,” Nossuli said. “We appreciate having a great base to grow on here.”

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