Morelity

Morelity was a subscription data analytics platform for financial institutions.

Acquired by K4.

Des Moines, Iowa  ·  2015–2018

What it did

Do More With Your Data.

The platform

Micro-targeted data enrichment, plus data science services.

Morelity broadened and deepened a financial institution's customer-centric marketing approach. Subscribers received targeted audiences every month and self-serve access to a cloud visualization platform for comparing, dissecting and profiling their own customer data against regional data.

Customer centricity

Securely enrich an institution's existing customer data to unlock cross-sell opportunities and predictive look-alike audiences.

Customer targeting

Custom audiences built per financial product, so marketing effort concentrated on the individuals most likely to need that product.

Data science & modeling

On-site, hands-on senior data science consulting alongside the subscription, including proprietary models built to an institution's own products.

220M+
consumer records
400
modeling variables
100
audiences / month
<12 min
to build an audience model

Figures as stated in Morelity's own 2017–2018 platform materials.

Who it served

Mortgage lenders — reverse mortgage above all.

The subscription went to market through a limited pilot program: ten partners, each receiving one hundred targeted reverse-mortgage audiences a month plus full use of the platform. Pilots were signed electronically, followed by a setup wizard, a hands-on tutorial, and then the partner's first audience requests.

Signed pilot pricing ran from $2,900 to $6,000 per month.

  • Reverse Market Insight — pilot and referral channel partner.
  • Open Mortgage — pilot partner, Austin, Texas.

Standards & IP

Built against the industry's own data standards.

Morelity worked against the Uniform Appraisal Dataset and the Uniform Loan Application Dataset under the Uniform Mortgage Data Program — the GSE specifications every lender's loan file has to satisfy.

In 2018 the company opened a joint partnership to develop distributed-ledger intellectual property, intended first for a partner platform and then as a ledger system integrable with others.

The team

A product team with data science at the center of it.

Morelity ran a dedicated data science function with its own seniority track, recruiting out of academic research as well as industry, supported by product, engineering and a national solutions desk.

Founder

Morelity was founded by Adil Khan, who led product from April 2015 to October 2018 — owning the platform roadmap, speaking for the company to the mortgage industry, and running partnerships and corporate development, including the distributed-ledger initiative and the GSE data-standards work.

History

Three and a half years, Des Moines.

  1. April 2015

    Morelity founded in Des Moines, Iowa.

  2. December 2016

    morelity.com live as a single-page application under the line Do More With Your Data.

  3. 2016 – 2017

    Data science team built out; platform and audience modeling in production.

  4. February 2018

    Pilot program in market at $2,900–$6,000 per month; Reverse Market Insight and Open Mortgage in the funnel.

  5. 2018

    UAD/ULAD work under the Uniform Mortgage Data Program; distributed-ledger IP partnership opened.

  6. October 2018

    End of Morelity's operating period. Acquired by K4.