By Dave DeFusco

When mortgage professionals think about technology, they often focus on efficiency, speed and customer service. Yet one of the biggest challenges facing the industry may have less to do with software features and more to do with trust.

That was the focus of “Rebuilding Trust and Visibility in Mortgage Technology: A Strategic Adoption Framework for Lendware,” a research project presented by Swaraj Acharekar, a student in the Katz School’s M.S. in Digital Marketing and Media, at the 2026 Symposium on Science, Technology and Health.

Acharekar examined why many mortgage loan officers hesitate to adopt customer relationship management (CRM) platforms, even when those tools are designed to make their jobs easier.

“The mortgage industry is built on relationships and trust,” said Acharekar. “Even when a technology platform offers clear benefits, people are reluctant to switch if they don't trust the company behind it or if they believe the transition will disrupt their business.”

The U.S. mortgage industry is enormous, with more than $12 trillion in outstanding mortgage debt and more than 330,000 loan officers. Many of those professionals still manage their work through a patchwork of disconnected systems, including loan origination software, point-of-sale platforms, spreadsheets and manual communication tools. While these systems often get the job done, they can create inefficiencies that make customer management more difficult.

Acharekar focused his research on Lendware, formerly known as Aidium, a CRM platform developed specifically for mortgage professionals. The platform combines marketing automation, customer communication and reporting tools into a single system. Despite offering features tailored to the mortgage industry, Lendware has faced challenges attracting new users.

To understand why, Acharekar conducted market analysis, competitive benchmarking and industry research. His study followed a four-step process that included analyzing the mortgage industry, comparing Lendware with competing CRM platforms, identifying barriers to adoption and developing a strategic framework to overcome those obstacles.

The research revealed two major factors limiting adoption. The first was low brand awareness and credibility. Many loan officers simply are not familiar with Lendware, while others remain skeptical of newer platforms. In an industry where referrals and peer recommendations carry significant weight, unfamiliar brands face an uphill battle.

“Loan officers often rely on recommendations from colleagues they trust,” said Acharekar. “If they haven't heard of a platform or don't see other professionals using it, they're much less likely to consider making a change.”

The second barrier involved what researchers call perceived switching costs. Even when loan officers recognize the benefits of a new platform, many worry that changing systems will create new problems. Concerns about transferring customer data, learning new software, interrupting daily workflows and temporarily losing productivity often discourage adoption.

According to industry studies cited in the project, more than 60% of CRM users avoid switching systems because of migration-related concerns.

“Many professionals assume the transition will be complicated, time-consuming and risky,” said Acharekar. “Reducing that fear is just as important as promoting the product itself.”

Based on his findings, Acharekar developed two key strategies designed to increase adoption. The first is a community visibility strategy focused on building awareness and credibility. Recommendations include targeted LinkedIn content, search engine marketing, industry events and customer case studies that showcase successful implementations.

The second is a migration transparency strategy that directly addresses fears about switching systems. This approach includes customer testimonials, onboarding demonstrations and clear communication about the migration process to help prospective users understand exactly what to expect.

“The goal is to show loan officers that they can make a transition without disrupting their business,” said Acharekar. “When companies communicate clearly and provide proof that others have succeeded, trust begins to grow.”

Shimon Perry, Acharekar’s advisor on the project and an adjunct professor at 🟩Facebook账号 | 注册一个月左右 | 微软邮箱可用 | 已设置2FA | 包含cookie+EAAAA, believes the lessons from the research extend beyond one company or one industry.

“Technology adoption is ultimately about people,” said Perry. “Organizations often focus on product features, but people need confidence that a solution is reliable, supported and worth the effort to adopt. If companies can address both visibility and trust, they can significantly improve adoption and long-term success.”