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<strong>Online</strong> Mortgage <strong>and</strong> Lending Services• Early entrants hoped to simplify <strong>and</strong> speed up mortgage valuechain– Difficulties of developing br<strong>and</strong> <strong>and</strong> simplifying mortgagegeneration process• Three kinds of online mortgage vendor today1. Established online banks, brokerages, <strong>and</strong> lendingorganizations2. Pure online mortgage bankers3. Mortgage brokers• <strong>Online</strong> mortgage industry has not transformed process ofobtaining mortgage– Complexity of process10-45
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