Pentiv, the new operating brand of NYSE American-listed mortgage business Pineapple Financial, has launched an AI-powered intelligence platform for mortgage agents and brokerages as it moves towards an asset-light model built around recurring software revenue.
The platform combines technology, permissioned data and workflows developed within Pineapple Financial’s own network. Pentiv plans to commercialise the technology for independent brokerages and mortgage networks, positioning it as an intelligence layer that integrates with existing origination systems rather than replacing them.
Two applications are already live within Pineapple+, Pineapple Financial’s integrated application environment. A Recruitment Agent helps brokerage leaders identify potential mortgage professionals, prioritise outreach and manage recruitment. An Alternative Mortgage Renewal Agent identifies upcoming or at-risk alternative mortgage renewals, recommends customer outreach, handles documentation and helps professionals retain borrowers and mortgage balances.
Pentiv has also appointed Usman Maher as chief financial officer and chief strategy officer. Maher brings more than a decade of experience across private equity, special situations credit and high-growth FinTech. In his new position, Maher will oversee financial operations and strategic direction, including platform strategy, capital allocation, reporting, governance and delivery against commercial milestones.
While mortgage technology has traditionally focused on automating individual stages of the loan process, including origination, underwriting and document handling, Pentiv is targeting the operational needs of brokerages themselves. Its platform brings brokerage data and workflows together in a single system of record, initially focusing on recruitment and alternative mortgage renewals before expanding into onboarding, retention, borrower engagement and other areas of the brokerage lifecycle.
Pineapple Financial will serve as the platform’s initial customer and testing environment, allowing Pentiv to develop, trial and measure products in live brokerage operations before offering them to external customers. The company has also outlined a longer-term ambition to bring AI and on-chain finance closer together, supported by its digital asset treasury and broader treasury strategy.
Pentiv is targeting Canada’s fragmented mortgage distribution market, where independent brokerages and mortgage professionals often rely on disconnected systems. Research from Mortgage Professionals Canada in 2026 found that 38% of recent homebuyers used a mortgage broker, up six percentage points from 2024. The proportion rose to 48% among recent first-time buyers, an increase of ten percentage points.
Pentiv CFO and chief strategy officer Usman Maher said, “At a time when many AI solutions in mortgage appear designed to automate brokerage professionals out of the process, we believe human judgment, trust, and relationships remain essential. Pentiv is launching a solution that helps brokerages harness AI to compete with large technology platforms while strengthening the professionals at the center of the mortgage process. We will prove the economics inside Pineapple, extend the platform to external brokerages, and scale adoption to build a durable intelligence company and long-term shareholder value.”
Pentiv and Pineapple Financial CEO Shubha Dasgupta added, “We have spent years building technology around how mortgage professionals actually operate, where friction exists, how brokerages recruit and retain talent, and how agents stay close to borrowers. Pentiv gives us the opportunity to take what we have built and learned inside Pineapple and extend it to the broader industry. Pineapple will remain the environment where we can test, validate, and improve the platform in real workflows, while Pentiv gives us the vehicle to scale that intelligence far beyond our own network. That is what makes this next phase so exciting.”
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