The Futurist Expy award honors organizations reimagining what’s possible through AI, automation, predictive insights, and personalized engagement at scale. This year’s winner, CrossCountry Mortgage, exemplifies that vision—and then some.
For CrossCountry Mortgage, innovation isn’t a project. It’s a culture. And it’s powering the future of customer experience across every stage of the mortgage lifecycle.
Pioneering the first Experience.com + Total Expert integration
CrossCountry Mortgage (CCM) made industry history by serving as the strategic bridge between Experience.com and Total Expert, delivering the first real-time feedback integration of its kind. This breakthrough allows CCM to:
- Trigger instant borrower or partner engagement based on sentiment
- Automate Journeys tied to satisfaction scores, milestone feedback, or review signals
- Blend emotional and transactional context for hyper-personalized outreach
- Continuously refine communication using real-time insights
It’s more than an integration—it’s a feedback ecosystem that’s reshaping how CCM builds loyalty and deepens relationships.
Intelligent Journeys that respond in real time
In 2024 alone, CCM launched 36+ dynamic Journeys, each one translated into Spanish and optimized for mobile and cross-browser performance. These Journeys aren’t static—each is rigorously refined through A/B testing to ensure every message format matches user needs and engagement preferences. These Journeys deliver:
- Highly personalized outreach across every customer milestone
- Automated partner + borrower engagement
- Real-time response to behavior signals and feedback
- Full lifecycle alignment across teams
They're delivering personalization at scale, driven by intelligence.
A Unified, Omnichannel Experience
The future of engagement is seamless, and CCM is already there. With Total Expert at the center, CCM built a multichannel ecosystem that reaches consumers and referral partners wherever they are—with consistent, on-brand, contextual messaging across:
- SMS
- Mobile
- Web
- Video
Every journey is built to meet customers in their preferred channel, in their preferred language, at the exact right moment.
Turning Insights Into Action (and Action Into Revenue)
CCM’s integration of Experience.com, Sela, their proprietary CRM, Adwerx, Vidyard, the Total Expert AI Sales Assistant, and more has created a powerhouse of intelligence and automation. This infrastructure enables:
- Next-best-action triggers that guide sales teams
- Personalized video at key decision points
- Automated review requests and SEO-enhancing feedback loops
- Insight-driven marketing that adapts in real time
Their Sigma analytics platform ties it all together, offering granular reporting that ties journey engagement to revenue outcomes—ensuring optimization is ongoing and meaningful.
Future-Ready Outcomes That Set a New Benchmark
CrossCountry Mortgage’s impact is measurable and industry-defining:
- Reduced response times following negative feedback
- Higher satisfaction & retention among referral partners
- Hyper-personalized Journeys blending behavior, emotion, and context
- A new benchmark for real-time feedback-driven engagement
CCM’s alignment of marketing, sales, operations, and compliance around intelligent workflows has:
- Increased campaign engagement rates
- Reduced drop-off across key customer journey stages
- Elevated partner satisfaction
- Strengthened their position as the nation’s #1 retail mortgage lender—for the second year in a row
Why CrossCountry Mortgage won the Futurist Expy award
CCM is building the next era of mortgage engagement—one where data informs empathy, automation amplifies human connection, Journeys evolve with customer needs, and organizations operate as unified ecosystems rather than silos. CCM isn’t just adopting technology—they’re shaping how technology should work for the mortgage industry. Their innovations are bold, inclusive, and deeply human-centered, reflecting a future for financial services that is smarter, faster, more adaptable, and far more personal. Congratulations again to CrossCountry Mortgage, the 2025 Futurist Expy Award winner.
