Company: BLNE
Filing Date: 2025-01-17
Form Type: PRE 14A
Source: 0001493152-25-002779
Chunk: 85

Company: Beeline Holdings, Inc.
Filing Date: 2025-01-17
Form: PRE 14A
Chunk 85
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 for Bob to soon start voice campaigns                 
 for generating sales activities and enhancing customer service. By the end of the first quarter of 2025, Bob is expected to start    
 processing files. It will then process some underwriting functions by the end of the third quarter of 2025. A certain level of human 
 interaction and involvement is needed for the mortgage process, therefore Bob will always work in an environment that leverages AI   
 abilities and humans when needed.                                                                                                    |
| ● | License                                                                                                                              
 for software: Beeline licenses the loan origination software and customer relationship management platform from third party vendors. |

| 73 |

Competition

Banks and other savings institutions have historically dominated the mortgage lending business. Their competitive advantages are financial strength, which includes the availability of capital to fund loans, management and employee skills, experience and availability, the ability to use their financial strength to leverage compliance costs and local visibility. Because of policy changes and shifts in the marketplace, nonbank mortgage lenders have come back in force. By 2016, nonbank mortgage origination for the first time surpassed that of banks. The rapid rise of the nonbank mortgage lenders could have been possible only with the assistance of federal subsidies. In the decade from 2010 to 2020, nonbanks effectively doubled their market share of Fannie, Freddie, and FHA lending. In market segments not dominated by government lenders, such as the jumbo mortgage market, banks continued their dominance.

Digital direct-to-consumer mortgage lending has grown rapidly, especially post-COVID, as the trend toward remote communication and digitization of the economy accelerated. As a result, many younger consumers demand a faster, more efficient mortgage processes. Key trends include the adoption of AI and machine learning for underwriting, online document management, and personalized loan options.

The market for online mortgage lending is substantial, with projections suggesting continuous growth due to convenience, cost-efficiency, and customer demand for transparency and lower fees.

Beeline’s key online competitors are:

| ● | Rocket                                                                                                                              
 Mortgage: The largest digital mortgage lender in the U.S., known for its streamlined application process and fast approvals. Its    
 online platform is user-friendly, and it offers competitive rates. Rocket Mortgage leverages AI to enhance customer experience and  
 predict borrower needs.                                                                                                             |
| ● | Better                                                                                                                              
 Home and Finance: Differentiates with its digital-first experience and AI-driven recommendations. It emphasizes transparency and    
 customer support, with a streamlined, all-digital process.                                                                          |
| ●