Company: BLNE
Filing Date: 2025-01-03
Form Type: S-1/A
Source: 0001493152-25-000284
Chunk: 68

Company: Beeline Holdings, Inc.
Filing Date: 2025-01-03
Form: S-1/A
Chunk 68
---
 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.         |
| ● | SoFi:                                                                                             
 Targets a younger demographic, particularly first-time homebuyers. SoFi combines mortgage         
 products with personal finance management tools. It emphasizes low fees and offers a diverse      
 array of financial services and non-mortgage loan products.                                       |
| ● | LoanDepot:                                                                                        
 Strong presence in both direct-to-consumer and retail channels, with its proprietary technology   
 called mello®. LoanDepot aims to combine human assistance with technology-driven processes        
 to cater to diverse customer needs.                                                               |
| ● | Ally                                                                                              
 Home: Part of Ally Bank, Ally Home focuses on an all-digital mortgage process and targets         
 consumers interested in a bundled experience with their banking services.                         |

However, as of the date of this Prospectus, Beeline does not believe that the above competitors provide Non-QM loans in any material way. Beeline believes the combination of its mortgage product offerings and its focus on a digital first experience, provides it with a competitive advantage.

On the other hand, certain of Beeline’s competitors have greater resources and brand recognition than us, or otherwise pose a competitive threat to our business. See “Risk Factors” at page 5 for risks related to the competition Beeline faces in its industry.

Strategy for success

Beeline’s strategy is focused on developing and leveraging excellent technology to enable better scale at a reduced cost while delivering an exceptional customer experience. This will be done through AI, automation and task-based workflows. As mentioned, the cost to originate a mortgage is approximately $9,000 to $13,000. Beeline’s goal is to reduce that to below $6,000.

Additionally, Beeline’s strategy includes the ability to keep the consumer in the Beeline ecosystem - keeping that customer for the title work and escrow/settlement services. This increases Beeline’s revenue per file by an average of $1,700.

| 59 |

None of this is possible without a great brand and great user experience when interacting with Beeline’s technology and staff. Beeline’s strategy in this area is to continue to push digital content to the right audiences who are interested in a lending experience like the one it offers. When human touch points are necessary or requested, Beeline provides the consumer with a knowledgeable, friendly and solutions-based support system