Joe’s SaaS product plan.

Working Product Name

MortgageScorecard.io

Your Path to Better Mortgage Rates.

Product Basics

This is an overview and introduction to the SaaS product.

What is it?

MortgageScorecard is a SaaS platform designed for Canadian mortgage brokers specializing in alternative lending. It provides a systematic approach to guiding clients through a transition to prime borrowing, maximizing future revenue and strengthening client relationships.

Who is it for?

This platform is designed for Canadian mortgage brokers who work with clients on alternative lending solutions and aim to transition them to prime mortgages. It is ideal for brokers looking to improve client retention, increase revenue through refinancing, and build stronger referral networks.

What does it do?

MortgageScorecard tracks client progress, automates follow-ups, and provides clear action plans for improving credit scores and financial stability. It predicts qualification timelines and uses visual scorecards to monitor progress across key dimensions. This allows brokers to convert one-time transactions into recurring revenue streams.

What problem does this product solve?

MortgageScorecard solves the problem of alternative lending clients becoming stuck in high-interest cycles. By providing a systematic approach to exit strategies, it helps brokers efficiently manage client progress, identify refinance opportunities, and convert one-time clients into long-term relationships.

How does it work?

Brokers input client data, and the platform generates personalized action plans and automated follow-up tasks. It tracks progress across key metrics (credit score, debt levels, etc.) visualized in scorecards. Predictive analytics estimate timelines for prime mortgage qualification, enabling proactive communication and opportunity identification.

Possible pain points

  • Losing track of clients after funding
  • Missing refinance opportunities
  • Inefficient manual tracking of client progress
  • Difficulty in predicting client qualification timelines
  • Lack of a systematic approach to transitioning clients to prime mortgages
  • Inability to visualize client progress easily
  • Reduced client retention and missed revenue opportunities

Target Market

Defining who this product serves and why they need the product.

Target Audience

MortgageScorecard targets Canadian mortgage brokers specializing in alternative lending. These brokers seek to improve their efficiency, increase client lifetime value, and gain a competitive edge in a rapidly evolving market.

Audience Segments

  • Independent Mortgage Brokers
  • Mortgage Brokerage Firms
  • Alternative Lending Specialists
  • Financial Advisors with mortgage clientele
  • Credit Repair Professionals (partnerships)

Buyer Persona

Our ideal buyer persona is a seasoned mortgage broker with a strong existing client base, actively seeking to improve efficiency and profitability. They are tech-savvy, understand the importance of client retention, and value data-driven insights to optimize their business.

Underserved Niches

  • New Immigrant Market
  • Self-Employed Borrowers
  • Individuals with recent credit challenges
  • First-time homebuyers with alternative financing needs
  • Clients requiring high-ratio mortgages

The Industry

Analyzing the current landscape and identifying opportunities.

An overview of this industry

The Canadian mortgage brokerage industry is highly competitive, with increasing demand for alternative lending solutions. Brokers face pressure to improve efficiency and client retention while navigating regulatory changes. Technological advancements are transforming how brokers operate, creating opportunities for innovative solutions that streamline workflows and improve client outcomes. There's a growing need for tools that focus on client transition strategies from high-interest to prime mortgages.

SWOT Analysis

  • Strengths: Growing demand for alternative lending solutions, increasing adoption of technology in the mortgage industry
  • Weaknesses: High competition, potential regulatory hurdles
  • Opportunities: Development of specialized tools for client transition management, integration with other financial platforms
  • Threats: Economic downturn affecting the mortgage market, emergence of new competitors

Competitors

  • MortgageScorecard.io
  • Other CRM systems for mortgage brokers
  • Generic project management software
  • Credit reporting agencies
  • Competitor X (Hypothetical)

How to thrive in this industry

To thrive, brokers must focus on providing exceptional client service, leveraging technology to improve efficiency, and specializing in niche markets. Building strong referral networks and offering unique value propositions are also key to success.

Brand Identity

Establishing the personality and visual elements of the brand.

Brand Style Overview

MortgageScorecard's brand will be modern, professional, and trustworthy, reflecting the importance of financial stability and planning. The visual style will be clean and easily understandable, with a focus on clear data visualization.

Color Palette

#007bff
#28a745
#dc3545
#ffc107
#6c757d

Features & Benefits

Showcasing what the product offers and how it solves key challenges.

Feature Ideas

  • Client Onboarding: Securely import client data and initiate the transition plan.
  • Action Plan Generator: AI-powered suggestions for improving credit score, debt reduction, and financial documentation.
  • Progress Tracking: Visual scorecards displaying progress across various dimensions (credit, financial, documentation).
  • Automated Follow-ups: Scheduled reminders and communication templates to maintain client engagement.
  • Predictive Analytics: Estimated timelines for prime mortgage qualification.
  • Reporting & Analytics: Track key metrics, identify trends, and measure success.
  • Refinance Opportunity Alerts: Notifications when clients meet refinancing criteria.

Benefits

  • Increased Client Retention: Stronger client relationships through proactive communication and progress tracking.
  • Higher Revenue Generation: Identify and capitalize on refinance opportunities.
  • Improved Efficiency: Automate tasks and streamline workflows.
  • Data-Driven Decision Making: Use analytics to optimize strategies and client management.
  • Competitive Advantage: Offer clients a unique and valuable service.

The MVP

Introducing the core version of the product to validate its value.

Minimum Viable Product

The Minimum Viable Product (MVP) will focus on core features: client onboarding, progress tracking with visual scorecards for credit and financial metrics, automated follow-up emails for key milestones, and basic reporting on client progress. This allows us to validate the core functionality and gather user feedback before expanding features.

Potential First Steps

  1. Step 1: Develop core data input and tracking features (client profile, credit score, debt, etc.).
  2. Step 2: Build the visual scorecard and basic reporting functionality.
  3. Step 3: Implement automated email follow-ups for crucial milestones.
  4. Step 4: Conduct beta testing with a small group of brokers.
  5. Step 5: Iterate based on feedback and release the MVP to a wider audience.

Pricing

The pricing strategy to maximize value for its customers.

Pricing Model

MortgageScorecard will utilize a tiered subscription model based on the number of clients managed, offering varying levels of features and support.
Basic

$49/month

  • Client tracking (up to 25 clients)
  • Basic reporting
  • Automated email reminders
  • Limited support
  • Visual scorecards
Standard

$99/month

  • Client tracking (up to 100 clients)
  • Advanced reporting
  • Customizable email templates
  • Priority support
  • Predictive analytics
Premium

$199/month

  • Unlimited client tracking
  • All features unlocked
  • Dedicated account manager
  • API access
  • Custom integrations

The Build

Outlining the process of bringing the product from concept to reality.

The Platform on Which to Build a SaaS app

If you want to start a software as a service (SaaS) business and you’re familiar with WordPress, you might be wondering if it’s possible to use it for your platform. As a SaaS startup founder, it’s also probably not economical for you to hire a developer to build a site for you on Laravel, for example. If you’re already familiar with WordPress, why not stick with what you know? After all, WordPress powers 31% of all websites, and it’s proven itself in terms of scalability and security. Read More
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Advantages of building this on WordPress

  • Scalability: Easily adapt and expand features as needed.
  • Cost-Effectiveness: Leverage existing WordPress infrastructure and plugins.
  • Large Community Support: Access to a vast network of developers and resources.
  • Flexibility: Customize the platform to specific requirements.
  • SEO Friendliness: Improve website rankings and visibility.

Separate sales site and app or contained in one?

For the MVP, a contained solution within a single platform would be ideal. This simplifies development and allows for a focused initial launch. A separate sales site can be added later to enhance branding and marketing efforts. This phased approach minimizes upfront development costs and allows for agile adjustments based on market feedback.

Marketing & Promotion

Outlining the process of bringing the product from concept to reality.

Sample social media post

Tired of spreadsheets and missed refinance opportunities? MortgageScorecard streamlines your client management, predicts prime mortgage eligibility, and maximizes your revenue. Get your free demo today and start building stronger client relationships! #mortgagebroker #alternativelending #fintech #canadianmortgage

YouTube video ideas

  • MortgageScorecard: Automate Your Client Success
  • MortgageScorecard Tutorial: Mastering Client Transition Strategies
  • MortgageScorecard Review: How it Transformed My Mortgage Business
  • Top 5 Features of MortgageScorecard for Mortgage Brokers
  • MortgageScorecard vs. the Competition: Which Tool is Right for You?

Sample Email subject lines

  • Stop Missing Refinance Opportunities!
  • Unlock Your Clients' Prime Mortgage Potential!
  • MortgageScorecard: Get a Free Demo Today!
  • Maximize Your Mortgage Revenue with MortgageScorecard!
  • Streamline Your Workflow with MortgageScorecard!

Starter Product Hunt creator comment

MortgageScorecard is a game-changer for mortgage brokers handling alternative lending. It's the only platform that provides a complete system for managing client transitions to prime mortgages, from initial onboarding to predicting eligibility and identifying refinance opportunities. We've streamlined the entire process, eliminating manual tracking and improving client retention significantly. Join us in revolutionizing the Canadian mortgage industry! Check out the demo and see for yourself how easy it is to take your business to the next level.

Reddit post topic ideas

  • Canadian Mortgage Brokers: What's Your Client Transition Strategy?
  • Is Your CRM Ready for Prime Mortgage Refinancing?
  • MortgageScorecard: The Future of Alternative Lending Management
  • Maximize Your Mortgage Business with Automated Client Follow-up
  • Mortgage Brokers: How to Improve Client Retention

Affiliate Program

Some info should go here and some stuff.

Affiliate program comission structure

Our affiliate program offers a tiered commission structure, with brokers earning 10% commission on the first year of subscriptions referred, increasing to 15% for subsequent years. This incentive rewards long-term partnerships and fosters a collaborative approach to market growth.

Why should someone join this affiliate program?

  • Earn recurring commissions on successful referrals.
  • Promote a high-demand product solving a real problem for mortgage brokers.
  • Benefit from our marketing materials and support.
  • Join a growing network of affiliate partners.
  • Help more Canadians access prime mortgages.

Steps for growing an affiliate base

  1. Develop a compelling affiliate marketing kit with brochures, presentations, and email templates.
  2. Utilize social media marketing and targeted advertising to reach potential affiliates.
  3. Establish a dedicated affiliate portal with tracking and reporting tools.
  4. Partner with influential mortgage industry bloggers and professionals.
  5. Offer exclusive bonuses and incentives for top-performing affiliates.

Why build this?

Bringing your SaaS product to life isn’t just about creating software—it’s about unlocking new opportunities for growth, scalability, and long-term success. Here’s why building your own SaaS is one of the smartest business moves you can make:

1. Generate Leads and New Business

Traditional lead magnets like eBooks and whitepapers are easily forgotten, but a SaaS product? That’s a game-changer. Instead of offering static content that may never be read, your prospective clients get a real, interactive tool that actively helps them solve a problem or make their life easier.

Whether it’s a calculator, automation tool, or niche-specific dashboard, your SaaS provides immediate value—positioning your brand as the go-to solution. In return, you gain engaged, high-quality leads who are already experiencing the impact of your expertise before they even become paying customers.

2. Create a New Revenue Stream

Why trade time for money when you can create recurring revenue? A SaaS product isn’t just another service—it’s a scalable asset that generates predictable, ongoing income.

Unlike traditional services that require hands-on work, a successful SaaS product lets you sell, automate, and grow without limits. Whether you monetize through subscriptions, one-time purchases, or premium add-ons, your SaaS can become a standalone business or a highly profitable extension of your existing brand.

Learn More