Primis Mortgage Prioritizes Borrower Savings and Efficiency Through Informative Research's Credit and Verification Solution

About Primis Mortgage

Primis Mortgage is a subsidiary of Primis Bank, which traces its roots back more than a century to a small-town lending institution in North Carolina that grew to become one of the largest banking firms in America. This time-tested foundation allows Primis Mortgage to bring customer-centric, forward-looking technology to borrowers backed by the stability of a traditional banking institution. 

Since 2019, Primis Mortgage has grown to operate coast-to-coast, with regional centers in key markets including Charlotte, Nashville, Austin, Wilmington and Seattle. The company’s approach to growth is measured, focusing on “one good teammate at a time and one good market at a time.”

Primis’ commitment to earning its customers’ confidence extends across its operations, from carefully selecting technology partners to implementing innovative tools and processes that save time and money for borrowers. Even in challenging market conditions, this strategy has enabled Primis to maintain profitability while expanding its reach to cover 43 states and the District of Columbia.

The Challenge

Having founded and successfully operated Ameritrust, one of the larger privately held mortgage companies in its time, as well as launching Seatrust Mortgage Company, CEO John Owens came to Primis with ample experience and a vision that emphasizes using innovative technology to build trust in the customer relationship and make homeownership more affordable. 

As head of Primis Mortgage, Owens faced several challenges as the company expanded its operations. Credit costs, which are one of the company’s top five operational expenses, require careful management to ensure long-term sustainability and borrower affordability. Additionally, previous vendor relationships could not provide the level of service or flexibility needed to optimize verification processes. This resulted in inefficiencies, including unnecessary spending and a lack of visibility in operational data.
 
Primis also recognized the need for a partner that could offer a holistic approach to verification services, including digital assets, income verification, cost management and compliance tools. These were essential to achieving the dual objectives of enhancing borrower experience and maintaining profitability.

The Solution

When Primis Mortgage began expanding its operations in 2019, Owens approached vendor selection with a unique philosophy: vendors should align with the company’s culture and values, becoming true partners rather than mere service providers. 

“We pick our vendors like our team—they must be a part of our culture,” Owens explains.

This cultural alignment was critical as Primis sought to implement a scalable, technology-driven infrastructure to support its mission of making homeownership more affordable.

“Our goal is always to protect our borrowers and provide the most affordable path to homeownership, Owens explains. “We need partners who offer innovative solutions and work with us to identify and address inefficiencies. We struggled to find that with our prior vendors.”

As credit costs continued rising, Owens and his team began evaluating new options, seeking a partner that could provide superior service and measurable cost savings. Informative Research emerged as the likely choice by offering a comprehensive suite of solutions tailored to Primis’ goals. Primis first implemented Informative Research’s credit services only, but the partnership quickly expanded to include tools like AccountChek® for digital asset and income verification, a comprehensive verification platform and support for FICO® Score 10T.

Results

Since partnering with Informative Research, Primis Mortgage has significantly improved its operational efficiency, cost management and borrower experience. AccountChek has streamlined the verification process, enabling borrowers to complete tasks that once took hours in just minutes. This efficiency enhances the customer experience and reduces the likelihood of errors or delays that could impact loan approval timelines.

One of the partnership’s most transformative elements was the introduction of Informative Research’s verification platform, a feature that allows Primis to prioritize verification providers in accordance with Primis’ strategy. This approach aligns with Primis’ mission to provide the borrower with the best experience possible. By leveraging the platform’s decision logic, Primis has minimized unnecessary spending while maintaining compliance and accuracy. 

“Every dollar we save translates to more affordability for our borrowers,” Owens notes. “Informative Research has helped us put guardrails in place to ensure we’re not spending unnecessarily.”

Informative Research’s unique process of monthly invoice reviews also sets them apart, allowing Primis to analyze spending patterns and identify opportunities for cost savings.

Margaret Kronmueller, Primis’ Chief Operating Officer, praises the partnership, noting that Informative Research actively looks for ways to save Primis money—a rare quality in a vendor. She points out that the monthly invoice reviews demonstrate Informative Research’s commitment to reducing unnecessary expenses, even when it might mean less revenue for them.

Another key outcome of the partnership is Primis’ adoption of FICO® Score 10T, a credit scoring model that opens the door to homeownership for borrowers who might not have qualified under traditional criteria. As one of the first bank-owned mortgage companies to adopt this model, Primis has demonstrated its commitment to innovation and affordability.

The success of Primis Mortgage’s partnership with Informative Research is a testament to the power of collaboration and shared values. Together, they are redefining the borrower experience, streamlining operations and delivering measurable cost savings while staying true to their mission of making homeownership more affordable.

Owens reflects on the strength of the relationship, emphasizing that Informative Research’s commitment to Primis’ goals is what sets them apart. 

“They don’t just sell a product—they work with us to ensure we get the most value,” he says. “I see them as more than just a vendor; they’re a true partner in our success.”

About Informative Research 

Informative Research, a Stewart company, is a leading technology platform that delivers data-driven solutions to the lending community. The solutions provider currently serves mortgage companies, banks, and lenders throughout the United States. The company is recognized for streamlining the loan process with its straightforward service model, progressive solutions, and cutting-edge technology. Informative Research's four key pillars are: Customer Acquisition, Risk and Retention, Upsell/Cross-sell and Custom Data Analytics, which underscores their commitment to excellence and leadership in the data solution space. To learn more, visit https://www.informativeresearch.com.