Previously, Covi was head of growth at personal finance start-up Stash, Neinken was VP of global sales at B2B media company Industry Dive and Salerno helped co-found equity management platform Equity Token, now known as Finta.


As Covi described it, the company’s initial launch as Signal Intent was a successful one. The start-up served as an engagement tool that helped send customers “into the application funnel” or to a loan officer. Through 2021, it signed 60 different financial institutions as clients and six of the top 100 mortgage lenders, Covi said.

“We had a really successful year building traction,” Covi said. “We reached about 1.2 million consumers, helping them make smarter financial decisions.”

At the same time, emerging data from consumers pointed to a different but related opportunity.

“What we saw from our home data from engaging all these consumers was the overwhelming demand for home lending and home ownership tools,” Covi said. “So over that year, we decided that leaning into home lending and really focusing on this solution was the best approach for us, both because of the consumer demand and need but also the need we saw for banks to retain and engage their customers.”