While most prospective borrowers start the mortgage process over the Internet, the typical consumer experience transitions offline before the loan closes. But a mortgage lender backed by Silicon Valley investors wants to close that gap, while at the same time, wring out origination costs by having consumers self-service loan applications.

From the airport to the grocery store — and throughout the digital traverses of the Internet — technology has increasingly enabled self-service commerce. An estimated 197 million American consumers purchased retail goods in 2014 from all sorts of proprietors with minimal, if any, use of a sales person as an intermediary — that's up from 191 million in 2013, according to research firm Statista.

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