The past few years have been a rollercoaster for the mortgage industry. Interest rates have been unpredictable, inventory remains tight, and first-time homebuyers — especially millennials and Gen Z — are facing significant affordability challenges. But according to Vieaux, that doesn’t mean there’s no opportunity.

“There’s no better resource for consumers, especially first-time homebuyers, than a local loan officer,” he said. “People need someone to guide them not just through the transaction, but through the entire journey of financial and homeownership readiness.”

That’s where FinLocker comes in.

If you’re unfamiliar, FinLocker is a financial fitness app designed for mortgage lenders and loan officers. It’s not meant to replace the loan officer, but rather, to extend their reach and help them nurture potential borrowers long before they’re ready to apply for a mortgage.

“Our technology is a financial fitness app with a homeownership focus,” Vieaux explained. “It’s a white-label app, branded to the lender, and it presents the loan officer as the hero in the consumer’s journey.”

Simply put, it helps loan officers stay connected with buyers who may be 6, 12, or even 18 months away from purchasing a home. Instead of losing touch, LOs can offer real value — credit tracking, budgeting tools, and education — while keeping their name top-of-mind.

The mortgage industry is changing, and according to Vieaux, loan officers who rely on old strategies will struggle. One major shift? Buyers are more anxious than ever, especially Gen Z.

“Gen Z is the most financially anxious generation ever, but they still want to buy homes,” he said. “So how do we help them? With empathy, education, and patience.”

Recent studies back this up. The Boston Consulting Group found that purchase originations are less volatile than refinance business, making them the foundation of a sustainable mortgage business. And according to JD Power, borrowers who engage with a lender early in their journey are 20% less likely to contact another lender and 54% less likely to submit multiple applications.

Translation? If you can build trust with a borrower before they’re ready to buy, you have a much higher chance of keeping them as a client when the time comes.

Another game-changer? Personal branding.

“I honestly believe the individual loan officer’s brand matters more than the company brand,” Vieaux said. “Consumers do business with people they know, like, and trust. It’s not about the lender’s name — it’s about the loan officer’s reputation.”

But personal branding doesn’t just mean having a website. In 2025, it means showing up — whether that’s online, in local communities, or both. And yes, that means social media.

“At a minimum, you need a presence,” Vieaux emphasized. “Because if a Gen Z buyer is referred to you, the first thing they’ll do is look you up online. And if they can’t find you? You’re losing business.”

For LOs who are hesitant about putting themselves out there, Vieaux had a simple piece of advice: “What do you like to do outside of loans? That’s part of your personal brand. People want to connect with you as a person, not just as someone selling mortgages.”

Of course, no discussion about the future of mortgage lending is complete without talking about AI. While some fear that AI could replace loan officers, Vieaux sees it differently.

“You don’t need to be afraid of AI replacing you. You need to be afraid of loan officers who are using AI — because they’re going to beat you.”

AI is already streamlining content creation, automating client follow-ups, and improving marketing strategies. And the best part? It can help LOs work smarter, not harder.

“It’s about efficiency,” Vieaux explained. “AI can help you generate ideas, create content, and engage with borrowers faster. But at the end of the day, it’s the personal connection that matters.”

As the conversation wrapped up, it was clear that the LOs who will thrive in 2025 are the ones who are willing to adapt.

• Get in early – Borrowers start researching long before they apply. Be there from the beginning.
• Invest in personal branding – Whether it’s social media or community events, make sure you’re visible.
• Use technology to your advantage – AI and tools like FinLocker can help you nurture leads and work more efficiently.

And most importantly? Be a guide, not just a salesperson.

“If you do right by a first-time homebuyer, who do you think they’re going to refer their friends and family to?” Vieaux asked.

The answer is simple: The loan officer who took the time to educate, nurture, and build trust.

Listen to Take It To The Max! with LaDonna Lockard, exclusively for National Mortgage Professional. Listen to the full episode below for even more of Brian's insight.