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Floify Names Two To Leadership Positions

Keith Griffin
May 31, 2022

Sofia Rossato joins as president/GM; Dan Goldman as VP of sales.

Floify, a point-of-sale solution for the mortgage industry and subsidiary of Porch Group Inc., has announced the hiring of Sofia Rossato as president and general manager and Dan Goldman as VP of sales.

Rossato previously was the CEO at the omnichannel chat platform SnapEngage and brings over 20 years of leadership experience to Floify, while Goldman was senior vice president of sales at First Integrity Mortgage Services and brings more than 20 years of executive sales experience to Floify.

Prior to SnapEngage, Rossato was chief operating officer of the information division at Markit, at the time a $17 billion financial information company. Rossato also held senior leadership roles at Wall Street On Demand. Under Rossato’s leadership, this fintech startup grew by 400 people and saw a 13-times increase in revenues before being acquired by Goldman Sachs. 

Rossato grew up in Argentina and Miami and holds a bachelor’s degree with honors from the University of Pennsylvania. She will oversee the overall operations, growth and performance of Floify on behalf of Porch Group.

"I am thrilled to be joining the Floify team,” Rossato said. “Floify is a pioneer in the mortgage automation space, and now together with Porch Group, we look forward to building the next generation of unified lender and borrower experiences.”

Prior to his tenure at First Integrity Mortgage Services, Goldman was the national sales leader and interim CEO of the Lenders One Mortgage Cooperative, a national alliance of mortgage bankers, correspondent lenders, and suppliers of mortgage products and services. Additionally, Goldman held leadership roles at Pacific Union Financial, Metlife Home Loans, Aurora Loan Services/Lehman Brothers, and similar companies in the mortgage and housing industries. Goldman holds a bachelor’s degree in business management from National Louis University. He will be responsible for directing all sales development efforts.

“Sofia and Dan’s backgrounds and experiences in growing leading-edge mortgage and technology companies will complement Porch Group, Inc.’s core service offerings for the housing industry,” said VP & Group GM Joshua Steffan. “We are thrilled to have these two talented professionals join our organization and support our efforts to improve the home buying process for lenders and borrowers alike.”

May 31, 2022
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