LLR Partners, a Philadelphia-based private equity firm, has made strategic investments in Sales Boomerang, a provider of automated borrower intelligence and retention software for lenders, and Mortgage Coach, a borrower conversion platform empowering lenders to educate borrowers with interactive presentations.

The deal supports product enhancements engineered to make both firms’ technologies more valuable to lenders. The firm intends to increase the range of financial products and lending institutions and a tighter integration between the two firms.

“Together, Sales Boomerang and Mortgage Coach enable lenders to deliver data-driven advice to borrowers, creating immediate sales influence before a borrower begins shopping for a new loan,” said Sales Boomerang CEO Alex Kutsishin. “Our strongly aligned missions, and now shared investor, provide both organizations the resources to deliver technology solutions that mortgage lenders cannot succeed without as the industry shifts to automated origination processes.”

“Sales Boomerang and Mortgage Coach are well positioned to support over 5,000 financial institutions and 350,000 licensed mortgage loan officers across the United States,” said Sam Ryder, principal at LLR Partners. “Our strategic investments will help both businesses to define the next generation of lending technology.”

Canaccord Genuity served as exclusive financial advisor to Sales Boomerang, and Vaquero Capital served as exclusive financial advisor to Mortgage Coach.