Growth looks simple on a spreadsheet until real-world execution begins. Rob Pieklo explains why eLEND’s rebrand only came after heavy investment in technology, talent, and infrastructure, not before.
Pieklo explains how rebuilding a brand isn’t about the new logo, it’s about earning the right to change the name and building trust, and what went into eLEND’s rebuild.
In this interview with HousingWire’s CEO Clayton Collins, Pieklo details how owning customer touchpoints, choosing the right technology partners, and working closely with pricing engine Polly helped eLEND move capital markets closer to brokers. The conversation highlights why partner alignment, not “set it and forget it” vendors, is critical to scaling growth while maintaining pricing discipline and service consistency.
