Blend is continuing to expand beyond its original business of white-label mortgage application technology. Last week, the San Francisco-based digital lending platform launched new application technology for personal loans, credit cards and specialty vehicle loans.

“We want to enable banks and financial institutions to be there as trusted advisors for every financial milestone and to keep up with constantly changing consumer expectations and market dynamics,” said Nima Ghamsari, co-founder and CEO of Blend, in a statement. “Blend will help lenders deliver the right product at the right time and with no friction.” 

The new products are the latest push by Blend, which is worth a reported $1.7 billion, to offer application technology for a full suite of consumer banking products. According to the company, the new solutions help banks offer a consistent user experience across various products, instead of relying on a variety of vendors for one-off solutions. Blend first expanded beyond mortgage applications last fall with its launch of bank solutions to open deposit accounts and apply for home equity lines of credit.

The personal loan and vehicle loan products allow banks to verify income and employment information digitally during the application. The credit card application, meanwhile, highlights rates, benefits and terms to guide consumers through selecting the right card. All three products offer real-time preapprovals and co-browsing so bank employees can guide customers through the applications.

See also: Blend piloting digital mortgage closing tool

Blend, founded in 2012, works with more than 250 clients, including big names like Wells Fargo and U.S. Bank. According to the company, clients process more than $3.5 billion in mortgage and consumer loans per day using Blend’s technology. Earlier this year, the bank worked with the Buffalo-based M&T Bank to process Paycheck Protection Program loans. The company also launched a mobile app for loan applications with Eagle Home Mortgage in January. 

Blend’s expanded solutions could cut out work for consumers looking to deepen their relationship with a bank. The launch “zeroes in on a key focus [area] for leading financial services companies, and that is reducing the cognitive load on the customer,” said Peter Wannemacher, principal analyst at Forrester Research, last year when Blend expanded into account opening and home equity applications. “The customer should not be forced to enter in several pieces of information multiple times.”

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