Beeline Holdings launches self-service mortgage experience

Beeline announced the launch of the Self-Service Mortgage Experience, SSME, a new pathway through its proprietary technology designed to give borrowers greater flexibility and control in the mortgage process. The first phase of Self-Service launched on March 11, 2026, and is currently available to half of all borrowers applying for a conventional mortgage through Beeline’s platform. “With Self-Service, we’re giving borrowers a clearer view of their options earlier in the process,” said Jess Kennedy, Chief Operating Officer of Beeline Financial Holdings, Inc., Beeline’s principal operating subsidiary. “Customers can review potential loan scenarios and request a rate lock when they’re ready-on their own timetable-while still having the ability to connect with a Loan Guide whenever they want support,” she continued.