Beyond the mortgage: Alex Song on how Made Card is building homeowner loyalty through everyday engagement

Homeownership really starts at closing, yet that’s often where the relationship between borrowers and lenders ends. As affordability pressures continue to reshape the housing market, borrower engagement needs to shift from periodic marketing to creating continuous value throughout the homeowner journey. To address this evolution, Made Card is taking a different approach. The fintech has developed a first-of-category credit card designed to help homeowners reduce the ongoing time, stress and cost of homeownership. Alex Song, Co-founder of Made Card, discusses why homeowner engagement is becoming just as important as customer acquisition, how embedded financial products can strengthen mortgage loyalty and why he believes personalized technology will redefine borrower relationships over the next five years. Addressing the rising cost of homeownership HousingWire: What led to the creation of Made Card, and why did homeowners need a different financial product? Alex Song: Home affordability has become one of the defining challenges in housing today and is the driving force behind Made Card. Mortgage rates remain high, home prices have risen and inflation has increased the cost of everyd...