
Behind the Lender with Jeff Adamson, Co-Founder of Neo Financial
In Episode 44 of Behind the Lender, recorded live at the Ascend Mortgage Summit, Dean Lawton sits down with Jeff Adamson, Co-Founder of Neo Financial and one of the most ambitious voices in Canadian Fintech today.
As one of the founders behind SkipTheDishes, Jeff knows what it takes to disrupt legacy systems. Now, with Neo, he's on a mission to rebuild Canada’s financial experience—from chequing accounts to credit cards to mortgages—with design, speed, and simplicity at the forefront.
In this episode, Jeff pulls back the curtain on what the mortgage industry gets wrong, why most digital “solutions” still feel stuck in the early 2000s, and how brokers can evolve alongside their clients by embracing technology without sacrificing trust.
This is more than a Fintech story. It’s a clear-eyed look at where we are, where consumers want us to be, and how smart partnerships between brokers and lenders will define the next decade.
The Disconnect Between Expectations and Experience
Jeff begins by breaking down his own experience applying for a mortgage—ironically, while running a company that was in the process of building one. The takeaway? “It felt like 2005.”
Despite having the credentials, documentation, and income most lenders would love, he was forced to upload the same PDF multiple times, chase updates via email, and navigate platforms that felt neither intuitive nor modern.
This pain point is more common than it should be. In a world where consumers can book flights, buy cars, and trade stocks from their phones, the mortgage process still feels slow, siloed, and opaque.
Neo aims to solve that—not just with sleeker UX, but with a full reimagining of how lending works at every touchpoint.
What Neo Is Really Building
Jeff clarifies that Neo is not just trying to be “a better lender.” It’s rebuilding the financial stack, aiming to become the full-service financial partner for the modern Canadian.
For mortgages specifically, this means vertical integration across the customer journey: onboarding, document collection, communication, and funding—wrapped into a single experience that feels fast, personal, and frictionless.
Unlike many Fintechs that bolt on a few tools or outsource their backend to traditional banks, Neo is focused on controlling the entire customer journey to eliminate handoffs and elevate clarity.
Where Brokers Fit Into the Future
One of the most compelling parts of this conversation is Jeff’s recognition that brokers are not the problem—they’re part of the solution.
Despite being a founder of a tech company, Jeff sees brokers as key partners in the mortgage process, especially for clients who need education, advice, and strategy. Technology, in his view, should augment the broker’s value, not replace it.
Neo’s vision is to provide tools that give brokers more transparency, faster deal movement, and better client communication, so they can focus on what matters: building trust and closing smart.
Speed Without Sacrificing Trust
Consumers today expect speed, visibility, and on-demand access—but when it comes to mortgages, they also want trust, empathy, and human advice. That balance is what Neo is working to strike.
Jeff emphasizes that clients will continue to value brokers who act as advisors—but they’ll lose patience with outdated processes, paper-based workflows, and unresponsive systems.
To win moving forward, brokers must pair their relationship-building skills with modern infrastructure—and lenders must provide that infrastructure in a way that supports, not competes.
Generational Shifts Are Already Here
Jeff explains that millennials and Gen Z are not “up next”—they’re already driving the housing and financial market. Their expectations are shaped by companies like Shopify, Tesla, and Amazon—not traditional banks.
They want everything faster, clearer, and mobile-first. But they also crave connection and service. Neo’s approach is to meet them there—fusing design thinking with deep financial literacy, and creating a system that works for this generation, not the last.
For brokers, the message is clear: evolve with your clients or risk becoming irrelevant.
The Neo Difference
So what truly separates Neo from the pack?
- They’re not outsourcing the tech. Neo builds its systems from scratch to ensure every experience is seamless.
- They’re vertically integrated. Neo controls the flow of communication between borrower, broker, and funder.
- They’re broker-aligned. Rather than cutting out brokers, they’re building tools to support them.
- They’re thinking long-term. This isn’t about chasing the lowest rate—it’s about delivering real value to Canadians over time.
Jeff sees a future where brokers can do more deals, with less back-and-forth, and better client satisfaction—all powered by smart technology and supported by human connection.
Final Thoughts
Jeff Adamson’s perspective is a powerful reminder that innovation in the mortgage industry isn’t just about digitizing forms—it’s about rethinking the entire experience from the ground up. As consumers evolve, so must the systems, processes, and partnerships that serve them. Neo Financial isn’t just building a faster mortgage; they’re building a smarter ecosystem—one that supports brokers, empowers clients, and challenges the status quo of traditional lending.
For brokers, the message is clear: embracing change doesn’t mean abandoning relationships. In fact, with the right tools and tech-enabled partners, your ability to build trust, deliver value, and grow your business has never been stronger. This episode is both a wake-up call and an invitation—to stay curious, stay adaptable, and lean into the opportunities that transformation brings.
Why You Should Listen
This episode delivers a bold yet practical vision for the future of mortgage lending. Jeff Adamson, Co-Founder of Neo Financial, shares what’s broken in today’s mortgage experience and how Neo is reimagining the process to align with modern consumer expectations. From building a vertically integrated platform to empowering brokers with smarter tools—not replacing them—Jeff outlines how Neo is transforming outdated systems into fast, intuitive, and relationship-driven solutions.
Whether you’re a broker navigating rising client demands or a lender looking to stay ahead of industry shifts, this conversation offers fresh insight into how technology, trust, and design can work together to elevate the mortgage experience. It’s a must-listen for anyone serious about evolving with the market and delivering real value in a digital-first world.
Don’t miss the full conversation! Listen or watch now on your preferred platform!
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