A startup mortgage lender is catering to tech-savvy, do-it-yourself borrowers by using online and mobile tools to replace the upfront sales and marketing work of loan officers.

Arrive Home Mortgage in Naperville, Ill., is only active in a couple states. Its soft-sell approach doesn't target high volume, but rather aims to make it a niche lender that uses technology to handle borrower engagement before an application is submitted to keep costs down.

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