About Accountable
Accountable is the first mortgage CRM built specifically for credit unions and community banks. Founded by Dr. Bruce Lund, the platform was created to help loan officers stay accountable and productive through the 90-Day Selling System. By seamlessly combining CRM technology, coaching, and accountability tools, it empowers loan officers to track progress, achieve goals, and sustain long-term success.
With a 90% user adoption rate, the platform integrates with Loan Origination Systems (LOS) and features AI-powered follow-up and prospecting suggestions, a robust mortgage marketing suite, and compliance-focused tools. Our team, composed of seasoned professionals in mortgage lending, technology, and sales, works closely with credit unions to foster high-performing, values-driven sales cultures.
Our Board of Advisors consists of top industry leaders with expertise in financial services, technology, and credit union strategy. Their guidance is central to Accountable CRM’s mission to redefine mortgage sales and equip credit unions with the tools they need to thrive in an ever-changing market.
Board of Advisors
Dr. Bruce Lund
CEO and Founder
Dr. Bruce Lund founded Accountable CRM, the first mortgage CRM built primarily for credit unions, to address the critical need for loan officers to stay consistently accountable and productive through the 90-Day Selling System. Built on his proven methodology, the CRM bridges coaching, accountability, and technology, offering loan officers a comprehensive platform to track progress, achieve goals, and maintain long-term sales success. His vision is to empower credit unions and loan officers to reach their highest potential.
Brandon Ray
Fractional CTO
Brandon oversees our team of developers and serves as our fractional Chief of Technology at Accountable CRM. With extensive experience in software development and technology strategy, Brandon plays a crucial role in managing system integrations, enhancing product development, and ensuring that our platform remains scalable and secure. His leadership is instrumental in driving innovation and maintaining the high performance of our software solutions. He is passionate about creating seamless user experiences.
Nicole Poole
Operations Consultant
Nicole Poole, a credit union professional since 2002, focuses on embedding sales and service culture within high-performing teams and driving loan growth. She supports Accountable CRM with partner onboarding and LOS integrations. As VP of Residential Lending at The Police Credit Union, Nicole brings expertise in lending, external sales, mortgage operations, secondary marketing, and compliance. A CUREN committee member, she is passionate about innovation, efficiency, and delivering exceptional member experiences.
Ian Bennett
Certified Mortgage Coach
Ian Bennett has over 20 years of experience as a loan officer and has been with Elevations Credit Union since 2012. Passionate about financial education and credit union values, he coaches others to improve their financial well-being. The 5-Habits transformed his career in 2018, helping him achieve $140 million in production, ranking as the #2 purchase producer, and remaining a top one-percenter annually. Enrolled in every 90-Day Sales Bootcamp since 2018 and he committed to helping clients reach their full potential.
