Pineapple Financial Inc. is a Canadian mortgage technology and brokerage company. It provides mortgage brokerage services and technology solutions to mortgage agents brokers sub brokers brokerages and consumers across Canada. The company operates a proprietary technology platform known as Pineapple Plus which includes the core system MyPineapple that supports the full mortgage life cycle from lead intake and pre qualification through underwriting support documentation compliance and funded deal analytics. It also offers back office and pre underwriting support services to brokerage firms employs licensed mortgage brokers and agents referred to as Field Agents and operates under white label affiliation agreements that allow partner brokers to offer mortgages under their own brand while using the company's platform and controls. As of the filing date Pineapple Financial Inc. had thirty nine full time employees.

The company generates revenue from three main streams. Subscription services charge agents a monthly fee of one hundred forty one dollars and fifty cents representing about three percent of total gross revenue. Pre risk assessment services are priced per deal with a fee of three hundred ninety dollars for mortgages funded at three hundred ninety thousand dollars or more and two hundred seventy three dollars for smaller loans contributing approximately one point three percent of gross revenue. The remaining roughly ninety five percent of gross revenue comes from lender partner service commissions and volume based compensation from banks trust companies mortgage finance companies and other financial institutions including Bank of Nova Scotia Manulife Bank Toronto Dominion Bank MCAP First National Financial LP Home Trust Company Equitable Bank Community Trust Bank of Montreal and Desjardins Mortgage Financing Services.

Pineapple Financial Inc. operates within the competitive Canadian mortgage brokerage industry where it faces competition from traditional brokerage networks such as Dominion Lending Centres Verico Mortgage Alliance and Centum from digital mortgage platforms like Nesto and Homewise and from point solution mortgage technology vendors. The company differentiates itself through its broad lender panel that includes major banks trust companies and mortgage finance companies enabling it to offer a wide range of mortgage products. Its proprietary platform Pineapple Plus and the MyPineapple system provide data driven tools automation compliance monitoring and marketing automation that improve agent efficiency and client experience. Additionally the firm emphasizes recruitment retention and empowerment of high performing agents through technology training and support aligns its offerings with government housing affordability initiatives and focuses on mortgage renewals and refinances to capture market share.

The company serves mortgage agents brokers sub brokers brokerages and individual consumers including homebuyers property owners real estate investors refinancers reverse mortgage clients borrowers switching lenders those undertaking renovation or construction projects self employed individuals commercial mortgage borrowers private lenders and higher risk applicants with health or insurance challenges. While the filing does not disclose specific customer names it indicates a diverse client base across the residential and commercial mortgage spectrum in Canada.