Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Laird Nossuli, CEO of iEmergent, located in Urbandale, IO, USA.

What's your business, and who are your customers?

I am the CEO of iEmergent, a technology and advisory firm for the housing finance industry. Our software and consulting services give mortgage lenders market intelligence and forecasts so they can better serve diverse markets and identify sales opportunities. Our customers are depository banks, credit unions, and independent mortgage banks.

Tell us about yourself

My dad founded iEmergent and asked me to join the company in late 2005 when things were going really well for the business and for the mortgage industry at large. Two years later, the housing market fell apart, and we had to start over from scratch. After my dad fell ill, I became iEmergent’s leader and haven’t looked back since. The mortgage industry is now my professional home.

What motivates me day in and day out is giving more families the opportunity to build wealth through homeownership by helping mortgage lenders evaluate market data and equipping them with innovative tools and strategies.

What's your biggest accomplishment as a business owner?

One of my proudest achievements has been growing iEmergent from a boutique consultancy into a software purveyor and advisory services firm. I did this by transforming the tools I had been using to analyze markets into a full-scale B2B market intelligence and forecasting platform. Noting the lack of resources to help mortgage lenders address the racial homeownership gap, I also pivoted the firm to focus on helping lenders grow their businesses by adopting more inclusive lending practices. iEmergent managed to pull this off all while starting my own family, which my fellow mothers and entrepreneurs can attest is no walk in the park.

What's one of the hardest things that comes with being a business owner?

As a small, bootstrapped company that serves a cyclically successful industry, it’s difficult to strike the right balance between focusing on a great idea and running a great business.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Network and build relationships with people in your industry.
  2. Seek support from others. Find a mentor who will help you hone your skills and provide guidance as you encounter new challenges. Remember: plenty of people have been in your shoes before, and their insight can help you overcome hurdles.
  3. Listen. Understanding your customers’ needs is foundational to becoming successful.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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