This morally questionable "business" is valued at about $230 per share and is ripe for disruption. Not only that, word of mouth on the firm is not good with consumers complaining advertised rates don't exist, harassing phone calls and being targeted by firms outside of mortgage makers.
This notion that "consumer data businesses" create value is nonsense. Consumers are wising up to the value of their data...and it ain't zero. Just looking for a place to sell this garbage.