About Us

Our goal is to change the world.

 We believe that finance should be simple and easy. So why is it so difficult?
We are changing how consumers shop for financial services. Our product, IDFi, is a digital financial ID. Once you create it, it is yours. You own it. It is reusable, renewable, and always ready for you.

By simplifying the mortgage application process, we support homeownership. A sense of place. Strong and resilient families and communities. A pathway to intergenerational wealth.
This is the backbone of myIDFi.

Who We Are

We are experienced mortgage professionals, designers, and engineers.

Jeffrey Lee Nelson (CEO/Founder )

Three decades in C-Level positions in the mortgage industry, in National Sales & Marketing, Operations and Fin Tech.
Team member for the development and deployment of processing and loan automated underwriting systems that were developed, launched, and adopted for proprietary use.
Selected by his peers as one of “The 25 Most Connected Mortgage Professionals” – National Mortgage Professional Magazine.
Participated in 8 startups and the repositioning of 3 companies for exit.
BFA, Cum Laude, Fine Arts and Advertising. Professional development/licensing continuing education in finance and compliance.

Eddie Quiroz (Chief Technology Officer/CoFounder)

CTO | Co-Founder, Internet Serial Entrepreneur and Blockchain Evangelist with extensive API Cloud experience. He currently works as a Full Stack API Cloud Engineer and have extensive experience in API Design and Architecture in corporate enterprises.
Worked with leading venture NYC funds and promising start-ups from early stage conceptual ideas into early stage development strategies and product marketing campaigns to deliver customer-centric solutions. Active across the investment community as an adviser to both early stage startups and emerging companies.
Active as a MIT Alumni Angel of NYC, MIT Sloan Club of NYC board member, and holds a Master of Science from Massachusetts Institute of Technology (MIT).

Ved Prakash (Chief Development Officer/CoFounder)

 An experienced Software Engineer with a proven track record in the Web3, Internet of Things (IoT), FinTech, and Software Services industries.
He has a a deep understanding of the technology and market trends driving the industry and has successfully led companies to develop innovative products and services that meet the needs of customers.
A strategic thinker and leader who supports teams to achieve their goals has enhanced his effectiveness as an engineer and is a valuable asset for the companies with whom he has collaborated.

Scott Hahn CPO (Chief Product Officer)

Scott Hahn is a highly experienced CIO within the mortgage space, with over 25 years of experience in the industry.
His expertise includes managing complex technology solutions, optimizing business processes, and ensuring operational efficiency. Additionally, he has vast experience in building and securing WordPress websites. Scott is a strategic thinker and problem solver with a proven track record of achieving results through collaboration and innovative thinking.
His broad knowledge and experience in the mortgage industry and website development make him a valuable asset to any organization.

Russ Wright CMO (Chief Marketing Officer)

With over 30 years in Sales and Marketing Leadership, Russ has a long history of successful entrepreneurial experience and has been responsible for creating and implementing go-to-market strategies in several industries, including Fintech, Mortgage Lending and Renewable Energy.
He has held positions as Head of Sales for North America, EVP Sales, Natl. Sales Mgr – Channels, and VP of Sales and Marketing in both start-up and large corporate environments, with a focus on driving revenue and market share growth through a unique combination of business development, brand development, strategic communications, and tactical execution, prioritizing the customer experience.

My company, myIDFi, Inc., is developing an open-bid mortgage marketplace, mortgage ID.Fi to help consumers protect their personal data while seeking a competitive mortgage service. mortgageID.Fi increases deal flow and reduces skyrocketing costs for lenders. Our app, which is in beta, is web3 and AI-based.

We compete in the mortgage lead generation market with an annual spend of $6B.

We are similar to BankRate and OwnUp but do not broker data to multiple parties or use abusive industry marketing techniques. We source our mortgage prospects through Realtor referrals.

At myIDFi, we are proud to have an experienced team from both the mortgage and technology sectors. This diverse expertise ensures that we are well-equipped to navigate the complexities of the mortgage marketplace and deliver a high-quality, innovative product.

We are looking for $1.0MM for go to market.