How NewDay USA partnered with Alpharun to strengthen AE coaching, improve sales playbook adherence, and convert more borrower conversations into next steps.
About NewDay USA
Rooted in service, integrity, and community, NewDay USA helps military families, veterans, and service members buy homes, refinance, and access their VA benefits. Its commitment to those borrowers has established NewDay as a leader in VA lending, earning Best Customer Service in ConsumerAffairs’ 2026 mortgage lender roundup.
As one of the leading VA lenders in the country, NewDay funded over 8,000 VA loans and $2.35B in VA lending volume in 2025 alone.
Behind that production is a commitment to developing exceptional people. NewDay invests heavily in training, mentorship, and opportunities for its staff to grow, including its own NewDay Academy. Its CRO, Franco Greco, followed that path himself, joining as an Account Executive in 2013 before becoming Chief Revenue Officer in 2022. His progression is one of several examples NewDay shares on its careers page, a piece of NewDay’s culture they’re incredibly proud of.
With Alpharun, NewDay wanted a partnership to build on that investment by giving managers more specific ways to coach their AEs and help them deliver for the borrowers they serve.
14.1%
Increase in overall appraisal-order conversion
24%
Improvement in sales playbook adherence
450%
Increase in lead-to-credit-pull conversion
The challenge: consistent execution
As a veteran lender, NewDay has a constant focus on delivering the highest sales and compliance standards across hundreds of Account Executives. The challenge was helping every AE execute that process consistently, while giving managers a clearer picture of where each person needed support.
Prior to Alpharun, NewDay relied on a call analytics tool that was built on brittle keyword matching that often struggled to properly capture the nuances of an AE’s performance for a particular borrower. Because refi and purchase journeys often span dozens of calls over many weeks, rigid call scoring was consistently inaccurate and difficult to rely on for coaching purposes. AE performance spans many different facets, with dozens of key points along the journey from initial rapport building to discovery to the loan presentation and compliance. Meanwhile, call audits were incredibly time consuming and often took weeks of turnaround time.
That meant looking beyond whether a certain keyword was said or unsaid, and instead at the true intent and meaning of the AE’s performance across every call. The goal was to transition from call scores that were difficult to trust and felt disconnected from what managers actually wanted to coach AEs on, toward an approach that deeply understood the nuances of the veteran’s journey and how the AE should serve them at every step.
The approach: custom playbooks and coaching
NewDay worked with Alpharun to bring its sales process and compliance requirements into custom playbooks. Managers could evaluate conversations against NewDay’s standards and use examples from each AE’s calls to make coaching more specific. For Franco, that ability to reflect NewDay’s approach mattered:
“The technology Alpharun has is far superior to anything we’ve used before. It doesn’t just transcribe calls and flag keywords. It understands whether a loan officer handled a borrower effectively and pinpoints exactly where they are losing deals. Nothing else we looked at came close. It captures our identity, our brand, and the story that resonates with our customers in a way no other tool could.”
Weekly coaching emails and automated reports brought those insights into the team’s existing management process. Managers could see where AEs were missing steps, review the calls behind those findings, and focus coaching on what to do differently.
The work extended beyond implementation. Through weekly meetings, onsite sessions, and direct access to Alpharun’s founders and team, NewDay had a partner it could bring questions, feedback, and new ideas to. Its managers and compliance team worked with Alpharun to refine the playbooks as they reviewed real conversations. As scripts and borrower needs changed, the teams could adjust the criteria and check the results against the conversations happening on the floor. That feedback continued to shape the product itself. As Franco put it:
“We’ve been astounded by the level of support and access to the founders and team we’ve gotten. It feels like having an expert AI team working for us in San Francisco, not just delivering the best product but moving heaven and earth to take care of whatever we needed whenever anything came up. It’s been one of the best vendor relationships we’ve ever had.”
Ultimately, Alpharun and NewDay weren’t just looking to solve a single challenge. Each side was working to establish a long-term partnership, built on trust, and made to scale with real value being returned to both sides.
The results: higher conversion
Within months, NewDay’s overall conversion rate to appraisal orders increased by 14.1%. The improvement extended to its middle-performing group, where conversion to appraisal orders increased by 13.5%. Franco personally saw a change in the performance of the team:
“The biggest lift has been with our B players - they are performing more like A players because they finally have clear, direct feedback on what to do differently on the next call. We saw a huge impact on production within 60 days.”
NewDay’s historical playbook performance review showed progress in borrower care as well. Within months, its sales playbook score improved by approximately 24%, while its combined Compliance & Customer Care score improved by approximately 16%.
These were practical improvements in how AEs helped borrowers understand the costs involved and what to expect as their applications moved forward. This clarity is incredibly important to how NewDay carries out its mission.
There was also an opportunity beyond the sales floor. Borrowers calling after hours were reaching a voicemail-first workflow. NewDay wanted to engage those callers while their interest was fresh and give its AEs a clearer starting point for follow-up.
NewDay worked with Alpharun to introduce Sarah, an after-hours voice agent. The agent replaced the voicemail-first experience with immediate engagement, captured the caller’s needs, and gathered information for follow-up with a NewDay specialist.
Following implementation, NewDay reported a 450% increase in lead-to-credit-pull conversion. Its initial voice-agent performance check also reported nearly 3x as many leads created and 5.7x as many pitches compared with the historical voicemail benchmark over an equivalent period.
More callers were progressing to credit pulls and pitches, giving NewDay another way to turn after-hours interest into opportunities for its AEs.
What’s next: growing the partnership
For NewDay and Alpharun, the next opportunity is to bring what’s working to more parts of the business.
“The ability for us to teach a complex sale at scale, and make it monitorable, is really, really great. We want to continue to find new ways to make our teams and our commitment to customers stronger. Alpharun is an incredible partner to do that.”
The teams are exploring how AI can support more of the work that keeps loans moving, building on what they’ve already accomplished together. NewDay’s priorities will continue to guide that work, with Alpharun’s team alongside them to help bring the next opportunity into practice.
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