When the research spoke, I listened.
I led research that uncovered a better way for Knock to grow—then influenced the C-suite to bring that shift to life. This pivot opened up a new, high-performing revenue channel and renewed confidence across the business. Knock became EBITDA positive for the first time in 2025 due to this work.
Overview
In 2023, Knock tested a new growth channel for its Bridge Loan—this time through third-party lenders. I led user research throughout the pilot and quickly uncovered that lenders were a much stronger fit for our product than real estate agents, who had been our main acquisition channel but were converting far below expectations. Lenders not only understood our value proposition immediately but also had deeper borrower and agent networks and could activate them far more efficiently.
I partnered with our VP of Engineering & Product to take the insights to the C-Suite and push for a strategic pivot toward lenders. It required steady influence to unwind old assumptions, but the results over the following three years speak for themselves: lender leads convert at ~65% (vs. ~25% for agents), drive ~100 under-contracts per month (vs. ~10), and deliver 5× the application volume. The shift turned lender partnerships into Knock’s most scalable and predictable growth channel.
Challenge
For years, Knock relied on real estate agents as its primary growth channel—it was a model deeply woven into the company’s DNA. But agent engagement with the Bridge Loan was inconsistent and growth was slowing.
My research revealed a better fit in the lender channel. The hard part wasn’t seeing it—it was convincing others to. Many leaders, including the C-Suite, were deeply tied to the agent model. The real work was about building belief—using data, empathy, and influence to help the company see a better way forward.
Results of my work
Knock became EBITDA positive in 2025
The lender pivot drove sustainable growth and profitability for the first time.
Lender-channel conversions 3× higher than Agent channel
The new lender strategy and rebrand led to measurable improvement in deal conversions.
Launched Company Rebrand
We repositioned Knock around the lender audience — aligning product, marketing, and operations around what worked best.
What I was seeingLenders were outperforming our primary growth channel:
2.5× higher conversion
3× the volume
with zero marketing spend
Despite having no sales outreach or marketing support behind the lender channel during the pilot, lender-led applications moved to the Under Contract stage 2.5× more often than agent-led ones (67% vs. 26%). Lender lead application volume also tripled during the same period, showing consistent, scalable performance.
Why lenders were outperforming
As the numbers came in, my interviews with loan officers added context. Three themes emerged.
1. Lenders owned the money conversation
They spoke the finance language. The bridge loan model clicked, and they were confident guiding clients through it—unlike agents, who often avoided money talk.
2. Knock gave lenders a reason to reconnect
Lenders turned Knock into a conversation started—re-engaging agents, starting new client conversations, and spreading awareness through their networks. Because lenders worked with many agents (while agents typically worked with only one lender), the lender channel quickly became a far more powerful awareness engine.
3. Knock fit naturally into their workflow
The Knock Bridge Loan blended into lenders’ existing workflow. For agents, it added new steps and habits—a key reason lender adoption stuck.
What it meant for the businessThe data and interviews pointed to the same conclusion:
lenders were the stronger, more scalable path forward.
This research helped the C-suite finally feel comfortable and pivot the business around the lender channel.
What I did
I turned a small Bridge Loan pilot into a major growth channel by leading research, alignment, and execution across the company.
Turned a pilot into a growth engine
I led the research and alignment that turned Knock’s small bridge loan pilot into a major growth channel. By comparing how agents and lenders performed, I found lenders were the stronger, more scalable path forward—and showed why. Lenders understood the product, had broader networks, and Knock fit naturally into how they already worked.
Influenced the pivot
Partnering with the VP of Engineering & Product, I helped advocate for a full strategic business shift from agents to lenders. Once we secured buy-in from the C-Suite we led a ten-week transformation that reorganized Sales and Marketing, updated our messaging, and launched a full rebrand tailored to the lender audience.
Kept research part of the process
I stayed close to cross-functional teams—sharing findings and insights. This continuous connection kept teams focused, informed, and confident as we scaled the new growth strategy.
“Allie has a rare ability to combine strategic thinking with deep empathy... her research uncovers what users truly need and translates those insights into clear direction.”
Jamie G.
Knock Co-Founder, COO
Outcome
Two years after the pivot the lender channel continues to outperform. Lenders have continued to drive the majority of growth, maintaining higher conversion rates and stronger engagement month over month. The early signal proved right.
Knock’s decision to reorient around lenders put the company ahead of the market. While competitors are only now beginning to build lender-focused programs, Knock was first. This early move gave Knock a clear advantage: a model that scales, a message that resonates, and a channel that keeps performing.