Fintech Veteran Corey Welch to Helm AI Firm Structurely

AMES, Iowa – January 20, 2026 – Structurely, an artificial intelligence firm specializing in sales automation for regulated industries, today announced the appointment of seasoned fintech and mortgage operator Corey Welch as its new Chief Executive Officer. The move signals a strategic push to deepen the company's foothold in high-stakes markets by leveraging a leader with a proven history of scaling operations within complex financial environments.

Welch steps into the leadership role at a pivotal moment for AI adoption in sectors like real estate and finance, where compliance and accuracy are paramount. Structurely, a company under the umbrella of investment firm CapStone Holdings Inc., has spent over a decade developing its conversational AI platform, positioning it as a battle-tested solution for high-volume, compliance-driven businesses.

An Operator with a History of Hyper-Growth

Corey Welch is not a typical technology executive. His career is distinguished by a series of high-impact roles where he was instrumental in driving substantial revenue and valuation growth. Before joining Structurely, Welch served as Vice President at Rapid Finance, a tenure that contributed to the company's eventual $1 billion exit. His reputation as a growth catalyst was solidified earlier in his career at Quicken Loans (now Rocket Mortgage), where as a Senior Director, he was deeply involved in deploying technology to modernize sales at a massive scale. Notably, in 2013, Welch himself generated an astounding $77 million in bottom-line sales revenue as a single salesman for the mortgage giant.

His operational acumen extends to turnarounds and new ventures. In 2015, Welch was a key figure in the acquisition and relaunch of RapidAdvance, a small business lending company. Under his influence, the company's valuation skyrocketed from $20 million to $200 million in just three years. This track record of building enterprises that exceed the $100 million mark underscores the “operator-led” philosophy his appointment represents.

"This industry doesn't need surface-level AI tools—it needs infrastructure built by people who understand how these businesses actually operate," Welch stated, outlining his vision. "Structurely has been battle-tested for years in real production environments. As CEO, my focus is disciplined execution: continuing to invest in the platform, strengthening trust with enterprise partners, and building technology that delivers real, measurable value in the most demanding sales environments."

Navigating the AI Compliance Frontier

Structurely operates in a challenging arena where AI's potential is tempered by significant regulatory hurdles. Industries like mortgage lending, real estate, and home improvement are governed by strict rules from bodies like the Consumer Financial Protection Bureau (CFPB) and state commissions. For AI tools to be viable, they must not only be efficient but also auditable, unbiased, and impeccably accurate to avoid costly legal and financial repercussions.

This is the environment Structurely's platform was built for. The company emphasizes that its technology has been refined over a decade inside real production settings, giving it a deep understanding of the nuances required for compliant consumer engagement. The appointment of a CEO with firsthand experience in these regulated ecosystems is a clear strategic choice.

"Corey's track record—both at Rocket Mortgage and in leading Rapid Finance through a $1 billion exit—speaks to the rigor, discipline, and vision he brings to financial services," said Nathan Joens, Co-Founder and Chief Innovation Officer of Structurely. "That's exactly what Structurely needs at this stage. Corey understands the realities of operating inside complex, regulated industries and brings that expertise to a platform we've spent more than a decade building."

Under Welch, the company plans to double down on this specialization, enhancing its AI to handle increasingly complex sales and servicing workflows while ensuring unwavering adherence to industry regulations.

The CapStone Playbook in Action

Welch’s appointment is a direct reflection of the investment strategy of Structurely's parent company, CapStone Holdings Inc. The diversified investment firm champions a model of "operator-led growth," where experienced industry veterans are installed to guide portfolio companies toward disciplined, long-term success. Welch was not an outsider; he was a partner in the transaction when CapStone acquired Structurely and has been intimately involved in assessing the company's product, data, and market position since.

His elevation to CEO formalizes this deep involvement and validates CapStone’s belief that hands-on operational expertise is the key to unlocking value, especially in technology firms serving legacy industries.

"Corey brings rare credibility as both an operator and a technology leader," commented Chao Sun, Vice President of Investments for CapStone Holdings. "He understands how AI must perform in real-world environments—across workflows, compliance, and customer experience. His leadership positions Structurely to continue building durable, industry-specific infrastructure."

This approach contrasts with strategies that prioritize purely technological leadership, betting instead that deep domain knowledge is the critical ingredient for translating powerful technology into a sustainable business.

A Disciplined Path Forward

With Welch at the helm, Structurely's path forward is one of focused execution rather than radical reinvention. The immediate agenda includes deepening the platform's capabilities within its core verticals, strengthening integrations with enterprise-level systems, and advancing its AI to manage more sophisticated, end-to-end customer journeys.

The goal is to move beyond simple lead qualification and provide a robust infrastructure that revenue teams can rely on for efficiency, consistency, and confidence. By combining a mature, proven AI engine with leadership that has navigated the very challenges its clients face, Structurely aims to solidify its position as an indispensable partner in the world of high-stakes, regulated sales.