Centrro.com announces the launch today of its innovative vertical search engine, targeting the personal finance industry which includes mortgages, credit cards, and other loan products. The highly effective and easy-to-use search and "what if" tool allows consumers to see what they're most likely qualified for, even before they apply. This benefits not only consumers but also lenders by reducing the number of declined applications and their associated processing costs.

"Most lenders receive far more declined applications than ones they approve,” says Centrro founder and CEO, Ike Eze. "This is simply a better screening tool for both consumers and lending institutions." Instead of having to submit personal information to a lender beforehand, prospective borrowers can input a series of "what if" variables and receive search results of corresponding loan products that match their unique credit profile.

"Overall, it is a more efficient way of applying for a loan," said Eze. "Our goal is to provide consumers with more transparency into the whole process. They will then be able to make better decisions up front without having to apply to multiple lenders before finding the right one, if at all. Not only is this time consuming and frustrating, but could also damage their credit."

Centrro is open to any licensed lender or broker who wishes to upload their specific product criteria. This includes not just large established institutions but regional and local providers, as well. Lenders can set their own price for each lead and can buy just a few or as many as they like. By creating this open marketplace, Centrro provides consumers with maximum choice and lenders with a more targeted and cost-effective method to acquire new customers.