Managing Customer Releases with Feature Flags instead of Branches

At Blend, we offer a white-label consumer lending platform that streamlines the otherwise manual, paper-based, and generally painful borrowing process. One challenge inherent in our business model and industry is serving a diverse set of lenders with a single product — from small independents to the largest banks — each with different levels of comfort in accepting changes to the product. Some lenders want the latest functionality as soon as it’s available, while others prefer to test every user-facing change in our beta environment for a month or more before allowing it to be promoted to production.