About

The team behind Direct Authority AI

Direct Authority AI is a coaching community of 200+ mortgage loan officers. We combine twice-weekly live coaching, a full training library, and Duplico - a voice-first AI content platform - to help loan officers create content, attract referral partners, and build systems that actually work.

The philosophy behind everything we do: your humanness is your moat. As AI tools become available to everyone, the loan officers who maintain their authentic voice will stand out. The ones who don't will sound like every other LO using the same generic prompts.

Founder

Luke Shankula

8 years helping loan officers build their businesses. Started in direct response marketing, managed over $3 million in mortgage ad spend, grew to 100+ loan officer clients through Loans on Demand. When AI hit, he went all-in on figuring out how mortgage professionals could use it without losing what made them unique.

Built Duplico himself using Claude Code with no prior coding background. 800+ hours of development, a few thousand in AI credits. A dev team would have quoted $500K+.

He's not a loan officer. He's the educator and strategist. That's an advantage. He's not competing with members. He's building for them.

Based in San Diego with his wife Nicole and four kids.

The team

The people behind DAI

Marissa Dropulic

DAI co-operator. Leads Friday coaching sessions focused on implementation and beginner foundations. Makes sure every member has a solid base regardless of technical skill level. Known for keeping sessions practical and organized.

Nicole McGurl

Onboarding specialist and deep research expert. Runs recurring boot camp sessions for members starting from scratch. Walks attendees through advanced AI research tools and helps new members get their first wins fast.

The numbers

Where we stand

200+

Active loan officer members

122

Five-star Google reviews

600+

Monthly AI Summit registrants

Years serving mortgage

$3M+

Mortgage ad spend managed

50+

AI tools inside Duplico

Where Luke has spoken

MortgageCon AIME Fuse IMN Mortgage AI Conference MMLA HMA Sales Rally

What our members say

122 five-star Google reviews

"Luke doesn't just talk about AI - he actually understands how to use it in a way that moves the needle. He's helped me think differently about direct-to-consumer strategy, automation, and building systems that create real opportunity instead of busy work."

Tony Fitzgerald / Google review

"As a long-time business owner, I don't hand out endorsements casually. They operate with clarity and discipline. Substantial value without constant upsells or hidden fees. That level of confidence and integrity is rare."

Kara Lowrie / Google review

"I've known Luke for a little over 7 years now. Luke and his team have consistently been a great aggregator and filter of all the current information and have always distilled it down to the core things that actually work."

David Mordue / Google review

"I've worked with Luke and his team to completely strip down and build back up my entire process when it comes to operations, marketing, and recruiting for my business. His unique approach to using AI has been unmatched."

Zach Bleznick / Google review

"I first attended one of Luke's free webinars and was genuinely impressed with how much valuable information he shared. After that, I joined the monthly subscription and it has been completely worth it."

Laura Williams / Google review

"The AI Summit was a firehose of AI information to use immediately. Luke is absolutely amazing. He gives so much game away for anyone who will listen and implement."

Marion Singleton / Google review

"The information I gained from their summit was invaluable. Amazing content into AI and business development and forward thinking."

Joe Hansen / Google review

"I recently attended a 3-day AI Summit hosted by Loans on Demand, led by Luke Shankula and it exceeded my expectations. The depth of content and real-world application shared was incredibly valuable."

Elizabeth Rose / Google review

How we got here

The evolution

Started as Loans on Demand in 2017 - a mortgage marketing agency running Facebook ads, building funnels, and generating leads for loan officers. Grew to 100+ clients and managed over $3 million in ad spend.

Over time, Luke realized that teaching loan officers to do it themselves was more impactful than doing it for them. The coaching model worked better for everyone. Members got skills they could keep, not just a service they'd lose if they canceled.

When AI hit, everything accelerated. Direct Authority AI launched as the coaching community. Duplico was built to solve the biggest problem members had: AI content that didn't sound like them.

Today, DAI is the mortgage industry's leading AI education community. 200+ members, twice-weekly coaching, a full training vault, and an AI content platform that treats your voice as the most important input.

How we're structured

The four pillars

Get Visible

Content, social media, SEO, websites, email, video

Get Partners

AI tools for agents, co-marketing, lead magnets

Get Efficient

CRM, automation, pipeline management, follow-up systems

Get Skilled

AI fundamentals, prompting, tools training, Duplico onboarding

200+ loan officers are already inside.

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