With SDK V14.2, I was able to specify internal flash address argument into nrf_bootloader_app_start(uint32_t start_addr) and was able to boot into the address. With SDK V15, the argument option is removed and the jump address is fixed to MBR_SIZE within the nrf_bootloader_app_start(void) function. I tried modifying the start address within nrf_bootloader_app_start but I was not able to boot into the custom app location.