What Lender Price does

Lender Price (legal entity Cre8tech Labs, Inc., dba Lender Price) is a cloud-native, AI-driven mortgage pricing technology platform founded in 2015-2016 and headquartered in Pasadena, California. The company builds the Enterprise Pricing Engine — a Product, Pricing, and Eligibility (PPE) engine built on a microservices architecture with automatic vertical and horizontal scaling — that serves banks, independent mortgage banks, credit unions, wholesale lenders, correspondent lenders, and mortgage servicers across retail, wholesale, correspondent, capital markets, and servicing channels. Around the core engine, Lender Price has assembled a modular suite: FLEX for non-QM and non-agency lenders, CorrX for correspondent portfolio management, Base Price Solution for capital markets automation, Digital Lending for point-of-sale, Bulk Price API for portfolio-wide rate ingestion, the AILA AI Loan Assistant with a no-code natural-language rules builder, the APR (Analyze, Price, Recapture) recapture solution for servicers, and the recently launched Lender Price MCP server that exposes pricing intelligence to LLMs and AI agents. The platform processes over $300B in locked loan volume across 400+ customers and catalogs 130K+ loan products.

The company monetizes through subscription / platform-as-a-service contracts, with pricing tiered by lender size, channel, and feature scope and quote-based (not publicly disclosed). Its go-to-market combines direct enterprise sales, a two-sided Marketplace that connects lenders with wholesale brokers, and a channel/partner ecosystem that includes 100% API-centric integrations into the dominant loan origination systems (ICE Mortgage Technology, MeridianLink, Byte, Vesta), a strategic relationship with AIME for broker reach, and integrations with capital-markets and CRM partners (MCT, Insellerate, TrustEngine/Mortgage Coach). Lender Price holds GDPR, CCPA, and GLBA compliance postures relevant to handling non-public borrower data, has earned the 2024 ICE Lenders' Choice Award for Innovative Service Provider and the 2025 NAMB Service Partner of the Year, and operates with roughly 51-100 employees following a strategic investment led by Argentum in October 2021.

Name

Lender Price

Legal name

Cre8tech Labs, Inc.

Website

https://lenderprice.com/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Lender Price is a cloud-native, AI-driven mortgage pricing technology platform serving banks, lenders, credit unions, brokers, and servicers. Its Enterprise Pricing Engine, Marketplace, and modular tools process over $300B in locked loan volume across 400+ customers.

Ownership category

akta.pro rank

Product category

Mortgage Pricing Technology

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Activities Related to Credit Intermediation (5223)

SIC

Mortgage Bankers & Loan Correspondents (6162), Loan Brokers (6163)

akta.pro primary industry

Pricing, Risk-Based Offer & Limit Management (FSAGAHAE)

akta.pro secondary industry

Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)

Keywords

• Mortgage pricing engine
• Loan eligibility technology
• Wholesale lending platform
• Mortgage broker marketplace
• Non-QM pricing software

Headquarters

HQ city

Pasadena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Subscription/PaaS Pricing: Lender Price operates as a pricing technology provider with a subscription-based or platform-as-a-service model. Lenders pay for access to the pricing engine, marketplace, and various AI-powered tools. The platform processes over $300B in locked loan volume across 400+ customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Lender Price is a cloud-native, AI-driven mortgage pricing technology platform that provides an Enterprise Pricing Engine (Product, Pricing & Eligibility) for retail, wholesale, and correspondent channels. Its suite includes FLEX Non-QM Pricing Engine, CorrX correspondent portal, Base Price Solution for capital markets, APR recapture platform, AILA AI loan assistant, and Lender Price MCP for AI-native integration, supported by Broker and Lender Marketplaces connecting mortgage brokers with wholesale lenders. The platform processes over $300B in locked loan volume across 400+ customers with 130K+ loan products.

Product overview

Lender Price is a cloud-native, AI-driven pricing technology platform providing an end-to-end suite of mortgage pricing solutions. The core offering is the Enterprise Pricing Engine (PPE) supporting all lending channels including retail, wholesale, correspondent, and brokers. This core platform is complemented by specialized modules: FLEX for non-QM and non-agency lending, Digital Lending for point-of-sale operations, CorrX for correspondent portal management, and Base Price Solution (BPS) for capital markets automation. The company has expanded into AI-powered solutions including AILA (AI Loan Assistant), AILA Builder, and Lender Price MCP for AI-native infrastructure. The APR (Analyze, Price, Recapture) solution extends the suite into servicing portfolio management and borrower retention. The platform also includes Lender Marketplace and Broker Marketplace for connecting lenders and brokers across the mortgage ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Digital Lending: Point-of-sale tool for digital mortgage lending
• AILA
• FLEX
• Base Price Solution
• CorrX
• APR
• Lender Price Marketplace
• Broker Marketplace
• Lender Price MCP

Products and services

• Enterprise Pricing Engine (PPE) All-in-one Product, Pricing, and Eligibility (PPE) engine for every mortgage channel featuring granular margin management, LLPAs and eligibility rules, multi-dimensional rules management, pipeline monitoring, lock desk automation, custom notification rules, and compliance checks. Designed for banks, mortgage lenders, credit unions, and IMBs requiring enterprise-grade pricing across retail, wholesale, correspondent, capital markets, and servicing operations.
• Lender Marketplace Marketplace platform enabling wholesale lenders to reach thousands of brokers and raise awareness of their loan programs, including agency, non-QM, reverse mortgage, and specialty products. Supports multiple channel strategies and rapid program distribution.
• Broker Marketplace One of the largest broker-lender communities in the industry, enabling mortgage brokers to access multiple lenders' pricing and loan programs to find the best rates for borrowers, with workflow efficiency features and rate alerts.
• FLEX Non-QM Pricing Engine Customizable pricing engine for non-QM and non-agency lenders allowing lenders to create their own pricing search tools without development complexity and cost. Features include custom fields, configurable user interface, and connection to a powerful backend for secondary marketing, lock desk, and operations.
• Digital Lending Point-of-sale (POS) digital mortgage lending tool enabling lenders to eliminate friction and effectively engage with borrowers through a fully digital mortgage experience. Operates at digitallending.com.
• CorrX Industry's first modern correspondent portal that streamlines pricing and transaction management for correspondent lenders with deeper client-level management over margins, EDP/EPO waivers, product eligibility rules, LLPAs, lock maintenance, and loan updates.
• Base Price Solution (BPS) Integrated tool for capital markets and secondary teams to automate base price creation, reduce manual processes, and deliver pricing faster when market changes occur. Provides transparency for regulators and auditors.
• APR (Analyze, Price, Recapture) Next-gen recapture solution for mortgage lenders and servicers enabling instant portfolio repricing, identification of recapture opportunities, and personalized borrower offers using real-time market data and hyper-personalized offer automation.
• Lender Price MCP Model Context Protocol (MCP) server that enables LLMs and AI agents to connect directly to Lender Price's mortgage pricing intelligence, bringing rates, products, and guidelines into existing AI-driven workflows and tools for originators, secondary teams, and operations professionals.
• AILA (Artificial Intelligence Loan Assistant) AI-powered loan assistant providing loan officers with real-time eligibility and compliance guidance to close loans faster and more accurately. Includes AILA Builder for creating natural-language pricing rules and custom UIs without coding.
• Bulk Price API Public pricing API enabling lenders and servicers to identify and capitalize on favorable new loan opportunities by efficiently managing and ingesting rate data across their entire portfolio, supporting personalized 1:1 marketing and automated manual processes.

Quantifiable outcome

• Over 10% in immediate loan origination opportunities delivered by APR platform
• +4 more outcomes

Named customers25 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability8 records

Feature8 records

Partnerships

23 partnerships are on record, tiered core and flagship.

• HighTechLendingcoreTechnology or Integration · 22 June 2026HighTechLending joined Lender Price Marketplace to showcase its exclusive EquitySelect programs designed for borrowers with complex income profiles including retirees, self-employed individuals, and asset-rich homeowners.
• InsellerateflagshipTechnology or Integration · 24 March 2026Integration connects Lender Price's APR platform with Insellerate's CRM, borrower engagement, and workflow automation platform. Brings Aithena AI solution into the process to help teams prioritize opportunities and streamline follow-up for mortgage recapture workflows.
• MeridianLinkcoreTechnology or Integration · 19 February 2026MeridianLink Marketplace partner. Lender Price PPE fully integrates with MeridianLink Mortgage, embedding high-performance real-time pricing directly into one of the industry's most widely used LOS platforms.
• IceCap Group-BluFin GroupcoreTechnology or Integration · 11 February 2026IceCap Group-BluFin Group joined Lender Price Marketplace as one of the nation's top-priced Business Purpose lenders, offering diverse suite of DSCR products for 5-9 units, Mixed Use, Foreign National, and Blanket/Portfolio loans.
• FOA (Finance of America Reverse)flagshipTechnology or Integration · 25 November 2025FOA originated $1.97 billion in reverse mortgages in first 10 months of 2024 with 18.5% market share in FHA HECM program. Partnership enables brokers and originators to access multiple lenders' pricing and loan programs for reverse mortgages.
• Finance of AmericaflagshipTechnology or Integration · 14 November 2025Finance of America became the first reverse mortgage partner on Lender Price Marketplace, introducing live pricing for HECM and HomeSafe proprietary reverse mortgage products. This partnership sets a new standard for innovation in mortgage lending, enabling brokers and originators to access reverse mortgage pricing through the platform.
• Luminate BankcoreTechnology or Integration · 10 November 2025Luminate Bank, one of the nation's top-priced government and non-agency lenders, joined Marketplace to offer DSCR, ITIN, Bank Statement and Asset Depletion programs through the platform.
• Castor FinancialcoreTechnology or Integration · 5 November 2025Premier wholesale non-QM lender focused on simplifying alternative financing solutions joined Lender Price Marketplace with industry-leading Asset Depletion offering.
• NewPoint MortgagecoreTechnology or Integration · 26 March 2025One of the nation's top-priced Non-QM lenders offering tailored solutions for P&L Only, Bank Statement, DSCR, Foreign National, ITIN, and Stand Alone 2nd Liens joined Marketplace.
• Newfi CorrespondentcoreTechnology or Integration · 4 March 2025One of the nation's most competitively priced Non-Agency lenders offering Non-Delegated and Delegated loan programs joined Marketplace for correspondent channel.
• Lead Plus WholesalecoreTechnology or Integration · 3 March 2025Premier non-QM wholesale lender joined Marketplace to provide education, coaching, and innovative lending solutions to mortgage professionals beyond transactions.
• AHL FundingcoreTechnology or Integration · 14 February 2025Leading Non-QM wholesale lender joined Marketplace with Platinum, Core, and Legacy programs, expanding broker access to flexible non-QM solutions.
• ClearEdge LendingcoreTechnology or Integration · 7 February 2025Leading wholesale non-QM lender specializing in alternative lending solutions joined Marketplace to expand reach with larger audience of mortgage brokers.
• Open Mortgage WholesalecoreTechnology or Integration · 2 January 2025Leading provider of Down Payment Assistance (DPA) loans and top-priced DPA lender joined Marketplace with non-QM product line, DreamBuilder HEP, and government products.
• Logan FinancecoreTechnology or Integration · 4 December 2024Leading Non-QM lender since 1949 operating through Wholesale, Correspondent, and Retail channels joined Marketplace as a premier Non-QM lender.
• AIME (Association of Independent Mortgage Experts)flagshipGTM or Marketing Partner · 10 July 2024AIME partnership introduces powerful pricing engine to members, giving AIME members exclusive access to Lender Price's pricing technology and Marketplace.
• Quontic BankcoreTechnology or Integration · 26 June 2024Community bank dedicated to serving underbanked and diverse communities selected Lender Price's PPE for cloud-native mortgage pricing technology.
• MCT (Mortgage Capital Trading)coreTechnology or Integration · 13 June 2024Partnership provides mortgage lenders using Lender Price PPE with loan-level MSR (Mortgage Servicing Rights) values, improving mortgage pricing accuracy through integrated capital markets technology.
• Byte LOScoreTechnology or Integration · 22 March 2024Groundbreaking API integration between Lender Price's PPE and BytePro enterprise-class loan origination system, streamlining and enhancing the mortgage lending process for lenders and borrowers.
• VestacoreTechnology or Integration · 2 October 2023Integration with Vesta's modern intelligent loan origination system allows lenders to instantly access Lender Price pricing, enabling a more fully digital mortgage experience.
• NEXA MortgageflagshipTechnology or Integration · 8 October 2022Largest mortgage brokerage in the country selected Lender Price as PPE of choice. All NEXA Brokers gained immediate advantage with access to Lender Price's pricing technology.
• ICE Mortgage Technology (Ellie Mae)flagshipTechnology or Integration · 8 February 2021100% API-centric integration with ICE Mortgage Technology platform dramatically improves speed, functionality, accessibility, and efficiency. Enables lenders to realize significant reduction in time to introduce new loan products.
• Cre8tech Labs, Inc.coreOthersLegal entity name: Cre8tech Labs, Inc. dba Lender Price. The company operates under this corporate structure.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Optimal Blue: Market-leading mortgage pricing engine (PPE) and rate-sheet platform, now owned by Black Knight/ICE. Competes head-to-head with Lender Price's Enterprise Pricing Engine across retail, wholesale, and correspondent channels and serves the majority of US mortgage lenders.
• Polly: Cloud-native mortgage pricing engine and capital markets platform with deep LOS integrations. Directly comparable to Lender Price on product/PPE functionality, AI-driven pricing, and target lender customers.
• BlueSage Solutions: Modern, browser-based loan origination and pricing platform competing for the same mid-market and independent lender segment as Lender Price, with comparable cloud-native positioning.
• Mortgage Capital Trading (MCT): Capital markets and MSR valuation technology provider for mortgage lenders. Overlaps with Lender Price on Base Price Solution and pricing accuracy; also an integration partner.

Broad incumbents

• ICE Mortgage Technology (Encompass): Dominant US mortgage loan origination system (Encompass) that bundles its own PPE capability and is also a key integration partner for Lender Price. Sets competitive floor and has potential to vertically integrate away third-party PPEs.
• Black Knight (now ICE) Empower LMS: Loan origination system and broader mortgage technology suite serving large lenders. Competes with Lender Price as part of a bundled origination stack with embedded pricing and capital markets capabilities.
• Mortgage Cadence: Enterprise loan origination platform (an ICE company) with built-in pricing and capital markets modules. Overlaps with Lender Price on workflow-level pricing and secondary marketing for mid-to-large lenders.
• MeridianLink Mortgage: Widely deployed loan origination platform with embedded pricing and a marketplace for third-party pricing engines including Lender Price. Competes indirectly as a platform where Lender Price is also a tenant.

Emerging players

• Bonzo: AI-driven mortgage marketing and recapture platform competing with Lender Price's APR solution for portfolio retention and personalized borrower engagement workflows.
• LBA Ware: Mortgage technology provider focused on LOS intelligence, incentive compensation, and analytics. Comparable emerging player in adjacent workflow automation for independent mortgage banks served by Lender Price.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lenderprice
• Facebookfacebook.com/lenderprice
• LinkedInlinkedin.com/company/lender-price

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lender Price