Rate

Name

Rate

Legal name

Guaranteed Rate, Inc.

Website

https://rate.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Retail Mortgage Lending

NAICS

Real Estate Credit (522292), Consumer Lending (522291)

SIC

Mortgage Bankers & Loan Correspondents (6162), Personal Credit Institutions (6141)

akta.pro primary industry

Rate-and-Term Refinance Origination (FSALAAAE)

akta.pro secondary industries

Home Improvement Personal Loans (Unsecured Installment) (FSAKAAAE), Personal Loan Refinance (Rate/Term) (FSAKAIAB)

Keywords

• Retail mortgage lending
• Home equity loans
• Digital mortgage platform
• Home refinancing
• Government-backed mortgages

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Origination: Rate generates revenue through origination fees and interest rate spreads on mortgage loans. The company is the 7th largest mortgage lender in the U.S. and funded $30.3 billion in loans in 2025.
2. Insurance Products: Through Rate Insurance subsidiary, the company earns commissions as a national insurance broker offering home, auto, life, and business insurance across all 50 states through partnerships with 100+ carriers including Allstate, Progressive, Travelers, and Nationwide.
3. Auto Loans: Rate Auto Loans, powered by partnership with Westlake Financial, generates referral fees when customers complete auto loans through the platform.
4. Student Loan Refinancing Marketplace: Marketplace connecting borrowers with lenders (Lendkey, Splash Financial, Earnest) where Rate receives compensation for referrals and platform participation.
5. HELOC and Home Equity Products: Home equity lines of credit and loans with loan amounts ranging from $20,000 to $750,000, generating origination fees and ongoing interest revenue.
6. Personal Loans: Unsecured personal loans ranging from $4,000 to $50,000 with fixed rates from 9.99% to 21.99% APR, generating origination fees up to 6%.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels8 records

Core offering

Rate (legally Guaranteed Rate, Inc.) originates and closes residential mortgage loans through a fully digital platform and a nationwide retail loan officer network. Core offerings include purchase mortgages, refinancing, home equity lines of credit (HELOC), and government-backed loan programs (FHA, VA, USDA), complemented by adjacent lending and insurance products (Rate Insurance, Rate Auto Loans, Personal Loans, Student Loan Refinancing marketplace, and RateFi crypto-qualifying mortgages).

Product overview

Rate (formerly Guaranteed Rate) is a Chicago-based fintech company and the second largest retail mortgage lender in the United States, founded in 2000. The company operates a platform-plus-modules architecture centered on its Digital Mortgage Platform, which offers a comprehensive suite of mortgage products including purchase mortgages, refinancing, and home equity products (HELOC, home equity loans). The platform is enhanced by add-on modules including Rate Insurance (home, auto, life, business insurance), Rate Auto Loans, Personal Loans, Student Loan Refinancing, and Home Search capabilities. Key differentiating features include Same Day Mortgage (24-hour approval), FlashClose (digital closing), PowerVP (loan officer tools), Rate App (mobile mortgage app with Spanish-language support), Rate Concierge (utility setup service), Membership Benefits (home security, warranty, tech support), EnTitled (title insurance waiver pilot), and RateFi (cryptocurrency mortgage qualification). The company also offers non-QM products, renovation loans, reverse mortgages, and jumbo loans. Rate serves customers through a digital-first approach with 4,000+ loan officers nationwide and has funded over $30.3 billion in loans in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Same Day Mortgage: Cutting-edge technology able to deliver a loan approval in 24 hours, with funding possible in as few as 10 days for qualified customers.
• RateFit
• RateFi
• EnTitled
• Rate Concierge
• Rate Auto Loans

Products and services

• Purchase Mortgage Home purchase financing for individual homebuyers, available in conventional and government-backed forms, originated through Rate.com and 4,000+ loan officers nationwide.
• Refinance Mortgage refinancing allowing homeowners to lower monthly payments, shorten loan terms, or access home equity through cash-out refinance.
• HELOC (Home Equity Line of Credit) Home equity line of credit for homeowners borrowing against their property with rates starting at 7.00% APR, loan amounts from $20,000 to $750,000, and funds available in as few as 5 days.
• FHA Mortgage Government-insured mortgages with down payment options as low as 3.5% and flexible credit score requirements for borrowers who may not qualify for conventional financing.
• VA Mortgage Veterans Affairs-backed home loans offering affordable rates and no down payment options for eligible service members, with minimum credit score of 580.
• USDA Loan U.S. Department of Agriculture-backed mortgages with no down payment options and flexible credit rules for buyers in rural areas.
• Jumbo Loan Large home loans exceeding conventional conforming limits for high-value properties.
• Non-QM Mortgage Specialty home loans serving borrowers outside traditional qualified mortgage criteria, including self-employed individuals and those with non-traditional income documentation.
• Home Renovation Loan Mortgage products allowing borrowers to roll the cost of home upgrades into a single mortgage for renovation and improvement projects.
• Reverse Mortgage Reverse mortgages converting home equity into retirement funds for homeowners aged 62 and older.
• Closed-End Second Mortgage Lump-sum second mortgage repaid in fixed payments for homeowners needing additional financing beyond their primary mortgage.
• Rate Insurance National insurance brokerage offering home, auto, life, business, and specialty insurance across all 50 states through partnerships with 100+ carriers including Allstate, Chubb, Progressive, Travelers, Nationwide, AIG, and Liberty Mutual.
• Rate Auto Loans Auto financing product powered by Westlake Financial, enabling faster approval, pre-qualification without credit-score impact, and a streamlined digital experience for vehicle purchases across all vehicle types.
• Personal Loans Unsecured personal loans ranging from $4,000 to $50,000 for home improvements, major purchases, and debt consolidation, with fixed rates from 9.99% to 21.99% APR and repayment terms from 1-5 years.
• Student Loan Refinancing Marketplace connecting borrowers with student loan refinancing partners (Lendkey, Splash Financial, Earnest), with rates starting as low as 3.90% APR variable and 4.40% APR fixed.
• RateFi Cryptocurrency Mortgage Mortgage product enabling qualified borrowers to use verified cryptocurrency holdings toward mortgage underwriting requirements without liquidating their digital assets, built within Rate's existing non-qualified mortgage structures.

Quantifiable outcome

• $30.3 billion in loans funded in 2025, making Rate the 7th largest mortgage lender in the U.S.
• +7 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core and strategic.

• Premia Relocation MortgagecoreOthers · 10 June 2026Premia Relocation Mortgage is a wholly owned subsidiary of Guaranteed Rate, operating as a national mortgage lender dedicated exclusively to relocation mortgage services. Founded in 1987 and headquartered in Troy, Michigan. Premia was ranked #1 in Overall Satisfaction in the 2026 Trippel Relocation Managers' Survey for the third consecutive year.
• FICOcoreTechnology or Integration · 9 June 2026Rate adopted FICO Score 10T as part of its credit evaluation process. The adoption brings the FICO Score 10T Free Access Program to $538.72 billion in originations and $1.668 trillion in servicing portfolio across participating lenders. FICO Score 10T uses trended credit bureau and rental history data.
• BettermentcoreGTM or Marketing Partner · 17 February 2026Partnership offering Betterment customers exclusive mortgage incentives including $500 in closing-cost credits and interest rate discounts of up to 0.75%. Valid until December 31, 2026, for customers with over $100,000 in assets at Betterment. Nationwide collaboration with Guaranteed Rate Inc. across all 50 states.
• AlianzastrategicGTM or Marketing Partner · 9 February 2026Multi-year partnership naming Rate as official mortgage lending partner of Alianza through 2026 and 2027 seasons. Includes activations across 8 U.S. markets at Alianza soccer events attracting 200,000+ attendees annually. Rate provides bilingual homeownership education and financial guidance targeting growing Latino homebuyer demand.
• Westlake Financial (Westlake Services, LLC)coreGTM or Marketing PartnerWestlake Financial provides auto loan financing for Rate Auto Loans. Rate App users can search for cars, get pre-qualified, and finalize purchases through the partnership. Westlake handles origination, underwriting, funding, and servicing of auto loans. Rate receives financial benefit from Westlake for each completed auto loan. Pre-qualification available without credit score impact.
• OneSource Home ConnectionscoreGTM or Marketing PartnerOneSource Home Connections powers Rate Concierge, a free service helping homebuyers set up utilities and essential services before moving. The service covers gas, electric, water, waste, internet, and smart home security. If customers obtain services through Rate Concierge representatives, Rate receives a financial benefit.
• ComeHome (HouseCanary)coreTechnology or IntegrationComeHome, a search engine owned by HouseCanary, provides MLS real estate listings for Rate's Home Search feature. Users can search properties by location, price, bedrooms, and other criteria. Rate Home Search integrates with mortgage application for seamless home buying experience.
• ZscalercoreTechnology or IntegrationGuaranteed Rate's CISO implemented Zscaler's Zero Trust Exchange platform across operations spanning 13 companies and 500 offices in all 50 states. Company expanding deployment with Zscaler products including Digital Experience (ZDX), Risk360, Business Insights, and Deception technology to improve security and achieve operational efficiencies.
• Fannie MaecoreTechnology or IntegrationRate's EnTitled refinance pilot is aligned with Fannie Mae's ongoing title insurance waiver test. The program uses automated loan data analysis to determine whether certain refinance loans can be originated without lender's title insurance policy, following Fannie Mae's guidance on title insurance waivers.
• 100+ Insurance Carriers (Allstate, Chubb, Progressive, Travelers, Nationwide, AIG, Liberty Mutual)coreChannel Partner/ Reseller/ DistributorRate Insurance offers home, auto, life, and business insurance products through partnerships with 100+ top carriers. Carriers include Allstate, Chubb, Progressive, Travelers, Nationwide, AIG, and Liberty Mutual. Rate Insurance is licensed in all 50 states and ranks as a Top 50 Personal Lines Agency.
• Lendkey, Splash Financial, EarnestcoreGTM or Marketing PartnerStudent loan refinancing marketplace powered by third-party lenders Lendkey, Splash Financial, and Earnest. Rate connects borrowers to these lenders for student loan refinancing with fixed rates from 4.40% to 9.80% APR and variable rates from 3.90% to 9.55% APR. Rate receives compensation for products purchased from these lenders.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NewRez (formerly New Penn Financial): Top-15 US mortgage lender with retail and wholesale channels, owned by Shell Point Capital Partners. Competes with Rate in both purchase and refinance origination at similar scale.
• United Wholesale Mortgage (UWM): The largest US mortgage lender overall, operating primarily through the wholesale broker channel. Competes with Rate's retail model and is a major force in mortgage origination volume and technology investment.
• loanDepot: Direct competitor in retail and wholesale mortgage lending with similar national footprint. Recently went public and competes with Rate on digital mortgage experience and loan officer networks.
• Caliber Home Loans: Large independent mortgage lender offering purchase, refinance, and HELOC products nationwide. Comparable business model as a non-bank retail lender with similar product breadth.
• CrossCountry Mortgage: Top-10 US retail mortgage lender with rapidly expanding loan officer network. Directly comparable retail go-to-market motion and competing for the same loan officer talent pool.
• Better.com: Digital-first mortgage lender pursuing a similar fintech disruption thesis. Competes with Rate on digital mortgage experience, though with a much smaller loan officer distribution footprint.
• Movement Mortgage: Top-15 retail mortgage lender with strong missionary-focused culture. Rate has actively recruited leadership from Movement (including Jason Stenger as CPO), making them a direct talent and origination competitor.
• Rocket Mortgage: The largest US mortgage lender (Rocket Homes, Rocket Loans) and Rate's most direct competitor in retail direct-to-consumer mortgage origination, with comparable digital platform investments and national distribution.

Emerging players

• Figure Technologies: Blockchain-enabled fintech lender specializing in HELOC and home equity products. Emerging competitor in the home equity space where Rate also has significant HELOC exposure, with potential digital asset lending overlap via RateFi.

Broad incumbents

• Pennymac Financial Services: Large mortgage servicer and originator with significant market share in both retail and wholesale. Operates at greater scale than Rate and competes across similar product lines including conventional and government loans.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/guaranteedrate
• YouTubeyoutube.com/@Rate_Official
• Facebookfacebook.com/guaranteedRate
• LinkedInlinkedin.com/company/guaranteed-rate
• Instagraminstagram.com/rate_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A4 records

Investments1 record

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

Frequently asked questions about Rate