Union Home Mortgage

What Union Home Mortgage does

Union Home Mortgage Corp. is a privately held independent mortgage banking company founded in 1970 and headquartered in Strongsville, Ohio, near Cleveland. The company originates and services residential mortgage loans through a retail branch network of loan officers, a direct-to-consumer digital channel including online applications, pre-approvals, mortgage calculators, and a resource center, and a wholesale/broker channel serving independent mortgage brokers. It operates across 48 U.S. states plus D.C. and employs 1,001-5,000 people, with affiliated business lines in home and auto insurance through Union Home Insurance Services (UHIS) and charitable giving through the Union Home Foundation, which has distributed over $2.1 million since 2015.

The core product set spans agency-eligible mortgage products — Conventional, FHA, VA, USDA — alongside Refinancing, Rehab, New Home Construction (construction-to-permanent) loans, and HELOC products including a Signature HELOC up to $750K at 85% LTV. In October 2025 UHM launched UHM Platinum, expanding into non-qualified mortgage (non-QM) lending including jumbo and non-owner-occupied loans. A proprietary HomeStart 1% Down Payment Program, in which UHM contributes up to 2% (capped at $2,000) toward a 3% down payment for qualifying first-time homebuyers with incomes at or below 80% of area median income (effective for applications on or after 11/1/2024), is positioned as a differentiator for first-time buyer segments. Technology is described as a mortgage lending platform with workflow automation and ongoing AI integration initiatives under new CIO Dino Lack; no proprietary AI models, patents, or developer-facing APIs are disclosed.

Revenue is generated primarily through transaction fees on originated mortgage loans — purchase and refinance — with secondary revenue from insurance referral commissions via UHIS and wholesale loan production through broker partners. The company has pursued an aggressive M&A strategy, completing acquisitions of Amerifirst Home Mortgage in December 2022, Nations Reliable Lending in March 2025 (which closed $1.091 billion in 2024 volume), and Sierra Pacific Mortgage in September 2025. Marketing mixes sports sponsorships (Tampa Bay Rays, Tampa Bay Rowdies, Cleveland Browns, Cleveland Guardians, Professional Bull Riders) with content marketing and organic social. The company is led by CEO Bill Cosgrove, who in 2026 became Co-Chair of the Tampa Bay Rays following an ownership change, and has won eight Top Workplaces Culture Excellence Awards for 2026 and been named a Top Workplace by USA TODAY for six consecutive years.

Name

Union Home Mortgage

Legal name

Union Home Mortgage Corp.

Website

https://uhm.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Union Home Mortgage is a privately held independent U.S. mortgage banker originating Conventional, FHA, VA, USDA, refinance, rehab, construction, HELOC, and non-QM loans across 48 states plus D.C. through retail branches, digital channels, and wholesale broker partnerships.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG)

akta.pro secondary industries

Government-Insured Mortgage Origination (FHA/VA/USDA) (FSALAAAI), New Construction-to-Perm (Single-Family Owner-Occupied) (FSALAHAA), Government Wholesale Lending (FHA/VA/USDA) (FSALACAE)

Keywords

• Residential mortgage lending
• Home equity lending
• Mortgage refinancing
• Government-backed loans
• Non-QM mortgages

Headquarters

HQ city

Strongsville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Origination: Primary revenue from originating mortgage loans including purchase mortgages and refinances. Revenue generated through origination fees and interest rate spreads on closed loans.
2. Insurance Services: Union Home Insurance Services (UHIS) provides home and auto insurance, generating commission revenue through referral partnerships with insurance carriers.
3. Non-QM Products: Revenue from non-qualified mortgage products including jumbo loans, non-owner-occupied loans through the UHM Platinum product suite
4. Wholesale/Broker Lending: Revenue from wholesale channel where mortgage brokers originate loans using Union Home Mortgage's products and technology platform

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Union Home Mortgage is an independent mortgage banking company that originates and funds residential mortgage loans directly to consumers and through a wholesale broker channel. Its core offering spans conventional, FHA, VA, USDA, refinancing, renovation/rehab, new construction, HELOC, and non-QM (UHM Platinum) loan products, with affiliated home and auto insurance services provided through Union Home Insurance Services (UHIS).

Product overview

Union Home Mortgage is an independent mortgage banking company offering a comprehensive suite of mortgage products and financial services. The core product portfolio includes Conventional, FHA, VA, and USDA government-backed loans, plus refinancing, rehab, and new home construction loans. The company expanded into non-QM lending with the UHM Platinum product suite and offers home equity products (HELOC) through its own platform. Union Home Insurance Services provides affiliated home and auto insurance. The proprietary HomeStart 1% down payment program supports first-time homebuyers. Recent acquisitions (Amerifirst, Nations Reliable Lending, Sierra Pacific Mortgage, NRL Mortgage) have expanded the company's geographic footprint and product capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Union Home Foundation: Charitable arm of Union Home Mortgage focused on financial literacy and housing initiatives, distributing over $200,000 in grants in 2025 and over $2.1 million since inception in 2015.
• Union Home Insurance Services (UHIS)
• UHM Platinum

Products and services

• Conventional Loans

Quantifiable outcome

• Best funding month in 5 years achieved by Sierra Pacific Mortgage Wholesale team in December 2025 following acquisition
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Tampa Bay RaysflagshipGTM or Marketing Partner · 22 January 2026Union Home Mortgage became Official Mortgage Partner of the Tampa Bay Rays (MLB) through sponsorship with Sunburst Entertainment Group LLC for 2026 season. Includes in-stadium signage at Tropicana Field behind home plate and along outfield wall. CEO Bill Cosgrove became Co-Chair of the Tampa Bay Rays following ownership change.
• Tampa Bay RowdiesflagshipGTM or Marketing Partner · 22 January 2026Union Home Mortgage became Official Mortgage Partner of Tampa Bay Rowdies (USL soccer) through Sunburst Entertainment Group LLC partnership for 2026 season. Includes title partnership of ticket space at Al Lang Stadium. Both organizations plan community programming initiatives together.
• Sunburst Entertainment Group LLCcoreGTM or Marketing Partner · 22 January 2026Sponsorship deal intermediary managing partnerships with Tampa Bay Rays and Tampa Bay Rowdies for 2026 seasons

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rocket Mortgage: Largest US retail mortgage originator and the dominant direct-to-consumer mortgage lender. Directly competes with UHM across the same retail branch and digital channels, with deeper marketing scale and a more mature technology platform.
• loanDepot: National retail and wholesale mortgage lender offering conventional, government, and HELOC products through both consumer-direct and branch channels. Closely comparable mid-to-large scale mortgage banker competing for the same borrower and broker segments.
• Caliber Home Loans: Mid-size independent mortgage banker offering a similar full product suite (conventional, government, non-QM, HELOC). Highly comparable in business model; notable because incoming UHM CIO Dino Lack was previously Chief Product Officer at Caliber.
• United Wholesale Mortgage: Largest US wholesale mortgage lender and the dominant broker channel. Directly competes with UHM's wholesale/broker business built around Sierra Pacific, and increasingly pushes into retail and direct-to-consumer.
• Newrez: National mortgage lender and servicer with retail and wholesale channels across conventional, government, and non-QM products. Closely comparable to UHM; notable because incoming UHM CIO Dino Lack was previously CIO at Newrez.
• Movement Mortgage: Large privately held independent mortgage banker with retail and wholesale channels and a strong culture/employer brand narrative. Closely comparable to UHM in business model, scale, and mid-size independent positioning.
• Guild Mortgage: Mid-size independent retail mortgage banker with similar FTHB focus, government loan strength, and acquisition history. Direct comparable to UHM in scale and channel mix; newly hired UHM M&A VP Renee Hildebrand previously worked at Guild.
• Fairway Independent Mortgage: Large independent mortgage banker with retail branches and a wholesale channel across the US. Closely comparable in scale, ownership profile (private), and product breadth to UHM.
• Guaranteed Rate: Top-10 US retail mortgage lender with both consumer-direct digital and retail branch channels across conventional and government products. Direct comparable in retail origination scale and product breadth.
• Paramount Residential Mortgage Group: Privately held retail and wholesale mortgage lender with a national footprint, government loan strength, and similar mid-size independent positioning. Comparable to UHM in channel mix and product suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UnionHomeMtg
• Facebookfacebook.com/unionhomemortgagecorp
• LinkedInlinkedin.com/company/unionhomemortgage
• Instagraminstagram.com/unionhomemortgage

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A4 records

Investments

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

Frequently asked questions about Union Home Mortgage