What Motto Mortgage does

Motto Mortgage is a national franchise network of independently owned mortgage brokerages, founded in 2016 by Dave Liniger and backed by RE/MAX Holdings. The company operates as the franchisor Motto Franchising, LLC, headquartered in Denver, Colorado, providing brand, technology, and operational infrastructure to 140+ franchise offices spanning more than 40 U.S. states. Franchisees originate residential mortgage loans on behalf of homebuyers and homeowners, accessing a pre-vetted network of wholesale lenders that enables product choice across Conventional (Fixed Rate, ARM, Jumbo), Government-Backed (FHA, VA, USDA), and Specialty categories (Bank Statement, DSCR, Construction, Renovation, Investment).

The technology stack supplied to franchisees centers on the wemlo loan origination system, the MottoRep reputation management platform with managed social media, and an integrated CRM and marketing automation suite offering ready-to-use campaigns, email templates, social posts, and postcards. Each loan submitted through the platform is supported by a processing pod (one manager, two processors) and benefits from pre-integrated compliance support. Franchisees additionally access 7,000+ educational opportunities, training resources, and referral connections, with most offices co-located alongside affiliated real estate brokerages to capture inbound lead flow.

Motto Mortgage generates corporate revenue from initial franchise fees paid upon signing, recurring monthly franchise fees that fund shared services including marketing, technology, and operational support, and processing services. Loan origination commissions accrue to the franchisees rather than the franchisor. Go-to-market is dual-track: franchise sales target mortgage professionals, real estate business owners, independent home builders, and franchise investors, while direct-to-consumer acquisition drives homebuyers to local offices via a website-based location search and loan originator lookup. The franchise has earned six consecutive years (2020-2025) as #1 in Miscellaneous Financial Services on the Entrepreneur Magazine Franchise 500.

Name

Motto Mortgage

Legal name

Motto Franchising, LLC

Website

https://mottomortgage.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Motto Mortgage is a U.S. mortgage brokerage franchisor, founded in 2016 and backed by RE/MAX Holdings, that licenses 140+ independently owned offices across 40+ states. It supplies franchisees with an integrated technology stack, processing support, and wholesale lender access for residential loan origination serving homebuyers and homeowners.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Real Estate Credit (522292), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

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

akta.pro primary industry

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

akta.pro secondary industry

Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

Keywords

• Mortgage brokerage franchise
• Home loan origination
• Residential mortgage lending
• Franchise lending network
• Mortgage broker services

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees (Initial and Recurring): Motto Mortgage generates revenue through initial franchise fees paid by new franchise owners upon signing, plus recurring monthly fees that support shared services like marketing, technology, and operational support. The franchise system allows independent offices to operate under the Motto brand with access to national systems and support.
2. Loan Origination Revenue: Individual franchise offices generate revenue through mortgage loan origination, with loan originators earning commissions on closed loans. The network works with multiple wholesale lenders to offer competitive loan products to homebuyers.
3. Processing Services: Franchise offices have access to processing pods (one manager, two processors) for each loan submitted, providing operational support for loan processing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Motto Mortgage operates a nationwide franchise network of independently owned and operated mortgage brokerages that offer homebuyers access to hundreds of mortgage loan products from a curated network of wholesale lenders, including Conventional (Fixed Rate, ARM, Jumbo), Government-Backed (FHA, VA, USDA), and Specialty (Bank Statement, DSCR, Construction, Renovation, Investment) loans. Franchisees are supported by an integrated technology stack comprising the wemlo loan origination system, CRM and marketing automation, MottoRep reputation management, and loan processing pod support, all delivered under the Motto brand backed by RE/MAX Holdings.

Product overview

Motto Mortgage is a nationwide franchise network of local mortgage brokerages launched in 2016, backed by RE/MAX Holdings and founded by Dave Liniger. The platform operates as a franchise model where independently owned offices offer mortgage loan products to homebuyers. The core offering includes hundreds of mortgage loan options from wholesale lenders, spanning Conventional Loans (Fixed Rate, ARM, Jumbo), Government Backed Loans (FHA, VA, USDA), and Specialty Loans (Bank Statement, DSCR, Construction, Renovation, Investment). Franchisees receive access to a technology platform comprising wemlo (loan origination system), MottoRep (reputation management), CRM and marketing automation tools, and loan processing pod support. The franchise also provides educational resources through a knowledge center and mortgage calculators. The model is designed for real estate professionals, mortgage professionals, entrepreneurs, and independent home builders seeking to own a mortgage brokerage franchise.

Differentiator

Problem solved

Functional benefit

Products and services

• Motto Mortgage Franchise Network A franchise offering sold to mortgage professionals, real estate business owners, independent home builders, and entrepreneurs who want to operate their own mortgage brokerage under the Motto brand. Franchisees receive access to the wemlo loan origination system, pre-integrated CRM and marketing automation, MottoRep reputation management, loan processing pod support, compliance assistance, education, and the national Motto brand backed by RE/MAX Holdings.
• Mortgage Loan Products A portfolio of residential mortgage loan products offered through Motto Mortgage franchise offices to homebuyers and homeowners, sourced from a curated network of wholesale lenders. Categories include Conventional Loans (Fixed Rate, ARM, Jumbo), Government-Backed Loans (FHA, VA, USDA), Specialty Loans (Bank Statement, DSCR, Construction, Renovation, Investment), and Special Programs for first-time homebuyers and state/local housing agencies. Consumers connect with a local Motto loan originator to compare loan options and pricing.

Quantifiable outcome

• $0 Average homebuyer savings when using a mortgage broker (compared to traditional banks)
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Wholesale Lenders NetworkcoreOthersMotto Mortgage works with a large, pre-vetted group of wholesale lenders, giving borrowers access to hundreds of mortgage loan products. This network of lenders allows franchise offices to shop and compare options for clients, ensuring competitive rates and loan products.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NewRez (formerly New Penn Financial): National mortgage lender with retail and wholesale channels operating a distributed loan officer network; comparable to Motto's footprint in providing loan officers access to a broad product shelf with centralized technology and operations.
• Guaranteed Rate: Large retail mortgage lender with a multi-state branch/franchise-like network of loan officers, offering a similar mix of consumer-facing local service and centralized technology and marketing support to its originators.
• loanDepot: Top-5 U.S. mortgage originator with both retail and wholesale channels, providing a direct comparable to Motto's mix of consumer-facing local presence and wholesale lender relationships. Competes for similar loan officer talent and consumer mortgage demand.
• Fairway Independent Mortgage Corporation: Large independent mortgage lender operating a nationwide branch network of retail and broker operations, with similar product breadth (Conventional, FHA, VA, USDA, specialty) and comparable technology and marketing support to franchise/branch loan officers.
• PrimeLending: National retail mortgage lender (a PlainsCapital Bank subsidiary) with a multi-state branch network and full suite of Conventional, FHA, VA, USDA, and specialty loan products. Closely mirrors Motto's model of local retail origination with centralized support.
• Homepoint: Wholesale and retail mortgage lender with a distributed branch/franchise-like network serving loan originators nationwide. Comparable to Motto as a distributed origination platform that aggregates retail broker demand across geographies.
• CrossCountry Mortgage: One of the largest independent retail mortgage lenders in the U.S. with a multi-state branch network originating conventional, government, and specialty loans. Directly comparable to Motto Mortgage as a distributed retail/broker origination platform with branch offices and local loan officer coverage.

Emerging players

• Better.com: Digital-first mortgage lender offering a fully online origination experience; an emerging competitive threat to Motto's local-broker value proposition and a technology benchmark for what borrowers expect from a modern mortgage experience.

Broad incumbents

• United Wholesale Mortgage (UWM): Largest U.S. wholesale mortgage lender and the dominant counterparty for independent mortgage brokers like Motto franchisees. Comparable as a partner and competitor — UWM's scale, technology, and pricing power directly shape the economics of Motto's broker network.
• Rocket Mortgage: The largest U.S. retail mortgage lender and a direct-to-consumer digital mortgage leader; competes for the same borrower demand as Motto franchise offices but with a centralized, captive-lender model rather than a local independent franchise structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/motto-mortgage

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Motto Mortgage