Homeside Financial
Homeside Financial (a DBA of Lower, LLC) is a US consumer mortgage lender offering home purchase, construction, renovation, and refinance loans across 47 states plus DC through a tech-enabled, loan-officer-led origination platform serving individual homebuyers and homeowners.
- Company typePrivate
- Founded2014
- HeadquartersColumbia, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Homeside Financial does
Homeside Financial is a US consumer mortgage lender operating as a DBA of Lower, LLC, headquartered in Columbia, Maryland. The company originates home purchase mortgages, construction loans, renovation financing, and refinance loans for individual homebuyers and homeowners, holding mortgage lender licenses across 47 states plus the District of Columbia under NMLS ID# 1124061. Its core technology is a digital mortgage origination platform supporting online pre-approval, electronic document review and signing, and a customer coordination system that provides status updates throughout the loan lifecycle — though origination remains anchored by a distributed network of loan officers reachable through a public 'Find A Loan Officer' tool.
The business is fundamentally direct-to-consumer and transaction-based: revenue is earned as one-time origination and refinancing transaction fees on closed loans, with pricing individualized to each borrower's loan term, credit profile, down payment, and qualifying ratios. The company acquires customers through its own website (including a mortgage calculator and educational content), a Zillow lender profile, Google and Facebook review surfaces, and organic social channels on LinkedIn and Instagram. Customer acquisition is supported by a 5.0/5 star rating across Zillow, Google, and Facebook reviews and by recurring third-party recognition including Inc. 5000, Scotsman Guide Top 100 Mortgage Companies, Glassdoor Best Place to Work, and industry Best Places to Work awards.
Co-founders Grayson Hanes and Chris Miller are listed as managing partners; the firm employs 251–500 people and operates without disclosed institutional investors, parent company, or funding rounds. The legal-entity references to 'Lower.com, LLC' and 'Lower Mortgage, LLC' in several state disclosures indicate Homeside is part of a broader Lower-branded mortgage and consumer-finance ecosystem, although the structural relationship within that ecosystem is not specified in the available data.
Homeside Financial firmographics
Firmographics- Name
- Homeside Financial
- Legal name
- Lower, LLC
- Website
- https://gohomeside.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Homeside Financial (a DBA of Lower, LLC) is a US consumer mortgage lender offering home purchase, construction, renovation, and refinance loans across 47 states plus DC through a tech-enabled, loan-officer-led origination platform serving individual homebuyers and homeowners.
- Ownership category
- akta.pro rank
Homeside Financial industry classification
Industry- Product category
- Mortgage Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD)
- akta.pro secondary industries
- Cash-Out Refinance Origination (FSALAAAF), Renovation Mortgage Origination (FHA 203(k), HomeStyle, CHOICERenovation) (FSALAAAL), First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG)
Keywords
Where Homeside Financial is headquartered
LocationHeadquarters
- HQ city
- Columbia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Homeside Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Mortgage Origination: One-time transaction fees earned on new mortgage loans originated for home purchases, construction, and renovation financing
- Refinancing: Transaction fees earned when homeowners refinance their existing mortgages through Homeside Financial
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Customized mortgage products based on individual borrower profiles |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Homeside Financial product offering
Product offeringCore offering
Homeside Financial is a mortgage lender that originates home purchase loans, construction loans, renovation financing, and refinance loans for individual consumers across 47 U.S. states plus the District of Columbia. The company delivers these services through a tech-powered origination platform with digital document review and signing, combined with a network of loan officers that guide borrowers through pre-approval, application, and closing.
Product overview
Homeside Financial operates as a mortgage lending platform offering a unified suite of home loan products. The core offering consists of home purchase mortgages, construction loans, renovation financing, and refinancing options, supported by an online mortgage calculator for borrower planning. The company connects borrowers with loan officers through its 'Find A Loan Officer' service and provides a streamlined pre-approval process. All services are delivered digitally with technology-enabled document review and signing, though the company operates primarily through a network of loan officers rather than a fully self-service digital platform. The company conducts business as 'Lower, LLC' (DBA) across 47 states and the District of Columbia.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Loans / Mortgages
Quantifiable outcome
- 5.0/5 star rating on Zillow, Google, and Facebook reviews indicating high customer satisfaction
Companies that use Homeside Financial
Customer profileSegments1 record
Ideal customer profiles2 records
Homeside Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Homeside Financial partnerships and signals
Strategic signalScale indicators1 record
Expansion highlights4 records
Homeside Financial competitors and assessment
Company assessmentDirect peers
- Rocket Mortgage: Rocket Mortgage is the largest U.S. mortgage originator and a direct competitor to Homeside in tech-powered, direct-to-consumer residential mortgage origination, refinance, and purchase lending.
- Lower.com: Lower.com is the consumer-facing brand of the same parent legal entity (Lower, LLC) that operates Homeside Financial, offering a near-identical suite of purchase, refinance, and renovation mortgages via a tech-powered DTC channel.
- NewRez (New Residential Mortgage): NewRez is a national mortgage originator and servicer offering purchase and refinance loans through retail and digital channels, competing with Homeside in DTC and partner-driven origination.
- Better.com: Better.com is a digital-first mortgage lender offering purchase and refinance mortgages online, competing directly with Homeside's tech-powered origination and self-serve pre-approval flow.
- Guaranteed Rate: Guaranteed Rate is a national retail and digital mortgage lender offering purchase, refinance, and renovation loans with an integrated online platform, directly comparable in scope and GTM to Homeside.
- LoanDepot: LoanDepot is a major national retail and wholesale mortgage lender offering purchase and refinance mortgages with a digital platform that overlaps Homeside's DTC origination model.
Broad incumbents
- United Wholesale Mortgage (UWM): UWM is the largest U.S. mortgage lender overall, operating primarily in the wholesale broker channel but with overlapping product set (purchase, refi) and serving similar borrowers through partner brokers.
- Caliber Home Loans: Caliber Home Loans is a large national retail mortgage originator offering purchase, refinance, and renovation financing with multi-state licensing similar in breadth to Homeside's footprint.
- PennyMac Financial Services: PennyMac is one of the largest U.S. mortgage lenders and servicers with significant retail and consumer direct origination in purchase and refinance, broadly comparable to Homeside at larger scale.
Emerging players
- SoFi Mortgage: SoFi has expanded into home purchase and refinance mortgages as part of a broader fintech platform, bringing tech-enabled origination and member-base acquisition that intersects with Homeside's DTC model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Homeside Financial social profiles
Digital presenceHomeside Financial compliance and trust
Trust signalCompliance3 records
Homeside Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Homeside Financial leadership team
Management profileNumber of profiles
Profiles2 records
Homeside Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Homeside Financial M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Homeside Financial
What does Homeside Financial do?
Homeside Financial is a mortgage lender that originates home purchase loans, construction loans, renovation financing, and refinance loans for individual consumers across 47 U.S. states plus the District of Columbia. The company delivers these services through a tech-powered origination platform with digital document review and signing, combined with a network of loan officers that guide borrowers through pre-approval, application, and closing.
Is Homeside Financial a public or private company?
Homeside Financial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Homeside Financial founded?
Homeside Financial was founded in 2014. It employs 251 to 500 people.
Where is Homeside Financial based?
Homeside Financial is headquartered in Columbia, United States, in the North America region.
How does Homeside Financial make money?
Two revenue lines are on record. Mortgage Origination is the primary driver. The others are refinancing.
Who are Homeside Financial's main competitors?
Direct peers on record are Rocket Mortgage, Lower.com, NewRez (New Residential Mortgage), Better.com, Guaranteed Rate and LoanDepot. Broad incumbents are United Wholesale Mortgage (UWM), Caliber Home Loans and PennyMac Financial Services. SoFi Mortgage is listed as an emerging player.
Does Homeside Financial have an API?
No public API is recorded for Homeside Financial.
What industry is Homeside Financial in?
Homeside Financial's product category is Mortgage Lending. Its primary akta.pro industry code is FSALAAAD, Purchase Mortgage Origination (Homebuyer Focused), with a secondary code of FSALAAAF, Cash-Out Refinance Origination. Its NAICS code is 522310 and its SIC code is 6162.