Mortgage Broker Store

What Mortgage Broker Store does

Mortgage Broker Store Inc. is a privately held Ontario-licensed mortgage brokerage and direct private lender headquartered at 3080 Yonge Street, Suite 6060, Toronto, Ontario. The firm is operated by a father-son team — Ron Alphonso (Mortgage Broker) and Jonathan Alphonso (Real Estate Agent & Mortgage Agent) — and is authorized under Financial Services Regulatory Authority of Ontario (FSRA) Mortgage Brokerage Licence #12800. It was established around 2010 to serve Ontario homeowners who cannot qualify through traditional bank channels, particularly those with damaged credit, irregular or self-employment income, or imminent power-of-sale proceedings.

The company operates a dual broker-lender model. As a brokerage, it charges broker fees of 2%-3% of loan amount, and as a direct private lender it funds mortgages from its own capital, earning interest income at rates tiered by loan-to-value ratio (8.49% at up to 55% LTV up to 11.49% at up to 75% LTV, with combined lender/broker fees of 2%-3% and a $3,500 minimum). Core products include second mortgages, stop-power-of-sale refinancing, home equity loans, debt consolidation loans, bad credit mortgages, and commercial mortgages, supplemented by bridge financing, HELOCs, and home renovation loans. Operational technology consists of a content-driven website with SEO landing pages across nine Ontario cities, online financial calculators, and phone-based sales (647-494-5943, 416-499-2122) with same-day callbacks.

Revenue is generated from transaction-based lender and broker fees on closed loans and from net interest spread on own-capital-funded mortgages. The go-to-market is direct-to-consumer and sales-led, with marketing primarily through content/SEO, Google reviews (109 verified five-star reviews), media features in major Canadian outlets, and a private lender network used for files requiring broader market access. Client testimonials cite speed of decisioning, equity-based approvals, and expertise in power-of-sale situations as the principal reasons clients engage the firm.

Name

Mortgage Broker Store

Legal name

Mortgage Broker Store Inc.

Website

https://mortgagebrokerstore.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Mortgage Broker Store Inc. is an Ontario-licensed FSRA mortgage brokerage and direct private lender (Licence #12800) that provides equity-based mortgages, second mortgages, and power-of-sale refinancing to credit-challenged homeowners across Ontario, operating from Toronto.

Ownership category

akta.pro rank

Product category

Private Mortgage Lending

NAICS

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

SIC

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

akta.pro primary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

akta.pro secondary industries

Wholesale Mortgage Lending (Broker Channel) (FSALACAA), Debt & Structured Finance / Mortgage Brokerage (BPAJABAK), Commercial Mortgage Brokerage (FSAEAEAB)

Keywords

• Private mortgage lending
• Bad credit mortgages
• Second mortgage solutions
• Home equity loans
• Power of sale prevention

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Broker Fees: Mortgage Broker Store charges broker fees typically ranging from 2% to 3% of the total loan amount, matching lender fee structures. Combined lender and broker fee has a $3,500 minimum.
2. Interest Income (Direct Lending): As a direct private lender funding mortgages from their own capital, the company earns interest income on funded mortgages. Interest rates range from approximately 7% to 12% depending on LTV ratio and borrower profile.
3. Lender Fees: When acting as lender or through network lenders, fees are charged including lender fees (2% to 3% typically) based on loan amount and LTV ratio.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mortgage Broker Store is a licensed Ontario mortgage brokerage and direct private lender (FSRA Licence #12800) that funds first and second mortgages, home equity loans, debt consolidation loans, commercial mortgages, and bridge financing. It underwrites primarily on property equity rather than credit score, enabling approvals for borrowers declined by traditional banks. The firm also provides power-of-sale/foreclosure prevention and real estate sales support across Ontario.

Product overview

Mortgage Broker Store is a licensed mortgage brokerage and direct private lender (Licence #12800) operating in Ontario, Canada. The company offers a portfolio of mortgage products and financial services centered on private lending solutions. Core offerings include first and second mortgages, commercial mortgages, home equity loans, debt consolidation loans, and bad credit mortgage products. The company specializes in serving borrowers who cannot qualify through traditional bank channels by focusing on property equity rather than credit scores. Supporting tools include mortgage payment calculators, loan-to-value ratio calculators, private mortgage rate estimators, and rent-vs-buy calculators. The company is led by a father-son team (Ron Alphonso and Jonathan Alphonso) and is licensed by the Financial Services Regulatory Authority of Ontario (FSRA).

Differentiator

Problem solved

Functional benefit

Products and services

• Second Mortgages Additional mortgages registered behind a first mortgage that allow Ontario homeowners — including those with bad credit — to access property equity without replacing their existing first mortgage; approved on equity rather than credit.
• Stop Power of Sale Urgent financing service that helps Ontario homeowners stop power-of-sale and foreclosure proceedings by using property equity for refinancing or additional mortgage funding.
• Private Lenders (Direct Lending) Direct private mortgage lending across Ontario using the company's own capital, delivering faster decisions, fewer conditions, and no middleman involvement.
• Commercial Mortgages Mortgages secured against revenue-generating properties including offices, retail, mixed-use, and rental buildings in Ontario.
• Bad Credit Mortgages Mortgage financing designed for Ontario homeowners with damaged credit, approved on property equity rather than traditional credit and income criteria.
• Home Equity Loans Lump-sum loans that use available property equity as security, allowing Ontario homeowners to borrow for debt consolidation, renovations, or other expenses.
• Debt Consolidation Loans Consolidation loans that merge multiple high-interest debts into a single monthly payment secured by home equity.
• Mortgage Refinancing Replacement of an existing mortgage with a new mortgage, typically with different terms, to access equity or obtain more favorable interest rates.
• Bridge Financing Short-term financing that bridges the timing gap between selling an existing property and purchasing a new one, typically lasting 1 to 6 months with interest-only payments.
• Home Equity Line of Credit (HELOC) Revolving line of credit secured by home equity; funds become available as the balance is paid down and borrowers pay monthly interest only on the outstanding balance.
• Home Renovation Loans Second mortgage loans that finance home renovation costs and repairs by leveraging property equity.
• Sell My House Fast Real estate service that helps Ontario homeowners sell their property quickly, particularly during power-of-sale situations, delivered through the company's brokerage and Royal LePage affiliation.

Quantifiable outcome

• Approval timelines of 1-2 business days, funding within 10-15 business days
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Magenta Capital: Canadian private mortgage lender specializing in non-prime, bad-credit, and equity-based residential mortgages. Most directly comparable to Mortgage Broker Store on customer segment (underserved Ontario homeowners) and product set (second mortgages, home equity, bridge).
• 8Twelve Financial Technologies: Canadian mortgage brokerage and private lending network with technology-enabled origination across non-prime and private mortgage segments. Comparable on broker-plus-private-lender model, Canadian focus, and target borrowers who fall outside traditional bank criteria.
• BridgeWell Capital: Ontario-based private mortgage lender offering equity-based, short-term, and bridge financing to borrowers with credit challenges. Closely comparable in product mix (private firsts, seconds, bridge, commercial) and bad-credit/equity-first underwriting philosophy.
• Pineapple Financial: Canadian mortgage broker network and lender with significant Ontario footprint, including non-prime and alternative lending products. Comparable on retail mortgage brokerage, Ontario-heavy customer base, and multi-product offering including private mortgages.

Broad incumbents

• CMLS Financial: One of Canada's largest independent mortgage finance companies, originating residential and commercial mortgages through broker and correspondent channels. Comparable on private/alternative lending and broker network distribution, but at materially larger scale and broader credit profile.
• HomeEquity Bank: Federally chartered Schedule I bank focused exclusively on reverse mortgages and home-equity-based lending (CHIP product). Overlaps on equity-first lending philosophy and Canadian homeowner focus, but at vastly larger scale and with a regulated deposit-funded balance sheet.
• Equitable Bank (EQB): Canadian challenger bank with a large alternative residential mortgage portfolio serving borrowers outside traditional bank criteria. Comparable in targeting non-prime and self-employed Canadian homeowners, but operates as a deposit-taking institution at much greater scale.
• First National Financial: Canada's largest non-bank mortgage originator, with significant single-family and commercial mortgage operations distributed through a national broker network. Comparable on mortgage broker channel and Canadian alternative/residential lending, but at institutional scale.
• MCAN Mortgage Corporation: Canadian mortgage investment corporation focused on residential mortgages, construction lending, and securitization. Comparable on Canadian residential mortgage origination and alternative lending, but with a public-company balance sheet and securitization funding model.
• Dominion Lending Centres (DLC): Canada's largest national mortgage broker network, with member brokers originating prime, alternative, and private mortgages across the country. Comparable on Canadian retail mortgage brokerage, but DLC is a network/franchise model with thousands of brokers vs. MBS's direct private-lending balance sheet.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mortgage-broker-store

Compliance1 record

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 Mortgage Broker Store