Preferred Lending Services

What Preferred Lending Services does

Preferred Lending Services, LLC is a Florida-based, full-service retail mortgage lender headquartered in Valrico with additional loan officer presence in Wesley Chapel and Tampa. The company originates home purchase and refinance mortgages for individual consumers, offering conventional fixed-rate and adjustable-rate products alongside government-backed programs (FHA, VA, USDA) and specialty offerings including the Smart Series non-QM suite (SmartEdge, SmartSelf, SmartVest) and a recently launched Medical Professional Home Loan. The firm holds NMLS #1833537 and is licensed as a Florida Mortgage Lender (MLD1742), FHA Non-Supervised Mortgage Lender (HUD #84200003), VA Agent (#639099), and USDA Mortgage Lender (#83-2591297), and is a registered trademark partner of Freddie Mac (BorrowSmart Access, Affordable Seconds) and a user of Fannie Mae HomeReady products.

The company's technology stack centers on a state-of-the-art consumer portal, branded iOS and Android mobile applications, an online mortgage calculator suite, and a Knowledge Center of educational content covering Mortgage 101, military lending, and home ownership topics. Distribution is hybrid: a direct-to-consumer digital funnel (website application, self-service portal, mobile apps) augmented by a local loan officer network providing one-on-one in-person guidance. A partnership with the Florida Housing Finance Corporation and eHousing Plus channels down payment and closing cost assistance programs to qualified first-time buyers and Veterans across all 67 Florida counties.

Preferred Lending Services operates as a wholly owned subsidiary of NewRez LLC, with its Terms of Use stating that services are provided by NewRez and its careers page redirecting to the NewRez workday portal — implying that origination technology, product shelf, compliance infrastructure, and back-office operations are largely supplied by the parent. Revenue is generated from mortgage origination transaction fees and the spread earned between origination and sale of loans into the secondary market. Customer segments are diversified across first-time homebuyers, Veterans and military members, Florida residents seeking down payment assistance, medical professionals, and non-traditional/self-employed borrowers. The firm employs 1–10 people and does not publicly disclose revenue.

Name

Preferred Lending Services

Legal name

Preferred Lending Services, LLC

Website

https://flpls.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Preferred Lending Services is a Florida-based retail mortgage lender and NewRez subsidiary offering conventional, FHA, VA, USDA, and non-QM loan products to individual consumers via a local loan officer network, branded mobile apps, and a consumer portal.

Ownership category

akta.pro rank

Product category

Mortgage Lending

NAICS

Real Estate Credit (522292)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industry

Government Wholesale Lending (FHA/VA/USDA) (FSALACAE)

Keywords

• Mortgage lending
• Home loans
• Mortgage origination
• Mortgage refinancing
• FHA VA USDA loans

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Origination: Revenue generated from originating mortgage loans for home purchases and refinances. The company acts as a full-service mortgage lender offering various loan products including conventional, FHA, VA, USDA, and specialized programs.
2. Interest Income: Income earned from the spread between origination and sale of mortgages into the secondary market.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Preferred Lending Services is a full-service, direct-to-consumer mortgage lender operating in Florida. It originates home purchase and refinance loans across conventional, FHA, VA, USDA, jumbo, and specialized programs, supported by local loan officers and digital application tools.

Product overview

Preferred Lending Services is a full-service mortgage lender offering a comprehensive portfolio of mortgage products and digital tools. The core offering includes traditionalFixed Rate Loans and Adjustable Rate Mortgages alongside government-backed programs such as FHA Mortgages, VA Loans for Veterans, and USDA Loans. Their specialized products include the Smart Series sub-brand (SmartEdge, SmartSelf, SmartVest) for non-traditional borrowers and a Medical Professional Home Loan for doctors and medical professionals. The company supports customers through digital tools including a Consumer Portal, Mobile App, and Mortgage Calculators, plus educational resources via their Knowledge Center. They also offer Florida-specific down payment assistance programs and Home Equity Lines of Credit (HELOC).

Differentiator

Problem solved

Functional benefit

Brands

• Smart Series: Non-traditional mortgage products including SmartEdge (jumbo mortgage for non-warrantable condos), SmartSelf (bank statement program for self-employed borrowers), and SmartVest (investor cash flow mortgage).

Products and services

• Fixed Rate Loans Traditional mortgage product with a locked interest rate that remains constant for the entire loan term, providing predictable monthly payments for home buyers.
• Adjustable Rate Loans (ARM) Mortgage with an interest rate that adjusts after an initial fixed-rate period (5/1, 7/6, 10/1, etc.), offering lower initial rates with flexible terms for various home buyers.
• First Time Home Buyer Loans Mortgage options designed for first-time buyers including FHA Loans, HomeReady (Fannie Mae), Home Possible (Freddie Mac), and USDA Loans with low down payments and flexible guidelines.
• Purchase Loans Home purchase financing solutions to help buyers acquire residential properties with various loan options to fit different budgets and goals.
• FHA Mortgages Government-insured mortgages backed by the Federal Housing Administration offering low down payment options (as low as 3.5%) and flexible credit qualification for buyers with less-than-perfect credit.
• Refinance Mortgage refinancing solutions including traditional rate/term refinance and cash-out refinance options to help homeowners potentially lower payments or access home equity.
• VA Loans (Loans for Veterans) U.S. Department of Veterans Affairs guaranteed loans offering favorable terms including zero down payment, competitive interest rates, and no private mortgage insurance for eligible service members, veterans, and surviving spouses.
• Smart Series Non-traditional mortgage product line for borrowers who don't fit conventional lending criteria, comprising SmartEdge (jumbo/non-warrantable condo), SmartSelf (bank statement program for self-employed), and SmartVest (investor cash flow mortgage).
• Medical Professional Home Loan Specialized mortgage program for early-career medical professionals (MD, DO, DDS, DMD, PharmD, DVM, etc.) offering loan amounts up to $2 million, up to 100% financing, no mortgage insurance, with flexible student loan treatment and projected income qualification.
• Home Equity Line of Credit (HELOC) Revolving line of credit secured by home equity allowing homeowners to borrow against built-up equity during a draw period, with a 75% minimum draw requirement at closing.
• USDA Loans U.S. Department of Agriculture Rural Housing Service guaranteed loans for low-to-moderate income families in eligible rural areas, offering 100% financing with no down payment required.
• HomeReady (Fannie Mae) Conventional loan program for low-to-moderate income buyers offering down payments as low as 3% with flexible terms and reduced upfront costs.
• Home Possible (Freddie Mac) Conventional loan option with 3% down payment and flexible guidelines for income and property types, ideal for low-to-moderate income buyers meeting income limits.
• Construction-to-Permanent Loans Construction loans that release funds in stages as work progresses, converting to a standard mortgage upon home completion. Available in Conventional and VA options in select states.
• Florida Housing Assistance Programs Down payment and closing cost assistance programs for qualified first-time homebuyers and veterans in Florida, including partnerships with the Florida Housing Finance Corporation and county programs.
• Consumer Portal / MyAccount and Mobile App State-of-the-art online portal and iOS/Android mobile app for customers to apply for and manage mortgage applications, track progress, and communicate with loan officers from phone, tablet, or computer.
• Mortgage Calculators Suite of free online calculators including Monthly Mortgage Payment, Purchase Price Estimator, Rent vs. Buy, Refinance Calculator, Loan Term Comparison, and Budget Calculator to help customers estimate mortgage-related costs.

Quantifiable outcome

• Same-day callback and immediate issue resolution
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and secondary.

• Florida Housing Finance CorporationcoreStrategic or Co-development PartnerPartnership to offer down payment and closing cost assistance programs for qualified first-time homebuyers and Veterans across all 67 Florida counties. Programs include 640 minimum credit score requirements and county-based maximum income limits.
• eHousing PluscoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Florida Housing Finance Corporation programs, providing program information and application support for down payment assistance programs at ehousingplus.com/available-programs/florida
• Freddie MaccoreTechnology or IntegrationOffers Freddie Mac BorrowSmart Access and Affordable Seconds programs as registered trademark partner. Provides Home Possible mortgage products for low-to-moderate income buyers.
• U.S. Department of Veterans AffairscoreTechnology or IntegrationVA-approved lender offering VA loan programs including purchase, IRRRL, and cash-out refinancing. Borrowers can obtain Certificates of Eligibility through the lender.
• Federal Housing Administration (FHA)coreTechnology or IntegrationFHA-approved lender offering FHA mortgages insured by the Federal Housing Administration, part of HUD. Provides low down payment options (as low as 3.5%) for qualified borrowers.
• USDA Rural Housing ServicecoreTechnology or IntegrationParticipating lender for USDA Guaranteed Rural Housing Loan Program offered through the Rural Housing Service. Provides 100% financing for eligible rural and suburban homebuyers.
• NewRezcoreOthersParent company providing technology platform, product suite, and operational support. The company's Terms of Use state 'You are currently viewing a page belonging to Preferred Lending Services or one of its subsidiaries (NewRez).' Careers link redirects to NewRez workday portal.
• Fannie MaesecondaryTechnology or IntegrationOffers HomeReady mortgage products for low-to-moderate income buyers with flexible guidelines and reduced mortgage insurance requirements.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Paramount Residential Mortgage Group (PRMG): Retail-focused residential mortgage lender with a branch network and broad product suite including FHA, VA, USDA, and non-QM. Comparable loan officer-driven distribution model targeting similar borrower segments.
• loanDepot: National direct-to-consumer mortgage lender with a multi-channel model (retail, wholesale, joint venture) overlapping Preferred Lending Services' purchase and refinance business across conventional and government loan programs.
• Guild Mortgage: Retail-focused residential mortgage lender with comparable geographic footprint and product breadth including FHA, VA, USDA, and non-QM programs aimed at similar customer segments.
• Fairway Independent Mortgage Corporation: Retail mortgage banker with a branch-based, loan-officer-led model offering conventional and government loans. Closely mirrors Preferred Lending Services' community-based, relationship-driven distribution approach.
• Homebridge Financial Services: National mortgage lender with retail and wholesale channels. Competes for similar purchase and refinance demand with comparable government and non-QM product offerings.

Broad incumbents

• United Wholesale Mortgage (UWM): Leading wholesale mortgage lender. While primarily wholesale, UWM competes for the same Florida-based retail and broker partners that drive Preferred Lending Services' pipeline.
• Caliber Home Loans: Former NewRez sister brand and large US mortgage originator. Highly comparable product mix and parent-company lineage make it a natural analog for how a NewRez-owned retail brand competes at scale.
• NewRez LLC: Direct parent company and one of the largest US mortgage lenders. Operates an analogous retail and wholesale origination platform, providing Preferred Lending Services with technology, products, and operational infrastructure.
• Pennymac Financial Services: Large-scale mortgage originator and servicer competing across retail, consumer direct, and wholesale channels. Comparable product mix including government and conventional purchase loans.
• Rocket Mortgage: Largest US mortgage originator by volume. Competes with Preferred Lending Services on direct-to-consumer purchase and refinance originations, with substantially greater digital marketing scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Preferred Lending Services