Icon Lending
Icon Lending is a Fresno, California-based wholesale mortgage brokerage that connects individual homebuyers and refinancing homeowners in California and Colorado with multiple wholesale lenders offering Conventional, FHA, VA, USDA, and other loan products.
- Company typePrivate
- Founded2023
- HeadquartersFresno, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Icon Lending does
Icon Lending is a Fresno, California-based wholesale mortgage brokerage operating as Icon Lending, LLC since 2023. The company connects individual borrowers—primarily homebuyers and refinancing homeowners—with multiple wholesale lenders offering a broad suite of loan products including Conventional, FHA, VA, USDA, CalHFA, Jumbo, and Alt QM. Originally established to serve clients of local homebuilders as a preferred and affiliate lending partner, Icon Lending has extended the same product set and pricing structure to the broader consumer market across California and Colorado.
The technology infrastructure is lightweight and consumer-facing rather than proprietary: a marketing website powered by Homefiniti® from ONeil Interactive, supported by Google Analytics, Meta Pixel, Google Ads, and social login, with loan applications processed through the third-party 1003app.com portal. There is no evidence of in-house core technology, proprietary underwriting models, or differentiated platform architecture. The revenue model is transaction-based, earning origination or referral fees on closed wholesale loans; pricing is not publicly disclosed and closing costs typically run 2–3% of home purchase price.
Icon Lending distributes services via direct-to-consumer lending through its 16-person team of mortgage advisors, loan originators, processors, and operations staff, supplemented by homebuilder referral partnerships. The company is licensed by the California Department of Financial Protection and Innovation (CFL #60DBO155148), regulated by the Colorado Division of Real Estate, and registered with NMLS (#2193351). It operates as a subsidiary or affiliate of Truemark, indicated by "A Truemark Company" branding on its website footer.
Icon Lending firmographics
Firmographics- Name
- Icon Lending
- Legal name
- Icon Lending, LLC
- Website
- https://iconlending.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Icon Lending is a Fresno, California-based wholesale mortgage brokerage that connects individual homebuyers and refinancing homeowners in California and Colorado with multiple wholesale lenders offering Conventional, FHA, VA, USDA, and other loan products.
- Ownership category
- akta.pro rank
Icon Lending industry classification
Industry- Product category
- Mortgage Brokerage Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)
- akta.pro secondary industries
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ), Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD)
Keywords
Where Icon Lending is headquartered
LocationHeadquarters
- HQ city
- Fresno
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Icon Lending business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Mortgage Origination Fees: As a wholesale mortgage broker, Icon Lending earns fees on closed mortgage loans originated through their network of wholesale lenders. They shop multiple lenders to find the best product and rate for clients, earning origination or referral fees on successful transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual mortgage loan pricing based on borrower profile and loan type |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Icon Lending product offering
Product offeringCore offering
Icon Lending operates as a wholesale mortgage broker that connects individual homebuyers and homeowners with multiple wholesale lenders. Loan officers shop across lender networks to match borrowers with FHA, VA, Conventional, USDA, CalHFA, Jumbo, and Alt QM loan products, providing personalized guidance from pre-approval through closing.
Product overview
Icon Lending operates as a wholesale mortgage broker platform offering a unified suite of mortgage products and services. The core offering consists of connecting borrowers with multiple wholesale lenders through loan officers who access a wide range of loan programs including Conventional, FHA, VA, USDA, CalHFA, Jumbo, and Alt QM products. Supporting services include refinance options, rate locks, and first-time homebuyer assistance programs. The company differentiates through personalized guidance from loan officers who work to match borrower profiles with the most suitable loan products across their lender network.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Mortgage Broker Services
Quantifiable outcome
- 40%+ repeat and referral business for some loan officers
Companies that use Icon Lending
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Icon Lending technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
Icon Lending partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TruemarkcoreIcon Lending is identified as 'A Truemark Company' in their website footer, suggesting ownership or corporate affiliation with Truemark organization.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Icon Lending competitors and assessment
Company assessmentDirect peers
- loanDepot: Retail and wholesale mortgage lender offering Conventional, FHA, VA, and other agency products across multiple states. Competes directly with Icon Lending for retail purchase and refinance customers, with overlapping product set and a similar multi-channel distribution approach.
- New American Funding: Retail mortgage lender and broker based in California, offering a broad suite of purchase and refinance products. Highly comparable given overlapping California footprint, diverse product offering, and similar focus on first-time and move-up homebuyers.
- Guild Mortgage: Retail mortgage lender with strong Western US presence, including California. Offers purchase and refinance products across agency and government channels; comparable to Icon Lending in product breadth and regional customer overlap.
- Caliber Home Loans: Retail and wholesale mortgage lender with a multi-channel origination platform and broad product menu. Competes with Icon Lending for similar purchase and refinance customers and uses a comparable mix of retail and wholesale distribution.
- NewRez: Retail and wholesale mortgage lender (now part of Rithm Capital) offering Conventional, FHA, VA, and non-QM products. Directly comparable to Icon Lending in wholesale broker relationships and retail customer targeting.
- Fairway Independent Mortgage: Retail mortgage banker and broker with a relationship-driven model and broad product set. Comparable to Icon Lending in emphasizing advisor-led service and serving purchase-heavy markets including new construction.
- Paramount Equity: Mid-sized retail mortgage broker with multi-state operations and a wholesale-style product approach. Closely mirrors Icon Lending's broker model, scale, and reliance on multiple lender relationships.
Broad incumbents
- United Wholesale Mortgage: Largest US wholesale mortgage lender and a key supplier to Icon Lending, but also operates a competing direct retail channel (UWM Direct). Comparable as a wholesale channel incumbent whose actions shape broker economics.
- Rocket Mortgage: Largest direct-to-consumer mortgage lender in the US, offering the full suite of agency, government, and jumbo products. Competes with Icon Lending for consumer mindshare on purchase and refinance, and represents the scale benchmark in retail mortgage.
Emerging players
- Better.com: Digital-first mortgage lender pursuing a fully online, low-cost origination model. Competes with Icon Lending for refinance and purchase flow by offering a streamlined UX and aggressive pricing, representing the fintech disruption risk to traditional broker models.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Icon Lending social profiles
Digital presenceIcon Lending compliance and trust
Trust signalCompliance4 records
Icon Lending financial estimates
Financial estimateRevenue estimate
Valuation estimate
Icon Lending leadership team
Management profileNumber of profiles
Profiles11 records
Icon Lending funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Icon Lending 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 Icon Lending
What does Icon Lending do?
Icon Lending operates as a wholesale mortgage broker that connects individual homebuyers and homeowners with multiple wholesale lenders. Loan officers shop across lender networks to match borrowers with FHA, VA, Conventional, USDA, CalHFA, Jumbo, and Alt QM loan products, providing personalized guidance from pre-approval through closing.
Is Icon Lending a public or private company?
Icon Lending is a private company. It is classified as corporate owned and is currently operating.
When was Icon Lending founded?
Icon Lending was founded in 2023. It employs 11 to 50 people.
Where is Icon Lending based?
Icon Lending is headquartered in Fresno, United States, in the North America region.
How does Icon Lending make money?
One revenue line is on record: mortgage Origination Fees.
Who are Icon Lending's main competitors?
Direct peers on record are loanDepot, New American Funding, Guild Mortgage, Caliber Home Loans, NewRez, Fairway Independent Mortgage and Paramount Equity. Broad incumbents are United Wholesale Mortgage and Rocket Mortgage. Better.com is listed as an emerging player.
Does Icon Lending have an API?
No public API is recorded for Icon Lending.
What industry is Icon Lending in?
Icon Lending's product category is Mortgage Brokerage Services. Its primary akta.pro industry code is FSALABAA, Retail Residential Mortgage Brokers (Purchase & Refinance), with a secondary code of FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms. Its NAICS code is 522310 and its SIC code is 6163.