Maximus Mortgage Advisors

What Maximus Mortgage Advisors does

Maximus Mortgage Advisors is a retail, direct-to-consumer mortgage lender operating as a trade name (DBA) of EMM Loans LLC, a privately held New Jersey limited liability company headquartered at 1950 Route 70 East, Suite 300, Cherry Hill, NJ 08003, and founded by Matthew "Matt" Boyce. The firm originates purchase and refinance mortgage loans for individual borrowers across six U.S. states (Connecticut, Delaware, Florida, Massachusetts, New Jersey, and Pennsylvania) and is a direct lender to Fannie Mae, offering a broad product menu that includes FHA, VA, USDA, Conventional, Jumbo, Non-QM, 203(k) rehabilitation, RefiNow, Refi Possible, HomeReady, Home Possible, ARMs, and Fixed-Rate loans, plus a personal loan referral arrangement with LightStream (a Truist Bank brand). Loan officers are branded internally as "Gladiators," and the firm reports cumulative metrics of 90,000+ customers served and $18 Billion+ in mortgage loans funded, with a stated over 90% customer satisfaction rating.

The company runs an integrated digital lending technology stack assembled from third-party best-of-breed tools: Ellie Mae's Encompass Loan Origination System (LOS) with a custom "Rush" queue, The Big POS for consumer-facing application, Total Expert CRM for marketing and customer engagement, Mortgage Coach for borrower-facing Total Cost Analysis presentations, Optimal Blue for secondary marketing, pricing, and lock desk automation, and Sales Boomerang/TrustEngine for automated borrower intelligence. Operations are supported by in-house processing, underwriting, an Underwriting Hotline, Scenario and Product desks, and a formal escalation process. The firm is a licensed mortgage servicer in New Jersey and Pennsylvania, holds a mortgage lender servicer registration in Florida, and operates additional DBAs (Ideal Mortgage Group, Fidelity Lending, Medford Mortgage) under the same legal entity.

Maximus generates revenue primarily on a transaction-fee basis through mortgage loan origination, earning origination fees, discount points, and gain-on-sale income on loans sold into the secondary market via Optimal Blue; secondary revenue comes from a LightStream affiliate referral fee on personal loans, plus a smaller stream of servicing fee income on its owned loan portfolio in NJ and PA. Go-to-market is hybrid: a 24/7 online self-serve application portal, an inside-sales team of 17+ named licensed loan officers (Gladiators) at the Cherry Hill branch with personal landing pages, and a realtor/broker partner channel supported by the in-house operations infrastructure, with marketing executed through a Knowledge Hub blog, multi-platform social media (Facebook, Instagram, YouTube, LinkedIn, TikTok), and digital retargeting pixels.

Name

Maximus Mortgage Advisors

Legal name

EMM Loans LLC

Website

https://maxloans.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Maximus Mortgage Advisors is a direct-to-consumer retail mortgage lender (DBA of EMM Loans LLC) headquartered in Cherry Hill, NJ, offering 14+ loan programs across six U.S. states to individual homebuyers, veterans, self-employed, and low/moderate-income borrowers via an integrated digital lending stack.

Ownership category

akta.pro rank

Product category

Mortgage Lending

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

Keywords

• Mortgage lending services
• Home purchase loans
• Mortgage refinancing
• Residential loan origination
• Home loan programs

Headquarters

HQ city

Cherry Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Loan Origination: Direct lender to Fannie Mae, offering a broad product menu (FHA, VA, USDA, Conventional, Jumbo, Non-QM, 203(k), RefiNow, Refi Possible, HomeReady, Home Possible, ARMs, Fixed-Rate) with minimal overlays. Revenue is generated on each funded loan through origination fees, discount points, and gain-on-sale of loans into the secondary market via Optimal Blue.
2. Personal Loan Referrals (LightStream/Truist Bank): Affiliate/referral arrangement with LightStream (a Truist Bank brand) for personal loans (auto, boat, timeshare, medical, plus more). Maximus is compensated through the referral link if approved.
3. Mortgage Servicing: Licensed mortgage servicer in New Jersey and Pennsylvania, providing post-closing servicing for closed loans and earning servicing fee income on the loan portfolio.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Maximus Mortgage Advisors is a direct-to-consumer residential mortgage lender that originates, processes, underwrites, and services home purchase and refinance loans under multiple programs (FHA, VA, USDA, Conventional, Jumbo, Non-QM, 203(k), ARM, Fixed-Rate, HomeReady, Home Possible, RefiNow, Refi Possible, and personal loans). The company operates as a direct lender to Fannie Mae with minimal overlays, with 17+ named loan officers ("Gladiators") and an online self-service application portal, and it holds mortgage lender and servicer licenses across six U.S. states.

Product overview

Maximus Mortgage Advisors operates as a unified direct-to-consumer mortgage lending platform offering a comprehensive suite of purchase and refinance loan products powered by an integrated digital lending technology stack. The product portfolio spans fourteen loan programs including the 203(k) Rehabilitation Loan, Adjustable Rate Mortgage (ARM), FHA Loan, Fixed Rate Mortgage (15 and 30 year), Home Possible, HomeReady, Jumbo Loan, Non-Qualified Mortgage (Non-QM), Personal Loans, Refi Possible, Refinance, RefiNow, USDA Loan, and VA Loan, supplemented by a personal loan referral partnership with LightStream (Truist Bank). The underlying technology platform integrates Ellie Mae's Encompass Loan Origination System (LOS) with eDisclosure, The Big POS point-of-sale solution, Total Expert CRM for marketing automation and customer engagement, Mortgage Coach for borrower-facing Total Cost Analysis (TCA) presentations, OptimalBlue for secondary marketing and pricing intelligence, and Sales Boomerang (now part of TrustEngine) for automated borrower intelligence and retention. Together, these modules form a guided consumer experience that delivers asset verification, simplified document collection, instant access to payroll and financial records, and pre-approvals in minutes, all backed by 24/7 secure online application access. The company is a direct lender to Fannie Mae with minimal overlays, holds NMLS# 2926 as a DBA of EMM Loans LLC, and operates under state mortgage lender and servicer licenses across Connecticut, Delaware, Florida, Massachusetts, New Jersey, and Pennsylvania.

Differentiator

Problem solved

Functional benefit

Products and services

• FHA Loan FHA-insured residential mortgage available to individual home buyers; offers low down payment options and is offered as part of Maximus' broad purchase and refinance product menu under FHA 260 approval.
• VA Loan VA-backed residential mortgage for active-duty military, veterans, reservists, National Guard members, and qualifying surviving spouses; offers 100% financing, no private mortgage insurance, and assistance for mortgage payment problems.
• USDA Loan USDA Guaranteed Rural Housing Loan for owner-occupant buyers purchasing homes in USDA-defined rural areas who meet county-level income limits (up to 115% of area median income); no down payment required.
• Fixed Rate Mortgage (15 and 30 year) Conventional fixed-rate residential mortgage offered in 15- and 30-year terms for home purchase or refinance, with a constant interest rate over the life of the loan.
• Adjustable Rate Mortgage (ARM) Adjustable rate residential mortgage whose interest rate is fixed for an initial period and then adjusts periodically based on a financial index; available for purchase or refinance.
• Jumbo Loan Non-conforming (jumbo) residential mortgage for highly qualified borrowers purchasing or refinancing primary residences or second homes above the conforming loan limit (2025: $806,500); loan amounts up to $2.5M for primary and $2.0M for second homes, with cash-out up to $500,000.
• 203(k) Rehabilitation Loan FHA 203(k) loan combining purchase (or refinance) and renovation financing for 1-4 unit residential properties including foreclosure / distressed homes; loan amount based on the as-completed value and can finance up to 6 months of PITI to eliminate double housing payments during rehab.
• Non-Qualified Mortgage (Non-QM) Non-QM residential mortgage for borrowers with non-traditional income documentation (interest-only, bank statement, and similar options), including self-employed individuals, contractors, and those recovering from bankruptcy or foreclosure.
• HomeReady Loan Fannie Mae HomeReady low-down-payment conventional mortgage for low- and moderate-income borrowers, available with as little as 3% down and allowing non-occupant co-borrowers.
• Home Possible Freddie Mac Home Possible low-down-payment conventional mortgage for low- and moderate-income borrowers, supplementing the HomeReady product.
• RefiNow Loan Fannie Mae RefiNow refinance product for existing Fannie Mae borrowers at or below 100% of area median income, designed to make refinancing accessible to low- and moderate-income households.
• Refi Possible Freddie Mac Refi Possible refinance product for existing Freddie Mac borrowers at or below 100% of area median income, designed to make refinancing accessible to low- and moderate-income households.
• Refinance General residential mortgage refinance product for homeowners seeking to lower their rate, change term, or pull cash out of their home.
• Personal Loans (LightStream / Truist Bank referral) Affiliate/referral personal loan product for individual borrowers seeking financing for auto, boat, timeshare, medical, and similar needs; underwriting and pricing are handled by LightStream (a Truist Bank brand) and Maximus may receive referral compensation.
• Mortgage Servicing Post-closing mortgage servicing for loans closed through Maximus; borrowers can make payments by phone, email, or mail at the Cherry Hill, NJ headquarters; Maximus earns servicing fee income on the serviced loan portfolio in NJ and PA.

Quantifiable outcome

• 90,000+ customers served
• +3 more outcomes

Segments8 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature7 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PrimeLending: Multi-channel retail mortgage lender with comparable product breadth, multi-state footprint, and partner/realtor referral focus. Operates a similar relationship-driven origination model with in-house processing and underwriting.
• loanDepot: Direct-to-consumer and retail mortgage lender offering a comparable multi-channel model (D2C, retail branch, partner referrals) with an integrated tech stack. Similar product breadth across conventional, FHA, VA, USDA, and jumbo, with comparable emphasis on digital POS and CRM-enabled origination.
• Movement Mortgage: Retail mortgage lender with a comparable distributed branch model and relationship-driven loan officer culture. Similar emphasis on broad product menu, multi-state licensing, and partner/realtor channel development.
• CrossCountry Mortgage: Retail-focused mortgage lender with a similar distributed loan-officer branch model, broad product suite, and growing East Coast presence. Highly comparable in operational model, headcount range, and product breadth.
• Fairway Independent Mortgage Corporation: Mid-sized retail mortgage lender with a relationship-driven branch model and broad product menu (conventional, FHA, VA, USDA, jumbo, renovation). Comparable in scale, multi-state footprint, and emphasis on loan-officer-led relationship service.
• Caliber Home Loans: Direct retail and correspondent mortgage lender with a comparable product menu (including Non-QM, renovation, and specialty products) and multi-state licensing footprint. Similar reliance on Encompass-style LOS and direct lender relationships with the GSEs.
• NewRez (now part of Rocket Mortgage): Multi-channel retail and D2C mortgage lender with a comparable direct-lender model, broad product menu, and emphasis on technology-enabled origination. Operates a similar retail branch + call-center hybrid across multiple states.
• Guaranteed Rate: Retail and D2C mortgage lender with comparable multi-state branch presence, comprehensive product menu, and strong emphasis on digital POS/consumer experience. Operates a similar relationship-driven model supported by an integrated tech stack.

Broad incumbents

• UWM (United Wholesale Mortgage): Largest US wholesale mortgage lender providing indirect competition through broker channel access to similar products at scale. Relevant as a technology and pricing benchmark even though Maximus operates on the retail side.
• Rocket Mortgage (Rocket Companies): Largest US direct-to-consumer mortgage lender with a vastly larger balance sheet, brand, and tech investment, but overlapping product menu and multi-channel D2C + retail strategy. Sets competitive baseline for digital mortgage experience and pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mortgagemaximus
• Facebookfacebook.com/mortgagemaximus
• LinkedInlinkedin.com/company/maximus-mortgage-advisors
• Instagraminstagram.com/mortgagemaximus

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Maximus Mortgage Advisors