Principle Home Mortgage

What Principle Home Mortgage does

Principle Home Mortgage is a sole-proprietor mortgage brokerage founded in 2011 and headquartered at 7235 Bentley Rd, Suite #226, Jacksonville, Florida 32256. The firm is operated entirely by Chris Mullis (NMLS 246508), who began his mortgage career in 1997 at a small Jacksonville brokerage before establishing his own shop. It originates residential mortgage loans as a broker — not a direct lender — facilitating transactions with multiple third-party lenders and earning origination fees or yield spread premiums on closed loans.

The company's product portfolio covers the full spectrum of residential mortgage products available through wholesale broker channels: conventional fixed-rate loans (30/20/15-year), FHA loans (3.5% minimum down), VA loans (no-money-down for eligible veterans), USDA rural development loans, FHA reverse mortgages for seniors 61+, and 203K renovation loans in both streamline (under $35,000) and full (structural) variants. It serves five named customer segments: first-time home buyers, self-employed buyers (with K-1 analysis and depreciation add-backs for Subchapter S, LLCs, and sole proprietors), veterans and active-duty service members, rural property buyers in USDA-eligible areas, and senior homeowners aged 61+. Primary segments are first-time buyers and self-employed buyers; the other three are secondary.

The business model is referral-driven and direct-to-consumer. Chris Mullis personally handles every client interaction from pre-approval through closing, using a project management approach that coordinates appraisers, title companies, and real estate agents. Lead generation relies on realtor referrals via the Realtors Advantage program and past-client referrals, supplemented by a YouTube educational video library, a Facebook presence, and a Floify-powered online application portal. The firm has no disclosed proprietary technology, no app, no API, no disclosed AI tooling, and no institutional funding; it operates as a self-sustaining owner-operated business within the Jacksonville metropolitan area including St. Augustine, St. Johns County, and Clay County.

Name

Principle Home Mortgage

Legal name

Principle Home Mortgage

Website

https://principlehomemortgage.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Principle Home Mortgage is a sole-proprietor residential mortgage brokerage in Jacksonville, Florida, founded in 2011 by Chris Mullis. It brokers conventional, FHA, VA, USDA, reverse, and 203K loans primarily for first-time and self-employed home buyers via realtor referrals and direct contact.

Ownership category

akta.pro rank

Product category

Residential Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG), Renovation Mortgage Origination (FHA 203(k), HomeStyle, CHOICERenovation) (FSALAAAL), Reverse Mortgage Origination (HECM & Proprietary) (FSALAIAA)

Keywords

• Mortgage brokerage
• Home loan origination
• FHA loan services
• VA loan lending
• Reverse mortgage loans

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Origination Fees: The company earns revenue through mortgage origination fees when closing loans for borrowers. As a mortgage broker, they facilitate loans from various lenders and earn fees or yield spread premiums on completed transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Principle Home Mortgage is a Jacksonville-based mortgage brokerage that originates home loans by sourcing funding from multiple wholesale lenders and guiding individual borrowers through the mortgage process from pre-approval to closing. The firm offers conventional, FHA, VA, USDA, reverse mortgage, and 203K renovation products, with particular emphasis on first-time buyers and self-employed borrowers, and is operated as a single point of contact by founder Chris Mullis.

Product overview

Principle Home Mortgage is a single-location mortgage brokerage offering a comprehensive suite of mortgage products and lending solutions. The core product portfolio includes conventional fixed-rate loans, FHA loans for first-time buyers, VA loans for veterans, USDA rural loans, reverse mortgages for seniors, and specialized 203K renovation loans for purchasing and renovating properties. The company differentiates itself through a project management approach, serving as a single point of contact throughout the home buying process and pre-approving clients before property searches begin.

Differentiator

Problem solved

Functional benefit

Products and services

• Conventional Loans

Quantifiable outcome

• Clients avoid delays and rescheduling by working with a dedicated project manager through the mortgage process

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• United Wholesale Mortgage: Largest U.S. wholesale mortgage lender, selling exclusively through mortgage broker partners rather than directly to consumers. Comparable to PHM because brokers like Chris Mullis are UWM's end customers; the two share the broker channel and product range, though UWM sits one step upstream as the funding partner rather than a competitor for the same borrower.
• Mutual of Omaha Mortgage (Reverse Mortgage focus): National reverse mortgage specialist and direct lender, dedicated to HECM and proprietary reverse mortgage products. Comparable to PHM because reverse mortgages are part of PHM's named product suite; borrowers in that segment have a real choice between a local broker and a specialist direct lender like Mutual of Omaha.

Broad incumbents

• loanDepot: National mortgage originator and servicer with a large retail loan officer channel. Comparable to PHM in that purchase mortgage origination through loan officers and agent relationships is its core go-to-market, and it offers the same conventional and government product suite.
• Caliber Home Loans (Newrez): Large national mortgage originator (now part of Newrez) with strong non-QM and self-employed borrower offerings. Comparable to PHM because it explicitly serves self-employed and bankstatement borrowers via the broker channel and competes for similar customers.
• Rocket Mortgage: Largest U.S. retail mortgage lender, known for a digital, direct-to-consumer model that competes for the same FTHB and purchase-driven borrowers as PHM. Comparable in product breadth but starkly different in GTM (national brand + paid digital vs. local broker + referral).
• PrimeLending: National retail mortgage lender owned by PlainsCapital Bank with a network of loan officers running purchase-driven, referral-based businesses. Comparable to PHM in customer segments (purchase, FTHB, government), GTM (LO-led, agent-referred), and product breadth.
• New American Funding: National retail mortgage lender with diversified product offerings including conventional, government, and specialty products, and an established branch-based loan officer model that competes for first-time and non-QM borrowers. Comparable to PHM because it targets many of the same customer segments (FTHB, self-employed-adjacent, low-down-payment) and runs a similar referral-driven, LO-led origination model.
• Fairway Independent Mortgage Corporation: Large national mortgage lender operating primarily through a retail branch and loan officer model with a strong referral culture from real estate agents. Comparable to Principle Home Mortgage because it sells the same agency product suite (conventional, FHA, VA, USDA, reverse, renovation) and competes for the same referral-based purchase borrowers, but at vastly greater scale and geographic breadth.
• Guaranteed Rate: Large retail mortgage lender with a national footprint of loan officers and a strong brand presence in purchase mortgage origination. Comparable because it competes for the same purchase-driven, agent-referred borrowers in regional metros and offers a similarly broad agency product set.

Direct peers

• Homebridge Financial Services: Mid-sized mortgage lender that operates a hybrid retail and wholesale broker model, giving brokers flexibility to operate under their own brand while accessing Homebridge products and infrastructure. Comparable to PHM because it specifically serves the broker channel with conventional, government, and renovation products and competes for many of the same FTHB and self-employed borrowers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCwaDut4T0_oWjoxkZJHpg_g
• Facebookfacebook.com/PrincipleHomeMortgageJacksonville
• LinkedInlinkedin.com/company/principle-home-mortgage

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Principle Home Mortgage