The Place To Mortgage

What The Place To Mortgage does

The Place to Mortgage is a privately held Canadian mortgage brokerage founded in 2009 by Sarah Strauss and headquartered in Innisfail, Alberta. The firm originates and brokers residential and small-commercial mortgages — including first-time buyer, refinance, renewal, self-employed, bad-credit, reverse, HELOC, construction, raw-land, and cottage mortgages — across six provinces (British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, and Nova Scotia), with physical offices in Innisfail, Red Deer, and Port Moody. It also runs a Private Mortgage Investments vertical placing accredited investors into real-estate-secured lending opportunities.

The company operates as a transactional intermediary rather than a balance-sheet lender. It is powered by The Mortgage House brokerage network, which provides access to 60+ Canadian lenders and the supporting back-office infrastructure. Client intake happens via in-person consultation, phone, virtual meetings, after-hours appointments booked through Calendly, or a self-serve online application through the third-party Scarlett Network platform. There is no proprietary technology stack; the digital layer is entirely external.

Revenue is generated through lender-paid commissions on funded mortgages (the borrower-facing service is free for residential deals), with disclosed fees only for private, alternative, or commercial financing. Marketing is content-led: an SEO-optimized educational blog, organic LinkedIn/Facebook/Instagram presence, and Trustindex-verified Google reviews drive top-of-funnel demand, with personalized referral and repeat-customer relationships closing the loop. No external funding, M&A activity, or institutional ownership has been disclosed.

Name

The Place To Mortgage

Legal name

The Place to Mortgage

Website

https://theplacetomortgage.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

The Place to Mortgage is a privately held Canadian mortgage brokerage that places residential, commercial, and niche-segment (self-employed, bad-credit, reverse, private-lending) mortgages for individual borrowers and small investors across six provinces, sourcing deals through the parent network's 60+ lender panel and earning lender-paid commissions on funded loans.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Commercial Mortgage Brokerage (FSAEAEAB), Reverse Mortgage Brokerage (FSAEAEAE), Closed-End Home Equity Loans (Second Mortgages) (FSALAGAA), Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

Keywords

• Mortgage brokerage
• Residential mortgages
• Commercial financing
• Mortgage renewal
• Private lending

Headquarters

HQ city

Innisfail

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Brokerage Commissions: The company provides mortgage brokerage services at no cost to clients. Brokers are typically compensated by the lender on funded mortgages. For private, alternative, or commercial financing, fees may apply and will be disclosed in writing before proceeding.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Place to Mortgage is a Canadian mortgage brokerage that connects individual and commercial clients with mortgage products from over 60 lenders across Canada. Operating under The Mortgage House network, the firm brokers residential mortgages (purchase, refinance, renewal, construction, HELOC, reverse), commercial mortgages, and private mortgage investments, while offering clients free consultation services compensated by lender commissions on funded mortgages.

Product overview

The Place to Mortgage is a full-service mortgage brokerage powered by The Mortgage House, offering a comprehensive portfolio of mortgage products and services. The core offerings include First Time Home Buyer Mortgages, Purchase/Refinance/Renewal services, and Private Mortgage Investments. Their product suite spans over 20 specialized mortgage products including Cash Back Mortgages, Reverse Mortgages, HELOCs, Construction Mortgages, Commercial Mortgages, Self-Employed Mortgages, and Bad Credit Mortgages. The company also provides Property Investor Services for portfolio financing and extensive educational resources including mortgage application guidance, closing cost information, credit improvement tips, and a comprehensive mortgage glossary. Sarah Strauss serves clients across BC, Alberta, Saskatchewan, Manitoba, Ontario, and Nova Scotia with access to over 60 lenders, emphasizing personalized guidance, competitive rates, and streamlined processing from pre-approval to settlement.

Differentiator

Problem solved

Functional benefit

Products and services

• First Time Home Buyer Mortgages Mortgage guidance for first-time home buyers, including pre-qualification, budget planning, down payment strategy, and lender comparison for competitive terms.
• Purchase, Refinance, and Renewal Mortgages Strategic mortgage solutions for purchasing homes, refinancing existing mortgages for better terms or cash flow, and renewing mortgage terms with multiple lenders.
• Private Mortgage Investments Structured private mortgage lending opportunities for accredited and eligible investors, backed by real estate security with disciplined underwriting and ongoing communication.
• Cash Back Mortgages Mortgage product offering a cash incentive (typically 1-5% of mortgage amount) at closing, usable for upfront costs or other expenses.
• Mortgage Renewal Services Mortgage renewal services helping homeowners renegotiate terms with current or new lenders, comparing fixed and variable rate options to secure competitive rates.
• Second Mortgage Financing Secondary mortgage financing allowing homeowners to access additional equity while keeping their existing first mortgage unchanged, registered in second position on title.
• Second Home / Cottage Mortgages Financing solutions for purchasing vacation properties and secondary homes, with eligibility criteria including credit score, income verification, and 5-20% down payment requirements.
• Construction (Build) Mortgages Financing for new home construction or major renovations, with funds released in stages (typically 3-5 stages) as construction progresses, requiring 10-20% down payment.
• Mortgage Plus Improvements Combined purchase and renovation financing allowing borrowers to finance home acquisition and renovations (completed within 90 days) in a single mortgage.
• Self-Employed Mortgages Mortgage solutions for self-employed individuals with alternative income verification options including stated income and asset-based mortgages, requiring detailed documentation.
• Mortgage Refinancing Refinancing services to lower interest rates, extend terms, consolidate debt, or access home equity through standard refinance, home equity loans, or HELOCs.
• Debt Consolidation Mortgage Consolidation of multiple high-interest debts into a single mortgage using home equity as collateral, simplifying finances with one monthly payment at lower rates.
• Home Equity Line of Credit (HELOC) Revolving credit line secured against home equity, providing access to up to 65% of home value with flexible payment options and re-borrowable funds.
• Reverse Mortgages Loan product for Canadian homeowners aged 55 and older allowing conversion of home equity into tax-free cash without regular mortgage payments until the property is sold.
• Property Investor Services Support for residential and small commercial real estate investors, with financing structured around portfolio needs including rental income calculations and equity access.
• Limited Credit / New to Credit Mortgages Mortgage options for borrowers with limited or no credit history, using alternative factors such as employment history and rental payments for creditworthiness assessment.
• Raw Land Financing Raw land financing restricted to approximately 75% LTV depending on zoning and purpose, for undeveloped property purchases.
• Commercial Mortgages Financing for commercial properties including office buildings, warehouses, retail spaces, and apartment buildings, with down payments of 20% or more typically required.
• Bruised Credit / Bad Credit Mortgage Mortgage solutions for borrowers with poor credit scores due to bankruptcy, missed payments, or collections, including high-ratio, subprime, and private lender options.

Quantifiable outcome

• Nearly 60% of homeowners simply sign and send back the first renewal offer without shopping around, potentially losing thousands of dollars annually

Named customers6 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• The Mortgage HousecoreChannel Partner/ Reseller/ DistributorThe Place to Mortgage is powered by The Mortgage House, which provides the brokerage infrastructure and lender network access. The Mortgage House enables the company to offer clients access to a wide network of lenders and competitive mortgage products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Ratehub.ca: Canadian financial comparison and online mortgage brokerage platform. Comparable in lender-shopping value proposition and content-led acquisition, with a more digital-first operating model.
• Mogo Inc. Canadian fintech with a digital mortgage brokerage offering alongside other consumer financial products. Partial overlap in mortgage origination and online consumer acquisition, though broader in product scope.
• Pineapple Financial (formerly Pineapple Mortgage): Canadian mortgage brokerage with a tech-enabled platform and national broker network. Comparable in cross-Canada licensing and direct-to-consumer mortgage origination, with a publicly listed parent providing growth capital.
• 8Twelve Mortgage Architecture: Canadian tech-enabled mortgage brokerage platform serving borrowers and investors across multiple provinces. Comparable in tech-led broker model, multi-lender access, and product breadth including private lending.
• Nesto: Canadian digital mortgage brokerage offering online rate comparison and broker-assisted mortgage origination. Comparable in lender-panel access and consumer-facing mortgage experience, with stronger technology stack.

Direct peers

• Mortgage Architects: Canadian mortgage brokerage network providing lenders, technology, and back-office support to independent mortgage professionals. Direct comparable in broker-network structure and multi-lender access.
• Verico: Canadian mortgage brokerage network supporting independent brokers with lender access and infrastructure. Comparable network model, multi-lender shopping, and independent broker relationship.
• TMG The Mortgage Group: National Canadian mortgage brokerage network under which The Mortgage House (and by extension The Place to Mortgage) operates. Highly comparable in operating model, lender panel access, and broker network structure.
• Butler Mortgage: Canadian independent mortgage brokerage offering residential and specialized mortgage products across multiple provinces. Closely comparable in product breadth (including niche borrower segments) and direct-to-consumer GTM.

Broad incumbents

• Dominion Lending Centres: Canada's largest national mortgage brokerage network with thousands of brokers and access to a wide lender panel. Directly comparable business model to The Place to Mortgage, but at vastly greater scale and national footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ThePlaceToMortgage
• LinkedInlinkedin.com/company/the-place-to-mortgage
• Instagraminstagram.com/theplacetomortgage

Compliance4 records

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 The Place To Mortgage