Clear Mortgage
Clear Mortgage is a private residential mortgage lender (DBA of City First Mortgage Services LLC, powered by Gold Star Mortgage) offering Conventional, FHA, VA, Jumbo, and Reverse mortgage products through a digital origination platform and a national network of loan officers, serving home buyers, refinancers, first-time buyers, veterans, and seniors.
- Company typePrivate
- Founded2020
- HeadquartersBountiful, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Clear Mortgage does
Clear Mortgage is a residential mortgage lender operating as a DBA of City First Mortgage Services LLC (NMLS #3117) and powered by Gold Star Mortgage (NMLS #3446), headquartered at 750 S Main St, Bountiful, Utah. Founded in 2020 and employing 251–500 people, the company offers a full suite of mortgage products including Conventional (15/30-year fixed), FHA (as low as 3.5% down), VA (100% financing, no PMI), Jumbo, and Reverse Mortgages (for homeowners 62+). It is also associated with the related DBA brand Street Home Lending. The firm is licensed in California, Arizona, Illinois, New Jersey, Texas, and Virginia, and operates with claimed national reach through a distributed network of Mortgage Loan Originators.
The underlying technology is a digital mortgage origination platform that supports online pre-approval (as fast as 15 minutes), 24/7 loan progress monitoring, 20-day closings, and rate shopping across 25+ banks and lenders. Supporting tools include a public mortgage calculator, a Learning Center (educational blog/SEO hub), and the internal Clear Connect Marketing Suite (connectmarketing.pro) used by loan officers for lead generation and branding. The technology is positioned as workflow automation and digital convenience rather than AI-driven origination. Marketing channels span content/SEO, email newsletter, organic social (Facebook, LinkedIn, Twitter, YouTube, TikTok), PR/earned media (CNBC, Fox Business, Forbes, Travel Channel, Forbes Council), and a hosted national TV show (American Dream). Distribution combines direct sales through MLOs and a self-serve online application portal, with a strong realtor referral channel at the bottom of the funnel.
The business model is transaction-fee based, earning revenue through mortgage origination fees on purchase mortgages and refinancing services. Go-to-market is sales-led via the MLO network, supported by digital self-serve intake and educational content. No public revenue, funding, funding rounds, or financial statements are disclosed in the available data, and the firm remains private with no public ticker.
Clear Mortgage firmographics
Firmographics- Name
- Clear Mortgage
- Legal name
- City First Mortgage Services LLC
- Website
- https://clearmortgage.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Clear Mortgage is a private residential mortgage lender (DBA of City First Mortgage Services LLC, powered by Gold Star Mortgage) offering Conventional, FHA, VA, Jumbo, and Reverse mortgage products through a digital origination platform and a national network of loan officers, serving home buyers, refinancers, first-time buyers, veterans, and seniors.
- Ownership category
- akta.pro rank
Clear Mortgage industry classification
Industry- Product category
- Residential Mortgage Lending
- NAICS
- Real Estate Credit (522292), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Mortgage Bankers & Loan Correspondents (6162), Loan Brokers (6163)
- akta.pro primary industry
- Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD)
- akta.pro secondary industries
- Consumer Direct / Online Mortgage Origination (FSALAAAB), First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG), Jumbo / Non-Conforming Mortgage Origination (FSALAAAH), Reverse Mortgage Origination (HECM & Proprietary) (FSALAIAA)
Keywords
Where Clear Mortgage is headquartered
LocationHeadquarters
- HQ city
- Bountiful
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Clear Mortgage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Mortgage Origination: Clear Mortgage earns revenue through mortgage origination fees charged on loans they originate. The company offers various loan products including Conventional, FHA, VA, Jumbo, and Reverse Mortgages. Revenue is generated as a one-time transaction fee at loan closing.
- Refinancing Services: Revenue generated from refinancing existing mortgages, replacing existing loans with new ones under different terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom mortgage options tailored to individual borrower situations |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Clear Mortgage product offering
Product offeringCore offering
Clear Mortgage originates residential purchase and refinance mortgage loans through a digital-first platform backed by a national network of local loan officers. The company offers Conventional, FHA, VA, Jumbo, and Reverse Mortgage products, supports online pre-approval in as little as 15 minutes, rate-shops across more than 25 banks and lenders, and targets 20-day closings. It operates as a DBA of City First Mortgage Services LLC, NMLS #3117, which is powered by Gold Star Mortgage (NMLS #3446).
Product overview
Clear Mortgage is a residential mortgage lender offering a unified digital mortgage platform with multiple loan products and online services. The core offering consists of purchase mortgages and refinance loans, supported by a Digital Loan Process platform that enables online pre-approval (in as little as 15 minutes), document submission, loan tracking, and 20-day closings. The company offers five main loan products: Conventional Loans (15/30-year fixed), FHA Loans (as low as 3.5% down), Jumbo Loans (for amounts exceeding conforming limits), VA Loans (100% financing for veterans), and Reverse Mortgages (for homeowners 62+). Additional services include a Mortgage Calculator, Learning Center (educational blog content), and the internal Clear Connect Suite marketing platform for loan officers. The company partners with over 25 banks and lenders for rate shopping and claims to provide local support without outsourced operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Purchase Mortgages
Companies that use Clear Mortgage
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Clear Mortgage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Clear Mortgage partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Gold Star MortgagecoreClear Mortgage is powered by Gold Star Mortgage (NMLS #3446), providing the underlying licensing and operational infrastructure for mortgage lending operations.
- City First Mortgage LLC (d/b/a City First Mortgage Services)coreClear Mortgage and Street Home Lending are powered by City First Mortgage LLC (NMLS #3117). City First Mortgage provides licensing, regulatory compliance, and operational support. Licensed by Department of Financial Protection and Innovation under California Residential Mortgage Lending Act (License #4130732).
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
Clear Mortgage competitors and assessment
Company assessmentBroad incumbents
- Rocket Mortgage: Largest U.S. retail mortgage originator with a national direct-to-consumer digital platform; competes head-to-head with Clear Mortgage on consumer-direct purchase and refinance, but at much greater scale and brand recognition.
- loanDepot: National retail and wholesale mortgage lender offering conventional, government, and HELOC products through both digital channels and a loan officer network — directly comparable to Clear Mortgage's hybrid distribution.
- United Wholesale Mortgage (UWM): Leading wholesale and direct mortgage lender with a national loan officer network; comparable to Clear Mortgage's MLO-driven model and rate-shopping across lender partners, though UWM operates at substantially greater scale.
Direct peers
- NewRez (New Residential Mortgage): National mortgage lender and servicer offering purchase and refinance products through retail and wholesale channels; comparable to Clear Mortgage's retail origination and rate-shopping approach.
- Movement Mortgage: National retail mortgage lender built around a large distributed network of loan originators; comparable to Clear Mortgage's MLO-led sales motion and purchase-focused origination strategy.
- Guild Mortgage: Mid-large U.S. residential mortgage lender offering conventional, government, and specialty loan products via retail branches and loan officers; comparable in product mix and customer segment to Clear Mortgage.
- Better.com: Digital-first direct mortgage lender offering online pre-approval and closing; overlaps with Clear Mortgage's digital application, fast pre-approval (15-minute claim), and self-serve UX positioning.
- Homepoint: National mortgage lender with retail and wholesale origination; comparable to Clear Mortgage's mix of MLO-led retail business and access to multiple lender partners for rate-shopping.
- Caliber Home Loans: National residential mortgage lender with retail and correspondent channels offering conventional, government, and specialty products; directly comparable in product breadth and channel mix.
Emerging players
- SoFi (SoFi Mortgage): Digital consumer finance platform that has expanded into home purchase and refinance mortgages; overlapping with Clear Mortgage in targeting digitally native borrowers, though SoFi's mortgage is one product within a broader fintech suite.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Clear Mortgage social profiles
Digital presenceClear Mortgage compliance and trust
Trust signalCompliance9 records
Clear Mortgage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clear Mortgage leadership team
Management profileNumber of profiles
Profiles6 records
Clear Mortgage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clear Mortgage 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 Clear Mortgage
What does Clear Mortgage do?
Clear Mortgage originates residential purchase and refinance mortgage loans through a digital-first platform backed by a national network of local loan officers. The company offers Conventional, FHA, VA, Jumbo, and Reverse Mortgage products, supports online pre-approval in as little as 15 minutes, rate-shops across more than 25 banks and lenders, and targets 20-day closings. It operates as a DBA of City First Mortgage Services LLC, NMLS #3117, which is powered by Gold Star Mortgage (NMLS #3446).
Is Clear Mortgage a public or private company?
Clear Mortgage is a private company. It is classified as corporate owned and is currently operating.
When was Clear Mortgage founded?
Clear Mortgage was founded in 2020. It employs 251 to 500 people.
Where is Clear Mortgage based?
Clear Mortgage is headquartered in Bountiful, United States, in the North America region.
How does Clear Mortgage make money?
Two revenue lines are on record. Mortgage Origination is the primary driver. The others are refinancing Services.
Who are Clear Mortgage's main competitors?
Broad incumbents on record are Rocket Mortgage, loanDepot and United Wholesale Mortgage (UWM). Direct peers are NewRez (New Residential Mortgage), Movement Mortgage, Guild Mortgage, Better.com, Homepoint and Caliber Home Loans. SoFi (SoFi Mortgage) is listed as an emerging player.
Does Clear Mortgage have an API?
No public API is recorded for Clear Mortgage.
What industry is Clear Mortgage in?
Clear Mortgage's product category is Residential Mortgage Lending. Its primary akta.pro industry code is FSALAAAD, Purchase Mortgage Origination (Homebuyer Focused), with a secondary code of FSALAAAB, Consumer Direct / Online Mortgage Origination. Its NAICS code is 522292 and its SIC code is 6162.