Informed Mortgage
Informed Mortgage LLC is a privately held New Jersey-based mortgage broker operating across 20+ U.S. states, arranging residential purchase and refinance loans through third-party lenders for individual homebuyers and homeowners, differentiated by its Decision First® pre-underwriting and Almost Home® programs.
- Company typePrivate
- Founded2000
- HeadquartersManahawkin, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Informed Mortgage does
Informed Mortgage LLC is a privately held mortgage broker headquartered in Manahawkin, New Jersey, operating across 20+ U.S. states under NMLS ID #2523172. The company arranges residential mortgage loans — including conventional, FHA, VA, USDA, and renovation products — through a network of third-party lenders on behalf of individual homebuyers and refinancing homeowners, earning origination fees and lender-paid commissions rather than interest income. Its service model is differentiated by two proprietary programs: Decision First®, which pre-underwrites borrowers before home purchase to surface qualification issues early, and Almost Home®, a recovery program offering pro bono consulting to borrowers who initially fail pre-underwriting.
The company's go-to-market combines three channels: licensed Mortgage Loan Originators who guide consumers through phone, in-person, or virtual consultations; a Consumer Connect Portal that provides 24/7 self-service loan tracking, document upload, and e-signature; and a referral network built via Continuing Education courses delivered to real estate agents, attorneys, CPAs, and CFPs. Underlying technology is a third-party mortgage origination platform — no proprietary LOS or AI system is disclosed. Customer segments center on first-time homebuyers, existing homeowners seeking refinance, and a secondary business segment of real estate professionals whose CE engagement drives referral flow.
The revenue model is primarily transaction-based (origination fees per closed loan), supplemented by CE course fees. Pricing is not publicly disclosed and the company explicitly avoids advertising interest rates, positioning itself instead on educational selling and consumer advocacy. With 11–50 employees and no disclosed funding history, the company operates as a self-funded, relationship-driven regional brokerage that has scaled horizontally through licensing rather than vertically through balance sheet.
Informed Mortgage firmographics
Firmographics- Name
- Informed Mortgage
- Legal name
- Informed Mortgage LLC
- Website
- https://informedmortgage.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Informed Mortgage LLC is a privately held New Jersey-based mortgage broker operating across 20+ U.S. states, arranging residential purchase and refinance loans through third-party lenders for individual homebuyers and homeowners, differentiated by its Decision First® pre-underwriting and Almost Home® programs.
- Ownership category
- akta.pro rank
Informed Mortgage industry classification
Industry- Product category
- Mortgage Brokerage Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)
- akta.pro secondary industries
- Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA), First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG)
Keywords
Where Informed Mortgage is headquartered
LocationHeadquarters
- HQ city
- Manahawkin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Informed Mortgage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Mortgage Broker Fees: Informed Mortgage is a mortgage broker (not a lender) that arranges loans through third-party lenders. Revenue is generated through origination fees and margins on loans placed with their lending network. They access multiple lenders and programs to find the best fit for each borrower.
- CE Course Fees: The company offers continuing education courses for real estate agents, CPAs, CFPs, insurance producers, and attorneys. These CE courses generate revenue through course fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard mortgage services |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Informed Mortgage product offering
Product offeringCore offering
Informed Mortgage LLC is a third-party origination mortgage broker that arranges home purchase, refinance, and home renovation loans through its network of third-party lenders. Its proprietary Decision First® program pre-underwrites borrowers before they buy a home, while Almost Home® provides pro bono mortgage consulting for borrowers who do not initially qualify. The firm also sells continuing education courses to real estate professionals and supports borrowers via the Consumer Connect Portal.
Product overview
Informed Mortgage LLC operates as a third-party origination mortgage company offering a suite of loan products and services centered around consumer education and financial literacy. The core portfolio includes Decision First® (pre-underwriting approval before home purchase), Almost Home® (challenges recovery program), home purchase financing, refinance services, home renovation loans, and a Consumer Connect Portal for digital loan management. The company acts as a mortgage broker accessing multiple lenders to shop programs on behalf of borrowers.
Differentiator
Problem solved
Functional benefit
Brands
- Decision First®: A proprietary program that completely reverses the mortgage process by pre-underwriting the loan upfront and providing mortgage approval BEFORE the borrower buys a home.
- Almost Home®
Products and services
- Decision First® A pre-underwriting program that completely reverses the traditional mortgage process by approving the borrower BEFORE they purchase a home, identifying challenges early and preventing post-contract delays. Marketed to residential homebuyers seeking certainty before making offers on a property.
- Almost Home® A recovery program providing a step-by-step action plan, including pro bono mortgage consulting services, for borrowers who do not initially qualify through Decision First®. Targeted at residential borrowers facing qualification obstacles such as credit, income, or asset issues.
- Home Purchase Financing
- Refinance Services Brokerage-originated refinance options covering conventional refinance, FHA Streamline, DU Refi Plus, Freddie Mac Relief, VA Interest Rate Reduction (IRRRL), HARP Unlimited LTV, and debt consolidation programs. Designed for existing homeowners seeking to lower payments, modify loan terms, access equity, or consolidate higher-interest debt.
- Home Renovation Loans Renovation loans that finance the purchase or refinance of a property together with renovation costs under a single mortgage, sized to the after-improved value. Aimed at residential borrowers purchasing fixer-uppers or renovating an existing home.
- Continuing Education Courses for Real Estate Professionals Continuing education courses covering mortgage financing topics (e.g., Preapproval 101, Mortgage Financing 101, AI in real estate, renovation financing, interest rates, reverse mortgages) approved for license renewal credit. Sold to licensed real estate agents and adjacent professionals as a paid course offering.
Quantifiable outcome
- Most loans close in 30 days or less
- +1 more outcomes
Companies that use Informed Mortgage
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Informed Mortgage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Informed Mortgage partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- RE/MAX at Barnegat BaycoreCo-hosting in-person homebuyer strategy sessions in Toms River, NJ. Mortgage Loan Originator Chris DeMatteis and Realtor Mike Butterworth present educational content on market conditions and mortgage options to potential homebuyers.
- University Title Insurance AgencyminorDeb Henderson from University Title Insurance Agency presents CE courses at Informed Mortgage's office on topics including AI in real estate.
- Jetty Rock FoundationminorSponsor of the 11th Annual Arctic Outreach charity event. Over the past 10 years, in excess of $323,000 has been donated through this event to support community members in need.
- Atlantic Title Agency LLCminorVenue sponsor and host for CE courses for real estate agents including 'Mortgage Financing 101' courses. Dino Fanzo from Atlantic Title Agency sponsors these educational events.
- Alliance For a Living Ocean (ALO)minorSponsor of the 17th Annual ALO Longboard Classic surf contest on Long Beach Island. All proceeds help fund ALO's free programming and events throughout the year.
- Jetty (Coquina Jam)minorSponsor of the Coquina Jam, an all-women's team surf contest and fundraising event.
- Keller Williams Realty East MonmouthcoreCo-hosting virtual homeownership sessions titled 'Homeownership: Timing Is Everything' with Mortgage Loan Originator Evan Beach and Realtor Allee Sprung to educate potential buyers on market conditions and smart purchase strategies.
- Fortune Title AgencyminorCo-sponsor of CE events for real estate agents, including 'Preapproval 101' course presented by Chris DeMatteis at B2Bistro in Toms River.
- Matus Law GroupminorCo-sponsor of CE events for real estate agents alongside Fortune Title Agency.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Informed Mortgage competitors and assessment
Company assessmentBroad incumbents
- Rocket Mortgage: Largest U.S. retail mortgage lender and the dominant direct-to-consumer brand. Competes for the same first-time homebuyer and refinance borrower that Informed Mortgage targets, but at vastly larger scale with proprietary technology, captive servicing, and a national marketing budget.
- NewRez (New Residential Mortgage): Top-15 U.S. mortgage lender with retail, wholesale, and servicing operations. Competes for purchase and refinance origination across many of the same states Informed Mortgage operates in, with broader product offerings.
- Pennymac Financial Services: One of the largest U.S. mortgage originators and servicers, with significant correspondent and consumer-direct channels. Operates at much larger scale than Informed Mortgage but competes for the same purchase and refinance borrower pool across overlapping states.
- UWM (United Wholesale Mortgage): Largest U.S. wholesale mortgage lender, supplying brokers like Informed Mortgage with loan products indirectly through broker partnerships. Indirect but material peer because it sets wholesale pricing, technology expectations (UWM's Portal), and broker program terms that shape Informed Mortgage's economics.
- Guaranteed Rate: Top-10 U.S. retail mortgage lender with a digital platform (Powered by Guaranteed Rate) and a significant retail branch network. Targets the same purchase and refinance segments as Informed Mortgage, including first-time homebuyers, with comparable educational-content positioning.
- Caliber Home Loans: Mid-to-large retail and wholesale mortgage lender competing in purchase, refinance, and renovation lending (including FHA 203(k) and HomeStyle). Particularly relevant as a peer given Informed Mortgage's emphasis on home renovation loan products.
- Guild Mortgage: Retail-focused mortgage lender with strong first-time homebuyer programs and a multi-state branch network that overlaps geographically with Informed Mortgage's licensed footprint. Comparable focus on affordability products (FHA, VA, down payment assistance).
- loanDepot: Large multi-channel mortgage lender operating retail, wholesale, and joint venture channels (LDpoint, mellohome). Overlaps with Informed Mortgage in retail purchase and refinance origination and in agent-referral acquisition models, but at significantly larger scale.
Emerging players
- Better.com: Digital-first mortgage lender competing directly in the consumer-direct refinance and purchase segments. Threatens traditional broker models including Informed Mortgage by offering fully online origination with no human loan officer in many transactions.
Direct peers
- Fairway Independent Mortgage Corporation: Large retail mortgage lender with a heavy focus on real estate agent referral relationships and a multi-state branch footprint. Closest comparable to Informed Mortgage's model: retail purchase and refinance origination driven by agent partnerships, with similar mid-size broker-style positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Informed Mortgage social profiles
Digital presenceInformed Mortgage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Informed Mortgage leadership team
Management profileNumber of profiles
Profiles2 records
Informed Mortgage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Informed 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 Informed Mortgage
What does Informed Mortgage do?
Informed Mortgage LLC is a third-party origination mortgage broker that arranges home purchase, refinance, and home renovation loans through its network of third-party lenders. Its proprietary Decision First® program pre-underwrites borrowers before they buy a home, while Almost Home® provides pro bono mortgage consulting for borrowers who do not initially qualify. The firm also sells continuing education courses to real estate professionals and supports borrowers via the Consumer Connect Portal.
Is Informed Mortgage a public or private company?
Informed Mortgage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Informed Mortgage founded?
Informed Mortgage was founded in 2000. It employs 11 to 50 people.
Where is Informed Mortgage based?
Informed Mortgage is headquartered in Manahawkin, United States, in the North America region.
How does Informed Mortgage make money?
Two revenue lines are on record. Mortgage Broker Fees are the primary driver. The others are CE Course Fees.
Who are Informed Mortgage's main competitors?
Broad incumbents on record are Rocket Mortgage, NewRez (New Residential Mortgage), Pennymac Financial Services, UWM (United Wholesale Mortgage), Guaranteed Rate, Caliber Home Loans, Guild Mortgage and loanDepot. Better.com is listed as an emerging player. Fairway Independent Mortgage Corporation is listed as a direct peer.
Does Informed Mortgage have an API?
No public API is recorded for Informed Mortgage.
What industry is Informed Mortgage in?
Informed Mortgage'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 FSAEAEAA, Residential Mortgage Brokerage (Purchase & Refinance). Its NAICS code is 522310 and its SIC code is 6163.