Priority 1 Lending
Priority 1 Lending is a privately held, non-depository mortgage lender (NMLS #1375378) headquartered in Livonia, Michigan, originating purchase, refinance, FHA, VA, USDA, and Jumbo home loans across 27 US states through a proprietary task-allocation platform and a 17+ partner wholesale lender network.
- Company typePrivate
- Founded2015
- HeadquartersLivonia, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Priority 1 Lending does
Priority 1 Lending is a privately held, non-depository mortgage lender headquartered in Livonia, Michigan, operating as an LLC under NMLS #1375378. Founded in 2015, the company originates residential purchase and refinance mortgages across 27 US states, offering conventional, FHA, VA, USDA, and Jumbo (up to $2.5M) loan products in 30-year and 15-year fixed structures. Its go-to-market is inside-sales driven, anchored by a digital application portal at apply.lodasoft.com, a client portal, free consumer tools (home value calculator, refinance analyzer, payment calculator), and a content marketing footprint of 30+ educational blog pages targeting organic search demand.
The company's core technology is a proprietary task allocation and communication platform marketed around an 8-day closing promise, using an assembly-line workflow with dedicated specialists at each loan stage. It supplements this with a 17+ partner wholesale lender network — including Rocket Mortgage, UWM, Pennymac, Mr. Cooper, Bank of America, and NewRez — that provides product access and co-origination capabilities without requiring in-house underwriting at scale. Revenue is generated transactionally from origination fees and secondary-market loan sale premiums, with no publicly disclosed pricing or unit economics. The company operates as an independent, bootstrapped entity with no parent, subsidiaries, funding rounds, M&A activity, or disclosed management team.
Priority 1 Lending firmographics
Firmographics- Name
- Priority 1 Lending
- Legal name
- Priority 1 Lending, LLC
- Website
- https://priority1lending.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Priority 1 Lending is a privately held, non-depository mortgage lender (NMLS #1375378) headquartered in Livonia, Michigan, originating purchase, refinance, FHA, VA, USDA, and Jumbo home loans across 27 US states through a proprietary task-allocation platform and a 17+ partner wholesale lender network.
- Ownership category
- akta.pro rank
Priority 1 Lending industry classification
Industry- Product category
- Residential Mortgage Lending
- NAICS
- Real Estate Credit (522292), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG)
- akta.pro secondary industries
- Government Wholesale Lending (FHA/VA/USDA) (FSALACAE), Closed-End Home Equity Loans (Second Mortgages) (FSALAGAA)
Keywords
Where Priority 1 Lending is headquartered
LocationHeadquarters
- HQ city
- Livonia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Priority 1 Lending business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Mortgage Origination Fees: Revenue generated from originating mortgage loans for home purchases and refinancing. The company earns origination fees and interest rate spreads on closed loans.
- Secondary Market Sales: Mortgages are originated and then sold to investors in the secondary market (including warehouse lenders and investors), generating revenue through loan sale premiums.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Priority 1 Lending product offering
Product offeringCore offering
Priority 1 Lending originates residential mortgage loans for home purchases and refinances, offering Conventional, FHA, VA, USDA, and Jumbo products, along with 15-year and 30-year fixed-rate options. The company operates across 26+ U.S. states under NMLS #1375378, distributing loans through its own digital application platform and a network of 17+ wholesale lending partners. A proprietary task allocation and communication system automates the loan workflow, enabling closings in as little as 8 days.
Product overview
Priority 1 Lending is a digital mortgage lending platform offering a comprehensive suite of home loan products. The company's core offerings include purchase mortgages, refinance solutions, USDA loans, and jumbo loans, along with government-backed options such as FHA and VA loans. They provide loan products across multiple term options including 30-year and 15-year fixed-rate mortgages. The platform differentiates through its proprietary task allocation and communication system designed to streamline the mortgage process, enabling home loans to close in as little as 8 days. Additional offerings include a digital mortgage application portal and client portal for account management, along with free mortgage tools including home value calculator, payment calculator, and refinance analysis tools.
Differentiator
Problem solved
Functional benefit
Products and services
- Purchase Mortgage Loans Home purchase mortgage financing for buyers, supporting single-family homes, condominiums, townhomes, and multi-family homes, originated through the company's digital application portal and inside-sales team.
- Refinance Mortgage Loans Mortgage refinancing solutions allowing homeowners to lower their interest rate, change loan terms, or access home equity through cash-out refinancing.
- FHA Loans Federal Housing Administration loans designed for borrowers with lower credit scores or smaller down payments, offering government-backed financing with more flexible qualification requirements.
- VA Loans Veterans Affairs mortgage loans available to military veterans and active-duty service members, offering competitive rates without requiring private mortgage insurance.
- USDA Loans Rural development home loans backed by the U.S. Department of Agriculture, offering low- to moderate-income borrowers financing with no down payment required in eligible rural areas.
- Jumbo Loans High-value mortgage financing for loan amounts exceeding conforming loan limits set by Fannie Mae and Freddie Mac, with financing available up to $2.5 million.
- 30-Year Fixed Rate Mortgage Traditional fixed-rate mortgage with constant interest rate and monthly payments that remain unchanged over the 30-year loan term, positioned for borrowers planning to stay in their home for seven years or longer.
- 15-Year Fixed Rate Mortgage Fixed-rate mortgage fully amortized over 15 years with constant monthly payments and typically lower interest rates than 30-year loans, allowing borrowers to build equity faster.
- Digital Mortgage Application Portal Online platform enabling borrowers to complete mortgage applications, submit required documentation, and track their loan status through the lending process.
- Client Portal Secure online portal for existing clients to access their mortgage accounts, view documents, and communicate with their loan team.
- Mortgage Tools Suite Collection of free client-facing calculators and tools including a home value calculator, payment calculator, refinance analysis tool, and free pre-approval letter request form.
Quantifiable outcome
- 8-day average closing time
- +1 more outcomes
Companies that use Priority 1 Lending
Customer profileSegments5 records
Ideal customer profiles5 records
Priority 1 Lending technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Priority 1 Lending partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- New RezcoreWholesale lending partner providing mortgage products for origination and distribution through Priority 1 Lending's platform.
- PennymaccoreWholesale lender partner enabling access to Pennymac loan products and underwriting capabilities.
- United Wholesale MortgagecoreWholesale mortgage partner providing loan products through Priority 1 Lending distribution channels.
- Mr. CoopercoreWholesale lending partner for mortgage origination support and loan products.
- Rocket MortgagecoreStrategic wholesale partner providing access to Rocket Mortgage products and digital lending capabilities.
- Bank of AmericaminorBanking partner providing wholesale mortgage lending products and services.
- Huntington BankminorRegional banking partner for wholesale mortgage lending relationships.
- Equity Prime MortgagecoreWholesale mortgage lender partner for loan product access and distribution.
- Union Home MortgagecoreWholesale partner providing home mortgage products through Priority 1 Lending.
- Windsor MortgageminorWholesale lending partner for mortgage product distribution.
- Nations Direct MortgageminorDirect mortgage lender partner for wholesale relationships.
- Plaza Home MortgageminorWholesale mortgage partner providing home loan products.
- Freedom MortgagecoreWholesale lending partner for mortgage origination support.
- Loan DepotcoreWholesale mortgage partner providing access to Loan Depot products.
- Change LendingminorWholesale lending partner for mortgage products.
- Village CapitalminorWholesale mortgage lending partner.
- Flagstar BankminorBanking partner for wholesale mortgage lending products.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Priority 1 Lending competitors and assessment
Company assessmentDirect peers
- Guild Mortgage: National retail-focused mortgage company offering purchase, refinance, FHA, VA, USDA, and government programs with branch presence across 48 states. Direct competitor in the consumer direct mortgage space.
- Fairway Independent Mortgage: Mid-market retail mortgage lender with national branch footprint and similar loan product portfolio. Competes with Priority 1 Lending for purchase and refinance volume across overlapping licensed states.
- CrossCountry Mortgage: Mid-size national retail mortgage lender operating across multiple states with a similar product mix (conventional, FHA, VA, USDA, jumbo) and multi-channel acquisition model. Closely comparable in scale and operating model to Priority 1 Lending.
- Caliber Home Loans: Mid-size retail and wholesale mortgage originator offering full product menu including FHA, VA, USDA, and non-QM. Direct competitor to Priority 1 Lending in the multi-state consumer direct channel.
- Homepoint: Wholesale and correspondent mortgage lender serving independent mortgage brokers, comparable in scale to Priority 1 Lending's wholesale-driven distribution model.
Broad incumbents
- Rocket Mortgage: Largest U.S. retail mortgage originator and a wholesale partner of Priority 1 Lending. Operates a national direct-to-consumer digital mortgage platform with similar product breadth (conventional, FHA, VA, USDA, jumbo) and competes for the same online mortgage shopper.
- Pennymac: One of the largest U.S. mortgage lenders with retail, wholesale, and correspondent channels, and a wholesale partner of Priority 1 Lending. Competes for refi and purchase volume nationwide.
- United Wholesale Mortgage (UWM): Largest U.S. wholesale mortgage lender and a core wholesale partner of Priority 1 Lending. While UWM operates primarily in the broker/wholesale channel, it competes for loan officer talent and product allocation in the broader independent mortgage ecosystem.
- loanDepot: National multi-channel mortgage lender offering retail, wholesale, and joint venture origination. Competes with Priority 1 Lending across purchase and refinance products and is also a wholesale partner.
- NewRez (Rithm Capital): Top-15 U.S. mortgage originator with both retail and wholesale channels, and a core wholesale partner of Priority 1 Lending. Competes broadly for the same consumer and partner-driven loan volume.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Priority 1 Lending social profiles
Digital presencePriority 1 Lending compliance and trust
Trust signalCompliance1 record
Priority 1 Lending financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority 1 Lending leadership team
Management profileNumber of profiles
Profiles1 record
Priority 1 Lending funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority 1 Lending 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 Priority 1 Lending
What does Priority 1 Lending do?
Priority 1 Lending originates residential mortgage loans for home purchases and refinances, offering Conventional, FHA, VA, USDA, and Jumbo products, along with 15-year and 30-year fixed-rate options. The company operates across 26+ U.S. states under NMLS #1375378, distributing loans through its own digital application platform and a network of 17+ wholesale lending partners. A proprietary task allocation and communication system automates the loan workflow, enabling closings in as little as 8 days.
Is Priority 1 Lending a public or private company?
Priority 1 Lending is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Priority 1 Lending founded?
Priority 1 Lending was founded in 2015. It employs 11 to 50 people.
Where is Priority 1 Lending based?
Priority 1 Lending is headquartered in Livonia, United States, in the North America region.
How does Priority 1 Lending make money?
Two revenue lines are on record. Mortgage Origination Fees are the primary driver. The others are secondary Market Sales.
Who are Priority 1 Lending's main competitors?
Direct peers on record are Guild Mortgage, Fairway Independent Mortgage, CrossCountry Mortgage, Caliber Home Loans and Homepoint. Broad incumbents are Rocket Mortgage, Pennymac, United Wholesale Mortgage (UWM), loanDepot and NewRez (Rithm Capital).
Does Priority 1 Lending have an API?
No public API is recorded for Priority 1 Lending.
What industry is Priority 1 Lending in?
Priority 1 Lending's product category is Residential Mortgage Lending. Its primary akta.pro industry code is FSALAAAG, First-Time Homebuyer (FTHB) Mortgage Origination, with a secondary code of FSALACAE, Government Wholesale Lending (FHA/VA/USDA). Its NAICS code is 522292 and its SIC code is 6162.