Total Home Lending
Total Home Lending, a DBA of Staunton Financial, Inc., is a Michigan-based residential mortgage lender offering Conventional, FHA, VA, USDA, Jumbo, MSHDA, and Doctors loans to homebuyers, homeowners, veterans, and rural buyers via branches and online tools.
- Company typePrivate
- Founded2013
- HeadquartersLivonia, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Total Home Lending does
Total Home Lending is a residential mortgage origination and refinance business operating as a DBA of Staunton Financial, Inc. (Company NMLS #140012), headquartered in Southfield, Michigan. Founded in 2013 and privately held, the company serves individual consumers—first-time homebuyers, existing homeowners looking to move up or refinance, veterans and active military, and rural property buyers—through a network of eight branch locations across Michigan (Ann Arbor North and South, Bay City, Livonia, Midland, Plymouth, Southgate/Trenton, and West Bloomfield). It offers a broad slate of loan products including Conventional, FHA, VA, USDA/RD, Jumbo, MSHDA, and Doctors loans, alongside fixed-rate mortgage structures.
The company's go-to-market is sales-led, built around loan officers stationed at physical branches who guide borrowers through a defined process: pre-qualification, consultation, solution preparation, application, processing, underwriting, and closing. This is complemented by a digital layer—"Loop by Total Home Lending," an online application platform for submitting documents and tracking loan status—plus self-serve tools such as a mortgage calculator, a 20-step pre-qualification questionnaire, and online quote requests. Customer acquisition leans on content marketing (a Learning Center and a blog with 150+ articles), organic social media (Facebook, LinkedIn), and email newsletters, funneling prospects toward pre-qualification and quote requests.
Revenue is generated primarily through mortgage origination fees disclosed at closing and, secondarily, through loan servicing of mortgages held in portfolio or sold to investors. Pricing is quote-based and not publicly disclosed, with rates and terms set per borrower profile, loan type, and market conditions. The company is licensed to originate and service mortgages in eleven states—Michigan plus Florida, Alabama, Colorado, Illinois, Kansas, North Carolina, Ohio, South Carolina, Tennessee, and Texas—though its physical branch footprint remains concentrated in Michigan.
Total Home Lending firmographics
Firmographics- Name
- Total Home Lending
- Legal name
- Staunton Financial, Inc.
- Website
- https://totalhomelending.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Total Home Lending, a DBA of Staunton Financial, Inc., is a Michigan-based residential mortgage lender offering Conventional, FHA, VA, USDA, Jumbo, MSHDA, and Doctors loans to homebuyers, homeowners, veterans, and rural buyers via branches and online tools.
- Ownership category
- akta.pro rank
Total Home Lending industry classification
Industry- Product category
- Residential Mortgage Lending
- NAICS
- Real Estate Credit (522292)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Government-Insured Mortgage Origination (FHA/VA/USDA) (FSALAAAI)
- akta.pro secondary industries
- First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG), Bank Branch / Retail Purchase Mortgages (FSALAAAA)
Keywords
Where Total Home Lending is headquartered
LocationHeadquarters
- HQ city
- Livonia
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Total Home Lending business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Mortgage Origination Fees: Revenue generated from origination fees charged when originating new mortgage loans for home purchases and refinances. Fees are disclosed at closing as part of the total cost of the loan.
- Loan Servicing: Revenue from servicing mortgages held in portfolio or sold to investors, including processing payments and managing escrow accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based mortgage rates and fees |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Total Home Lending product offering
Product offeringCore offering
Total Home Lending originates and services residential mortgage loans for home purchases and refinances, offering Conventional, FHA, VA, USDA/RD, Jumbo, MSHDA, and Doctors loan programs. Customers access the lender through eight Michigan branch offices staffed with loan officers and through the Loop digital application platform, which supports pre-qualification, document submission, application tracking, and free consultations.
Product overview
Total Home Lending operates as a mortgage lending platform offering a comprehensive suite of residential mortgage products. The core platform centers on Loop by Total Home Lending, their digital loan application system, supported by multiple loan officer branches across Michigan. Their product portfolio includes Conventional, FHA, VA, USDA/RD, Jumbo, MSHDA, and Doctors Loans, with Fixed Rate Mortgage as the primary loan product. Additional services include Mortgage Calculator, Pre-Qualification, Learning Center educational resources, and Request a Quote consultation service. The company operates as a DBA of Staunton Financial, Inc. (NMLS: 140012) with multiple physical branch locations serving Michigan residents.
Differentiator
Problem solved
Functional benefit
Products and services
- Conventional Loans Standard residential mortgage loans conforming to Fannie Mae and Freddie Mac guidelines, typically requiring 3–20% down payment, offered to qualified consumer borrowers.
- FHA Loans Federal Housing Administration insured mortgage loans with lower down payment requirements (as low as 3.5%) offered to qualified consumer borrowers.
- VA Loans Veterans Affairs backed mortgage loans offering 0% down payment options for eligible veterans, active-duty service members, and qualifying surviving spouses.
- USDA/RD Loans United States Department of Agriculture Rural Development loans for properties in eligible rural and suburban areas with no down payment required for qualifying low-to-medium income buyers.
- Jumbo Loans Mortgage loans exceeding conforming loan limits for high-value residential property purchases.
- MSHDA Loans Michigan State Housing Development Authority loans offering down payment assistance and competitive rates to qualifying Michigan residents.
- Doctors Loans Specialized mortgage programs designed for medical professionals with flexible underwriting terms.
- Fixed Rate Mortgage Residential mortgage product with interest rate locked for the entire loan term (15, 20, or 30 years) providing predictable monthly payments.
- Loan Origination and Mortgage Services End-to-end residential mortgage origination and servicing delivered through branch-based loan officers and the Loop digital application platform, including pre-qualification, application processing, underwriting coordination, closing, and ongoing loan servicing.
- Request a Quote Consultation Free consultation service connecting prospective borrowers with mortgage experts to discuss loan options and rates.
Companies that use Total Home Lending
Customer profileSegments4 records
Ideal customer profiles4 records
Total Home Lending technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Total Home Lending partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights3 records
Total Home Lending competitors and assessment
Company assessmentDirect peers
- PrimeLending: PrimeLending is a PlainsCapital Company-owned retail mortgage lender with a comparable multi-branch retail origination model and a similarly broad set of government and conventional products targeting first-time and repeat homebuyers.
- CrossCountry Mortgage: CrossCountry Mortgage is a fast-growing mid-size retail mortgage banker with a strong branch footprint and diversified loan offerings (Conventional, FHA, VA, USDA, Jumbo), closely mirroring Total Home Lending's multi-branch retail model and target borrower segments.
- Cardinal Financial Company: Cardinal Financial is a privately held mid-size retail mortgage banker operating a multi-state, branch-based origination network with a product mix (Conventional, FHA, VA, USDA, Jumbo) very similar to Total Home Lending's lineup.
- Movement Mortgage: Movement Mortgage is a privately held mid-size retail mortgage lender operating a distributed loan-officer model across many U.S. states; directly comparable to Total Home Lending in size, structure, and origination philosophy.
- Guaranteed Rate: Guaranteed Rate is a mid-to-large U.S. retail mortgage lender with a comparable multi-branch, loan-officer-driven origination model and similarly diversified product mix (Conventional, FHA, VA, Jumbo). Closely comparable in go-to-market philosophy to Total Home Lending's branch-plus-digital approach.
- Fairway Independent Mortgage: Fairway Independent Mortgage is a mid-size retail mortgage banker operating a multi-branch, referral-driven model with a similar product breadth (Conventional, FHA, VA, USDA, Jumbo). Operating profile mirrors Total Home Lending's branch-centric origination approach.
Broad incumbents
- loanDepot: loanDepot is a major U.S. retail and wholesale mortgage lender with a comparable multi-channel retail presence and product breadth, but at significantly greater scale and with a national advertising footprint that Total Home Lending lacks.
- Rocket Mortgage: Rocket Mortgage (Rocket Companies) is the largest U.S. retail mortgage lender with a comparable product set, but operates at massive scale with leading brand and proprietary technology that set it apart from Total Home Lending's regional position.
- Caliber Home Loans: Caliber Home Loans is a substantially larger, nationally scaled retail and correspondent mortgage lender offering the same government and conventional products as Total Home Lending; overlaps strategically but operates at much greater scale and geographic breadth.
- United Wholesale Mortgage: UWM is the largest U.S. wholesale mortgage lender; not a direct competitor to a retail-branch model like Total Home Lending, but it is a dominant industry incumbent whose pricing and pull-through set the competitive baseline for retail lenders in the same product categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Total Home Lending social profiles
Digital presenceTotal Home Lending compliance and trust
Trust signalCompliance3 records
Total Home Lending financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Home Lending leadership team
Management profileNumber of profiles
Profiles17 records
Total Home Lending funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Home 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 Total Home Lending
What does Total Home Lending do?
Total Home Lending originates and services residential mortgage loans for home purchases and refinances, offering Conventional, FHA, VA, USDA/RD, Jumbo, MSHDA, and Doctors loan programs. Customers access the lender through eight Michigan branch offices staffed with loan officers and through the Loop digital application platform, which supports pre-qualification, document submission, application tracking, and free consultations.
Is Total Home Lending a public or private company?
Total Home Lending is a private company. It is classified as management employee owned and is currently operating.
When was Total Home Lending founded?
Total Home Lending was founded in 2013. It employs 11 to 50 people.
Where is Total Home Lending based?
Total Home Lending is headquartered in Livonia, United States, in the North America region.
How does Total Home Lending make money?
Two revenue lines are on record. Mortgage Origination Fees are the primary driver. The others are loan Servicing.
Who are Total Home Lending's main competitors?
Direct peers on record are PrimeLending, CrossCountry Mortgage, Cardinal Financial Company, Movement Mortgage, Guaranteed Rate and Fairway Independent Mortgage. Broad incumbents are loanDepot, Rocket Mortgage, Caliber Home Loans and United Wholesale Mortgage.
Does Total Home Lending have an API?
No public API is recorded for Total Home Lending.
What industry is Total Home Lending in?
Total Home Lending's product category is Residential Mortgage Lending. Its primary akta.pro industry code is FSALAAAI, Government-Insured Mortgage Origination (FHA/VA/USDA), with a secondary code of FSALAAAG, First-Time Homebuyer (FTHB) Mortgage Origination. Its NAICS code is 522292 and its SIC code is 6162.