Choice Lending Group

Name

Choice Lending Group

Legal name

Choice Services Group, Inc.

Website

https://choicelendinggroup.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Mortgage Lending

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD), Rate-and-Term Refinance Origination (FSALAAAE), Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

Keywords

• Mortgage lending services
• Home refinancing
• VA home loans
• Conventional mortgages
• First-time homebuyer loans

Headquarters

HQ city

Huntington Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Mortgage Origination and Refinancing: Choice Lending Group generates revenue through mortgage loan origination fees and refinancing services. As a mortgage broker/lender, they earn fees from originating loans and guiding clients through the loan process. Revenue is earned per transaction (per closed loan), with no recurring subscription component. The company has significant lender relationships enabling them to offer various loan products.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Choice Lending Group is a licensed mortgage lender and broker (NMLS ID 662233; California Real Estate Broker ID 01900145) that originates residential mortgage loans and provides refinancing services for individual borrowers. Core offerings include home purchase loans (conventional Fannie Mae/Freddie Mac, jumbo, low down-payment, first-time homebuyer, alternative documentation, and home equity products), VA home loans (purchase, cash-out refinance, IRRRL streamline, NADL, Adapted Housing Grants), and general mortgage refinancing for rate reduction, term shortening, ARM-to-fixed conversion, and debt consolidation. The firm operates from Huntington Beach, California, serving clients primarily in California through a personalized, consultative service model.

Product overview

Choice Lending Group is a mortgage lending company offering a comprehensive suite of home financing products. The core offerings include refinancing services (lowering interest rates, shortening terms, ARM-to-fixed conversions, equity access, debt consolidation) and home purchase loans. The company specializes in VA home loans for veterans, conventional Fannie Mae/Freddie Mac products, jumbo loans, low down-payment programs, first-time homebuyer assistance, alternative documentation loans, and home equity products. Led by Ken and Lisa Malecki with 26 years of experience since 1991, the company operates from Huntington Beach, California serving homebuyers and homeowners throughout their financing needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Refinancing Mortgage refinancing services for existing homeowners, replacing existing loans with new ones to lower interest rates, shorten loan terms, convert between ARM and fixed-rate mortgages, access home equity, and consolidate debt.
• Home Purchase Loans Mortgage financing for residential home purchases, available to first-time and repeat buyers and including conventional Fannie Mae/Freddie Mac loans, jumbo loans, low down-payment loans, first-time homebuyer programs, alternative documentation loans, and home equity products.
• VA Home Loans Veterans Affairs-backed home loan programs for servicemembers, veterans, and eligible surviving spouses, including VA Purchase Loans, Cash-Out Refinance loans, Interest Rate Reduction Refinance Loans (IRRRL/Streamline), Native American Direct Loans (NADL), and Adapted Housing Grants.
• Realtor Partner Services Referral and collaboration services for real estate agents and brokers, working hand-in-hand with realtors and their home-buyer clients throughout the mortgage origination process.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Guild Mortgage: Guild Mortgage is a privately held retail mortgage lender offering purchase and refinance products nationwide with strong VA and government loan capabilities. Highly comparable to Choice Lending Group as both emphasize relationship-based retail origination across multiple loan products including specialized VA programs.
• Paramount Residential Mortgage Group (PRMG): PRMG is a large independent retail mortgage banker operating across the U.S. with a broad product menu including VA, conventional, jumbo, and government loans. Comparable to Choice Lending Group as a retail-channel mortgage lender with diverse product offerings and a multi-channel origination strategy.
• Academy Mortgage Corporation: Academy Mortgage is a privately held retail mortgage lender focused on purchase and refinance loans, with strong VA and first-time homebuyer programs. Closely comparable to Choice Lending Group in retail-oriented, relationship-driven origination of residential mortgage products.

Broad incumbents

• Rocket Mortgage: Rocket Mortgage is the largest U.S. mortgage originator, focused on digital direct-to-consumer purchase and refinance loans. Comparable as a broad incumbent covering the same residential mortgage products (purchase, refi, FHA, VA, jumbo) Choice Lending Group offers, though delivered through a digital-first model.
• NewRez (formerly New Penn Financial): NewRez is a national mortgage lender and servicer offering purchase and refinance products through retail and wholesale channels. Comparable to Choice Lending Group as a broad incumbent in retail residential mortgage origination with a similar multi-product approach.
• Caliber Home Loans: Caliber is a large-scale residential mortgage originator and servicer offering purchase and refinance products across retail, wholesale, and correspondent channels. Comparable to Choice Lending Group as a broad incumbent in retail residential mortgage origination with similar product breadth including government loans.
• PennyMac Financial Services: PennyMac is a major U.S. mortgage lender and servicer operating across retail, wholesale, and correspondent channels. Comparable as a broad incumbent in residential mortgage origination with overlapping product offerings including conventional and government loans.
• loanDepot: loanDepot is one of the largest U.S. retail and direct-to-consumer mortgage originators, offering purchase, refinance, and home equity products through both retail branches and digital channels. Comparable as a broad incumbent in retail residential mortgage origination overlapping with Choice Lending Group's product set.
• United Wholesale Mortgage (UWM): UWM is the largest U.S. wholesale mortgage lender, originating through a broker channel that overlaps with Choice Lending Group's business model. Comparable as a broad incumbent supplying loan products that Choice Lending Group's lender relationships likely include.

Emerging players

• Better.com: Better.com is a digital-first mortgage lender offering streamlined purchase and refinance loans directly to consumers. Comparable as an emerging player competing in the same residential mortgage space as Choice Lending Group, differentiated by a fully digital, low-touch model versus Choice's consultative service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Choice-Lending-Group-331877509929

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Choice Lending Group