Home Choice Lending

What Home Choice Lending does

Home Choice Lending is a privately held mortgage broker headquartered in Bedford, New Hampshire, founded in 2016 and operating under NMLS MB 1831650. The company facilitates residential mortgage transactions by matching borrowers with a network of wholesale lending partners — most prominently UWM (United Wholesale Mortgage) — rather than approving or funding loans itself. It is licensed to operate in New Hampshire, Maine, Massachusetts, and Florida, and serves individual consumers seeking purchase mortgages, refinances, and government-backed or specialty loan products.

The firm offers a broad product catalog spanning conventional fixed-rate and adjustable-rate mortgages, FHA, VA, USDA, Jumbo, interest-only, balloon, graduated-payment, hybrid ARM, reverse mortgage, and HARP 2.0 refinance products, plus private mortgage insurance. Its technology stack is a standard LenderHomePage-powered marketing and lead-capture site featuring a secure 12-minute online application, interactive mortgage calculators, and an educational mortgage library / blog. A core operational dependency is its wholesale relationship with UWM, which underpins an average 14.1-day loan approval cycle.

Revenue is earned transactionally through broker commissions and spreads paid by wholesale investors on loans originated through the platform. The company runs a sales-led go-to-market, relying on 13+ individually licensed loan officers (organized under President & CEO Brian Makris and Sales Manager Tim Amsden) to source and manage borrower relationships, supported by content marketing, organic SEO, and individual loan officer social media presence on Instagram, Facebook, and YouTube. The firm reports $800 million in cumulative closed loan volume and a self-stated 97% customer satisfaction rate. There are no funding events, M&A activity, or institutional investors on record; ownership appears founder/management-controlled.

Name

Home Choice Lending

Legal name

Home Choice Lending

Website

https://homechoicelending.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Home Choice Lending is a privately held mortgage broker in Bedford, New Hampshire, facilitating residential purchase and refinance loans through wholesale lending partners — notably UWM — across NH, ME, MA, and FL using a network of 13-plus licensed loan officers.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

Keywords

• Mortgage brokerage services
• Residential loan brokering
• Home purchase financing
• Mortgage refinance programs
• Government-backed home loans

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Mortgage Brokerage Commissions: As a mortgage broker (not a lender), Home Choice Lending earns commissions and spreads by facilitating loan transactions between borrowers and their network of lending partners/investors. The company does not approve or fund loans directly but coordinates the loan process through their lending partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Home Choice Lending operates as a mortgage broker, not a direct lender. The company facilitates the loan process for residential home purchases and refinances by matching borrowers with lending partners (primarily UWM) that approve and fund the loans. It supports a broad portfolio of loan programs including conventional, FHA, VA, USDA, Jumbo, Fixed/ARM, Reverse, and HARP products, and serves consumers through licensed loan officers and an online application portal.

Product overview

Home Choice Lending operates as a mortgage broker offering a comprehensive suite of mortgage products and services. Their core offerings include purchase loans and refinance loans, supported by a diverse portfolio of loan programs including VA Loans, FHA Loans, USDA Loans, Jumbo Loans, Fixed Rate Mortgages, Adjustable Rate Mortgages (ARMs), Hybrid ARMs (3/1, 5/1, 7/1, 10/1), Interest Only Mortgages, Balloon Mortgages, Graduated Payment Mortgages, Reverse Mortgages, HARP 2.0 Refinance, and Private Mortgage Insurance. The company also provides mortgage calculators and an online application platform. As a broker, they facilitate the loan process with multiple lending partners rather than funding loans directly, and serve customers in NH, ME, MA, and Florida.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Purchase Loans
• Home Refinance Loans
• VA Loans
• FHA Loans
• USDA Loans
• Jumbo Loans
• Fixed Rate Mortgages
• Adjustable Rate Mortgages (ARMs)
• Hybrid ARMs (3/1, 5/1, 7/1, 10/1)
• Interest Only Mortgages
• Balloon Mortgages
• Graduated Payment Mortgages
• Reverse Mortgages
• HARP 2.0 Refinance
• Private Mortgage Insurance (PMI)

Quantifiable outcome

• 97% customer satisfaction rate
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• UWM (United Wholesale Mortgage)coreChannel Partner/ Reseller/ DistributorUWM is described as a 'proud partner' and is the primary wholesale lending partner for Home Choice Lending. As a broker, Home Choice Lending facilitates loans through UWM and other lending partners. UWM processes loans and provides the funding, while Home Choice Lending handles the customer relationship and loan facilitation. The partnership enables 14.1-day average approval periods.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Paramount Residential Mortgage Group: National retail mortgage banker with a multi-state branch network selling purchase and refinance loans through loan officers; comparable to Home Choice Lending in retail distribution model and loan program breadth.
• American Pacific Mortgage: Retail mortgage lender/broker with a branch network across the western and southeastern U.S.; comparable to Home Choice Lending in business model (multi-branch retail origination, broker-friendly channel, diverse loan products).
• Embrace Home Loans: Regional retail mortgage lender/broker based in the Northeast offering purchase, refinance, VA, and FHA products; closely comparable to Home Choice Lending because of similar mid-Atlantic/New England geography and retail loan officer model.
• Primary Residential Mortgage: National retail mortgage broker/lender with branch operations in NH and other states; closely comparable to Home Choice Lending because both operate retail mortgage branches selling purchase, refi, VA, and FHA loans through independent loan officers.

Others

• United Wholesale Mortgage (UWM): Home Choice Lending's primary wholesale lending partner and the largest U.S. wholesale mortgage lender; not a direct competitor but a critical counterparty whose technology, pricing, and capacity directly determine Home Choice Lending's product economics.

Broad incumbents

• Guaranteed Rate: National retail mortgage lender with strong digital origination capabilities; comparable to Home Choice Lending because it sells the same consumer purchase and refinance loan products through retail loan officers.
• loanDepot: Large-scale retail and wholesale mortgage lender offering purchase and refinance loans across all 50 states; comparable to Home Choice Lending because both operate multi-channel retail mortgage origination with broker/lender hybrid models, though loanDepot operates at vastly greater scale.
• Rocket Mortgage: Largest U.S. retail mortgage originator with a direct-to-consumer digital funnel; competes with Home Choice Lending for the same purchase and refinance borrowers but does so as a direct lender rather than a broker.
• NewRez (Rithm Capital): Top-15 U.S. mortgage lender with retail, wholesale, and correspondent channels; comparable to Home Choice Lending because both originate conventional and government-backed loans and rely on wholesale funding relationships.
• Caliber Home Loans: Multi-channel retail and wholesale mortgage lender offering conventional, government, and non-QM products; comparable to Home Choice Lending across loan program breadth and broker-channel relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@timamsden
• Facebookfacebook.com/HomeChoiceLending
• Instagraminstagram.com/brian.makris_homechoice
• LinkedInlinkedin.com/company/home-choice-lending

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Home Choice Lending