Home Loan

What Home Loan does

Home Loan Pros, Inc. is an independent, privately held mortgage brokerage firm founded in 1983 and licensed in the state of Georgia. The company operates as an intermediary between borrowers and a network of lenders, earning origination fees and referral commissions on closed loans. It is led by President Les Pruitt and maintains physical sales/marketing offices in Fayetteville, Locust Grove, and McDonough, serving Henry County and Fayette County communities. The firm runs a sales-led go-to-market model in which dedicated loan officers handle the full lending process from initial qualification application through closing, with customer contact primarily via the company website, phone, and email.

The product portfolio is broad for a local broker, encompassing conventional conforming loans, FHA, VA, USDA, and jumbo mortgages, plus refinance, home equity, and cash-out options. Specialty offerings include FHA 203(k) and other renovation loans, investment property financing, and a suite of alternative-documentation products targeted at self-employed, freelance, and credit-challenged borrowers (bank statement, stated income/asset, NIV investor). The firm has also added commercial loans and Bank/SBA loans, extending beyond residential mortgages. The company has disclosed no proprietary technology platform; it operates using standard lending software and processes, and its website is built on GoDaddy Web Design.

The business model is transaction-fee based: revenue is generated per closed loan through broker commissions paid by lending partners, with pricing and rates customized to each borrower's profile and market conditions. Customer segments are horizontally diversified across individual homebuyers (primary segment), real estate investors, small business owners, commercial borrowers, and self-employed or credit-challenged applicants. Marketing is limited to the website, phone, and email channels, with no disclosed digital advertising, social media presence, or third-party lead sources.

Name

Home Loan

Legal name

Home Loan Pros, Inc.

Website

https://hlpros.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Home Loan Pros, Inc. is an independent Georgia mortgage broker founded in 1983 that connects individual homebuyers, real estate investors, and small businesses with a network of lenders across conventional, government, specialty, and commercial loan products.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

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

Home Equity Loan & HELOC Intermediation (FSAEAEAD), SME Commercial Real Estate (CRE) Lending (FSABABAG)

Keywords

• Mortgage brokerage services
• Home loan origination
• Residential lending
• Loan refinancing
• Commercial lending

Headquarters

HQ city

Peachtree City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Broker Commissions: As a mortgage broker, Home Loan Pros, Inc. earns commissions from lenders when loans are closed. They access an extensive network of lender programs throughout Georgia to find the best loan options for clients, earning origination fees or referral commissions from these lending partners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Home Loan Pros, Inc. is an independent mortgage brokerage that connects individual borrowers and small businesses in Georgia with an extensive network of lender programs. The company originates, refinances, and brokers residential mortgages (conventional, FHA, VA, USDA, jumbo, renovation, and non-QM products), home equity loans/HELOCs, and commercial/SBA loans, earning commissions from lending partners at closing.

Product overview

Home Loan Pros, Inc. is a mortgage broker operating since 1983 that serves Georgia communities through an extensive network of lender programs. The company offers a comprehensive suite of mortgage products centered around its core loan origination services: conventional conforming loans, FHA loans, VA loans, USDA rural loans, and jumbo loans. The portfolio includes specialized financing options such as renovation loans (including FHA 203(k)), home equity products (HELOCs and cash-out refinancing), investment property loans, and commercial/small business loans. The company also serves credit-challenged and self-employed borrowers through alternative documentation programs including bank statement loans, stated income/asset loans, and NIV investor loans. As a broker, the company acts as an intermediary connecting borrowers with appropriate lenders and provides personalized guidance through the lending process.

Differentiator

Problem solved

Functional benefit

Products and services

• Conventional Loans
• FHA Loans
• VA Loans
• USDA Loans
• Jumbo Loans
• Refinance Loans
• Renovation Loans
• Home Equity Loans & HELOCs
• Self-Employed Mortgage Loans
• Investment Property Loans
• Loans for Credit-Challenged Borrowers
• Commercial Loans
• Bank and SBA Loans

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Movement Mortgage: National mortgage lender with an extensive branch network and affiliate model serving individual homebuyers. Comparable to Home Loan Pros in branch-based, loan-officer-led customer engagement and product breadth.
• Guild Mortgage: Mid-sized U.S. mortgage lender with strong retail branch presence and a broad product menu including non-QM and government loans. Closely comparable to Home Loan Pros in product scope and relationship-driven service model.
• PrimeLending: National retail mortgage lender with branch-based originators focused on purchase and refinance mortgages. Operates a similar loan-officer-led model to Home Loan Pros and offers a comparable product range.
• Homebridge Financial Services: Wholesale mortgage lender focused on the broker channel, offering conventional, FHA, VA, USDA, and non-QM products. A direct upstream comparable to Home Loan Pros' broker business model.
• NewRez (formerly New Penn Financial / Shellpoint): Top-15 U.S. mortgage lender operating in retail, wholesale, and correspondent channels with a full suite of conventional, government, and non-QM products. Comparable to Home Loan Pros in the wholesale and non-QM segments it serves.

Emerging players

• Better.com: Digital-first mortgage lender using proprietary technology to streamline origination. Represents the fintech disintermediation risk to traditional brokers like Home Loan Pros, targeting the same consumer refinance and purchase segments.

Broad incumbents

• Caliber Home Loans: National mortgage lender offering purchase, refinance, and direct-to-consumer products across retail and wholesale channels. Comparable product breadth to Home Loan Pros and a potential upstream lending partner.
• United Wholesale Mortgage (UWM): Largest U.S. wholesale mortgage lender, partnering exclusively with mortgage brokers. A direct upstream partner/competitor to Home Loan Pros, as brokers like HLP submit loans to UWM and similar wholesale channels.
• loanDepot: National retail and wholesale mortgage lender offering purchase and refinance loans through both consumer-direct and broker channels. Comparable product menu and consumer base to Home Loan Pros.
• Rocket Mortgage: Largest U.S. direct-to-consumer mortgage lender, offering conforming, FHA, VA, USDA, and jumbo loans nationally. Comparable to Home Loan Pros in product breadth but competes via scale, technology, and direct (non-broker) origination.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Loan