Vine Group

What Vine Group does

Vine Group Mortgage Brokerage is a Canadian privately held mortgage brokerage firm operating under the Mortgage Alliance network. Founded circa 2015-2016 by David Goncalves and Hugo Dos Reis and headquartered in Toronto, the firm is licensed across six provinces — Ontario, Manitoba, Quebec, Saskatchewan, Alberta, and British Columbia — with physical offices in Toronto, Vancouver, and Montreal. The company earns transaction-based commissions by connecting residential and commercial borrowers with lenders across its multi-lender brokerage network, and it describes its go-to-market as advice-driven and referral-led rather than rate-led.

The firm's core products are residential mortgage brokerage, commercial mortgage brokerage (multi-unit residential, mixed-use, and 5+ unit commercial buildings), and Vine Insurance, an add-on insurance offering. Supporting assets include province-specific land transfer tax calculators, a mortgage payment calculator, a fixed-vs-variable rate comparison calculator, and The Vine Edition — a recurring educational video series on Canadian real estate and mortgage trends. Technology is positioned as accessibility/ease-of-use tooling rather than a differentiated platform; no API, SDK, or AI/ML capabilities are disclosed. Agent recruitment is a strategic channel: the firm actively sources former banking professionals, converting them to the broker channel under the 'HUB' model.

Vine Group targets four customer segments — first-time residential buyers, self-employed borrowers who struggle with traditional income verification, real estate investors with rental and commercial portfolios, and commercial property owners. The business model is commission-based with no disclosed commission rates, no published pricing, and no external funding — the firm is founder-controlled and grows organically through agent recruitment and referral volume.

Name

Vine Group

Legal name

Vine Group Mortgage Brokerage

Website

https://vinegroup.ca

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Vine Group Mortgage Brokerage is a Canadian privately held mortgage brokerage, licensed across six provinces, that matches residential and commercial borrowers with lenders via an advice-driven, referral-led agent network under the Mortgage Alliance umbrella.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

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, Infrastructure

Revenue model

1. Mortgage Commission: Vine Group operates as a mortgage brokerage earning commissions from lenders when mortgages are arranged. The brokerage connects borrowers with lenders and earns a commission or fee for the service.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Vine Group is a Canadian mortgage brokerage that connects residential and commercial borrowers with lenders through a network of licensed mortgage agents. The company arranges purchase mortgages, refinancing, renewals, and insurance products across six provinces under the Mortgage Alliance umbrella. Revenue is earned via commissions paid by lenders when mortgages are originated, supported by digital tools (calculators, market data) and the Vine Edition educational video series.

Product overview

Vine Group Mortgage Brokerage is a mortgage brokerage firm operating as part of the Mortgage Alliance network across Canada. The company offers a unified service platform providing residential mortgages, commercial mortgages, and insurance products through a network of independent mortgage brokers. The core offering consists of residential and commercial mortgage brokerage services, supplemented by insurance products (Vine Insurance) and digital tools including mortgage payment calculators, land transfer tax calculators, and a fixed vs. variable rate comparison calculator. The company also produces The Vine Edition, an educational video series covering mortgage industry trends. The business model focuses on connecting borrowers with lenders through trained mortgage agents, rather than offering a software platform with integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgages Mortgage brokerage services for individuals seeking residential property financing, including purchase mortgages, refinancing, and renewals across six Canadian provinces.
• Commercial Mortgages Mortgage brokerage services for commercial property financing, including multi-unit residential buildings (5+ units), mixed-use properties, and investment properties.
• Vine Insurance Insurance products offered alongside mortgage brokerage services to provide property buyers with integrated financial protection solutions.

Quantifiable outcome

• Processed $400M in 2017, $500M in 2018, projected $600M+ in 2019

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Mortgage AlliancecoreChannel Partner/ Reseller/ DistributorVine Group operates as a mortgage brokerage under the Mortgage Alliance network, leveraging the parent company's lender relationships, technology platform, and support infrastructure. Mortgage Alliance provides access to multiple lenders and operational support while Vine Group brings the agent network and client relationships.
• BNB (Co-Venture Partner)flagshipStrategic or Co-development PartnerBNB partnered with Vine Group for a joint venture mortgage lending project, bringing a major bank/lender to the market. The collaboration combined the strengths of both mortgage teams to create a significant market presence through co-lending initiatives.
• Former Banking ProfessionalscoreOthersVine Group strategically recruits former bank employees who have banking experience and training. These professionals transition from traditional banking to the broker channel, bringing institutional knowledge and professional networks that enhance the brokerage's capabilities.
• Bank of CanadaminorOthersCanada's central bank responsible for monetary policy. Vine Group monitors Bank of Canada announcements and bond yields as these directly impact mortgage rates.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Invis: Canadian mortgage brokerage network owned by CIBC, offering full-service brokerage across Canada. A larger incumbent with broader lender backing competing directly with Vine Group for agent recruitment and client origination volume.
• Mortgage Alliance: The parent network under which Vine Group operates. Mortgage Alliance is a larger, established Canadian broker network with broader national footprint and more member brokerages, making it a direct network operator competitor for advisor recruitment.

Direct peers

• Verico: Canadian mortgage brokerage network with member brokerages across Canada. Operates a comparable sub-brokerage model with shared lender access and centralized support, competing for agents and borrowers in the same Canadian market.
• CanWise Financial: Canadian mortgage broker with significant volume across multiple provinces, owned by CanWise Financial Group. Directly comparable mortgage brokerage with similar residential and commercial offerings operating in the same Canadian market.
• M3 Financial Group: Independent Canadian mortgage brokerage with multiple offices and a focus on residential and commercial mortgages. Comparable in operating model to Vine Group, competing in same Canadian urban markets for advisors and borrowers.
• Mortgage Architects: Canadian mortgage brokerage network with member brokerages and agents across provinces. Similar sub-brokerage structure to Vine Group's Mortgage Alliance affiliation, competing for agent recruitment and origination volume.
• Dominion Lending Centres: Canada's largest mortgage brokerage network with thousands of brokers across the country. Operates a similar sub-brokerage model where individual brokerages operate under the DLC umbrella, directly comparable to Vine Group's Mortgage Alliance affiliation.
• TMG The Mortgage Group: Major Canadian mortgage brokerage network with broker-owners across multiple provinces. Uses a similar sub-brokerage franchise model with national lender relationships, directly competitive with Vine Group's Mortgage Alliance network membership.

Emerging players

• Pineapple: Canadian fintech offering mortgage brokerage services through a digital platform. Targets the same Canadian mortgage market as Vine Group with a tech-led approach, representing the digital-native competitive threat to traditional broker models.
• nesto: Canadian digital-first mortgage brokerage offering a fully online application experience. Represents the emerging digital-native threat to traditional brokerages like Vine Group, competing for the same Canadian borrowers with a lower-cost technology-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/VineGroupTeam
• YouTubeyoutube.com/channel/UC6J2CZHZcVk8Ryt0GJSKr_g
• Facebookfacebook.com/vinegroupteam
• LinkedInca.linkedin.com/company/vine-group-mortgages
• Instagraminstagram.com/vinegroupteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Vine Group