Princeton Mortgage

What Princeton Mortgage does

Princeton Mortgage is a privately held, for-profit residential mortgage lending company headquartered in Riverton, Utah, within the Salt Lake City metropolitan area. The firm originates and processes home loans for individual retail consumers, offering a suite of products that includes home purchase financing, refinance, home equity lines of credit (HELOC), reverse mortgages, and government-backed FHA and VA loan products. It operates under NMLS #299221 and is staffed by 11-50 employees, with three named loan officers — Christian, Ryan, and Gregg Oliphant — driving origination activity and 20+ years of combined industry experience cited as a credentialing asset. Customer feedback shows a 5.0 Google rating across 29 reviews, indicating strong local reputation but a small absolute review base.

The company's technology stack centers on the Blink mortgage platform, a third-party SaaS solution that provides online application intake and processing; this is the only disclosed technical infrastructure and is not proprietary. The platform extends consumer reach beyond traditional face-to-face origination but does not represent technology differentiation versus competing retail or direct-to-consumer lenders that use comparable point-of-sale systems. There is no evidence of in-house engineering, proprietary data assets, or AI/ML capabilities.

Princeton Mortgage generates revenue primarily through loan origination fees and gain-on-sale economics on closed loans, consistent with the standard retail residential mortgage model. Its go-to-market is local and referral-driven, anchored in the Salt Lake City metro area, with no apparent institutional or commercial lending operation. The firm competes on personalized service, originator relationships, and local reputation rather than on scale, product breadth, or technological edge.

Name

Princeton Mortgage

Legal name

Princeton Mortgage

Website

https://princetonmtg.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Princeton Mortgage is a privately held retail mortgage lender based in Riverton, Utah, offering home purchase, refinance, HELOC, reverse mortgage, FHA, and VA loans to individual consumers in the Salt Lake City metro area via three named loan officers and the Blink online application platform.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Reverse Mortgage Origination (HECM & Proprietary) (FSALAIAA)

akta.pro secondary industry

Home Equity Loan & HELOC Intermediation (FSAEAEAD)

Keywords

• Residential mortgage lending
• Home refinance loans
• Home equity line of credit
• VA and FHA loans
• Reverse mortgage services

Headquarters

HQ city

Salt Lake City

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, Technology or R&D, Others

Revenue model

1. Mortgage Origination: Princeton Mortgage originates various mortgage products including home purchases, refinances, HELOCs, reverse mortgages, FHA loans, and VA loans. Revenue is generated through loan origination fees and interest rate margins on closed loans.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Princeton Mortgage is a Utah-based residential mortgage lender that originates home purchase loans, refinances, HELOCs, reverse mortgages, FHA loans, and VA loans. The company guides individual borrowers through the entire mortgage process from application to closing, supported by an automated underwriting system and a self-serve online application platform. It is operated by three dedicated loan officers (Christian, Ryan, and Gregg Oliphant) who provide personalized service to customers across Utah.

Product overview

Princeton Mortgage is a Utah-based mortgage lender offering a comprehensive portfolio of mortgage products and financial tools. The core offerings include Home Purchase Loans, Home Refinance, HELOC, Reverse Mortgage, FHA Loans, and VA Loans, which together cover the full spectrum of residential mortgage needs from first-time home buying to retirement-accessible financing. Supporting these products are online calculator tools (Payment Calculator and Refinance Calculator) for customer self-service financial planning. The company operates primarily in Utah, with an online application process through a third-party platform partner.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Purchase Loans Mortgage financing that guides Utah homebuyers through the entire mortgage process from rapid application to closing, helping them secure their home.
• Home Refinance Mortgage refinance products allowing Utah homeowners to lower monthly payments, shorten loan terms, or tap into home equity via cash-out or rate-and-term refinance.
• HELOC (Home Equity Line of Credit) Flexible revolving line of credit allowing Utah homeowners to leverage home equity for major expenses or projects, with competitive interest rates.
• Reverse Mortgage Loan product enabling Utah homeowners aged 62 and older to convert home equity into tax-free funds for retirement financial flexibility.
• FHA Loans Federal Housing Administration-backed loans designed for first-time homebuyers or those with lower credit scores, offering low down payment options and competitive rates.
• VA Loans Mortgage loans for veterans and active-duty military personnel offering favorable terms including zero down payment options to make home buying accessible and affordable.

Quantifiable outcome

• Purchase loans may fund 24-72 hours post-closing depending on occupancy

Named customers7 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators3 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Guild Mortgage: Guild Mortgage is a regional residential mortgage lender offering purchase, refinance, FHA, VA, and reverse mortgage products through a branch-based loan officer model. It directly overlaps Princeton's product mix and distributed sales motion.
• Academy Mortgage: Academy Mortgage is a Utah-headquartered residential mortgage lender with a similar multi-product offering (purchase, refinance, FHA, VA, HELOC). Like Princeton, it operates a regional, relationship-driven model with dedicated loan officers, making it the closest geographic and product peer.
• CrossCountry Mortgage: CrossCountry Mortgage is a rapidly growing retail mortgage lender with a branch-based model and broad product offerings including conventional, FHA, VA, and reverse mortgages. It is a direct competitor in the relationship-driven residential lending space.
• Fairway Independent Mortgage: Fairway Independent Mortgage is a nationwide residential mortgage lender with a branch-based loan officer model and a broad product suite including conventional, FHA, VA, USDA, and reverse mortgages. It competes head-to-head with Princeton in the relationship-driven mortgage segment.

Emerging players

• Better.com: Better.com is a digital-first mortgage lender offering purchase and refinance mortgages entirely online. It represents the emerging fintech segment threatening traditional, relationship-driven lenders like Princeton, particularly with younger first-time homebuyers.
• SoFi: SoFi is a digital-first financial services company that has expanded into mortgage lending alongside its core student loan, personal loan, and banking products. It competes with Princeton's refinance business, particularly for tech-forward and younger borrowers.

Broad incumbents

• loanDepot: loanDepot is one of the largest US mortgage originators offering purchase, refinance, HELOC, and reverse mortgages through both direct and partner channels. It competes with Princeton across the same product categories with far greater scale and marketing reach.
• NewRez: NewRez (formerly New Penn Financial) is a major US mortgage lender and servicer offering conventional, FHA, VA, USDA, and reverse mortgages through retail and wholesale channels. It overlaps Princeton's product portfolio and customer base.
• Rocket Mortgage: Rocket Mortgage is the largest US mortgage lender and the dominant digital-first originator, offering purchase, refinance, FHA, VA, and HELOC products. It is a broad incumbent in the same residential mortgage space that Princeton competes in.

Others

• UWM (United Wholesale Mortgage): UWM is the largest US wholesale mortgage lender, funding loans originated through independent mortgage brokers rather than retail loan officers. While not a direct retail competitor to Princeton, it underpins the wholesale broker channel that competes for broker-driven loan volume.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PrincetonMtg
• Facebookfacebook.com/princetonmtg

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Princeton Mortgage