Capital Plus
Capital Plus is a Florida-based, privately held mortgage company that provides residential loan origination, underwriting, and collateral review services via the Select Realtor Direct digital platform, serving NAR-member realtors, individual homebuyers, and real estate investment clients.
- Company typePrivate
- Founded1998
- HeadquartersLake Mary, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Capital Plus does
CAPITAL*Plus* Mortgage & Underwriting Services, Inc. is a Florida-based, privately held residential mortgage company founded in 1998 (with operational history referenced as far back as 1988). The firm is headquartered in Lake Mary, FL and operates exclusively within the Florida market, where it provides mortgage origination, underwriting, and collateral review services through a small team of 11-50 employees. Regulatory registration includes NMLS# 204197 and Florida Broker# MBR220.
The company's core offering is the Select Realtor Direct (SRD) platform, an exclusive digital mortgage affinity program restricted to members of the National Association of Realtors and their home-buying clients. The platform combines a digital mortgage workflow with personal concierge service from mortgage executives. Built components include the Interactive Mortgage Application (a short-form online application), the Mortgage Worksheet with ActiveRate™ (real-time mortgage pricing calculator incorporating credit score, down payment, seller concessions, taxes, HOA, and insurance), the CreditPlus™ tri-merged credit report service, and a Digital Document Management Suite for electronic document exchange, signing, and loan-status tracking. Native iOS and Android applications extend the workflow to mobile.
Revenue is generated primarily through transaction-fee mortgage origination on residential home purchase loans, supplemented by ancillary fees such as $18.59 individual and $30.76 two-borrower tri-merged credit reports. Go-to-market relies on a curated channel: realtor referrals through the NAR-affinity Select Realtor Direct program, supplemented by the CPA Direct Program (accounting-firm referrals), direct-to-consumer digital access via srd123.com, and inside sales support from mortgage executives. Long-tenured underwriting and collateral review engagements with investment clients such as HBCG REIT (15+ years) and LandMark Services contribute a recurring professional-services revenue stream alongside consumer origination activity.
Capital Plus firmographics
Firmographics- Name
- Capital Plus
- Legal name
- CAPITAL*Plus* Mortgage & Underwriting Services, Inc.
- Website
- https://srd123.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Capital Plus is a Florida-based, privately held mortgage company that provides residential loan origination, underwriting, and collateral review services via the Select Realtor Direct digital platform, serving NAR-member realtors, individual homebuyers, and real estate investment clients.
- Ownership category
- akta.pro rank
Capital Plus industry classification
Industry- Product category
- Residential Mortgage Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231), Real Estate Credit (522292), Nondepository Credit Intermediation (5222)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)
- akta.pro secondary industries
- Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD), Debt & Structured Finance / Mortgage Brokerage (BPAJABAK), Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)
Keywords
Where Capital Plus is headquartered
LocationHeadquarters
- HQ city
- Lake Mary
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Capital Plus business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Mortgage Origination Services: The company generates revenue through mortgage origination fees for home purchase loans. Services include providing financing guidance through mortgage executives, underwriting services, and collateral review services for residential mortgages in Florida.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Credit Report - $18.59 |
| Unit Pricing | Pay-as-you-go | Two Borrowers Credit Report - $30.76 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Capital Plus product offering
Product offeringCore offering
CAPITAL*Plus* Mortgage provides residential mortgage origination, underwriting, and collateral review services to Florida homebuyers through its proprietary Select Realtor Direct (SRD) digital platform, which is offered as an exclusive affinity program to National Association of Realtors members and their clients. The platform combines digital mortgage tools (real-time ActiveRate™ pricing, Mortgage Worksheet calculator, CreditPlus™ tri-merged credit reports, interactive application, electronic document management) with personal concierge service from mortgage executives who guide applicants through underwriting and closing.
Product overview
Capital*Plus* Mortgage operates the Select Realtor Direct (SRD) platform as its core digital mortgage offering. SRD is an exclusive affinity program for select real estate professionals (NAR members) and their clients, combining online digital mortgage tools with personal concierge service. The platform integrates the Interactive Mortgage Application, CreditPlus™ Credit Report service, Mortgage Worksheet with ActiveRate™ real-time pricing, and a Digital Document Management Suite into a unified workflow enabling buyers to complete applications, check credit scores, monitor loan progress, and close mortgages digitally.
Differentiator
Problem solved
Functional benefit
Products and services
- Select Realtor Direct (SRD) Platform Exclusive digital mortgage affinity program offered to select National Association of Realtors members and their home-buying clients. Combines digital mortgage tools (ActiveRate™ real-time pricing, Mortgage Worksheet, CreditPlus™ credit reports, interactive application, e-document management) with personal concierge service from seasoned mortgage executives guiding applicants through underwriting and closing.
- CreditPlus™ Tri-Merged Credit Report Tri-merged credit report service providing credit scores from all three U.S. credit reporting agencies. Available to individual borrowers at $18.59 and two borrowers at $30.76 with scores displayed immediately to the applicant. Sold as a standalone offering via the SRD website.
- Interactive Short Loan Application Simplified interactive online loan application that guides users through a short interview, collecting pertinent information for mortgage executives and underwriters without requiring detailed account numbers, dates, and balances. Accessible directly via the SRD website.
- Residential Mortgage Origination Services (No Stress Mortgage) End-to-end residential home purchase and refinance mortgage origination services for Florida consumers, branded as the "No Stress Mortgage." Includes financing guidance through mortgage executives, underwriting, processing, and collateral review.
- Underwriting & Collateral Review Services for Investors B2B residential underwriting services and property/collateral reviews provided to real estate investment trusts, fund managers, and other institutional investors for the residential component of their business.
Quantifiable outcome
- Closed loan in 15 days after being turned down by another lender after 40 days
- +2 more outcomes
Companies that use Capital Plus
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles5 records
Capital Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Capital Plus partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- National Association of Realtors (NAR)coreExclusive affinity partnership through the Select Realtor Direct program. Only select real estate professionals who are NAR members and their clients can access the platform. This partnership provides a continuous referral channel for mortgage origination services.
- Berch, Drew, Campbell and Associates, CPA, PAcoreCPA firm participating in the CPA Direct Program for over 5 years. The program provides professional mortgage services that generate referrals for both parties. Client feedback has been exceptionally positive.
- HBCG, REITcoreReal Estate Investment Trust with strategic relationship spanning 15+ years across Houston, Miami, and Sarasota locations. HBCG credits CAPITAL Plus counsel and support as a direct result of their success.
- LandMark Services, LLCminorFund managers using CAPITAL Plus underwriting services and property reviews for the residential component of their business. Partnership meets and exceeds expectations on every contract.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Capital Plus competitors and assessment
Company assessmentDirect peers
- Fairway Independent Mortgage Corporation: Fairway Independent Mortgage is a retail mortgage lender with a large network of branch offices and loan officers nationwide. Comparable to Capital Plus as a similarly structured retail originator serving home buyers and realtors in regional markets.
- loanDepot: loanDepot is a major national retail and wholesale mortgage originator combining digital application tools with loan officer guidance. Comparable to Capital Plus as a directly competing retail mortgage originator serving purchase and refinance borrowers with a digital-plus-concierge model.
- NewRez (Shellpoint Mortgage Servicing): NewRez is a national residential mortgage originator and servicer with retail and wholesale channels. Comparable to Capital Plus as a competing originator providing purchase and refinance mortgages through retail channels across geographies.
- Guaranteed Rate: Guaranteed Rate is a large retail mortgage lender offering digital applications and personalized loan officer support across multiple U.S. states. Comparable to Capital Plus as a similarly positioned retail originator combining technology with loan-officer-assisted closings.
- Caliber Home Loans: Caliber Home Loans is a large retail and wholesale residential mortgage originator operating across multiple states. Comparable to Capital Plus as a directly competing originator with a relationship-led, retail-loan-officer model and similar purchase-mortgage focus.
- PrimeLending: PrimeLending is a national retail mortgage lender offering purchase, refinance and home equity loans through a branch network. Comparable to Capital Plus as a competing retail mortgage originator serving home buyers and realtor partners.
Emerging players
- Better.com: Better.com is a digital-first mortgage lender focused on streamlining the online application and closing process. Comparable to Capital Plus as an emerging technology-driven competitor in digital mortgage origination, though Better pursues a national direct-to-consumer model without realtor affinity partnerships.
Broad incumbents
- Rocket Mortgage: Rocket Mortgage is the largest U.S. retail mortgage lender and a dominant digital-mortgage brand. Comparable to Capital Plus because both originate residential purchase mortgages through digital tools, but Rocket operates nationally at massive scale while Capital Plus is regionally concentrated in Florida.
- Homepoint: Homepoint is a wholesale and correspondent mortgage lender. Comparable to Capital Plus in the broader U.S. mortgage origination landscape, though Homepoint operates primarily in wholesale/correspondent channels rather than direct realtor affinity programs.
- United Wholesale Mortgage (UWM): UWM is the largest U.S. wholesale mortgage lender, serving independent mortgage brokers. Comparable to Capital Plus in the mortgage-origination value chain, but operates as a wholesale funder rather than a retail originator tied to realtors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Capital Plus social profiles
Digital presenceCapital Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Capital Plus leadership team
Management profileNumber of profiles
Capital Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Capital Plus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Capital Plus
What does Capital Plus do?
CAPITAL*Plus* Mortgage provides residential mortgage origination, underwriting, and collateral review services to Florida homebuyers through its proprietary Select Realtor Direct (SRD) digital platform, which is offered as an exclusive affinity program to National Association of Realtors members and their clients. The platform combines digital mortgage tools (real-time ActiveRate™ pricing, Mortgage Worksheet calculator, CreditPlus™ tri-merged credit reports, interactive application, electronic document management) with personal concierge service from mortgage executives who guide applicants through underwriting and closing.
Is Capital Plus a public or private company?
Capital Plus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Capital Plus founded?
Capital Plus was founded in 1998. It employs 1 to 10 people.
Where is Capital Plus based?
Capital Plus is headquartered in Lake Mary, United States, in the North America region.
How does Capital Plus make money?
One revenue line is on record: mortgage Origination Services.
Who are Capital Plus's main competitors?
Direct peers on record are Fairway Independent Mortgage Corporation, loanDepot, NewRez (Shellpoint Mortgage Servicing), Guaranteed Rate, Caliber Home Loans and PrimeLending. Better.com is listed as an emerging player. Broad incumbents are Rocket Mortgage, Homepoint and United Wholesale Mortgage (UWM).
Does Capital Plus have an API?
No public API is recorded for Capital Plus.
What industry is Capital Plus in?
Capital Plus's product category is Residential Mortgage Lending. Its primary akta.pro industry code is FSAEAEAA, Residential Mortgage Brokerage (Purchase & Refinance), with a secondary code of FSALAAAD, Purchase Mortgage Origination (Homebuyer Focused). Its NAICS code is 522310 and its SIC code is 6163.