Diamond Mortgage Group Inc.

What Diamond Mortgage Group Inc. does

Diamond Mortgage Group Inc. is a privately held, founder-owned mortgage brokerage incorporated in Ontario, Canada, founded in 2016 by Jeff Whitmell and headquartered at 221 Woolwich St., Guelph. The firm operates a principal-broker-led model in which Jeff Whitmell personally guides clients through origination, supported by a team of approximately 11 licensed brokers, agents, and assistants. Service delivery combines in-person consultations, phone outreach, and an online pre-approval widget (GetMy.Mortgage), with no proprietary technology platform of its own.

The brokerage places residential mortgages through a network of more than 50 banks and lending institutions, offering first mortgages, refinancing, renewals, second mortgages, home equity loans, home renovation financing, reverse mortgages, investment property financing, and switch/transfer services. Customer segments span first-time home buyers, refinancing homeowners, self-employed borrowers, property investors, and retirees, primarily across Ontario markets including Guelph, Fergus, Elora, Kitchener, Waterloo, Cambridge, Sarnia, London, Toronto, and Barrie.

The revenue model is commission-based: the firm is paid by lenders when a placed mortgage funds, with no fees charged to clients. Marketing relies on content (a blog covering rates and Bank of Canada decisions), organic social media (Facebook, Instagram, LinkedIn), community sponsorships of local sports and charitable initiatives, and promotional contests. The company has facilitated more than $500 million in funded mortgages cumulatively since inception and holds a 5-star Google rating with 192+ reviews, indicating strong local brand equity in its served markets.

Name

Diamond Mortgage Group Inc.

Legal name

Diamond Mortgage Group Inc.

Website

https://diamondmortgagegroup.ca

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Diamond Mortgage Group Inc. is an Ontario-based, founder-owned mortgage brokerage founded in 2016 that places residential mortgages through 50+ lenders, serving first-time buyers, refinancers, self-employed borrowers, investors, and retirees across Southwestern Ontario.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

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

akta.pro secondary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

Keywords

• Mortgage brokerage services
• Residential mortgage lending
• Home equity financing
• Mortgage refinancing solutions
• Reverse mortgage services

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Commission from Lenders: Diamond Mortgage Group receives compensation from lenders (banks and financial institutions) when a mortgage is placed and funds. Services are completely free to clients - the company is paid by the lenders when mortgages fund.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Diamond Mortgage Group Inc. is a mortgage brokerage that connects individual borrowers in Ontario with over 50 lending partners to arrange first mortgages, refinances, renewals, second mortgages, home equity loans, reverse mortgages, and investment property financing. Services are delivered free to clients through personal consultations with licensed brokers and an online pre-approval application, with the firm compensated by lenders via commission when mortgages fund.

Product overview

Diamond Mortgage Group Inc. is a mortgage brokerage firm offering a comprehensive suite of mortgage products and services. The company operates as a single-brand brokerage with Jeff Whitmell as Principal Broker and a team of mortgage agents. Their core products include first mortgages, second mortgages, mortgage refinancing, and mortgage renewal services. Additional offerings encompass home equity loans, reverse mortgages, home renovation loans, investment property financing, and mortgage switch/transfer services. The company serves first-time home buyers, refinancing clients, and investors across Ontario, working with over 50 lending partners including banks and financial institutions.

Differentiator

Problem solved

Functional benefit

Products and services

• First Mortgage

Quantifiable outcome

• $500+ Million in Funded Mortgages
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• 50+ Banks and Lending InstitutionscoreChannel Partner/ Reseller/ DistributorDiamond Mortgage Group works with over 50 top-rated banks and lending institutions to find clients the best rates and terms available in Ontario. These lending partners provide the mortgage products that DMG places for their clients. The company is paid by these lenders when mortgages fund.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• Ratehub.ca: Canadian mortgage rate-comparison and brokerage platform. Comparable as an intermediary connecting Canadian mortgage borrowers with lenders, but distinguished by its primary online comparison/cashback model and not a direct broker competitor in DMG's core relationship-driven motion.
• First National Financial: Major Canadian non-bank mortgage lender that funds and securitizes mortgages, often through broker channels including DMG. Comparable as a participant in the same Canadian residential mortgage ecosystem, but operates on the lender side rather than as a broker intermediary.

Emerging players

• Pine: Digital mortgage brokerage in Canada operating on a multi-lender, technology-led model. Comparable in providing access to multiple lenders for residential mortgages, but differentiates via proprietary tech and a fully online experience versus DMG's in-person/phone-led approach.
• Nesto: Digital-first Canadian mortgage broker offering online rate comparison and remote brokerage. Comparable in serving the same Canadian residential mortgage customer and using a multi-lender model, but differentiated by its proprietary technology platform versus DMG's traditional broker approach.

Direct peers

• True North Mortgage: Canadian mortgage brokerage with a multi-lender model and physical offices across multiple provinces. Closely comparable in core business of brokering residential mortgages to retail consumers with personal-service emphasis, though with broader geographic coverage.
• CanWise Financial: Canadian multi-lender mortgage brokerage focused on residential purchase and refinance. Comparable in business model — broker channels across multiple lenders serving retail borrowers — but operates nationally rather than concentrated in Ontario.

Broad incumbents

• Verico: Canadian mortgage broker network serving brokers across multiple provinces. Comparable business model of brokering residential mortgages to multiple lenders, but at much larger national scale than Diamond Mortgage Group.
• Centum Financial Group: Canadian mortgage brokerage network with agents across provinces. Directly comparable as a multi-lender residential mortgage broker, though with significantly broader national reach and a more developed franchise model.
• Mortgage Alliance Company of Canada: National Canadian mortgage broker network offering access to multiple lenders for purchase, refinance, and home-equity products. Comparable in being a multi-lender residential mortgage brokerage, but materially larger and broader in geographic coverage.
• Dominion Lending Centres: Canada's largest mortgage brokerage network with thousands of agents across the country. Highly comparable as a mortgage broker intermediary in the Canadian market, but operates at vastly larger national scale versus DMG's regional Ontario focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mybrokerjeff
• LinkedInlinkedin.com/company/diamond-mortgage-group-inc
• Instagraminstagram.com/jeff.whitmell.dmg

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Diamond Mortgage Group Inc.