Mortgage Advisor Tools

What Mortgage Advisor Tools does

Mortgage Advisor Tools is a B2B vendor discovery and review marketplace serving the U.S. mortgage industry, founded in 2021 by Steven Cooley and headquartered in Westfield, United States. The platform catalogs over 1,000 mortgage technology and service vendors across 75+ categories — including loan origination software, CRM, compliance, marketing, servicing, and AI — and enables mortgage lenders, brokers, banks, and credit unions to discover, compare, and connect with providers via audited peer reviews and detailed vendor profiles. The core product is a web-based directory with self-service vendor onboarding (free basic profiles and a free Vendor Verified tier with enhanced features such as demo scheduling, product listings, integration lists, and Google-indexed reviews), augmented by a three-step peer review workflow and category-based search.

Name

Mortgage Advisor Tools

Legal name

Mortgage Advisor Tools

Website

https://mortgageadvisortools.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Mortgage Technology Marketplace

akta.pro primary industry

Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

Keywords

• Mortgage technology marketplace
• Vendor discovery platform
• Peer review platform
• B2B software directory
• Mortgage vendor comparison

Headquarters

HQ city

Westfield

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Free Vendor Directory Listings: Basic vendor profiles are offered at no cost to technology and service providers in the mortgage industry. This creates the marketplace inventory that attracts lenders to the platform.
2. Vendor Verified Premium Profiles: Enhanced profile features are provided free of charge including social media links, contact information, demo scheduling, sub-categories, product lists, photos, videos, integration lists, and Google-indexed reviews. The free premium tier differentiates the platform and drives vendor adoption.
3. PPC Retargeting Services: Optional pay-per-click retargeting campaigns offered to vendors to bring back lost traffic and enhance lead generation. Marketed as a way to convert browsers into buyers using insider lender market knowledge.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Mortgage Advisor Tools operates a free B2B marketplace connecting mortgage lenders with technology and service vendors. The platform aggregates 1,000+ companies across 75+ categories (LOS, CRM, compliance, marketing, servicing), provides audited peer reviews, vendor profiles, and comparison tools to help mortgage professionals discover, evaluate, and shortlist vendors. Lenders access the platform free of charge; vendors create free profiles and may purchase optional PPC retargeting campaigns.

Product overview

Mortgage Advisor Tools is a B2B vendor discovery and review platform for the mortgage industry, launched in 2021. The platform operates as a directory-plus-reviews marketplace, connecting mortgage lenders with technology and service vendors. The core offering consists of the Mortgage Advisor Tools Platform itself, which encompasses a Vendor Verified Profile system (free enhanced profiles for vendors), a Review Platform for peer reviews, and a Category Directory spanning 75+ categories including LOS, CRM, compliance, marketing, and servicing tools. Additional features include a Social Media Holidays Calendar for mortgage marketers, Mortgage Events and Conferences discovery with reviews, Vendor Spotlight marketing placements, and Buyer's Guides for specific categories. The platform is free for lenders and monetizes through Vendor Verified premium profiles and advertising features.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Advisor Tools Platform Core B2B marketplace platform connecting mortgage lenders with technology and service vendors through vendor profiles, peer reviews, and category-based search across 75+ categories and 1,000+ companies. Free for both lenders and vendors.
• Mortgage Events and Conferences Directory

Quantifiable outcome

• 84% of software buyers use peer review sites when buying software
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Trustpilot: Large consumer-and-business reviews platform used by many SaaS vendors (including mortgage software) for reputation management. It overlaps on the peer-review mechanic even though it is not a vertical marketplace.

Direct peers

• Clutch: B2B services and software reviews marketplace that aggregates verified client reviews for vendors. It competes for the same lender-driven vendor-discovery workflow, particularly for services-led categories like marketing and consulting.
• Software Advice: Gartner-owned software advisory and review platform that helps buyers (including mortgage lenders) shortlist vendors via peer reviews and advisor calls — overlapping buyer journey and vendor base.
• G2: The largest B2B software review and comparison marketplace. G2 directly competes with Mortgage Advisor Tools by listing many of the same mortgage software vendors (LOS, CRM, POS, marketing tools) and capturing peer reviews from buyers.
• Capterra: Gartner-owned B2B software marketplace covering mortgage and lending categories with verified reviews, lead-gen tools, and vendor comparison — a directly overlapping product proposition for mortgage lender software buyers.
• GetApp: Gartner-operated business software discovery and comparison site, covering categories such as loan origination, CRM, and mortgage operations that Mortgage Advisor Tools targets.

Emerging players

• SourceForge: Long-running software directory and reviews site. While broader and less finance-focused, it competes for vendor listing mindshare and SEO traffic for software comparison queries.
• FinTech Global: Fintech-specific vendor directory and intelligence platform that overlaps with Mortgage Advisor Tools in serving fintech/mortgage vendor discovery and selection.

Regional players

• Scotsman Guide: US mortgage industry media brand serving loan officers and brokers with vendor, tool, and service evaluations. Comparable in audience and vertical specificity to Mortgage Advisor Tools, with a more traditional publishing model.
• National Mortgage Professional: US-focused mortgage industry media and resource site that helps mortgage professionals evaluate tools, services, and vendors — comparable mortgage-niche content and audience, though distributed through editorial rather than reviews.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mortgageadvisortools
• LinkedInlinkedin.com/company/mortgage-advisor-tools

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 Mortgage Advisor Tools