Premier Plus Lending

What Premier Plus Lending does

Premier Plus Lending, operating under the legal entity Juniper Financial LLC (NMLS 2444946), is a Sherman Oaks, California-based residential mortgage lender serving homebuyers, homeowners, and real estate investors across Southern California. The company originates loans through a team of more than 20 named senior mortgage advisors and loan officers, including Founder and CEO Artin Babayan — a nationally Top 150-ranked loan officer for over a decade — and offers nine core loan products: Conventional, FHA, Non-QM, FHA 203(k) Rehab, VA, Jumbo, HELOC, Reverse Mortgage, and USDA. Its core technology is a digital mortgage origination platform with an online application portal (myloan.premierpluslending.com) and a 48-hour full underwritten preapproval workflow positioned as a speed-to-close differentiator in competitive Southern California real estate transactions.

The firm pursues a sales-led, direct-to-consumer go-to-market motion reinforced by referral partnerships with real estate agents who direct homebuyers to Premier Plus Lending. Revenue is generated through mortgage origination fees and secondary-market gain-on-sale economics on closed loans, with quote-based pricing tied to borrower profile, loan amount, and market conditions rather than published rate sheets. The company is privately held, founder-controlled, and self-funded, with no disclosed outside institutional capital; regulatory footprint includes California DBO/DFPI licensing and Equal Housing Lender status, and the firm complies with CCPA/CPRA, GLBA, and applicable privacy regulations.

Premier Plus Lending surpassed $500 million in annual loan production in 2025 — its third consecutive year of growth — driven by 70%+ year-over-year production growth between 2023 and 2024, a 59% increase in loans closed, and strategic addition of senior advisors and operational leadership. The company has announced plans to continue expanding its Southern California footprint and investing in operational infrastructure to support long-term scaling.

Name

Premier Plus Lending

Legal name

Juniper Financial LLC

Website

https://premierpluslending.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Premier Plus Lending is a Sherman Oaks-based residential mortgage lender offering nine loan products, including Conventional, FHA, VA, Jumbo, Non-QM, and HELOC, to homebuyers, homeowners, and investors across Southern California through a team of more than 20 senior mortgage advisors.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

NAICS

Real Estate Credit (522292), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Construction & Development (C&D) Lending — Commercial/Multifamily (FSALADAH)

akta.pro secondary industries

Real Estate / Property-Backed Marketplace Lending (Non-mortgage) (FSAKAHAG), Prime (Agency/Conforming) Mortgage Servicing (FSALAEAA), Reverse Mortgage Origination (HECM & Proprietary) (FSALAIAA)

Keywords

• Residential mortgage lending
• Home loan origination
• Mortgage refinancing services
• Loan preapproval processing
• Specialty mortgage programs

Headquarters

HQ city

Sherman Oaks

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, Infrastructure

Revenue model

1. Mortgage Origination Fees: The company generates revenue through mortgage origination fees charged on loans closed. As a mortgage lender, Premier Plus Lending earns income from the interest spread on loans originated and held or sold in the secondary market.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Premier Plus Lending originates and funds residential mortgage loans for homebuyers, homeowners refinancing, and real estate investors through nine core programs: Conventional, FHA, VA, Jumbo, USDA, Non-QM, FHA 203(k) Rehab, HELOC, and Reverse Mortgage. The company differentiates on a 48-hour full underwritten preapproval process and pairs each borrower with a senior mortgage advisor who manages the relationship from application through closing. Supporting tools include an online preapproval form, mortgage calculators, and a client loan management portal.

Product overview

Premier Plus Lending is a mortgage lending company offering a unified platform of residential mortgage products. The portfolio includes nine core loan programs: Conventional Loans, FHA Loans, Non-QM Loans, FHA 203(k) Rehab Loans, VA Loans, Jumbo Loans, Home Equity Lines of Credit (HELOC), Reverse Mortgages, and USDA Loans. These products serve various borrower profiles including first-time homebuyers, self-employed individuals, veterans, and those seeking luxury or rural property financing. The company also provides supporting tools including a mortgage calculator and a 48-hour pre-approval process accessible through their website.

Differentiator

Problem solved

Functional benefit

Products and services

• Conventional Loan Standard residential mortgage following conventional guidelines set by Fannie Mae and Freddie Mac for qualified borrowers with solid credit history and income documentation.
• FHA Loan Government-backed mortgage insured by the Federal Housing Administration offering flexible credit and income standards with down payments as low as 3.5%.
• Non-QM Loan Non-Qualified Mortgage offering flexible financing for borrowers whose income or financial profile does not fit traditional guidelines, including self-employed borrowers and entrepreneurs.
• FHA 203(k) Rehab Loan Renovation mortgage combining purchase or refinance financing with funds for home improvements into a single loan, allowing borrowers to finance both acquisition and rehabilitation costs.
• VA Loan Government-backed mortgage for eligible veterans and active-duty service members offering competitive terms with no down payment requirement and no private mortgage insurance.
• Jumbo Loan Mortgage for higher-priced properties exceeding conforming loan limits set by Fannie Mae and Freddie Mac, offering expanded purchasing power with customized financing structures for luxury homes.
• Home Equity Line of Credit (HELOC) Revolving credit line secured by home equity allowing homeowners to borrow funds as needed for renovations, debt consolidation, or other expenses with variable interest rates.
• Reverse Mortgage Loan product for homeowners 62 and older that converts home equity into cash payments without requiring monthly mortgage payments, with repayment due when the homeowner leaves the property.
• USDA Loan Zero-down-payment mortgage program backed by the U.S. Department of Agriculture for properties in eligible rural and suburban areas, targeting low-to-moderate income borrowers.

Quantifiable outcome

• Surpassed $500 million in annual loan production in 2025
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/premierpluslending
• LinkedInlinkedin.com/company/premier-plus-lending

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Premier Plus Lending