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10 Biggest Direct-To-Consumer Lenders for Homebuyers 2025

10 biggest lenders for homebuyers
10 largest U.S. mortgage lenders - primary residence purchase

As a first-time buyer, you might prefer a company that handles your loan from application to funding.

Many homebuyers are surprised that this isn’t how every company operates.

Mortgage brokers take your application then match you with a company they think is best for your situation. This works out well for most buyers. Still, some buyers prefer to know which company they are sending their business to.

Companies that offer direct-to-consumer loans are called “retail” lenders. They often have branches in your town or operate out of a central location. Either way, they handle your loan start to finish.

This could yield benefits, as a direct lender may have more power to close the loan faster, overturn a denial, or rush a last-minute request.

If you’re the type of homebuyer who prefers the direct model, you might want to know more the top 10 U.S. “retail” lenders for primary residence homebuyers based on 2024 data. This might reveal that:

  • They are focused on home purchases, not investor loans or homeowner refinances

  • They value a direct approach to lending

The list reveals which lenders were at the top of their game as far as helping buyers directly.

Top 10 Retail Owner-Occupied Home Purchase Lenders

In 2024, over 2,500 lenders closed 2.24 million owner-occupied home purchase loans. The top 10 lenders closed over 24% of that volume.

Rank Lender Loans Closed
1 CrossCountry Mortgage 78,564
2 DHI Mortgage 65,799
3 Rocket Mortgage 64,592
4 Mortgage Research Center 59,629
5 Fairway Independent 57,490
6 Guild 53,503
7 Lennar Mortgage 46,868
8 Guaranteed Rate 46,165
9 Movement Mortgage 43,940
10 CMG Mortgage 38,554

Polygon Research, Top 20 Lenders, retrieved from HMDAVision, April 30, 2024

1. CrossCountry Mortgage

This 21-year-old company has become the top U.S. lender for owner-occupied home purchases as of 2024, despite it being younger than many of its competitors. The lender is focused on retail (direct) business, with 600 branches nationwide, according to its website.

2. DHI Mortgage

DHI Mortgage took advantage of negative market conditions: low home inventory and high mortgage rates. The affiliated lender for D.R. Horton, America’s biggest home builder, gained market share in 2024 by being able to offer mortgage rate buydowns on newly built homes.

3. Rocket Mortgage

While Rocket appears in many lists as the top U.S. mortgage lender, it’s #3 for retail home purchase loans. Many companies focus on a physical presence in your hometown, Rocket takes a different approach. It primarily leverages technology to help homebuyers in any location from its HQ in Detroit.

4. Mortgage Research Center

It’s not a household name, but current and former military servicepersons have probably heard of its subsidiary: Veterans United Home Loans. The #1 lender for VA home loans, the majority of its purchase loans of this type, putting it at number four for purchase loans overall.

Note: Mortgage Research Center, LLC is an affiliate of Three Creeks Media, which owns MortgageResearch.com.

5. Fairway Independent Mortgage Corporation

Fairway is another company focused on local branches and helping homebuyers directly. It operates 345 branches nationwide according to its LinkedIn page.

6. Guild Mortgage

Guild moved up the ranks from #9 for 2023 loans closed to sixth in this category for the most recent full year. This is likely due in part to recent acquisitions of Academy Mortgage, First Centennial, Cherry Creek Mortgage, and Legacy Mortgage, according to National Mortgage Professional.

7. Lennar Mortgage

Lennar lands at #7, moving up one spot from last year. This lender is affiliated with the #2 home builder in the U.S., which has helped them rise in recent years along with other builder-associated lenders.

8. Guaranteed Rate

Guaranteed Rate blends the local approach with technological advantages. It has over 200 physical locations according to its website, while offering a “fast, digital application process” with available “at-home closings” according to a Credit Karma review.

9. Movement Mortgage

Movement Mortgage originated over 43,000 homebuyer loans in 2024 through its retail channel. Founded in 2008, it now has 775 locations nationwide according to its website and lends in 50 states. It has donated $377 million to the foundation it started to impact local communities. This is no doubt a selling point for homebuyers who want to feel good about the business they work with.

10. CMG Mortgage

Founded in 1993, CMG Mortgage now operates 416 branches in the U.S. according to Nationwide Mortgage Licensing System data.

Find Your Lender

Some homebuyers prefer a small company while other like the idea of a large, national lender completing their loan. Luckily, today’s mortgage market offers plenty of both.

Do your own research to find your style of lender: large, small, retail, or broker. There are plenty of quality lenders out there.

Get help finding the best lender for your situation.

Article Sources

MortgageResearch.com often links to authoritative websites to verify facts and claims made in our articles. Read our editorial standards for more about our mission to deliver accurate and impartial content.
About The Author:

Tim Lucas began his mortgage career in 2001 at Washington Mutual, reviewing wholesale loan files submitted by mortgage brokers. In the mid-2000s, he transitioned to retail lending at M&T Bank as a Mortgage Loan Processor, working with a wide range of borrowers: first-time buyers, investors using now-notorious "option ARMs" and jumbo buyers financing $1–5 million homes.

Tim later launched his own loan processing company while originating loans for his own clients, mainly FHA and USDA loans for first-time buyers. When the 2008 housing crash hit, he pivoted to assisting a prominent Loan Officer at Seattle Mortgage and Golf Savings Bank. He eventually became a Mortgage Processing Supervisor at Mortgage Advisory Group. There, he earned a reputation as a solutions-oriented processor, known for solving complex loan scenarios and uncovering obscure guidelines to help clients get approved.

In 2013, after more than a decade in lending, Tim moved into mortgage education—creating trusted content for sites like MyMortgageInsider.com and TheMortgageReports.com. Today, he blends 10+ years of hands-on mortgage experience with another decade in consumer education at Three Creeks Media, where he leads MortgageResearch.com. Tim is also a licensed Loan Originator (NMLS #118763).

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