As a homebuyer, you might prefer a company that handles your loan from application to funding. However, many people are surprised that this isn’t how every company operates.
Mortgage brokers take your application then match you with a lender 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 who prefers the direct model, we've put together a list of the top 10 retail lenders for primary residence homebuyers based on 2025 Home Mortgage Disclosure Act (HMDA) data.
While no single lender will be the best match for everyone, being one of the largest may indicate 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 in 2025 as far as working with buyers directly.
Top 10 Retail Owner-Occupied Home Purchase Lenders by Loans Issued in 2025
In 2025, 2,503 lenders closed nearly 2.4 million owner-occupied home purchase loans. The top 10 lenders closed just under 25% of that volume.
| Rank | Lender | Loans Completed | Lender Market Share |
|---|---|---|---|
| 1 | CrossCountry Mortgage | 84,835 | 3.54% |
| 2 | Mortgage Research Center | 67,865 | 2.83% |
| 3 | Guild Mortgage | 66,237 | 2.76% |
| 4 | Rocket Mortgage | 66,117 | 2.76% |
| 5 | DHI Mortgage | 63,708 | 2.66% |
| 6 | Fairway Independent Mortgage Corporation | 57,493 | 2.40% |
| 7 | Lennar Mortgage | 49,740 | 2.07% |
| 8 | Guaranteed Rate | 48,987 | 2.04% |
| 9 | CMG Mortgage | 48,208 | 2.01% |
| 10 | Movement Mortgage | 42,220 | 1.76% |
1. CrossCountry Mortgage
This 23-year-old company became the top retail U.S. lender for owner-occupied home purchases as of 2024, and maintained that title in 2025, 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. Mortgage Research Center
It’s not a household name, but current and former military service members have probably heard of its public-facing brand: Veterans United Home Loans. The largest lender for VA home loans, the majority of its purchase loans are of this type, putting it at number two for retail purchase loans overall.
Veterans United Home Loans is a registered DBA of Mortgage Research Center, LLC, an affiliate of Three Creeks Media.
3. Guild Mortgage
Guild moved up the ranks from #6 for 2024 loans closed to third 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, as reported by National Mortgage Professional.
4. Rocket Mortgage
While Rocket appears in many lists as the top U.S. mortgage lender, it’s #4 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.
5. DHI Mortgage
DHI Mortgage is the affiliated lender of D.R. Horton, America's biggest home builder. Despite ranking at #2 in 2024, the company slid down to the fifth position in 2025 as changing market conditions led many buyers to focus on existing properties instead of new construction.
6. Fairway Independent Mortgage Corporation
Fairway Independent Mortgage Corporation is another company focused on local branches and helping homebuyers directly. Headquartered in Madison, Wisconsin, Fairway operates 345 branches nationwide, according to its LinkedIn page.
7. Lennar Mortgage
Lennar Mortgage lands at #7, holding steady its position from last year. This lender is affiliated with the second-largest home builder in the U.S., Lennar, which has helped them see strong results 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. CMG Mortgage
Founded in 1993, San Ramon, CA-based CMG Mortgage operates in all 50 states and the District of Columbia. The company has 413 branches in the U.S. according to Nationwide Mortgage Licensing System data.
10. Movement Mortgage
Founded in 2008, Movement Mortgage has more than 775 locations nationwide, according to its website, and lends in 50 states. It has donated $377 million to the foundation it started to help local communities. This is no doubt a selling point for homebuyers who want to feel good about the business they work with.
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.
All figures based on 2025 Home Mortgage Disclosure Act (HMDA) data provided by the Consumer Financial Protection Bureau (CFPB) and accessed April 17, 2026, through PolygonResearch.com HMDAVision.
