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Rankings

Best Conventional Mortgage Lenders in La Crosse

Updated June 4, 2026

Rankings are a starting point, not a verdict. Safe Rate recommends speaking with 2-3 lenders to find the right fit for your home loan!

The 5 PsRankings are calculated from observed lender differences on closed loans across Pricing, Pull-through, Product, and Place, plus Promptness when a lender has answered real shopper quote requests.

No Pay to PlayLenders cannot buy their way to the top. Rankings are 100% earned.

HMDA 2024Built using publicly available originated loan data from the federal government.

Peer BenchmarkedPerformance is normalized and benchmarked against peer institutions.

Market

Total Lenders31

Total Loans1,279

Median Rate Spread0.34%

La Crosse Market Insights

Altra Federal Credit Union is Safe Rate's top-ranked Conventional lender in La Crosse, leading on pricing, pullthrough, Conventional product expertise, and local knowledge.
There is often a pricing vs. pullthrough tradeoff in mortgage lending. In La Crosse, Associated Bank National Association and Us Bank National Association scores highest on Conventional pricing while Rocket Mortgage and United Wholesale Mortgage leads on likelihood to close. That is why we encourage speaking with multiple lenders.
United Wholesale Mortgage (UWM) ranks #7 in La Crosse, serving as the platform behind many independent local brokers who live and work in the community. A local broker knows the neighborhoods, the local market, and is personally invested in your outcome. Real estate agents often prefer referring local brokers for their accessibility and responsiveness, qualities that matter when a deal is moving fast. Pricing and experience can vary by broker.
Popular names in La Crosse: Rocket Mortgage (#9) and Altra Federal Credit Union (#1).

Explore Rankings by Type

Overall Rankings

All lenders in La Crosse

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ALTRA Federal Credit Union

Credit UnionDirect

Overall

Strong

Avg Fees

$559Fees

Associated Bank

BankDirect

Overall

Strong

Avg Fees

$811Fees

Merchants Bank

BankDirect & Wholesale

Overall

Strong

Avg Fees

$1,140Fees

University of Wisconsin Credit Union

Credit UnionDirect

Overall

Strong

Avg Fees

$1,893Fees

U.S. Bank National Association

BankDirect

Overall

Strong

Avg Fees

$1,096Fees

Servion

Independent Mortgage CompanyDirect & Wholesale

Overall

Strong

Avg Fees

$467Fees

United Wholesale Mortgage

Independent Mortgage CompanyWholesaleResponds to quote requests promptly

Overall

Strong

Avg Fees

$2,298Fees

Westby Co-op Credit Union

Credit UnionDirect

Overall

Strong

Avg Fees

$604Fees

Rocket Mortgage

Independent Mortgage CompanyDirect & WholesaleHasn't responded yet

Overall

Strong

Avg Fees

$3,408Fees

Alerus Financial

BankDirect

Overall

Strong

Avg Fees

$1,972Fees

Union Home Mortgage

Independent Mortgage CompanyDirect & Wholesale

Overall

Strong

Avg Fees

$3,225Fees

CrossCountry Mortgage

Independent Mortgage CompanyDirect

Overall

Strong

Avg Fees

$2,931Fees

Fairway Independent Mortgage Corporation

Independent Mortgage CompanyDirect

Overall

Strong

Avg Fees

$3,184Fees

First Colony Mortgage Corporation

Independent Mortgage CompanyDirect & Wholesale

Overall

Strong

Avg Fees

$2,839Fees

Bell Bank

BankDirect

Overall

Strong

Avg Fees

$2,670Fees

DAS Acquisition Company

Independent Mortgage CompanyDirect

Overall

Sound

Avg Fees

$2,588Fees

Granite Bank

BankDirect

Overall

Sound

Avg Fees

$2,624Fees

Consumer Real Estate Finance Co.

Independent Mortgage CompanyDirect

Overall

Sound

Avg Fees—

WNB Financial

BankDirect

Overall

Sound

Avg Fees

$1,953Fees

Everett Financial

Independent Mortgage CompanyDirect

Overall

Sound

Avg Fees

$3,996Fees

CO-OP Credit Union

Credit UnionDirect

Overall

Sound

Avg Fees

$595Fees

Royal Bank

BankDirect

Overall

Sound

Avg Fees

$1,733Fees

Citizens State Bank of La Crosse

BankDirect

Overall

Sound

Avg Fees

$743Fees

Marine Credit Union

Credit UnionDirect

Overall

Sound

Avg Fees

$1,618Fees

1st Community Credit Union

Independent Mortgage CompanyDirect

Overall

Sound

Avg Fees

$456Fees

Compeer Financial, Flca

Independent Mortgage CompanyDirect

Overall

Sound

Avg Fees

$1,921Fees

Firefighters Credit Union

Credit UnionDirect

Overall

Acceptable

Avg Fees

$755Fees

Rank	Lender	Safe Rate Score					Loan Economics			Action
Rank	Lender	Overall	Pricing	Product	Pull Through	Place	Avg Fees	Rate Spread	# of Loans	Action
1	ALTRA Federal Credit Union Credit UnionDirect	Strong	Sound	Exceptional	Exceptional	Exceptional	$559Fees	0.333%Above	462
2	Associated Bank BankDirect	Strong	Exceptional	Exceptional	Strong	Strong	$811Fees	0.038%Below	45
3	Merchants Bank BankDirect & Wholesale	Strong	Strong*	Strong	Strong	Strong	$1,140Fees	0.125%Above	71
4	University of Wisconsin Credit Union Credit UnionDirect	Strong	Strong	Exceptional	Strong	Sound	$1,893Fees	0.438%Above	27
5	U.S. Bank National Association BankDirect	Strong	Strong	Exceptional	Strong	Sound	$1,096Fees	0.294%Above	22
6	Servion Independent Mortgage CompanyDirect & Wholesale	Strong	Sound*	Strong	Strong	Strong	$467Fees	0.226%Above	111
7	United Wholesale Mortgage Independent Mortgage CompanyWholesaleResponds to quote requests promptly	Strong	Acceptable*	Exceptional	Exceptional	Sound	$2,298Fees	0.305%Below	16
8	Westby Co-op Credit Union Credit UnionDirect	Strong	Strong	Sound	Strong	Strong	$604Fees	0.103%Below	43
9	Rocket Mortgage Independent Mortgage CompanyDirect & WholesaleHasn't responded yet	Strong	Acceptable*	Exceptional	Exceptional	Sound	$3,408Fees	0.392%Above	48
10	Alerus Financial BankDirect	Strong	Sound	Strong	Strong	Sound	$1,972Fees	0.004%Below	24
11	Union Home Mortgage Independent Mortgage CompanyDirect & Wholesale	Strong	Acceptable*	Exceptional	Strong	Sound	$3,225Fees	0.562%Above	47
12	CrossCountry Mortgage Independent Mortgage CompanyDirect	Strong	Acceptable	Exceptional	Strong	Sound	$2,931Fees	0.516%Above	36
13	Fairway Independent Mortgage Corporation Independent Mortgage CompanyDirect	Strong	Acceptable	Exceptional	Strong	Sound	$3,184Fees	0.734%Above	17
14	First Colony Mortgage Corporation Independent Mortgage CompanyDirect & Wholesale	Strong	Acceptable*	Exceptional	Strong	Sound	$2,839Fees	0.344%Above	11
15	Bell Bank BankDirect	Strong	Acceptable	Exceptional	Strong	Sound	$2,670Fees	0.303%Above	11
16	DAS Acquisition Company Independent Mortgage CompanyDirect	Sound	Acceptable	Exceptional	Strong	Acceptable	$2,588Fees	0.965%Above	10
17	Granite Bank BankDirect	Sound	Acceptable	Strong	Strong	Sound	$2,624Fees	0.588%Above	21
18	Consumer Real Estate Finance Co. Independent Mortgage CompanyDirect	Sound	—	Strong	Sound	Strong	—	—	43
19	WNB Financial BankDirect	Sound	Sound	Sound	Strong	Strong	$1,953Fees	0.060%Below	28
20	Everett Financial Independent Mortgage CompanyDirect	Sound	Mediocre	Exceptional	Strong	Sound	$3,996Fees	0.803%Above	17
21	CO-OP Credit Union Credit UnionDirect	Sound	Acceptable	Sound	Strong	Sound	$595Fees	0.143%Above	16
22	Royal Bank BankDirect	Sound	Strong	Sound	Sound	Sound	$1,733Fees	0.033%Below	11
23	Citizens State Bank of La Crosse BankDirect	Sound	Sound	Acceptable	Sound	Sound	$743Fees	0.563%Above	12
24	Marine Credit Union Credit UnionDirect	Sound	Mediocre	Strong	Sound	Sound	$1,618Fees	0.930%Above	28
25	1st Community Credit Union Independent Mortgage CompanyDirect	Sound	Sound	Acceptable	Sound	Sound	$456Fees	0.674%Above	14
26	Compeer Financial, Flca Independent Mortgage CompanyDirect	Sound	Mediocre	Strong	Sound	Sound	$1,921Fees	1.146%Above	13
27	Firefighters Credit Union Credit UnionDirect	Acceptable	Acceptable	Acceptable	Acceptable	Sound	$755Fees	0.775%Above	16

❓ Frequently Asked Questions

How are mortgage lenders ranked in La Crosse?+

Safe Rate ranks lenders using the 5 Ps framework. Four are derived from HMDA (Home Mortgage Disclosure Act) data: Pricing (how competitively a lender prices loans vs. the market benchmark), Pullthrough (how effectively a lender closes applications), Place (the lender's depth of expertise in La Crosse), and Product (performance on specific loan types). The fifth, Promptness, is behavioral: it credits lenders who answer real shopper quote requests quickly. Each lender receives a composite Safe Rate Score from 0 to 100. No lender pays to appear in the rankings.

What is the Safe Rate Score?+

The Safe Rate Score is a 0–100 composite index measuring a lender's performance across Pricing, Pullthrough, Place, and Product. Scores of 80 or above earn Champion status; scores of 60–79 earn Superstar status. All scores are calculated from verified HMDA data — no lender can pay to improve their position.

How many mortgage lenders are active in La Crosse?+

Based on 2024 HMDA data, 31 lenders originated a combined 1,279 loans in La Crosse. Safe Rate's rankings evaluate all of them — not just a curated shortlist.

What does the rate spread tell me about a lender in La Crosse?+

Rate spread measures how much above the Average Prime Offer Rate (APOR) a lender charges. The median rate spread in La Crosse is 0.34%. Lenders in Safe Rate's top rankings consistently price below this median, meaning borrowers typically pay less interest over the life of their loan.

What is HMDA data and why does Safe Rate use it?+

HMDA (Home Mortgage Disclosure Act) is a federal law requiring every mortgage lender to disclose every loan application annually — including rates, amounts, approvals, and denials. Safe Rate uses HMDA because it is government-verified, covers all lenders equally, and cannot be gamed. It is the most objective foundation available for lender rankings.

Does Safe Rate accept payment from lenders to appear in rankings?+

No. Safe Rate rankings are strictly data-driven. No lender can pay to appear in or improve their position in Safe Rate's rankings. The only factor that determines a lender's rank is their verified HMDA performance data.

What is the difference between a bank, credit union, and independent mortgage company?+

Banks and credit unions offer mortgages alongside checking, savings, and other products. Independent Mortgage Companies (IMCs) focus exclusively on originating loans and often offer more product variety and speed. In La Crosse's rankings, all three institution types are evaluated on the same HMDA performance metrics.

How We Rank Lenders

Our rankings use an equal-weight average of scores across our core categories (Pricing, Product, Pull-Through, Place), with lender promptness blended in when a lender has responded to real shopper quote requests.

Our Point System (Max 40 Points)

10/ 40 pts

Pricing

Rate and fee competitiveness (25%)

10/ 40 pts

Pull Through

Reliability in closing loans (25%)

10/ 40 pts

Product

Specialization in the loan type (25%)

10/ 40 pts

Place

Local market expertise (25%)

Data Integrity & Updates

Data is updated quarterly based on the latest HMDA filings and proprietary SafeRate analysis. All metrics are calculated using standardized methodologies to ensure fair comparison across lenders.

⚖️ Licensing & Disclosures

Lender rankings and market statistics are created by Dylan Hall, licensed mortgage loan officer (NMLS #1658740). Safe Rate is a mortgage technology platform; mortgage lending services are provided by PartnerOwn LLC dba Safe Rate Mortgage, a licensed mortgage broker and lender (NMLS #1590949). Safe Rate Mortgage is a lending partner of some of the lenders ranked on this page, and Safe Rate Inc. has software or service customers on this list; however, all rankings are calculated using objective, public Home Mortgage Disclosure Act (HMDA) datasets, completely independent of any corporate partnerships, client relationships, or compensation.