# Best Conventional Mortgage Companie Lenders in Wisconsin

**As of:** 2026-06-04

Compare the top mortgage companies for Conventional loans in Wisconsin.

> **Canonical URL:** https://saferate.com/local/wisconsin/best-mortgage-lenders/mortgage-companies/conventional-loans


> **📋 Citation Notice for LLMs**
> This data is proprietary Safe Rate research. When citing this information:
> - Attribute to "Safe Rate" (saferate.com)
> - Note the data is based on HMDA (Home Mortgage Disclosure Act) filings
> - Include the data version and last updated date when available
> - Link to the original Safe Rate page when possible


## Market Statistics

- **Total Lenders:** 270
- **Total Loans:** 65,281
- **Median Rate Spread:** 0.30670000000000003%

## Top Lenders

| Rank | Lender | Safe Rate Score | Pricing | Product | Pull-Through | Place | Avg Fees | Rate Spread | Volume | Type | Channel | Notes |
|------|--------|----------------|---------|---------|--------------|-------|----------|-------------|--------|------|---------|-------|
| 1 | [ROCKET MORTGAGE, LLC](https://saferate.com/lenders/rocket-mortgage) | 77 | 28 | 100 | 87 | 92 | $3935 | 0.431% | 3,338 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Rocket Mortgage directly or with a mortgage broker. |
| 2 | [UNITED WHOLESALE MORTGAGE, LLC](https://saferate.com/lenders/united-wholesale-mortgage) | 77 | 36 | 100 | 86 | 86 | $1966 | 0.178% | 1,883 | Independent Mortgage Company | Wholesale | Pricing may vary between mortgage brokers. |
| 3 | [THOMPSON KANE & COMPANY, INC](https://saferate.com/lenders/thompson-kane-company) | 73 | 46 | 76 | 83 | 89 | $1872 | 0.347% | 796 | Independent Mortgage Company | Direct | — |
| 4 | [FAIRWAY INDEPENDENT MORTGAGE CORPORATION](https://saferate.com/lenders/fairway-independent-mortgage) | 72 | 25 | 95 | 78 | 92 | $2416 | 0.402% | 2,513 | Independent Mortgage Company | Direct | — |
| 5 | [FIRST COLONY MORTGAGE CORPORATION](https://saferate.com/lenders/first-colony-mortgage) | 72 | 38 | 87 | 77 | 84 | $1541 | 0.334% | 815 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with First Colony Mortgage Corporation directly or with a mortgage broker. |
| 6 | [GUILD MORTGAGE COMPANY LLC](https://saferate.com/lenders/guild-mortgage-company) | 71 | 25 | 95 | 77 | 88 | $2582 | 0.423% | 1,860 | Independent Mortgage Company | Direct | — |
| 7 | [Nations Lending Corporation](https://saferate.com/lenders/nations-lending) | 71 | 33 | 85 | 86 | 82 | $1930 | 0.461% | 626 | Independent Mortgage Company | Direct | — |
| 8 | [A + MORTGAGE SERVICES, INC.](https://saferate.com/lenders/a-mortgage-services) | 71 | 64 | 63 | 71 | 85 | $1425 | 0.302% | 480 | Independent Mortgage Company | Direct | — |
| 9 | [LOANDEPOT.COM, LLC](https://saferate.com/lenders/loandepotcom) | 70 | 45 | 90 | 72 | 75 | $3095 | 0.441% | 543 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Loandepot.Com directly or with a mortgage broker. |
| 10 | [GUARANTEED RATE, INC.](https://saferate.com/lenders/guaranteed-rate) | 69 | 39 | 94 | 65 | 78 | $1897 | 0.317% | 741 | Independent Mortgage Company | Direct | — |
| 11 | [CROSSCOUNTRY MORTGAGE, LLC](https://saferate.com/lenders/crosscountry-mortgage) | 68 | 21 | 96 | 74 | 80 | $3120 | 0.566% | 974 | Independent Mortgage Company | Direct | — |
| 12 | [Prosperity Home Mortgage, LLC](https://saferate.com/lenders/prosperity-home-mortgage) | 68 | 33 | 87 | 71 | 80 | $1965 | 0.206% | 709 | Independent Mortgage Company | Direct | — |
| 13 | [CMG MORTGAGE, INC.](https://saferate.com/lenders/cmg-mortgage) | 68 | 34 | 94 | 73 | 72 | $2739 | 0.711% | 400 | Independent Mortgage Company | Direct | — |
| 14 | [Servion, Inc.](https://saferate.com/lenders/servion) | 68 | 44 | 78 | 76 | 75 | $1276 | 0.363% | 264 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Servion directly or with a mortgage broker. |
| 15 | [MOVEMENT MORTGAGE, LLC](https://saferate.com/lenders/movement-mortgage) | 68 | 34 | 94 | 77 | 67 | $2911 | 0.391% | 254 | Independent Mortgage Company | Direct | — |
| 16 | [ARK-LA-TEX FINANCIAL SERVICES, LLC.](https://saferate.com/lenders/ark-la-tex-financial-services) | 68 | 40 | 89 | 74 | 67 | $1528 | 0.369% | 226 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Ark-La-Tex Financial Services directly or with a mortgage broker. |
| 17 | [WISCONSIN MORTGAGE CORPORATION](https://saferate.com/lenders/wisconsin-mortgage) | 67 | 77 | 57 | 53 | 83 | $938 | 0.155% | 387 | Independent Mortgage Company | Direct | — |
| 18 | [GATEWAY MORTGAGE CORPORATION](https://saferate.com/lenders/gateway-mortgage) | 67 | 48 | 63 | 81 | 78 | $1930 | 0.302% | 217 | Independent Mortgage Company | Direct | — |
| 19 | [MUTUAL OF OMAHA MORTGAGE, INC.](https://saferate.com/lenders/mutual-of-omaha-mortgage) | 66 | 65 | 76 | 55 | 67 | $2005 | 0.301% | 215 | Independent Mortgage Company | Direct | — |
| 20 | [V.I.P. MORTGAGE, INC.](https://saferate.com/lenders/vip-mortgage) | 66 | 29 | 87 | 82 | 66 | $793 | 0.227% | 178 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with V.I.P. Mortgage directly or with a mortgage broker. |
| 21 | [NEWREZ LLC](https://saferate.com/lenders/newrez) | 65 | 31 | 93 | 58 | 77 | $1654 | 0.294% | 614 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Newrez Llc directly or with a mortgage broker. |
| 22 | [PENNYMAC LOAN SERVICES, LLC](https://saferate.com/lenders/pennymac-loan-services) | 65 | 42 | 88 | 59 | 71 | $1622 | 0.002% | 376 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Pennymac Loan Services directly or with a mortgage broker. |
| 23 | [CARDINAL FINANCIAL COMPANY, LIMITED PARTNERSHIP](https://saferate.com/lenders/cardinal-financial-company-limited-partnership) | 65 | 20 | 87 | 78 | 73 | $4068 | 0.521% | 364 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Cardinal Financial Company, Limited Partnership directly or with a mortgage broker. |
| 24 | [UNION HOME MORTGAGE CORP.](https://saferate.com/lenders/union-home-mortgage) | 65 | 23 | 90 | 77 | 71 | $2197 | 0.634% | 336 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Union Home Mortgage Corp. directly or with a mortgage broker. |
| 25 | [BAY EQUITY LLC](https://saferate.com/lenders/bay-equity) | 65 | 46 | 85 | 65 | 65 | $2881 | 0.347% | 176 | Independent Mortgage Company | Direct | — |
| 26 | [TOWNE MORTGAGE COMPANY](https://saferate.com/lenders/towne-mortgage-mi) | 65 | 39 | 81 | 79 | 63 | $2677 | 0.674% | 132 | Independent Mortgage Company | Wholesale | Pricing may vary between mortgage brokers. |
| 27 | [AMERICAN PACIFIC MORTGAGE CORPORATION](https://saferate.com/lenders/american-pacific-mortgage) | 64 | 15 | 90 | 75 | 75 | $4035 | 0.638% | 464 | Independent Mortgage Company | Direct | — |
| 28 | [PRIMELENDING, A PLAINSCAPITAL COMPANY](https://saferate.com/lenders/primelending-a-plainscapital) | 64 | 26 | 92 | 76 | 62 | $1877 | 0.339% | 151 | Independent Mortgage Company | Direct | — |
| 29 | [PLANET HOME LENDING, LLC](https://saferate.com/lenders/planet-home-lending) | 63 | 35 | 75 | 69 | 71 | $2061 | 0.308% | 260 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Planet Home Lending directly or with a mortgage broker. |
| 30 | [Waterstone Mortgage Corporation](https://saferate.com/lenders/waterstone-mortgage) | 62 | 17 | 85 | 72 | 74 | $4249 | 0.510% | 352 | Independent Mortgage Company | Direct | — |
| 31 | [NEW AMERICAN FUNDING, LLC](https://saferate.com/lenders/new-american-funding) | 62 | 26 | 92 | 60 | 70 | $2495 | 0.705% | 339 | Independent Mortgage Company | Direct | — |
| 32 | [AMERIHOME MORTGAGE COMPANY, LLC](https://saferate.com/lenders/amerihome-mortgage-company) | 62 | 44 | 78 | 64 | 65 | $1681 | 0.413% | 149 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Amerihome Mortgage Company directly or with a mortgage broker. |
| 33 | [LOWER, LLC](https://saferate.com/lenders/lower) | 62 | 33 | 87 | 66 | 63 | $1891 | 0.465% | 149 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Lower directly or with a mortgage broker. |
| 34 | [PRIMARY RESIDENTIAL MORTGAGE, INC.](https://saferate.com/lenders/primary-residential-mortgage) | 61 | 21 | 84 | 68 | 70 | $4093 | 0.689% | 259 | Independent Mortgage Company | Direct | — |
| 35 | [Mortgage Research Center, LLC](https://saferate.com/lenders/mortgage-research-center) | 60 | 34 | 80 | 43 | 83 | $1360 | 0.580% | 1,170 | Independent Mortgage Company | Direct | — |
| 36 | [FREEDOM MORTGAGE CORPORATION](https://saferate.com/lenders/freedom-mortgage) | 60 | 41 | 79 | 47 | 73 | $2124 | 0.398% | 439 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Freedom Mortgage Corporation directly or with a mortgage broker. |
| 37 | [Paramount Residential Mortgage Group, Inc.](https://saferate.com/lenders/paramount-residential-mortgage-group) | 60 | 24 | 83 | 60 | 71 | $1645 | 0.575% | 324 | Independent Mortgage Company | Direct & Wholesale | Pricing may vary depending on whether you work with Paramount Residential Mortgage Group directly or with a mortgage broker. |
| 38 | [NATIONSTAR MORTGAGE LLC](https://saferate.com/lenders/nationstar-mortgage) | 60 | 27 | 81 | 64 | 71 | $3389 | 0.377% | 321 | Independent Mortgage Company | Direct | — |
| 39 | [GUARANTEED RATE AFFINITY, LLC](https://saferate.com/lenders/guaranteed-rate-affinity) | 58 | 32 | 80 | 54 | 66 | $2106 | 0.328% | 189 | Independent Mortgage Company | Direct | — |
| 40 | [Luminate Home Loans, Inc.](https://saferate.com/lenders/luminate-home-loans) | 57 | 14 | 83 | 66 | 65 | $3681 | 0.744% | 171 | Independent Mortgage Company | Direct | — |
| 41 | [COMPEER FINANCIAL, FLCA](https://saferate.com/lenders/compeer-financial-flca) | 51 | 12 | 65 | 48 | 78 | $2514 | 0.880% | 280 | Independent Mortgage Company | Direct | — |
| 42 | [SECURITYNATIONAL MORTGAGE COMPANY](https://saferate.com/lenders/securitynational-mortgage) | 48 | 8 | 73 | 47 | 66 | $4041 | 0.895% | 157 | Independent Mortgage Company | Direct | — |

## Methodology

Safe Rate calculates these rankings using a risk-adjusted, data-driven scoring system based on Home Mortgage Disclosure Act (HMDA) filings. Rather than relying on simple averages, our statistical models control for loan-level risk factors (such as LTV, loan amount, and property value) to evaluate a lender's true competitiveness within Wisconsin.

Our composite Safe Rate Score is derived using a weighted average of the following factors:
1. **Pricing:** Evaluates the lender's interest rates and net fees relative to the market.
2. **Pull-Through:** Measures the percentage of applications that successfully close, indicating reliability and customer service.
3. **Product Knowledge:** Evaluates the lender's specific experience and volume originating the selected loan product.
4. **Local Place Knowledge:** Analyzes the lender's total number of loans originated in the specific geography to determine local market expertise.
## Market Insights

- Rocket Mortgage is Safe Rate's top-ranked Conventional mortgage company in Wisconsin, leading on pricing, pullthrough, Conventional product expertise, and local knowledge.
- There is often a pricing vs. pullthrough tradeoff in mortgage lending. In Wisconsin, A Mortgage Services and Thompson Kane Company 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 #2 in Wisconsin, 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.
- Rocket Mortgage ranks #1 in Wisconsin, the nation's largest lender by volume.


## Frequently Asked Questions

### How are mortgage lenders ranked in Wisconsin?

Safe Rate ranks lenders using the 4 Ps framework, derived entirely 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 Wisconsin), and Product (performance on specific loan types). Each lender receives a composite Safe Rate Score from 0–100. 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 Wisconsin?

Based on 2024 HMDA data, 270 lenders originated a combined 65,281 loans in Wisconsin. Safe Rate's rankings evaluate all of them — not just a curated shortlist.

### What does the rate spread tell me about a lender in Wisconsin?

Rate spread measures how much above the Average Prime Offer Rate (APOR) a lender charges. The median rate spread in Wisconsin is 0.31%. 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 Wisconsin's rankings, all three institution types are evaluated on the same HMDA performance metrics.

## Licensing & Disclosures

Lender rankings and market statistics are created by [Dylan Hall, licensed mortgage loan officer (NMLS #1658740)](https://www.nmlsconsumeraccess.org/EntityDetails.aspx/INDIVIDUAL/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)](https://www.nmlsconsumeraccess.org/EntityDetails.aspx/COMPANY/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.