Lenda

Lenda was a financial technology company that operated as a direct-to-consumer online mortgage lender. Founded in October 2013 by CEO Jason van den Brand, the San Francisco-based firm aimed to digitize the home loan and refinancing process. The inspiration for Lenda stemmed from van den Brand's extensive experience in the mortgage industry, where he identified significant inefficiencies and a lack of transparency for consumers. He sought to create a platform that would simplify the traditionally paper-intensive and lengthy mortgage application, comparing its mission to what TurboTax did for tax filing.

The company's business model focused on being a direct lender, which allowed it to eliminate broker commissions and certain origination fees, passing those savings to the consumer. Revenue was generated by selling the originated loans in the secondary market. Lenda's proprietary technology was the core of its operations, providing a platform for homeowners to apply for loans, receive real-time rate quotes, e-sign documents, and manage the entire process online. This digital-first approach enabled the company to process loans approximately 3.5 times faster than the industry standard, with some loans closing in as little as 17 days. The platform catered to homeowners seeking to refinance or finance a home purchase, offering fixed and variable-rate loans, jumbo loans, and government-backed mortgages.

After its launch, Lenda graduated from the 500 Startups accelerator program in 2014 and secured seed funding to expand its operations. A significant milestone occurred in April 2019 when Lenda was acquired by Reali, a real estate technology startup. The acquisition was a strategic move for Reali to integrate mortgage lending into its platform, creating a more comprehensive home-buying service. Lenda was rebranded as Reali Loans and its technology was incorporated to streamline the mortgage process for Reali's clients. Jason van den Brand transitioned to the role of Chief Lending Officer at Reali following the acquisition. However, due to challenging market conditions and a difficult capital-raising environment, Reali announced it would be shutting down its operations and laying off the majority of its staff in August 2022.

Keywords: online mortgage lender, home loan platform, mortgage refinancing, direct-to-consumer lending, fintech, real estate technology, digital mortgage, mortgage application, Jason van den Brand, Reali Loans, home financing, proptech, online lending, loan origination, mortgage technology, 500 Startups, mortgage rates, home purchase loan, loan closing, financial technology