We analyzed every closed loan from Associated Bank — 2.8k loans across 4k applications— and benchmarked them against peer lenders across the 5 Ps of Mortgage Shopping.
Ratings· each scored 1–5 against peer lenders
Pricing
Exceptional
5/5
vs. all lenders
Pull-through
Strong
4/5
closing strength
Product
Exceptional
5/5
FHA · Conventional · VA · Jumbo
Place
Strong
4/5
Multi-Region · 20 mkts
Promptness
Not enough data
—/5
No quote responses measured yet
Awards
Conventional
Champion
Purchase
Champion
FHA
Superstar
VA
Superstar
Jumbo
Superstar
Refinance
Superstar
Summary
What They Do Well
- Offers rates 3.20 basis points below market average
- Lower than average lender fees
- Strong pull through performance
- Particularly strong in Conventional and FHA and VA and Jumbo loans
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Report Card
Associated Bank performance at a glance
Overall Performance· Pricing & closing strength
Pricing
Rate competitiveness
Exceptional
Rates 3.2 bps below market avg
5/5
Pull Through
Closing strength
Strong
Top 40% of lenders
4/5
By Loan Product· Specialization by type
Conventional
2,499 loans · 0.05% below market
Exceptional
Top 20% of lenders
5/5
FHA
149 loans · 0.37% above market
Strong
Top 40% of lenders
4/5
VA
30 loans · 0.21% below market
Strong
Top 40% of lenders
4/5
Jumbo
170 loans · 0.13% below market
Exceptional
Top 20% of lenders
5/5
By Loan Purpose· Transaction purpose mix
Purchase
2,538 loans · 0.04% below market
Exceptional
Top 20% of lenders
5/5
Refinance
310 loans · 0.03% above market
Strong
Top 40% of lenders
4/5
By Location· Geographic coverage
Geographic Reach
Multi-Regional · 21 markets
Strong
Top 40% of lenders
4/5
Loan Product Performance
Performance by Loan Product
| Loan Type | Overall | Product | Pricing | Pull Through | Volume | Mix | Spread | Fees |
|---|---|---|---|---|---|---|---|---|
Conventional | 2,499 | 87.7% | -0.053%Below | $680Fees | ||||
FHA Loans | 149 | 5.2% | +0.372%Above | $1,338Credit | ||||
VA Loans | 30 | 1.1% | -0.209%Below | $91Credit | ||||
Jumbo Loans | 170 | 6.0% | -0.133%Below | $431Fees |
Conventional
OverallExceptional
ProductExceptional
PricingExceptional
Pull ThroughStrong
Volume2,499
Mix87.7%
Spread
-0.053%Below
Fees
$680Fees
FHA Loans
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughStrong
Volume149
Mix5.2%
Spread
+0.372%Above
Fees
$1,338Credit
VA Loans
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughSound
Volume30
Mix1.1%
Spread
-0.209%Below
Fees
$91Credit
Jumbo Loans
OverallStrong
ProductExceptional
PricingExceptional
Pull ThroughSound
Volume170
Mix6.0%
Spread
-0.133%Below
Fees
$431Fees
Loan Purpose Performance
Performance by Loan Purpose
| Purpose | Overall | Product | Pricing | Pull Through | Volume | Mix | Spread | Fees |
|---|---|---|---|---|---|---|---|---|
Purchase | 2,538 | 89.1% | -0.040%Below | $521Fees | ||||
Refinance | 310 | 10.9% | +0.031%Above | $838Fees |
Purchase
OverallExceptional
ProductExceptional
PricingExceptional
Pull ThroughStrong
Volume2,538
Mix89.1%
Spread
-0.040%Below
Fees
$521Fees
Refinance
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughSound
Volume310
Mix10.9%
Spread
+0.031%Above
Fees
$838Fees
At a Glance
Lender Overview
Lending Activity
Loans Originated
2,848
Applications
3,977
Volume
$938 million
Pricing & Closing
Avg Rate Spread
-0.032%
vs. market APOR
Avg Net Fees
$556
Origination − Credits
Pullthrough Rate
71.6%
Applications → Closed
Typical Borrower
Avg Loan Amount
$329,382
Avg Borrower Income
$155,252
Avg Property Value
$435,214
Geographic Coverage
Geographic Performance
Metro Areas
20
markets with activity
States Served
11
of 50 states + DC
Avg Place Specialization
Strong
4/5
States with Loan Originations
11Full-year 2024 · HMDALoans originated
< 2020–100100–200200–500500+None
Midwest9
IAILINKSMIMNMOOHWI
South1
FL
West1
AZ
Top Metro Areas by Place Specialization Score
Showing 10 of 20 metro areas
Top States by Place Specialization Score
How We Rank Lenders
Our rankings use an equal-weight average of scores across the 5 Ps — Pricing, Product, Pull-Through, and Place — with lender promptness blending in as the fifth once a lender has responded to real shopper quote requests.
Our Point System (Max 50 Points)
10/ 50 pts
Pricing
How competitively a lender prices vs. the market benchmark (20%).
10/ 50 pts
Product
Performance on your specific loan type (20%).
10/ 50 pts
Pull Through
How reliably a lender closes the loans it starts (20%).
10/ 50 pts
Place
Depth of a lender's expertise in your local market (20%).
10/ 50 pts
Promptness
How quickly a lender answers real quote requests — blended in once they respond (20%).
Champion(80%+ = 40-50 points)
Superstar(60-79% = 30-39 points)
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.
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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.