Rankings
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!
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Overall Rankings
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| Rank | Lender | Safe Rate Score | Loan Economics | Action | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Overall | Pricing | Product | Pull Through | Place | Avg Fees | Rate Spread | # of Loans | |||
1 | Credit UnionDirect | Exceptional | Exceptional | Exceptional | Exceptional | Exceptional | $604Fees | 0.335%Below | 1,153 | |
2 | BankDirect | Exceptional | Exceptional | Exceptional | Exceptional | Exceptional | $509Fees | 0.035%Above | 1,674 | |
3 | BankDirect | Exceptional | Exceptional | Exceptional | Strong | Exceptional | $534Fees | 0.047%Below | 2,002 | |
4 | Credit UnionDirect | Exceptional | Strong | Exceptional | Strong | Exceptional | $398Fees | 0.153%Above | 2,546 | |
5 | Credit UnionDirect | Exceptional | Exceptional | Exceptional | Strong | Exceptional | $65Fees | 0.077%Below | 2,419 | |
6 | Credit UnionDirect | Exceptional | Exceptional | Strong | Strong | Exceptional | $35Fees | 0.124%Below | 890 | |
7 | BankDirect | Exceptional | Exceptional | Strong | Exceptional | Exceptional | $242Fees | 0.002%Above | 655 | |
8 | Credit UnionDirect | Exceptional | Exceptional | Strong | Exceptional | Exceptional | $524Fees | 0.145%Below | 701 | |
9 | Credit UnionDirect | Exceptional | Strong | Exceptional | Exceptional | Exceptional | $498Fees | 0.101%Above | 1,070 | |
10 | BankDirect | Exceptional | Strong | Exceptional | Strong | Exceptional | $486Fees | 0.170%Above | 1,404 | |
11 | Credit UnionDirect | Exceptional | Strong | Strong | Strong | Exceptional | $572Fees | 0.047%Above | 1,438 | |
12 | Credit UnionDirect | Strong | Exceptional | Exceptional | Exceptional | Strong | $1,653Fees | 0.262%Below | 167 | |
13 | Independent Mortgage CompanyDirect & Wholesale | Strong | Acceptable* | Exceptional | Exceptional | Exceptional | $3,935Fees | 0.431%Above | 3,338 | |
14 | Independent Mortgage CompanyWholesale | Strong | Acceptable* | Exceptional | Exceptional | Exceptional | $1,966Fees | 0.178%Above | 1,883 | |
15 | BankDirect | Strong | Sound | Strong | Exceptional | Exceptional | $982Fees | 0.291%Above | 931 | |
16 | BankDirect | Strong | Exceptional | Exceptional | Strong | Strong | $1,095Fees | 0.029%Below | 330 | |
17 | Credit UnionDirect | Strong | Strong | Exceptional | Strong | Exceptional | $772Fees | 0.073%Above | 1,307 | |
18 | BankDirect | Strong | Strong | Strong | Strong | Exceptional | $1,040Fees | 0.200%Above | 1,027 | |
19 | BankDirect | Strong | Strong | Exceptional | Strong | Strong | $1,197Fees | 0.373%Above | 378 | |
20 | Credit UnionDirect | Strong | Exceptional | Exceptional | Sound | Strong | $570Fees | 0.446%Below | 313 | |
21 | Credit UnionDirect | Strong | Sound | Exceptional | Exceptional | Exceptional | $530Fees | 0.348%Above | 558 | |
22 | BankDirect | Strong | Strong | Strong | Exceptional | Exceptional | $111Fees | 0.032%Above | 281 | |
23 | BankDirect | Strong | Exceptional | Sound | Strong | Strong | $209Fees | 0.006%Below | 196 | |
24 | BankDirect & Wholesale | Strong | Sound* | Exceptional | Strong | Exceptional | $2,004Fees | 0.228%Above | 903 | |
25 | Independent Mortgage CompanyDirect | Strong | Sound | Strong | Exceptional | Exceptional | $1,872Fees | 0.347%Above | 796 | |
26 | BankDirect | Strong | Strong | Strong | Strong | Exceptional | $567Fees | 0.306%Above | 319 | |
27 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Strong | Exceptional | $2,416Fees | 0.402%Above | 2,513 | |
28 | BankDirect | Strong | Sound | Exceptional | Strong | Exceptional | $1,733Fees | 0.196%Above | 1,160 | |
29 | Independent Mortgage CompanyDirect & Wholesale | Strong | Acceptable* | Exceptional | Strong | Exceptional | $1,541Fees | 0.334%Above | 815 | |
30 | BankDirect | Strong | Acceptable | Exceptional | Strong | Exceptional | $2,730Fees | 0.308%Above | 767 | |
31 | Credit UnionDirect | Strong | Strong | Strong | Strong | Exceptional | $624Fees | 0.156%Below | 598 | |
32 | BankDirect | Strong | Exceptional | Sound | Strong | Strong | $459Fees | 0.023%Below | 169 | |
33 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Strong | Exceptional | $2,582Fees | 0.423%Above | 1,860 | |
34 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Exceptional | Exceptional | $1,930Fees | 0.461%Above | 626 | |
35 | BankDirect | Strong | Strong | Exceptional | Sound | Strong | $1,948Fees | 0.153%Above | 521 | |
36 | Independent Mortgage CompanyDirect | Strong | Strong | Strong | Strong | Exceptional | $1,425Fees | 0.302%Above | 480 | |
37 | BankDirect | Strong | Exceptional | Sound | Strong | Strong | $361Fees | 0.072%Below | 170 | |
38 | Credit UnionDirect | Strong | Strong | Sound | Strong | Strong | $881Fees | 0.201%Above | 140 | |
39 | Independent Mortgage CompanyDirect & Wholesale | Strong | Sound* | Exceptional | Strong | Strong | $3,095Fees | 0.441%Above | 543 | |
40 | BankDirect | Strong | Exceptional | Sound | Sound | Strong | $475Fees | 0.039%Above | 240 | |
41 | Credit UnionDirect | Strong | Strong | Sound | Strong | Strong | $643Fees | 0.057%Above | 199 | |
42 | Credit UnionDirect | Strong | Strong | Strong | Strong | Strong | $824Fees | 0.017%Below | 189 | |
43 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Strong | Strong | $1,897Fees | 0.317%Above | 741 | |
44 | BankDirect | Strong | Strong | Sound | Strong | Exceptional | $337Fees | 0.151%Above | 374 | |
45 | BankDirect | Strong | Exceptional | Sound | Sound | Strong | $662Fees | 0.014%Above | 221 | |
46 | Credit UnionDirect | Strong | Exceptional | Sound | Strong | Strong | $654Fees | 0.067%Below | 145 | |
47 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Strong | Exceptional | $3,120Fees | 0.566%Above | 974 | |
48 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Strong | Strong | $1,965Fees | 0.206%Above | 709 | |
49 | Independent Mortgage CompanyDirect | Strong | Acceptable | Exceptional | Strong | Strong | $2,739Fees | 0.711%Above | 400 | |
50 | BankDirect & Wholesale | Strong | Acceptable* | Exceptional | Strong | Strong | $1,633Fees | 0.404%Above | 383 | |
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 Wisconsin), 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.
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.
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.
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.
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.
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.
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.
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.
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.