RANKED: 2024 AMERICA’S MOST TRUSTED MORTGAGE LENDER 

What are the Best Mortgage Lenders? 

Home mortgage lenders play a pivotal role in the real estate landscape, serving as the financial cornerstone for aspiring homeowners. These institutions, from traditional banks and credit unions to specialized mortgage companies, provide the essential funding needed to purchase a home. Choosing the right mortgage lender is a critical step in the home-buying journey, with considerations extending beyond interest rates to encompass customer service, reputation, and the lender's capacity to provide ongoing support throughout the loan term. Ultimately, the relationship between borrower and lender is a cornerstone of the home-buying process, with trust serving a central role.

The 2024 America’s Most Trusted Study

Launched over a decade ago, America's Most Trusted® has played a crucial role in enlightening brands about the impact of trust on consumer buying decisions. Recognizing the pivotal role of consumer trust is a hallmark of successful brands. Annually, updated results are made public in January, solidifying the study's status as the ultimate benchmark of brand trust.

Developing trust with customers is essential to ensuring they return to a mortgage lender. It is based on their confidence that the mortgage lender can fulfill its promises. Customers are more likely to purchase or recommend a mortgage lender if they trust it. Brand trust can also build customer loyalty because mortgage lender customers are more likely to remain loyal to a brand they trust.

Annually, Lifestory Research publishes the latest outcomes of the America’s Most Trusted® study. We conduct more than 75 targeted product studies each year, gathering insights from thousands of respondents about their perceptions and interactions with various brand products. Employing our rigorously validated Net Trust Quotient Score, the study quantifies the level of trust individuals place in specific brands when making product choices.

Net Trust Quotient Scores (NTQS) are used to determine whether a product meets customer expectations compared to competing brands within a specific product category by assessing the level of trust customers hold for a particular brand in a specific product category. With this trust metric, consumer-driven insights are provided using social and opinion science research practices that adhere to the highest standards of consumer research.

What are the top mortgage lenders people trust the most? 

2024 America’s Most Trusted Mortgage Lender

The Lifestory Research 2024 America’s Most Trusted® Mortgage Lender Study found Chase to be the most trusted brand among people considering using a mortgage lender. With a Net Trust Quotient Score of 96.6, Chase had the highest trust rating among the most popular mortgage lenders.  

The Lifestory Research 2024 America’s Most Trusted® Mortgage Lender ranking is based on 4,161 opinions of people surveyed in the United States over the last 12 months. The most trusted mortgage lenders were Chase, United Shore Financial Services, US Bank, Bank of America, Fairway Independent Mortgage, Wells Fargo, Rocket Mortgage, and Loan Depot.

For a mortgage lender to feature in our rankings, it must enjoy a degree of recognition and possess a wealth of consumer judgments. This ensures that our mortgage lender rankings are built on solid foundations. Our approach involves rigorous statistical standards, including a 95% confidence level with a 3% margin of error, to guarantee the precision of our mortgage lender results. Additionally, we mandate a substantial sample size to maintain the validity and reliability of the mortgage lender survey outcomes.

The top mortgage lender brands ranked in the 2024 America’s Most Trusted® study are listed below.

TOP 8 Mortgage Lender – 2024 Study

No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved.

The America’s Most Trusted® study is an annual study examining brand trust across many product categories.  Results for this product category and others from prior years of the study can be found here. Further details of the annual study are on the survey methodology page of this website. Additional insights and questions are answered in our frequently asked questions.  

Lifestory Research America's Most Trusted® Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.  For details, see our Terms of Use and Legal Notices on the Lifestory Research website.

Brands Ranked in Study

The Lifestory Research America’s Most Trusted® research study actively surveys people searching for a mortgage lender throughout the year in the United States. The study is focused on measuring consumers' opinions of the most recognized mortgage lender brands in the market. In the study, consumers rate the quality of the mortgage lender brand, their likelihood of recommending the mortgage lender to others, how favorable they feel about the brand, how they rate the reputation of the mortgage lender, and their trust in the mortgage lender brand.

Here, we provide information on the brands in the 2024 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2024 America’s Most Trusted® study.

1. Chase:
   Chase is the brand associated with JPMorgan Chase & Co., a leading global financial services firm. JPMorgan Chase & Co. is headquartered in New York City. The Chase brand offers a range of financial services, including mortgage lending. The firm has a long history, dating back to 1799.

2. United Shore Financial Services:
   United Shore Financial Services is a mortgage lender based in Pontiac, Michigan. The company, founded in 1986, is one of the largest wholesale mortgage lenders in the United States. United Shore Financial Services provides a variety of mortgage products and services.

3. US Bank:
   US Bank, a subsidiary of U.S. Bancorp, is a significant financial institution offering various banking and financial services, including mortgage lending. U.S. Bancorp is headquartered in Minneapolis, Minnesota. US Bank has a long history, dating back to its founding in 1863.

4. Bank of America:
   Bank of America is a multinational financial services company headquartered in Charlotte, North Carolina. As one of the largest banks in the United States, Bank of America provides a wide range of financial products, including mortgage loans. The bank's history dates to 1904.

5. Fairway Independent Mortgage:
   Fairway Independent Mortgage Corporation is a national mortgage lender headquartered in Madison, Wisconsin. Founded in 1996, Fairway Independent Mortgage has grown to become one of the largest independent mortgage lenders in the United States. The company offers a range of mortgage products and services.

6. Wells Fargo:
   Wells Fargo is a major American financial institution headquartered in San Francisco, California. As one of the largest banks in the U.S., Wells Fargo provides various financial services, including mortgage lending. The bank has a history dating back to 1852.

7. Rocket Mortgage:
   Rocket Mortgage is the mortgage lending platform of Quicken Loans, which is now known as Rocket Companies. Rocket Companies is headquartered in Detroit, Michigan. Quicken Loans, the predecessor to Rocket Mortgage, was founded in 1985 and played a significant role in the digital transformation of the mortgage industry.

8. Loan Depot:
   LoanDepot is a nationwide mortgage lender based in Foothill Ranch, California. Founded in 2010, LoanDepot has rapidly grown to become one of the largest mortgage lenders in the U.S. The company offers a variety of mortgage products and services, utilizing digital platforms to streamline the loan process.

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