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Reali acquires online mortgage lender Lenda

Reali, a real estate tech firm, has acquired Lenda, an online mortgage lender. No financial terms were disclosed. Lenda’s backers included SF Capital Group, CreditEase Fintech Investment Fund and Rubicon Venture Capital.


SAN MATEO, Calif., April 17, 2019 /PRNewswire/ — Reali, the real estate technology company transforming home-buying and selling, announced today it has acquired Lenda, a leading online direct mortgage lender with proprietary technology that allows homeowners to complete their refinance or home loans online from start to finish quickly, efficiently and securely.

Reali’s goal is to create a seamless, innovative and superior customer experience during one of the most stressful moments in life, buying and selling a home, at a fraction of the cost. Using technology, Reali increases the efficiency of in-house real estate agents and loan offers, bringing simplicity to an antiquated, unnecessarily complicated process.

To further Reali’s mission, Lenda will be incorporated into the platform as Reali Loans in the coming weeks, expanding Reali’s product offering and streamlining the mortgage process to significantly save homebuyers time and money. The Reali Loans platform will include no origination fees, easy online customer experience, fast approvals, and competitive rates. Reali Loans can offer faster than industry closing times which is critical for a growing customer-base and pending offers in time-sensitive markets.

One of the most frustrating aspects of the real estate experience today is how disjointed the process is when buying and selling a home. A potential home buyer ends up working with four to five people, causing inefficiencies across the board.

“Our mission and vision is to simplify the home buying and selling experience for our customers by creating transparency and offering multiple services including home loans, to minimize the amount of complexity in today’s antiqued real estate process,” said Amit Haller, co-founder and CEO of Reali. “This acquisition of Lenda into Reali Loans accelerates our company roadmap with goals to vertically integrate all parts of the home buying transaction in the near future and realize our vision for a reimagined real estate experience.”

By combining Lenda’s mortgage lending capabilities with Reali’s home buying and selling platform, Reali customers will enjoy a seamless end-to-end real estate experience while saving thousands of dollars in commission fees. Lenda’s proprietary technology platform is market-ready, in 12 states. Lenda’s paperless process also helps expedite the online application – customers access rates in seconds and can apply for loans in minutes, culminating in impressive and competitive interest rates. When compared to big banks, Lenda’s rates are .125% to .25% lower, which saves customers up to $2,000 on every $100,000 borrowed.

“Every industry is experiencing a digital transformation, mortgage lending included. We’ve been focused on understanding consumer data to simplify outdated processes,” said Jason van den Brand, co-founder and CEO, Lenda. “Our team is thrilled to be joining Reali where we can scale our vision of reimagining homeownership to be a customer-first experience.”

Existing Lenda customers will continue to be serviced by the Lenda teams, and the acquisition of Lenda allows Reali to offer the following to customers beginning today through Lenda:
A completely online mortgage application process
Fast and automated pre-approvals
Refinance loans with fixed or variable rates, jumbo loans up to $3 million, as well as VA and FHA-backed mortgages

About Reali
Reali is on a mission to change the way people experience home buying and selling. As a full-service brokerage, we are reinventing the real estate model to prioritize consumer interests with a team of local licensed real estate agents, an app, and technology-driven tools. Reali offers cash back to buyers instead of commission, and cash savings to sellers thanks to our flat seller fees. Keep in touch at, join our team, or download the Reali app for iOS and Android.

About Lenda
Lenda is an innovative platform that allows homeowners to complete their home loan financing and refinance applications online. It’s quick, efficient, and secure. Because of its proprietary technology, the company has streamlined the mortgage application process, saving customers time and money. Visit for details.