Applications / Mortgage Analytics / Lenders / South Dakota / CU Mortgage Direct / Competition
CU Mortgage Direct
Sioux Falls, SD · Non-bank lender · CFPB · 169 loans in 2025
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169
loans originated, 2025
237
applications, 2025
1
states and territories
0
gaps bigger than at similar lenders
Who CU Mortgage Direct competes with, by dollars lent in 2025, in its five largest markets and the three it entered most recently. A Pareto chart puts the lenders in order of size and draws their running share, so the reader sees how concentrated each market is: where the line climbs steeply, a few lenders hold most of it.
FIG. 1 — SIOUX FALLS, MN-SD, 2025
CU Mortgage Direct ranks 22nd of 204 lenders in Sioux Falls, MN-SD, with $21.8M lent: 1.0% of a $2.14B market.
Sioux Falls, MN-SD is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and CU Mortgage Direct in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 57% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 2 — NON-METRO SOUTH DAKOTA, 2025
CU Mortgage Direct ranks 22nd of 239 lenders in non-metro South Dakota, with $18.2M lent: 1.2% of a $1.47B market.
non-metro South Dakota is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and CU Mortgage Direct in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 47% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 3 — SIOUX CITY, IA-NE-SD, 2025
CU Mortgage Direct ranks 78th of 167 lenders in Sioux City, IA-NE-SD, with $745K lent: 0.1% of a $612.0M market.
Sioux City, IA-NE-SD is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and CU Mortgage Direct in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 53% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 4 — RAPID CITY, SD, 2025
CU Mortgage Direct ranks 107th of 181 lenders in Rapid City, SD, with $735K lent: 0.1% of a $1.12B market.
Rapid City, SD is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and CU Mortgage Direct in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 57% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
The data and the software behind these pages
CU Mortgage Direct's data
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CU Mortgage Direct and its peers, 2018–2025: every application in the HMDA data, cleaned and corrected, as Parquet files, with the Jenner programs that made these pages.
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Every mortgage application reported under HMDA from 1990 to 2025, cleaned and corrected, every lender followed across name changes and mergers, with the market-share and fair-lending tables behind these pages and the Jenner programs that built them: the warehouse and the datamart, as Parquet files.
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