Applications / Mortgage Analytics / Lenders / New Jersey / First Alliance Home Mortgage / Competition
First Alliance Home Mortgage
Cranford, NJ · Non-bank lender · CFPB · 1,256 loans in 2025
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1,256
loans originated, 2025
1,981
applications, 2025
29
states and territories
0
gaps bigger than at similar lenders
Who First Alliance Home Mortgage 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 — NEW YORK-NEWARK-JERSEY CITY, NY-NJ, 2025
First Alliance Home Mortgage ranks 168th of 802 lenders in New York-Newark-Jersey City, NY-NJ, with $136.4M lent: 0.1% of a $144.16B market.
New York-Newark-Jersey City, NY-NJ is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 39% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 2 — PHILADELPHIA-CAMDEN-WILMINGTON, PA-NJ-DE-MD, 2025
First Alliance Home Mortgage ranks 169th of 784 lenders in Philadelphia-Camden-Wilmington, PA-NJ-DE-MD, with $40.2M lent: 0.1% of a $39.87B market.
Philadelphia-Camden-Wilmington, PA-NJ-DE-MD is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 31% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 3 — CHICAGO-NAPERVILLE-ELGIN, IL-IN, 2025
First Alliance Home Mortgage ranks 215th of 902 lenders in Chicago-Naperville-Elgin, IL-IN, with $36.0M lent: 0.1% of a $59.50B market.
Chicago-Naperville-Elgin, IL-IN is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 34% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 4 — WASHINGTON-ARLINGTON-ALEXANDRIA, DC-VA-MD-WV, 2025
First Alliance Home Mortgage ranks 234th of 757 lenders in Washington-Arlington-Alexandria, DC-VA-MD-WV, with $28.4M lent: 0.0% of a $62.69B market.
Washington-Arlington-Alexandria, DC-VA-MD-WV is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 31% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 5 — HARRISBURG-CARLISLE, PA, 2025
First Alliance Home Mortgage ranks 29th of 396 lenders in Harrisburg-Carlisle, PA, with $23.7M lent: 0.8% of a $3.14B market.
Harrisburg-Carlisle, PA is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 43% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 6 — BATON ROUGE, LA, 2025
First Alliance Home Mortgage ranks 194th of 369 lenders in Baton Rouge, LA, with $1.2M lent: 0.0% of a $3.67B market.
Baton Rouge, LA is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 40% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 7 — NON-METRO MICHIGAN, 2025
First Alliance Home Mortgage ranks 335th of 606 lenders in non-metro Michigan, with $1.0M lent: 0.0% of a $7.04B market.
non-metro Michigan is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 38% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 8 — NON-METRO VERMONT, 2025
First Alliance Home Mortgage ranks 141st of 264 lenders in non-metro Vermont, with $850K lent: 0.0% of a $2.14B market.
non-metro Vermont is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and First Alliance Home Mortgage 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 46% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
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First Alliance Home Mortgage 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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