Applications / Mortgage Analytics / Lenders / Alabama / Heritage Mortgage / Competition
Heritage Mortgage
Madison, AL · Independent non-bank lender · CFPB · 962 loans in 2025
Heritage Mortgage's data, $215Buy the data, $2,110Get Jenner, the SAS-compatible software
962
loans originated, 2025
1,245
applications, 2025
6
states and territories
0
gaps bigger than at similar lenders
Who Heritage 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 — HUNTSVILLE, AL, 2025
Heritage Mortgage ranks 11th of 440 lenders in Huntsville, AL, with $106.3M lent: 2.3% of a $4.63B market.
Huntsville, AL is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heritage 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 — NASHVILLE-DAVIDSON--MURFREESBORO--FRANKLIN, TN, 2025
Heritage Mortgage ranks 112th of 821 lenders in Nashville-Davidson--Murfreesboro--Franklin, TN, with $39.0M lent: 0.2% of a $24.04B market.
Nashville-Davidson--Murfreesboro--Franklin, TN is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heritage 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 28% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 3 — SAN ANTONIO-NEW BRAUNFELS, TX, 2025
Heritage Mortgage ranks 96th of 669 lenders in San Antonio-New Braunfels, TX, with $30.6M lent: 0.2% of a $16.26B market.
San Antonio-New Braunfels, TX is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heritage 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 33% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 4 — HOUSTON-PASADENA-THE WOODLANDS, TX, 2025
Heritage Mortgage ranks 242nd of 929 lenders in Houston-Pasadena-The Woodlands, TX, with $24.9M lent: 0.1% of a $43.85B market.
Houston-Pasadena-The Woodlands, TX is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heritage 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 30% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 5 — ATLANTA-SANDY SPRINGS-ALPHARETTA, GA, 2025
Heritage Mortgage ranks 251st of 892 lenders in Atlanta-Sandy Springs-Alpharetta, GA, with $23.1M lent: 0.0% of a $52.32B market.
Atlanta-Sandy Springs-Alpharetta, GA is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heritage 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. 6 — PRESCOTT VALLEY-PRESCOTT, AZ, 2025
Heritage Mortgage ranks 33rd of 380 lenders in Prescott Valley-Prescott, AZ, with $15.6M lent: 0.6% of a $2.43B market.
Prescott Valley-Prescott, AZ is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Heritage 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. 7 — AUBURN-OPELIKA, AL, 2025
Heritage Mortgage ranks 117th of 305 lenders in Auburn-Opelika, AL, with $1.5M lent: 0.1% of a $1.58B market.
Auburn-Opelika, AL is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Heritage 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 41% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 8 — WARNER ROBINS, GA, 2025
Heritage Mortgage ranks 135th of 299 lenders in Warner Robins, GA, with $915K lent: 0.1% of a $1.37B market.
Warner Robins, GA is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Heritage 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 48% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
The data and the software behind these pages
Heritage Mortgage's data
$215
Heritage 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.
Buy Heritage Mortgage's data, $215Jenner Mortgage Analytics: all the data
$2,110
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.
Buy the data, $2,110Jenner, the SAS-compatible software
See prices
Jenner runs programs written in the SAS language. It drew every chart on these pages and fitted the fair-lending model, PROC GLIMMIX on 3.5 million applications. Run the programs that come with the data, or your own.
Get JennerQuestions, or the data and Jenner together: [email protected]