Applications / Mortgage Analytics / Lenders / Iowa / Homeservices Lending / Competition
Homeservices Lending
Urbandale, IA · Non-bank affiliate of a holding company · CFPB · 539 loans in 2025
Homeservices Lending's data, $215Buy the data, $2,110Get Jenner, the SAS-compatible software
539
loans originated, 2025
645
applications, 2025
2
states and territories
0
gaps bigger than at similar lenders
Who Homeservices Lending 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 — DES MOINES-WEST DES MOINES, IA, 2025
Homeservices Lending ranks 15th of 396 lenders in Des Moines-West Des Moines, IA, with $98.7M lent: 1.8% of a $5.55B market.
Des Moines-West Des Moines, IA is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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 45% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 2 — NON-METRO IOWA, 2025
Homeservices Lending ranks 67th of 465 lenders in non-metro Iowa, with $11.3M lent: 0.3% of a $3.38B market.
non-metro Iowa is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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 36% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 3 — CEDAR RAPIDS, IA, 2025
Homeservices Lending ranks 43rd of 210 lenders in Cedar Rapids, IA, with $4.3M lent: 0.3% of a $1.53B market.
Cedar Rapids, IA is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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 62% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 4 — AMES, IA, 2025
Homeservices Lending ranks 35th of 189 lenders in Ames, IA, with $4.0M lent: 0.7% of a $553.5M market.
Ames, IA is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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 44% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 5 — OMAHA, IA-NE, 2025
Homeservices Lending ranks 183rd of 417 lenders in Omaha, IA-NE, with $2.8M lent: 0.0% of a $8.07B market.
Omaha, IA-NE is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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. 6 — SIOUX CITY, IA-NE-SD, 2025
Homeservices Lending ranks 137th of 167 lenders in Sioux City, IA-NE-SD, with $165K lent: 0.0% of a $612.0M market.
Sioux City, IA-NE-SD is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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. 7 — DAVENPORT-MOLINE-ROCK ISLAND, IA-IL, 2025
Homeservices Lending ranks 128th of 288 lenders in Davenport-Moline-Rock Island, IA-IL, with $760K lent: 0.0% of a $1.55B market.
Davenport-Moline-Rock Island, IA-IL is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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 51% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 8 — DUBUQUE, IA, 2025
Homeservices Lending ranks 74th of 114 lenders in Dubuque, IA, with $270K lent: 0.1% of a $502.8M market.
Dubuque, IA is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Homeservices Lending 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 80% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
The data and the software behind these pages
Homeservices Lending's data
$215
Homeservices Lending 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 Homeservices Lending'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]