Mission & Vision

OUR BUSINESS MODEL WORKS

At 1st Florida Lending, our business model is simple!

Never treat borrowers as just another number, but a

real person, with real mortgage needs and be willing

to roll up your sleeves to get even the most

challenging loans approved no matter how complex.

As regulation brought about much needed reform, the

mortgage industry began to evolve. This evolution

continues today. Our founding team went through the

bailout crisis in the 90’s which left the Mortgage

industry fragmented which prompted smaller, more

localized mortgage companies that were able to

provide superior consumer service and home loans

more efficiently.

We believe that our lending services should be

valuable, affordable, and tailored to each customer

while catering to both US and Foreign National

borrowers who typically would not find the highest

level of service at such a low cost for a regular bank.