Originator on the operational, cultural and regulatory considerations for brokers serving military families across borders
Veteran-focused lending has grown in prominence as mortgage professionals look to better serve military families with products and processes tailored to their needs. Jonathan Mullins, a former retail lending executive and one of the country’s leading VA originators, founded his own brokerage in 2019 with a mission to educate, advocate and deliver fair VA loans. Now licensed in seven states, his firm offers a case study in what it takes to scale this model responsibly.
Ensuring quality at the point of pre-approval
Mullins is candid about shortcomings he sees across the market. “A lot of mortgage companies will do soft credit pulls, issue pre-approvals without confirming residual income, and then problems emerge in underwriting. No veteran should experience that,” he said. His approach emphasizes rigorous front-end checks, from full credit analysis to ensuring automated underwriting system findings are valid. The aim is to protect military borrowers from failed transactions and unnecessary stress.
That philosophy extends to costs. Mullins argues that military consumers deserve transparency and fairness, without excessive origination or processing fees. Educating borrowers about the different business models - retail lender, broker, or direct lender - helps them understand why fees and rates vary so widely.
Expansion beyond a home state requires more than securing licenses. “Every state has its own compliance requirements and nuances,” Mullins said. He stresses the importance of working with a compliance company to navigate differences in disclosure rules, advertising restrictions, and legal language. Even branding can be complicated, with some states requiring a different business name if one is already taken locally. “It’s not just get licensed and start originating,” he said. “The back-end setup has to be correct.”
Maintaining authenticity while scaling
As veteran-focused models expand, consistency of culture and messaging becomes critical. Mullins points out that while his company offers all loan products, VA lending is at its core. He believes websites and client materials should reflect that commitment. “Having one page on VA loans with a lead form doesn’t build confidence,” he said. “You need detailed content that shows you’ve invested in this community.”
That cultural signal, he argues, helps military families - and patriotic civilians - feel confident they are working with professionals who understand their needs.
Training and staffing across markets
Different states mean different regulations, and teams need ongoing support. Mullins recommends combining external compliance education with internal meetings. “You’ve got to have regular sales meetings to talk through compliance and operational matters, so the team is well equipped,” he said. Formal continuing education providers can handle the licensing requirements, but firms still need to translate that into practical understanding across local markets.
Infrastructure for scale
Technology is the backbone of multi-state operations. Mullins recalls starting his career with calculators, whiteboards, and paper files. Today, he highlights a modern toolkit: pricing engines, consumer-facing application portals, robust loan origination systems, and CRMs to manage client relationships. “You also need tools that add value to the borrower’s experience, like calculators and educational content,” he said. “Technology should support efficiency, but it should also make the process clearer for the consumer.”
Looking forward
Mullins’ plans include broadening support for military families beyond mortgages, through a developing platform connecting them to real estate and home service professionals. But his core message remains focused on lending: scaling a veteran-first model requires more than growth for growth’s sake. It means rigorous compliance, operational discipline, and a cultural commitment to the community being served.
