Lead generator (broker)
A site that isn’t a lender at all — it sells your application to a market of lenders.
What "lead generator (broker)" means
A lead generator looks like a lender but is really a broker: it collects your application and personal data, then sells that "lead" to whichever lenders bid for it. Many sites using tribal-sounding names are lead generators, not the actual tribal enterprise behind any loan.
The tell is that the site never names the single lender and tribe behind it. Handing your data to a lead generator can trigger a flood of calls and offers, so it is worth confirming you are dealing with a named direct lender before you apply.