UWM And Rocket Go Head-To-Head In AI Wars
By ERIN FLYNN JAY
Artificial intelligence has found its way into every industry, and mortgage companies are feeling the pressure to either implement the latest technology or fall behind.
In April, company leaders at United Wholesale Mortgage announced an agreement with Google Cloud. By integrating Google Cloud AI and machine learning tools into its lending platform, UWM hopes to enhance underwriting automation, streamline document processing, and improve client support with AI-driven chat experiences.
“By combining our mortgage expertise with Google Cloud’s generative AI and cloud capabilities, we will set a new standard for the industry, providing clients with a seamless and intelligent lending experience,” Mat Ishbia, president and CEO of UWM, said in a statement.
In May, UWM launched a suite of AI-powered tools built specifically for independent mortgage brokers designed to simplify workflow, supercharge client relationships, and empower brokers to scale faster and smarter.
The company also announced the launch of LEO, a tool that provides a detailed analysis of competitors’ loan estimates, and “Mia,” an AI-powered virtual assistant designed to streamline client engagement.
“In a market where time is money, the ability to automate much of the process is welcome, and it seems like UWM is taking steps in the right direction,” said Austin Rulfs, director of Zanda Wealth. “This recent growth in AI has been one of the most thrilling transitions.”
Rulfs also commented on Rocket’s advancements using AI.
“Rocket Logic’s transformation of the underwriting process is equally impressive,” said Rulfs. “By using AI to replace a time-consuming manual review process, they are offering a huge value not only in speed, but in human error. That’s especially important in a field where a little mistake can have a big price tag.”
Rocket is expanding Rocket Logic across both retail and wholesale channels. CEO Varun Krishna says technology is the bedrock of their investment strategy and at the heart of their organization.
“It’s what allows us to create magic, to help our team members work smarter and, in turn, serve our clients and partners better,” Krishna said during an earnings call in February.
“The impact is clear. In Q4 2024, our bankers and operations teams served 54% more clients than the year before. Over the year, AI-driven automation in mortgage qualification alone saved one million hours of team member time, driving $40 million in efficiency gains.”
Who is winning the war when it comes to artificial intelligence in mortgage lending?
Joel Efosa, founder of Fire Cash Buyer, said there is no single winner and the companies that are pulling ahead are doing two things well: integrating with existing broker workflows and using AI to support, not replace, relationship-driven parts of the mortgage process.
“Rocket and UWM are both attacking friction points in the mortgage process, but in different ways,” said Efosa. He works closely with mortgage servicers and investors navigating high-risk, hard-to-finance properties.
Efosa believes AI tools are making the biggest impact in document classification, fraud detection, and pre-underwriting logic. These are areas where mistakes slow down deals and where human eyes don’t scale well, he said.
“Replacing repetitive tasks like credit checks or income validation with AI lets teams focus on edge cases and client service,” said Efosa. “That’s real progress. The tech isn’t magic — it just makes the boring parts faster.”
Bert Hofhuis, entrepreneur and founder of BankingTimes, said what Rocket and UWM are doing makes a lot of sense.
“Rocket’s cutting out a lot of the slow, manual reviews, which helps to get things done faster and probably with fewer mistakes. That kind of consistency is crucial not just for the borrower’s experience but also for staying on top of compliance and giving investors more confidence in the process,” said Hofhuis.
Hofhuis added that UWM teaming up with Google Cloud was a smart move.
“They’re not wasting time trying to build everything from scratch, and that’s letting them move faster,” said Hofhuis. “The AI tools they’re giving to independent brokers could be a big help, especially since most of those brokers don’t have the resources to build this tech themselves.”
What’s next when it comes to the implementation of new technologies?
Hofhuis is watching to see who adds what AI tools directly into the borrower experience.
“That’s where things could definitely change,” he said.
Rocket.com has a proprietary AI-powered chat assistant on every page, providing instant data-driven insights to home buyers.
“If buyers ask, ‘Is this house priced correctly?’ they receive immediate, meaningful answers backed by real data they can trust. The assistant also connects buyers directly to bankers and agents, even taking mortgage applications and updating approval letters,” Krishna said during the February earnings call.
Rulfs said that as AI develops, it will change many more aspects of the mortgage process, but there are important issues to keep in mind moving forward.
“We must be mindful of the ethical and regulatory implications that come with using AI in an important industry like this. There is a tremendous opportunity, but we need to be cognizant that these systems are transparent and fair,” said Rulfs.
Editor Kimberley Haas contributed to this report.