Direct lender
A direct lender or funding provider originates or funds the financing in its own name or through an identified lending entity. Its website should normally describe actual products, eligibility, lending footprint, and the legal entity providing credit.
Broker or intermediary
A broker helps place a borrower with one or more lenders. A broker may have valuable market access, especially for commercial or specialty finance, but does not necessarily fund the loan itself.
Marketplace or lead generator
A marketplace collects information and attempts to match borrowers with participating lenders. Some are useful comparison services; others primarily sell or distribute leads. Review disclosures to understand who receives the information.
Signals to check
Look for phrases such as “we lend,” “direct lender,” “funded by,” “loans made by,” or an identified bank/lending subsidiary. Conversely, phrases such as “lending partners,” “match you with,” “network of lenders,” or “not a lender” usually indicate an intermediary role.
Why DLM distinguishes them
DirectLenderMatch prioritizes provider-controlled evidence and labels program networks or intermediary relationships when relevant. The goal is to show who actually provides a financing structure rather than imply that every company discussing a loan is the lender.