For most mortgage broker profiles the best primary category is Mortgage broker — use it when: brokers between lenders. Choose Mortgage lender instead if direct lender. Legal, finance and property work is regulated in the US, UK, Australia and Canada. Only use a category that matches a licence or registration someone at this office holds.
Open the free tool for a mortgage broker → tick what you really offer and get a copy-ready setup sheet
Primary category
- Mortgage broker — Brokers between lenders
- Mortgage lender — Direct lender
Secondary (additional) categories
Add one only if the condition is genuinely true at this location. Fewer, accurate categories beat a full list of nine.
- Loan agency — only if: commercial loans
- Credit counseling service — only if: credit repair advice
Categories to avoid
These are often added to mortgage broker profiles but usually describe a different or broader business:
- Bank
- Real estate agency
Address or service area?
Usually a storefront: show the full address exactly as it appears on your signage, and keep it identical on Google, Apple Business Connect, Bing Places and your website. Service-area vs storefront rules.
Starter services to add
Categories say what you are; services say what you do. Good first entries:
- First-time buyer mortgages
- Remortgage / refinance
- Buy-to-let
Check before you change anything
Search “mortgage broker” on Google Maps in your own area, open the top few profiles and note their primary category (shown under the business name). Use what's common as a sanity check, not a template — your categories must describe your business. Ready to switch? How to change your category safely.
Profile problems?
Suspended, stuck in verification, or not showing on Maps? See the free fix guides: suspended profile · verification failed · not on Maps · name rules.