For lenders

Borrowers increasingly describe their situation to search engines and AI assistants and ask which lenders fit. WhichLender keeps a structured, sourced profile for lenders serving Ontario so that information about your lending is accurate and easy to find.

How profiles work

1. Public baseline

   We keep a profile for lenders serving Ontario from public information, with a source and check date for each fact.

2. Claim and correct

   Confirm your facts and send corrections from a work email at your lender’s own domain.

3. Update criteria

   Keep products, loan sizes, loan-to-value limits, borrower types and how to apply current.

4. Approve examples

   On Premium, publish anonymized recently funded deals that you approve before they appear.

What payment does not buy

Listings stay alphabetical. Payment never changes the order of results, never buys a recommendation, and never removes accurate public information. WhichLender does not refer borrowers to any lender or brokerage, and we do not sell or resell borrower enquiries; borrowers contact you through the routes you choose. Information you confirm or supply is labelled on your profile. We cannot guarantee that any search engine or AI assistant will mention you.

Plans

Prices are monthly list prices in Canadian dollars, before applicable taxes. Premium deal examples require your approval and anonymization before publication.

Founding lenders

The first 20 Ontario lenders on a paid plan receive an introductory discount, after which list prices apply:

• Monthly: 50% off for the first 6 months (Basic $99.50, Premium $499.50 per month).
• Annual: 50% off the first year (Basic $1,194, Premium $5,994).

Contact the lender team

For profile claims, plans or the deck, email lenders@whichlender.ca.

Claim your profile

Find your lender in the lender directory and choose “Claim or correct this profile”, or send us a claim directly. We confirm that you represent the lender before changing a profile or sending a secure payment link for a paid plan.