Axia Home Loans has announced the launch of its new wholesale division, Unified Reliance Wholesale (UR Wholesale).

The Washington-based, fully employee-owned company said that the expansion into wholesale provides the organization “an opportunity to diversify revenue, remain price competitive, and add industry-leading talent to the team.”

“We’re eager to expand our passion of providing a best-in-class borrower experience through this new channel,” said Alexander Rosenblun, chief executive officer of Axia Home Loans. “This move will strengthen Axia’s fulfillment capabilities and elevate our level of customer service to help us make more happy homeowners.”

UR Wholesale will initially focus on servicing mortgage loans on the West Coast, primarily in California. Industry veterans Dave Pilotte, Sigrid Hauser, and Chris Seinturier will lead the new division. Together, they bring more than 70 years of combined wholesale experience.

“We’re very excited to have such a great talent be part of Axia’s wholesale initiative, not only do they bring a wealth of knowledge and experience to support our efforts, but they are also naturally aligned with our culture,” said Rosenblum.