"We believe you need to shop for trust before you can shop for a rate," said Steve Grandizio.
Owner of Philadelphia-based Friendly Mortgage, Grandizio, teamed up with Christy Rea to start Lending180.com.
The website features profiles of local loan officers as well as reviews.
"Peer reviews, user testimonials, just like Angie's List, Yelp, City Search."
Loan officers are screened and must pass a certification test to be on the website.
Lending 180 is free for consumers.
