In this episode of the Canadian Private Lenders Podcast, Ryan and Neal sit down with Jonathan Alphonso of Mortgage Broker Store Inc. to break down a completely different approach to private lending.

Instead of relying on brokers, Jonathan reveals how his team built a direct-to-borrower pipeline using SEO, high-speed lead response, and aggressive online marketing. They dive into the realities of lending in today’s Ontario market, from rising power-of-sale opportunities to the risks of high LTV lending and market downturns.

This episode is a deep look into how simplicity, speed, and strong fundamentals can outperform traditional models, and why many lenders may be in trouble heading into the next cycle.

Show Notes:

00:00 – Intro & episode overview

02:44 – Jonathan Alphonso background & company origin

05:00 – SEO strategy & direct-to-borrower model

10:43 – Lead generation + conversion (50–100 leads per deal)

15:14 – Speed-to-lead & deal vetting process

18:23 – Why they avoid brokers

23:24 – Risk management & 75% LTV strategy

30:49 – Exit strategies (refinance vs sale)

33:49 – Where they lend in Ontario + market risks

37:05 – Business growth & portfolio strategy

42:29 – Market outlook: rising power of sales

Resources:
Keystone Capital Group
CPLP Instagram: @cplpodcast
Keystone Instagram: @keycapgroup

Find Neal On:
Instagram: @neal.andreino
LinkedIn: Neal Andreino

Find Ryan on:
LinkedIn: Ryan MacNeil
E-mail: ryan@keycap.ca

Find Jonathan on:

LinkedIn: Mortgage Broker Store
Mortgage Broker Store Instagram: @mortgagebrokerstore