Leah Price is leaving Better.com to join United Wholesale Mortgage's technology division. Price spent less than a year at Better after arriving in June 2025, where she led the company's fintech initiatives and technology strategy.
Her departure marks another executive shift at Better, the online mortgage lender that has faced persistent challenges rebuilding after mass layoffs in late 2022. Better did not disclose her replacement or timeline for filling the role.
Price brings deep regulatory and fintech expertise to UWM. Before Better, she spent time at the Federal Housing Finance Agency (FHFA), where she worked on housing finance policy and digital innovation. She also held a position at Figure Technologies, the blockchain-focused fintech startup that has pursued digital mortgage and real estate solutions.
UWM, the nation's largest mortgage lender by volume, has invested heavily in technology infrastructure and digital capabilities over the past three years. The company operates the UWM Technologies division to develop software and tools for its broker network and internal operations. Price's appointment signals UWM's continued push to strengthen its tech bench and compete with automated platforms that have reshaped mortgage lending.
For borrowers and loan officers working with UWM brokers, Price's hire could accelerate development of digital origination tools, automated underwriting systems, and back-office automation. UWM processes roughly 6 percent of all U.S. mortgage originations annually, making its technology decisions material across the industry.
Better's loss of Price underscores the difficulty the company faces retaining senior talent. The lender has cycled through multiple chief executives and technology leaders since its public debut via SPAC in late 2021. The company laid off roughly 3,000 employees in December 2022, a decision that damaged its reputation and prompted founder Vishal Garg to step back from day-to-day operations for a period.
Price's move to UWM also reflects broader consolidation in fintech talent. Regulatory experience and blockchain knowledge remain scarce in mortgage lending, putting experienced leaders like Price in high demand. Her work at FHFA likely gave her insight into how regulators view digital innovations in home lending, a valuable skill set for UWM as it navigates compliance and product launches.
UWM's wholesale broker model differs from Better's direct-to-consumer approach. At UWM, loan officers and mortgage brokers originate loans through the company's technology platform and back-office operations. Improving the broker experience through better tools directly impacts origination volume and client retention. Price can apply her experience building fintech solutions to streamline this workflow.
Better declined to comment on the departure. UWM confirmed Price joined the company but provided limited details about her specific responsibilities or reporting structure.
The move represents another data point in mortgage lending's ongoing technology race. Companies with robust in-house tech teams and the ability to attract specialized talent gain competitive edges in loan origination, pricing, and customer experience. Price's relocation to UWM signals where leadership sees opportunity in an industry still grappling with automation and digital transformation.