Trusted by More than 2,000,000 Canadians since 2016
Every Smarter Loans Badge is a mark of trust and credibility, earned by lenders who demonstrate excellence in serving Canadian borrowers. These badges highlight verified achievements such as outstanding customer experience, transparent lending practices, innovation, and long-term reliability. Together, they help borrowers identify the most reputable and high-performing financial providers in Canada. Review the full list below to learn what each badge represents and how lenders can earn them.
| Badge | Definition | Criteria |
|---|---|---|
 Quality Lender
Held by 58 lenders
|
Recognizes lenders that meet Smarter Loans standards for transparency, reliability, and trust. | Vetted lenders that are listed on Smarter Loans |
 Established Lender
Held by 17 lenders
|
Highlights lenders that have been consistent Smarter Loans partners for over 3 years. | Listed on Smarter Loans for 3 or more years |
 Veteran Lender
Held by 8 lenders
|
Signifies a long-standing relationship and proven track record on Smarter Loans. | Listed on Smarter Loans for 5 or more years |
 Enduring Excellence
Held by 18 lenders
|
Celebrates ongoing excellence and reliability from lenders who have been trusted partners for over 7 years. | Listed on Smarter Loans for 7 or more years |
 Hall of Fame
|
Reserved for elite lenders with over a decade of presence and performance on Smarter Loans. | Listed on Smarter Loans for 10 or more years |
 Highly Reviewed
Held by 2 lenders
|
Recognizes lenders with consistently excellent feedback from borrowers. | Rating above 4.5 with at least 25 reviews |
 Top Performer
Held by 15 lenders
|
Awarded to lenders with strong performance metrics in converting Smarter Loans applications to funded deals. | High application to funding conversion ratio |
 Video Verified
Held by 14 lenders
|
Lenders that have participated in a verified video interview to showcase credibility and offerings. | Completed a video interview with a Smarter Loans journalist, or has a video review on their profile |
 Featured Lender
Held by 6 lenders
|
Recognizes lenders who stand out through creative marketing campaigns and invest in consumer education about financial products in Canada. | Chosen by the editorial team based on marketing campaigns or partnership visibility |
 Customer Favourite
Held by 27 lenders
|
Recognizes lenders whose profiles consistently resonate with Smarter Loans visitors. | High click-through and engagement rates from Smarter Loans visitors |
 Fast Funding
Held by 12 lenders
|
Awarded to lenders with API connectivity and strong tech integrations for a smooth and fast borrower journey. | API integration or deep tech stack with Smarter Loans |
 Quality Broker
Held by 1 lender
|
Recognizes brokers that meet Smarter Loans standards for transparency, reliability, and trust. | Vetted brokers that are listed on Smarter Loans |
 Featured Broker
Held by 1 lender
|
Recognizes brokers who stand out through creative marketing campaigns and invest in consumer education about financial products in Canada. | Chosen by the editorial team based on marketing campaigns or partnership visibility |
Every lender in our network, ranked by the badges they hold. Tallied from each lender's profile, so the board moves the day a badge is earned.
