Fairway Independent Mortgage Corp. is entering the home insurance market, offering products at origination through a new partnership with The Baldwin Group.  

The two companies announced the launch of the home lender's new affiliated business Thursday, with Fairway utilizing embedded proprietary technology belonging to the insurance brokerage and advisory firm. The new business will be called Fairway Home Insurance Agency. 

"Through our partnership with The Baldwin Group, Fairway will be able to provide our customers with access to competitive insurance solutions backed by industry-leading technology and expertise," said David Lazowski, president of growth at the lender. "This is about delivering real value where and when our customers need it most."

The partnership will give lending customers streamlined access to the range of homeowners insurance policies offered by The Baldwin Group at the initial time of sale or loan origination.  

"This collaboration reflects our commitment to supporting mortgage lenders and their customers with the tools, technology and access to insurance carriers they need to navigate today's complex insurance marketplace. By integrating insurance into the homebuying process, we're helping make homeownership more accessible and affordable," added David Smith, president and executive operating officer of Baldwin's Mainstreet Insurance Solutions unit.

The two companies will formally roll out the partnership in the second quarter. 

In an interview in 2025, Lazowski hinted that Fairway, whose headquarters are located in Madison, Wisconsin, was looking at opportunities to increase its business footprint by providing homeowners products outside of mortgage to extend the client relationship beyond the closing table. 

At the time, the company had also recently rebranded its originations and servicing business from the parent name to Fairway Home Mortgage. 

How insurance fits with mortgage lending

The new agreement comes as competition heats up for borrower recapture after several mergers between lenders and servicers in 2025 altered retention strategies. While the changes have resulted in further industry consolidation, companies are also pursuing product diversification in an effort to develop and sustain customer relationships. 

In summer 2025, the Baldwin Group embarked on the same type of strategic business initiative with peer lender New American Funding, a relationship that is ongoing, representatives from both companies confirmed.

The Fairway deal makes it the fifth leading independent mortgage bank added to the list of home lenders and real estate businesses with similar Baldwin partnerships.

The recent agreements followed a 2023 launch of a digital insurance marketplace by Rate, with available coverage on the site extending beyond homeowners' policies to life, auto and niche offerings. 

Rate's effort to create lifelong customer relationships also includes an app that incorporates wellness principles with financial health, while Rocket Cos. offers a similar platform focused specifically on wealth building.