Our Story
How Ronald Alphonso's private mortgage lending work became an Ontario direct lender, now owned by Helen Eliopoulos-Alphonso and led day to day by Jonathan Alphonso.
Our Journey
From a family lending network to a direct private mortgage lender.
The path was practical: invest privately, meet homeowners directly, get licensed, then build a direct-lending operation around hard files and real conversations.
Before 2010
Private lending begins through real estate investing
After closing his DVD wholesale business, Ronald Alphonso moved into real estate investments and private mortgage lending, often alongside people who already knew and trusted him.
2010
MortgageBrokerStore.com launches
Ronald and Jonathan Alphonso set up the website to reach homeowners directly and turn private lending from a relationship network into a focused mortgage business.
Early 2010s
Licensed mortgage work begins
Ronald earned his mortgage agent licence while the private lending side grew one difficult file at a time.
2015
Toronto Life brings wider attention
Toronto Life profiled Ronald's private lending work and the power-of-sale niche, giving the business a public profile beyond referrals.
2016
Mortgage Broker Store becomes an independent lending company
Ronald formed Mortgage Broker Store Inc., now FSRA Brokerage Licence #12800, to support direct private mortgage lending inside a licensed Ontario framework. Jonathan also left agency work and joined the company full time.
2025
A family transition
Ronald passed away on Feb. 9, 2025. Helen became the full owner and Jonathan took over day-to-day leadership as Principal Broker and Managing Director.
Today
Ontario-focused and family-owned
The team continues Ronald's direct private-lending approach for homeowners who need options outside the banks, with Jonathan leading client intake and mortgage operations.
Why We Exist
Built for homeowners whose files need judgment, not scripts.
Mortgage Broker Store did not begin as a polished lending brand. Ronald had already built and closed a business, invested in real estate, and learned how private capital behaves when a homeowner's timeline is tight.
The website gave that private-lending work a direct path to borrowers. The company added licensing, compliance, direct-lending discipline, and a team process around the same core question: is there a practical way to solve this file?
Today, Helen owns the company and Jonathan leads the mortgage operation. The work remains Ontario-focused, direct-lending fluent, and rooted in Ronald's original habit of looking at the whole situation before deciding what is possible.
- Talk through the file before packaging it.
- Use private-lending judgment when bank rules do not fit.
- Keep ownership, accountability, and leadership close to the client work.
Ronald in the media
The strongest visual record is Ronald explaining private lending, power-of-sale risk, and housing-market stress in major media.
Ownership & Legacy
The company remains family-owned and independently led.
Ronald founded the business and set its lending instincts. Helen now owns the company. Jonathan, as Principal Broker and Managing Director, carries the operating responsibility with the licensed mortgage team.
Founder
Ronald Alphonso
Private lender, principal broker, and founder
Life dates: Nov. 12, 1958 to Feb. 9, 2025.
Ronald turned real estate and private mortgage investing into a focused direct-lending business. He brought an investor perspective to files that needed equity, timing, and exit-plan judgment more than a standard bank checklist.
100% owner since 2025
Helen Eliopoulos-Alphonso
Owner - governance and family stewardship
Helen became the full owner after Ronald's passing. Her role is ownership, governance, and protecting the family direction of the company while licensed mortgage files run through Jonathan and the mortgage team.
Current mortgage leadership
Jonathan AlphonsoPrincipal Broker and Managing Director
Jonathan leads daily mortgage lending operations, client intake, and licensed-team coordination for homeowners who need direct private mortgage options.
Read Jonathan's profile