United Wholesale Mortgage has rolled out a new pricing incentive called Bullseye 90 that runs through September 8th. According to HousingWire, this program gives mortgage brokers a 90-basis-point discount they can apply to a single loan of their choice. The discount is available on virtually all conventional and government loan products, including FHA, VA, and USDA backed loans, across both purchase transactions and refinances.
The way this works is pretty straightforward for brokers. They get to pick one loan where they want to use this discount to give their borrowers a competitive advantage. UWM wants them to use this flexibility strategically, where it will have the most impact for their clients. To take advantage of it, brokers just need to make sure they submit a credit report to UWM's lock desk within one day of locking that particular loan.
There are some restrictions to keep in mind. You can't stack this discount with other incentives UWM already has running. So if they've got other programs available, you'll need to choose between Bullseye 90 and those alternatives. This is part of a broader strategy UWM has been pursuing throughout the year, according to the reporting. They've already launched several similar pricing promotions since the start of 2026, each designed to help brokers stay competitive in different market conditions.
What I am seeing locally here in the Bay Area and East Bay is that these kinds of pricing tools matter when purchase volume is flat and refinance activity is measured. Every basis point of pricing advantage a broker can offer to borrowers makes a real difference in a market where affordability pressures are still significant and inventory remains tight.
