Pine
Pine is a Canadian digital mortgage lender that offers direct-to-consumer home financing. The company has raised $27M and employs 90 people.
The growth story
Pine grew from 1 to 90 employees between 2021 and 2026, raising $27M along the way, most recently a Series B in June 2025.
About
Pine provides an online platform for Canadians to apply for and manage mortgages directly, bypassing traditional brokers. The service focuses on offering lower rates through its digital-first approach.
The company has raised $27M in funding, including a Series B round in June 2025. With 90 employees, Pine is scaling its operations in the competitive Canadian mortgage market.
Founders and leadership
Sales is Pine's largest function with 7 employees. The company's leadership includes founders with backgrounds in financial services and technology.
The Pine org chart
Justin Herlick (CEO and Co-founder) leads 18 mapped leaders with 4 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Finance 24 (+20% YoY), Sales 11 (+120% YoY), Engineering 11 (-8% YoY), Customer Success and Support 8 (+33% YoY), Operations 7 (-12% YoY), Business Development 6 (-25% YoY).
Talent flow
Pine recruits heavily from major Canadian banks, with RBC being the top source of hires. Employees typically stay for a median of 1 year before moving on.
Most common previous employers of Pine staff: RBC (8), Home Trust Company (4), Scotiabank (3), First National Financial LP (3), Instabase (2), Blend (2). Former Pine employees most often moved to University of Arkansas (1), Northside Ventures (1), Ditto (1), Meta (1), Boast (1), DeliveryMind (1).
Alumni worth knowing
Hiring now
Web traffic
Traffic mix: 33% direct, 36% search, 6% social, 13% paid.
What this company is made of
Most common skills at Pine: Customer Service (30), Microsoft Office (29), Leadership (25), Management (22), Time Management (19), Communication (18), Sales (18), Microsoft Excel (17).
Where the team actually sits
Pine people are concentrated in Ontario, Canada (25), Canada (11), Greater Toronto Area, Canada (7), New York, United States (1).
Search footprint
Pine attracts about 56 organic search visits a month, traffic worth roughly $3K a month if bought through ads. It gained 48 ranking keywords and lost 49 in the last period.
What employees say
- Compensation
- 4.60 / 5
- Career opportunities
- 4.60 / 5
- Senior management
- 4.60 / 5
- Work-life balance
- 4.50 / 5
Frequently asked
Pine has 90 employees as of September 2026.
Pine has raised $27M in total, most recently a Series B round in June 2025.
Pine was founded in 2021 by Justin Herlick.
Justin Herlick (CEO and Co-founder) sits at the top of Pine's reporting structure, with 4 direct reports.
The most common previous employers of current Pine staff are RBC (8 people), Home Trust Company (4 people), Scotiabank (3 people).
Former Pine employees most often move to University of Arkansas (1), Northside Ventures (1), Ditto (1).
Pine attracts about 56 organic search visits a month, worth roughly $3K a month in equivalent ad spend.
The most common skills among Pine staff are Customer Service, Microsoft Office, Leadership, Management, Time Management.
Pine staff are concentrated in Ontario, Canada (25), Canada (11), Greater Toronto Area, Canada (7).
Pine has about 24 people in Finance, up 20% over the past year, as of September 2026.
Pine has about 11 people in Sales, up 120% over the past year, as of September 2026.
Computed from 48 current and 43 former Pine profiles, as of September 2026. Source: Crustdata.
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