Direct lender and tech developer Skyline Financial Corp. launched a new wholesale lender for brokers and bankers in the Western United States, naming the firm, NewLeaf Wholesale.

NewLeaf Wholesale is now part of the NewLeaf family of mortgage firms rolled out by parent company, Skyline, according to a press release.

The launch of the platform brings another important development to the market – namely the return of Skyline CEO Bill Dallas to the wholesale lending space.

Dallas is no stranger to wholesale lending. His emergence at the launch of NewLeaf Wholesale brings a notable name back to the sector.

Dallas co-founded the California Association of Mortgage Brokers trade group. He also brings extensive mortgage experience after founding and expanding mortgage firms, First Franklin and Ownit.

NewLeaf Wholesale utilizes a direct-to-agency platform that includes a large loan portfolio enhanced by strong credit guidelines and a business model considered well suited for "the emerging purchase market," NewLeaf said Wednesday.

"In recent years, no segment of our industry has faced greater challenges than mortgage brokers. NewLeaf Wholesale is dedicated to giving brokers as well as bankers the tools they need to succeed as our industry renews itself," Bill Dallas added.

Future initiatives already include a planned integration of NewLeaf's proprietary Intelligent Marketing Platform.

Along with Dallas, the firm’s wholesale team includes Marti Tromley, who will launch the first wholesale regional operating center in San Diego. Prior to joining NewLeaf, Tromley served Home Savings of America as executive vice president and chief lending officer.

He also was regional director of wholesale lending for Washington Mutual.