We are Apriority.

We're technical problem solvers and financial visionaries who want to use our skills to make the biggest positive impact we can for hardworking individuals. We've built Apriority to analytically solve the single largest expense in people's lives: interest on debt.

Meet the founders

Tony is a 20-year serial entrepreneur who has built data science models, teams, and automation software across several systems. He's driven by an insatiable curiosity about how things work and a desire to improve them.

Tony

Tony Willcox

Energy aficionado, heat pump connoisseur

Bret has spent 20 years building teams and writing code in the high-frequency trading industry focusing on interest rate products. His unmatched ability to find opportunities in complex systems is matched only by his desire to help people.

Bret Rietow

Retired little league pitcher.

Bret

How?

Our values

Analytical and accurate

Analytical and accurate

Bait and switch rate quotes are demoralizing. We ensure all presented rates are real, accurate, and actionable.

An ally for the long game

An ally for the long game

We want to educate and help people make smart financial steps today that will enable lower interest rates on loans they may take out in the future.

Borrowers first, always

Borrowers first, always

Build a business whose revenue model aligns to rule #1. Deliver deals to borrowers, not lenders.

History

Our story

2002

College roommates.

Bret and Tony were college roommates. Bret went into trading, Tony into startups, and both developed skills with hopes of one day working together.

College roommates
College roommates

2020

Mortgages.

They both refinanced their mortgages during the 2020 dip and realized:
1. Calling lenders was a hassle.
2. No one notified them when rates dropped. They refinanced knowing better rates might be out there, but they couldn't invest the time to track them down.

2022

Apriority.

Apriority was born, like many businesses from a simple question: Why isn't this automated? Why does it have to be so painful? Bret and Tony realized lenders profit when borrowers remain unaware of better opportunities, so they decided to level the playing field.

College roommates

Summary

We are...

founded in

2022

based in

San Francisco

people who believe in

100% transparency

completely

remote

made of

grit and tenacity

your

ally

Our mission

Few words from our founders

Dear Customers and Partners,

At Apriority, our mission is clear: to help you spend less on debt and make smarter financial decisions. The lending system has long favored lenders, but we're here to change that. Using advanced AI and machine learning, our platform ensures you always get the lowest possible loan rates while continuously monitoring the market for savings opportunities.

Unlike traditional platforms, the commissions lenders pay us fund your account. Our subscription-based model allows us to negotiate lower lender margins, passing the savings directly to you. We're committed to optimizing your debt across all loan types—home, auto, personal, and student—helping you minimize interest costs and achieve financial freedom.

Thank you for trusting Apriority as your partner in debt management. We're proud to be revolutionizing the lending landscape, and we look forward to continuing this journey with you.

Group photo

Tony & Bret

Co-founders

Signature

Interested in working with us?

We're always looking for bright people.

Contact us

What it's like to work at Apriority?

  • Make a huge impact
  • World-class global team
  • Stock options
  • Fully remote
  • Flexible (async) work hours
  • Medical/Dental/Vision benefits
  • Unlimited PTO
  • Family focused leadership