Veterans United Home Loans has promoted Jeremyah Grigery to Chief Marketing Officer, placing a longtime marketing executive in charge of the lender’s broader brand and customer-acquisition strategy as competition for eligible VA borrowers continues to evolve.

Grigery previously served as Vice President of Marketing at Veterans United and joined the company as an intern in 2012. His promotion gives him responsibility for the company's long-term marketing vision, including paid and organic channels, brand development and relationships with Veterans and military families.

The appointment also represents an internal succession story for one of the largest specialist lenders operating in the U.S. Department of Veterans Affairs-backed mortgage market. Veterans United says it has been the nation's largest VA purchase lender for 10 consecutive fiscal years.

From Marketing Intern to CMO

Grigery's career at Veterans United spans approximately 14 years, giving him an unusually long institutional history with the company and its customer base.

Before becoming CMO, he led marketing as Vice President, where he helped shape the company's customer-facing strategy and marketing organization. The company said his new role will expand that responsibility to include the longer-term development of the Veterans United brand while maintaining a focus on performance marketing.

That balance is increasingly relevant for financial-services marketers. Mortgage companies operate in a market where customer acquisition can be expensive, while homebuyers often require extensive education before making a financing decision. For VA lenders, the marketing challenge also involves communicating the mechanics and potential benefits of a government-backed loan program to a highly specific audience.

Veterans United's approach therefore combines direct-response marketing with brand-building around its specialist positioning in the VA mortgage market.

Marketing Strategy Moves Beyond Lead Generation

Grigery's appointment comes as mortgage marketing continues to become more dependent on digital discovery, data and multi-channel customer journeys.

For lenders, paid search, organic search, content, social media, email and other digital channels can influence borrowers at different stages of the home-buying process. However, the highly regulated nature of financial services limits how companies can communicate product benefits and customer claims.

For Veterans United, the marketing proposition is also tied closely to education around VA home-loan benefits. Grigery said the company's strategy is centered on helping Veterans and military families understand those benefits and use them toward homeownership.

That positions content and educational marketing as an important component alongside conventional acquisition activity. Instead of treating marketing solely as a mechanism for generating mortgage applications, lenders can use educational content to establish trust earlier in the decision cycle.

Market Landscape: VA Lending Remains a Specialized Segment

The VA home-loan program is a major component of the U.S. residential mortgage ecosystem, providing eligible Veterans, service members and certain surviving spouses with access to government-backed financing.

The U.S. Department of Veterans Affairs reported that the VA guaranteed more than 315,000 home loans during fiscal year 2025, with more than $125 billion in total loan volume. The program also provides benefits that can differentiate VA financing from conventional mortgage products, including the potential for eligible borrowers to purchase a home without a down payment.

That creates a sizable but specialized marketing market. VA lenders compete not only on rates and financing terms but also on expertise, customer experience and their ability to explain a relatively complex benefit program.

Veterans United operates alongside banks, mortgage companies and other specialized VA lenders. Its sustained position in VA purchase lending gives brand recognition particular importance because borrowers may encounter multiple lenders while researching eligibility, financing options and home prices.

For marketers, this makes the category a combination of financial-services acquisition and niche audience marketing.

Strategic Outlook

Grigery's promotion suggests Veterans United intends to maintain continuity while giving its marketing leadership a broader strategic mandate.

The company's emphasis on balancing paid and organic channels is particularly notable. Paid media can deliver measurable short-term acquisition, while organic search, educational content and brand investment can contribute to longer-term customer discovery. Maintaining an effective mix requires marketers to understand both immediate conversion economics and the cumulative value of brand visibility.

The challenge will be managing those priorities as mortgage demand fluctuates with interest rates, housing affordability and broader economic conditions.

For Veterans United, the marketing opportunity extends beyond acquiring individual borrowers. Its long tenure in the VA lending market gives the company an opportunity to build a durable information ecosystem around VA benefits, homeownership and military-family financial decisions.

Grigery's internal promotion could help preserve that institutional knowledge while creating room for further development of the company's marketing capabilities.

Top Insights

• Jeremyah Grigery has been promoted from Vice President of Marketing to Chief Marketing Officer.
• He joined Veterans United Home Loans as an intern in 2012.
• His expanded remit covers paid and organic marketing, brand development and long-term marketing strategy.
• Veterans United says it has remained the largest U.S. VA purchase lender for 10 consecutive fiscal years.
• The company's marketing strategy combines performance-led acquisition with longer-term brand development.
• VA lending creates a specialized marketing environment where education and trust can be as important as lead generation.
• Government data shows the VA home-loan program continues to represent a substantial lending market.

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