A start-up web site called Home-Account.com plans to revolutionize the $11 trillion mortgage industry And consumers are eagerly signing up. One second at a time.

“We’re in a situation now where a lot of people are concerned about their mortgages,” says Robert Cringely, a co-founder and shareholder in Home-Account.com. “There’s a lack of information out there and a lack of trust between consumers and their financial service providers.”

While it’s only two weeks old, Home-Account.com is making a big promise: to bring transparency to the home loan process so consumers know where they stand, what the deal entails and what strategies they can implement to improve their financial situation to score the best mortgage. The price tag on this promise: $9.95 a month. The company insists we’ll never have to worry about getting a loan we can’t afford or a bait-and-switch offer. There’s no fee for lead-generation, no broker commission, and no expense for the lender to participate.

How do the founders guarantee this? Well, by eliminating the broker altogether and making the entire loan process digital. “The broker is there to make money. Your interests…are never aligned,” says Cringely. “We give recommendations and [customers] can choose to do it or not.” Whichever loan you choose Home-Account will then lock in the interest rate and deliver the paperwork to the lender who, Cringely, says is not paying the company at all for referrals. “The whole point here is to serve homeowners…Anyone facing foreclosures or refinance or modification doesn’t feel like the lender is on their side.”

That said, the mortgage industry is attempting to improve some of its flaws. “Now all mortgage brokers must be licensed by each individual state so that will weed out the less educated and scrupulous mortgage brokers,” says Dean Kessler, managing director of Manhattan Mortgage.

Beyond its algorithms and high-tech software to help customers find the best mortgage, the loan web site, which is backed by Silicon Valley angel investors and Charles River Ventures, also uses the brain power of a secret human source. “We’ve taken an expert system approach,” says Cringely. “What we’ve done is taken the brain of the best mortgage broker in the world. It’s a secret sauce.” Cringely did reveal that this expert is 43-years-old and has been a broker since the age of 17.

But what if I want to speak with a human being for some expert advice? After all, there is still some tremendous value in that. “A mortgage is the largest transaction one will typically ever enter into,” says Kessler. “Having had thousands of very involved conversations over the last 12 years with borrowers, I can attest to the fact that [finding the right loan] involves a back and forth conversation that can take many different paths.” Cringely says the web site plans to have a call center in the near future to help customers needing live help.

So far adoption has been quite impressive, with an average one new customer per second since the site went live last Monday. “We have 52 million potential customers,” says Cringely, referring to the number of current mortgages on the market. “If only 1% of them feel this is a good deal, then we only get 527,000 customers. That’s a pretty fair business.