Financial services aggregator priceline.com has exercised its option to take a 49 percent equity stake in PricelineMortgage, the profitable "Name Your Own Price" online loan service founded by priceline.com and Alliance Capital Partners. PricelineMortgage was launched in early 2000 with Alliance Capital Partners and priceline.com as funding partners, with the option that priceline.com could convert its investment into a 49 percent equity stake.