New American Funding

What New American Funding does

New American Funding (NAF) is a privately held, non-bank residential mortgage lender founded in 2003 and headquartered in Santa Ana, California. The company originates and services home purchase and refinance loans—including conventional, FHA, VA, USDA, and reverse mortgage products—through a hybrid model combining 300+ physical branch locations, a national loan officer sales force, and direct-to-consumer digital channels. NAF services approximately 80% of the loans it originates, building a $72 billion unpaid principal balance portfolio across 277,000+ customers, and ranks No. 29 nationally by origination volume at $16.33 billion in 2025.

NAF's platform architecture spans an online/mobile Customer Care Net (hosted by Black Knight) for loan servicing and payments, an AI-powered website chatbot layer, and a portfolio of integrated affiliate brands: NAF Cash (all-cash offer program charging 1.50%–7.5% transaction fees), NAF Homes (licensed real estate brokerage), NAF Concierge (post-closing home services), NAF Insurance Services, and NAF Connect (real estate agent partnership platform). This ecosystem extends wallet share capture beyond origination into cash offers, brokerage commissions, insurance, and ancillary home services.

NAF makes money primarily through two streams: (1) transaction-based mortgage origination fees on purchase and refinance volume, and (2) recurring servicing fee income on the retained loan portfolio, supplemented by ancillary revenue from affiliated real estate, insurance, and home services. Go-to-market is enterprise field sales (branch and loan officer network) layered with direct-to-consumer website and digital lead capture. Recent expansion has emphasized geographic densification (Nebraska, South Carolina), acquisition-driven scale (DKMC, Marketplace Home Mortgage), and reverse mortgage growth targeting the $15 trillion housing wealth of homeowners over 60.

Name

New American Funding

Legal name

New American Funding, LLC

Website

https://newamericanfunding.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tustin

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Mortgage Loan Origination: NAF originates mortgage loans including purchase and refinance transactions. Revenue is generated through origination fees and the spread between loan origination and servicing.
2. Loan Servicing: NAF services approximately 80% of the loans it originates, generating servicing revenue over the life of the loan. The company services more than 277,000 customers with $72 billion in unpaid principal balance.
3. NAF Cash Transaction Fees: NAF Cash, LLC charges a Transaction Fee of 1.50%-7.5% of the purchase price for its all-cash offer service (fee varies by state and program).
4. Affiliated Services: NAF Insurance Services, LLC offers insurance products through licensed agents. NAF Homes, Inc. operates as a real estate broker for home purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

New American Funding (NAF) is a privately held U.S. mortgage lender that originates residential home purchase loans, refinance loans, and reverse mortgages, and services approximately 80% of the loans it originates. The company complements its core lending business with affiliated real estate, cash-offer, insurance, and home services platforms (NAF Cash, NAF Homes, NAF Concierge, NAF Insurance Services) and distributes through 300+ branches and a direct-to-consumer website.

Product overview

New American Funding (NAF) operates as a mortgage lender offering a comprehensive suite of mortgage products and related services. The core offerings include home purchase loans (conventional, FHA, VA, USDA) and refinance loans, complemented by affiliated service brands: NAF Concierge (home services), NAF Cash (all-cash offer program), NAF Homes (real estate brokerage), and NAF Insurance Services (insurance). The company also offers reverse mortgage products and has expanded through acquisitions like One Goal Mortgage. NAF provides online and mobile banking through its Customer Care Net platform for loan servicing, and utilizes AI-powered tools including chatbots for customer interactions. The company services approximately 277,000 customers with $72 billion in unpaid principal balance across more than 300 locations nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• NAF Cash: Cash offer service enabling all-cash offers for homebuyers facing multiple offer situations or seeking quick closings
• NAF Concierge
• NAF Connect
• NAF Homes
• One Goal Mortgage

Products and services

• Home Purchase Loans

Quantifiable outcome

• 80% of eligible loans are serviced by NAF (vs industry average of ~50%)
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• DispersivecoreTechnology or Integration · 18 September 2025New American Funding is piloting the Dispersive+CrowdStrike combined cybersecurity solution to enforce Zero Trust principles while maintaining operational continuity. The integration enables real-time, automated threat containment—when CrowdStrike detects elevated risk on a device or user, Dispersive can instantly isolate or segment that entity from critical resources.
• CrowdStrikecoreTechnology or Integration · 18 September 2025CrowdStrike Falcon platform integration with Dispersive Stealth Networking, with NAF piloting the combined solution for endpoint monitoring, identity risk scoring, and adaptive network segmentation.
• Black Knight, Inc.coreTechnology or IntegrationBlack Knight hosts NAF's online and mobile applications that enable customers to manage their loans online and process payments. NAF uses Black Knight's platform for loan servicing and account management.
• Uqual, LLCminorOthersThird-party partner company in NAF's network providing products and services related to home purchase, sale, and finance needs.
• The Baldwin Group Personal Insurance, LLCminorOthersPersonal insurance partner in NAF's network providing insurance products and services related to home financing.
• NAF Cash, LLCcoreOthersNAF Cash is an affiliated real estate company that enables all-cash offers for homebuyers. Charges transaction fee of 1.50%-7.5% of purchase price for services.
• NAF Homes, Inc.coreOthersNAF Homes is a licensed real estate broker affiliate providing home purchase services alongside mortgage origination.
• NAF Insurance Services, LLCminorOthersLicensed insurance agency affiliate offering home and other insurance products to NAF customers.
• NAF Concierge, LLCminorOthersHome services company affiliate connecting customers with service professionals for utilities, security, and insurance.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Movement Mortgage: Top-15 privately held retail mortgage lender with branch network, ministry-focused brand, and similar focus on LO production culture. Comparable scale and private ownership profile.
• Rocket Mortgage: Quicken Loans' consumer brand and the largest US retail mortgage originator. Directly comparable as a top-5 national retail lender competing for the same purchase and refinance borrower across the same geographies.
• loanDepot: Publicly traded retail and wholesale mortgage lender with similar multi-channel origination model and consumer-direct brand (mello, LendingLoans). Direct competitor for top-10 origination volume.
• Fairway Independent Mortgage: Top-15 privately held retail mortgage lender with comparable branch expansion strategy and consumer-direct model. Similar size band and private, founder-influenced governance.
• CrossCountry Mortgage: Top-10 privately held retail mortgage lender with strong branch growth model. Comparable as a non-bank, retail-heavy originator scaling through acquisitions and recruiting.
• Guild Mortgage: Top-10 US retail mortgage lender with comparable branch footprint, FHA/VA specialization, and recently taken private by PE. Direct comparable for retail origination scale and government loan mix.
• United Wholesale Mortgage: Largest US mortgage lender by volume with significant wholesale and growing retail/broker channel. Comparable in scale, government loan concentration, and technology investment focus.
• Caliber Home Loans: Large non-bank retail and correspondent mortgage lender acquired by Newrez; comparable in origination volume band and servicing portfolio composition.
• Pennymac Financial Services: Top-3 US mortgage servicer with large correspondent and direct origination channels. Highly comparable given the centrality of servicing revenue and government-loan concentration.

Broad incumbents

• Newrez: Top-10 US mortgage originator and servicer owned by Rithm Capital, operating retail, wholesale, and correspondent channels. Comparable multi-channel platform and servicing scale, with parent-owned balance sheet flexibility NAF lacks as a private family business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/newamericanteam
• YouTubeyoutube.com/newamericanfunding
• Facebookfacebook.com/newamericanfunding
• LinkedInlinkedin.com/company/new-american-funding
• Instagraminstagram.com/newamericanfunding
• Pinterestpinterest.com/newamericanteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New American Funding