New American Funding
- Company typePrivate
- Founded2003
- HeadquartersTustin, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
New American Funding firmographics
Firmographics- 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
Where New American Funding is headquartered
LocationHeadquarters
- HQ city
- Tustin
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
New American Funding business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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.
- 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).
- 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
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | 30-year Fixed Rate Loan |
| Other | Monthly | 15-year Fixed Rate Loan |
| Other | Monthly | FHA 30-year Fixed Rate Loan |
| Other | Monthly | VA 30-year Fixed Rate Loan |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
New American Funding product offering
Product offeringCore 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
Companies that use New American Funding
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
New American Funding technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
New American Funding partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- DispersivecoreNew 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.
- CrowdStrikecoreCrowdStrike 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.coreBlack 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, LLCminorThird-party partner company in NAF's network providing products and services related to home purchase, sale, and finance needs.
- The Baldwin Group Personal Insurance, LLCminorPersonal insurance partner in NAF's network providing insurance products and services related to home financing.
- NAF Cash, LLCcoreNAF 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.coreNAF Homes is a licensed real estate broker affiliate providing home purchase services alongside mortgage origination.
- NAF Insurance Services, LLCminorLicensed insurance agency affiliate offering home and other insurance products to NAF customers.
- NAF Concierge, LLCminorHome services company affiliate connecting customers with service professionals for utilities, security, and insurance.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
New American Funding competitors and assessment
Company assessmentDirect 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
New American Funding social profiles
Digital presenceNew American Funding financial estimates
Financial estimateRevenue estimate
Valuation estimate
New American Funding leadership team
Management profileNumber of profiles
Profiles1 record
New American Funding subsidiaries and ownership
Company hierarchySubsidiaries4 records
New American Funding funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New American Funding M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New American Funding
What does New American Funding do?
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.
Is New American Funding a public or private company?
New American Funding is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New American Funding founded?
New American Funding was founded in 2003. It employs 5,001 to 10,000 people.
Where is New American Funding based?
New American Funding is headquartered in Tustin, United States, in the North America region.
How does New American Funding make money?
Four revenue lines are on record. Mortgage Loan Origination is the primary driver. The others are loan Servicing, NAF Cash Transaction Fees and affiliated Services.
Who are New American Funding's main competitors?
Direct peers on record are Movement Mortgage, Rocket Mortgage, loanDepot, Fairway Independent Mortgage, CrossCountry Mortgage, Guild Mortgage, United Wholesale Mortgage, Caliber Home Loans and Pennymac Financial Services. Newrez is listed as a broad incumbent.
Does New American Funding have an API?
No public API is recorded for New American Funding.