What Truehold does

Truehold (legally American Secure Living, Inc.) is a US real estate transaction platform that enables homeowners to access property equity without relocating through sale-leaseback ('sell-and-stay') transactions and traditional cash home purchases, while also serving real estate investors with acquisition financing and portfolio liquidity solutions. The company operates in 13 states (Ohio, Florida, Missouri, Kentucky, Oklahoma, Indiana, Pennsylvania, New Mexico, North Carolina, Georgia, Tennessee, Texas, and Arizona) with corporate headquarters in St. Louis, a lending office in Jacksonville, and an Arizona office in Gilbert. Its product surface spans seven offerings: Sell Your Home (traditional cash purchase), Sell and Rent (sale-leaseback), DSCR Loans, Fix-and-Flip Loans, Multifamily Sales, SFR Portfolio Sales, and Truehold Financial lending services. The underlying technology stack leverages AI-assisted property valuation to generate cash offers within 48 hours and close transactions in approximately 30 days.

The business model combines a one-time 5.5% transaction fee on home purchases with recurring rental income from retained sale-leaseback properties and interest/fees from investor lending through its affiliated mortgage entity SFR FinCo LLC d/b/a Truehold Financial (NMLS #2740541). Truehold employs 101-250 people across the US and operates a sales-led go-to-market motion that combines direct-to-consumer website and phone engagement (314 area code), a partner referral program with major brokerages (Keller Williams, eXp Realty, JLL, Offerpad), and content marketing via its blog. The company was founded in 2021, acquired NestEgg in December 2022, and has raised disclosed funding rounds in March 2021 (Bain Capital Ventures, 25madison, Clocktower Technology Ventures, Launchpad Capital) and January 2023 (Era Ventures, Flybridge, Great Wave Ventures, Habitat Partners, Samsung NEXT's Q Fund). Leadership includes CEO Brian Hardecker, CTO and co-founder Snehal Kundalkar, and Chief Product Officer Eachan Fletcher.

Name

Truehold

Legal name

American Secure Living, Inc.

Website

https://truehold.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Transaction Fee on Home Purchases: Truehold buys homes directly from homeowners at competitive prices, collects a 5.5% fee on the purchase of the home, and typically closes within 30 days. The company then rents the property back to the seller through a standard lease agreement.
2. Sale-Leaseback Transactions: Homeowners sell their property to Truehold and continue living in it as renters. Truehold handles property taxes, insurance, and essential repairs, generating revenue through property ownership and rental income.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Truehold buys homes directly from homeowners, charging a 5.5% transaction fee, and provides two core products: a traditional cash home sale and a sale-leaseback (sell-and-stay) in which the seller becomes a renter under a standard 6-24 month lease. It also serves real estate investors with DSCR loans, fix-and-flip loans, multifamily acquisitions, and SFR portfolio purchases, with mortgage lending delivered through affiliated Truehold Financial (SFR FinCo LLC, NMLS #2740541).

Product overview

Truehold operates as a real estate solutions company offering two primary transaction types: traditional cash home purchases and sale-leaseback (sell-and-rent) transactions. For investors, Truehold provides lending products through its affiliated company Truehold Financial (NMLS #2740541), including DSCR loans and fix-and-flip loans for real estate investment activities. The company also facilitates multifamily property sales and single-family rental (SFR) portfolio sales. Truehold covers property taxes, property insurance, and essential repairs for sale-leaseback customers, enabling homeowners to access equity without relocating. The company operates across multiple U.S. states with active markets in Ohio, Florida, Missouri, Kentucky, Oklahoma, Indiana, Pennsylvania, New Mexico, North Carolina, Georgia, Tennessee, Texas, and Arizona.

Differentiator

Problem solved

Functional benefit

Products and services

• Sell Your Home Traditional home sale transaction in which homeowners sell their property to Truehold for cash and receive the proceeds upfront, with no financing contingency; intended for homeowners who want to liquidate their home equity and move.
• Sell and Rent (Sale-Leaseback) Sale-leaseback transaction in which a homeowner sells the home to Truehold and continues living in it as a renter under a standard lease (minimum 6-24 month term), allowing them to access equity debt-free without relocating.
• Multifamily Sales Service enabling investors to sell multifamily/apartment properties directly to Truehold as a single buyer, liquidating their apartment holdings.
• SFR Portfolio Sales Service allowing real estate investors to sell their entire single-family rental (SFR) portfolio to Truehold in a single transaction.
• DSCR Loans Debt Service Coverage Ratio loans for real estate investors to purchase or refinance rental properties, underwritten on the property's cash flow rather than borrower creditworthiness; provided through Truehold Financial (NMLS #2740541).
• Fix-and-Flip Loans Short-term financing for real estate investors to purchase, renovate, and sell properties for profit within a targeted timeframe; provided through Truehold Financial (NMLS #2740541).
• Truehold Financial (SFR FinCo LLC) Affiliated mortgage lending and brokering services offered through SFR FinCo LLC d/b/a Truehold Financial (NMLS #2740541), providing investor lending products including DSCR loans and fix-and-flip loans across multiple US states.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor.

• OfferpadminorChannel Partner/ Reseller/ DistributorReal estate company listed as a partner. Homeowners can be referred through Offerpad's network or integration.
• eXp RealtyminorChannel Partner/ Reseller/ DistributorCloud-based real estate brokerage listed as a partner. Provides referral pathway for homeowners to Truehold's services.
• JLL (Jones Lang LaSalle)minorChannel Partner/ Reseller/ DistributorCommercial real estate services firm listed as partner. May provide institutional or investment property referrals.
• Keller WilliamsminorChannel Partner/ Reseller/ DistributorMajor real estate franchise listed as partner. Agents can refer homeowners to Truehold for sale-leaseback transactions.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ribbon: Ribbon provided cash offers and sale-leaseback-style solutions for homebuyers, directly comparable in transaction structure to Truehold's sell-and-stay product (acquired by NewRez in 2024).
• Knock: Knock provides a Home Trade-In platform enabling homeowners to buy a new home before selling the old, with the company purchasing the old home — a closely comparable sale-leaseback / cash-buy adjacent model.
• EasyKnock: EasyKnock offers sale-leaseback transactions that let homeowners sell and stay as renters, the closest direct comp to Truehold's sell-and-rent product.
• Divvy Homes: Divvy operates a rent-to-own / sale-leaseback model for single-family homes, a directly comparable product offering for the property-rich-but-cash-poor segment.
• Homeward: Homeward is a sale-leaseback-focused real estate platform that buys homes from sellers who want to move but haven't yet found their next property, overlapping with Truehold's purchase/rental product.
• Hometap: Hometap is a direct sale-leaseback peer offering homeowners home equity investments in exchange for a share of the home's future value, closely mirroring Truehold's sell-and-stay model.

Emerging players

• Kiavi: Kiavi (formerly LendingHome) provides fix-and-flip and rental-property loans to real estate investors, directly comparable to Truehold Financial's DSCR and fix-and-flip lending products.
• Sundae: Sundae operates a marketplace for distressed residential property sales, overlapping with Truehold's investor and homeowner cash-purchase products, particularly on the fix-and-flip investor side.

Broad incumbents

• Offerpad: Offerpad is a major iBuyer that both competes with Truehold on traditional cash home purchases and is also a Truehold referral partner, making it a partially-aligned and partially-competitive peer.
• Opendoor: Opendoor is the largest iBuyer, providing cash offers for residential properties. While it does not typically rent back to sellers, it competes with Truehold's traditional 'Sell Your Home' cash-purchase product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/trueholdhomes
• Facebookfacebook.com/trueholdhomes
• LinkedInlinkedin.com/company/truehold

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors11 records

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

M&A1 record

Investments

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

Frequently asked questions about Truehold