Assurance Financial
Assurance Financial is an independent residential mortgage banker providing purchase, refinance, construction, and home equity loans through in-house underwriting and a network of 100+ licensed loan officers across 28 states, serving first-time buyers, veterans, and non-traditional borrowers.
- Company typePrivate
- Founded2001
- HeadquartersBaton Rouge, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Assurance Financial does
Assurance Financial Group, LLC is an independent full-service residential mortgage banker headquartered in Baton Rouge, Louisiana, founded in 2001 by Kenny Hodges. The company originates, underwrites, and services mortgage loans entirely in-house through a hybrid distribution model that combines a 24/7 mobile-friendly digital application with a relationship-driven network of 100+ licensed loan officers across 28 states and 20+ branch offices supported by two operations centers. Its product portfolio spans conventional, FHA, VA, USDA, Jumbo, construction (including single-closing construction-to-permanent), Non-QM, and home equity (loan and HELOC) products, addressing first-time homebuyers, refinance borrowers, veterans, rural buyers, self-employed borrowers, and construction/renovation borrowers.
The company's underlying technology stack is built on the Ellie Mae (ICE Mortgage Technology) loan origination platform, used for both borrower authentication and processing workflows. Core technical differentiators include in-house underwriting and processing (no outsourcing), a mobile-first application with real-time progress tracking, and a single-closing construction-to-permanent loan structure that eliminates the need for separate construction and permanent financing closings. Go-to-market is direct-to-consumer with inside sales support via a dedicated phone line (1-866-790-7980) and a content marketing/SEO strategy targeting city-level queries (e.g., mortgage lender Birmingham, Shreveport neighborhood guides) across its licensed states. Loan officers serve as the primary relationship managers and are supported by individual profile pages for local discovery.
Assurance Financial generates revenue through mortgage origination fees (transaction-based), loan servicing income, and interest rate spreads on held loans, with FHA/VA programs carrying standard government insurance premiums (UFMIP, MIP) and funding fees disclosed at closing. Pricing is fully individualized based on borrower credit profile, loan amount, property type, and market conditions. The company holds NMLS ID 70876, is BBB accredited, has received Experience.com top-10 customer satisfaction recognition three consecutive years (2023-2025, including #1 in 2023), and has maintained a corporate partnership with St. Jude Children's Research Hospital since 2018 with cumulative donations exceeding $749,800. Ownership is founder-controlled with Kenny Hodges as President and CEO; no external institutional investors or parent company relationships are disclosed.
Assurance Financial firmographics
Firmographics- Name
- Assurance Financial
- Legal name
- Assurance Financial Group, LLC
- Website
- https://assurancemortgage.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Assurance Financial is an independent residential mortgage banker providing purchase, refinance, construction, and home equity loans through in-house underwriting and a network of 100+ licensed loan officers across 28 states, serving first-time buyers, veterans, and non-traditional borrowers.
- Ownership category
- akta.pro rank
Assurance Financial industry classification
Industry- Product category
- Mortgage Lending
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Government Mortgage Insurance & Guarantees (FHA/VA/USDA and equivalents) (FSALAJAC)
- akta.pro secondary industry
- Public Mortgage Insurance & Government Credit Guarantee Programs (FSALAKAD)
Keywords
Where Assurance Financial is headquartered
LocationHeadquarters
- HQ city
- Baton Rouge
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Assurance Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Mortgage Origination: Revenue generated from originating mortgage loans for homebuyers. The company acts as both an originator and servicer, generating revenue through origination fees, loan servicing rights, and interest rate spreads on held loans. Processes all loan types including purchase, refinance, construction, and home equity products.
- Loan Servicing: Revenue from servicing mortgages after origination, including collecting monthly payments, managing escrow accounts, and handling customer communications throughout the loan lifecycle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard Mortgage Rate Quote |
| Transaction based/ take rate | Pay-as-you-go | Loan Origination Fees |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Assurance Financial product offering
Product offeringCore offering
Assurance Financial is a privately held mortgage lender that originates and funds residential home loans, including FHA, VA, USDA, Conventional, Jumbo, Construction, Non-QM, Home Equity, and HELOC products, as well as refinance transactions. The company operates through a network of 100+ loan officers across 28 states supported by 20+ branch locations, serving individual homebuyers and homeowners seeking purchase or refinance financing.
Product overview
Assurance Financial is a mortgage lender and refinance company offering a comprehensive suite of residential mortgage products. The company operates as an independent lender and full-service residential mortgage banker, completing the entire loan process in-house with in-house underwriting. The product portfolio centers on various mortgage loan types including purchase mortgages (First-Time Home Buyer Loans, Conventional Loans, FHA Loans, VA Loans, USDA RD Loans, Jumbo Loans) and refinance products (Rate-and-Term Refinance, Cash-Out Refinance, FHA-to-Conventional Refinance). Additional offerings include Construction Loans (with single-closing and two-closing construction-to-permanent options), Non-QM Loans for non-traditional borrowers, and Home Equity products (Home Equity Loans and HELOCs). The company emphasizes its role as 'The People People with technology,' providing both digital application tools and access to licensed loan officers across 28 states.
Differentiator
Problem solved
Functional benefit
Products and services
- FHA Loans Government-insured mortgage loans for eligible homebuyers, typically first-time buyers, featuring lower down payment requirements.
- VA Loans Mortgage loans for eligible military veterans and service members, guaranteed by the U.S. Department of Veterans Affairs.
- USDA Loans Government-backed loans for eligible buyers purchasing homes in designated rural areas, typically with no down payment required.
- Conventional Loans Traditional mortgage loans not backed by a government agency, conforming to standard underwriting guidelines.
- Jumbo Loans Mortgage loans that exceed the conforming loan limits set by Fannie Mae and Freddie Mac, used for higher-value properties.
- Construction Loans Loans that finance the construction of a new residential property, typically converting to permanent financing upon completion.
- Non-QM Loans Loans for self-employed, non-traditional, or otherwise non-conforming borrowers that do not meet standard qualified mortgage criteria.
- Home Equity Loans Lump-sum loans secured by the borrower's home equity, repaid with fixed monthly payments over a set term.
- HELOC (Home Equity Line of Credit) Revolving line of credit secured by the borrower's home equity that can be drawn against as needed.
- Refinance Loans Loans that pay off and replace an existing mortgage, typically used to lower the rate, change the term, or extract equity.
Quantifiable outcome
- Pre-qualification process can be completed in approximately 15 minutes
- +2 more outcomes
Companies that use Assurance Financial
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles1 record
Assurance Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Assurance Financial partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Mortgage Bankers Association (MBA)minorCOO Scott Alexander earned the Certified Mortgage Banker (CMB) designation from the Mortgage Bankers Association, signifying industry leadership and professional excellence. MBA is the premier industry association for mortgage banking professionals.
- St. Jude Children's Research HospitalcoreCorporate partner with St. Jude Children's Research Hospital since 2018. Company has donated over $749,800 cumulatively through various fundraising initiatives including 'Apps for Kids' program ($50 per completed mortgage application) and community events like the Serve for St. Jude Pickleball Social. Event exceeded $100,000 fundraising goal with single event raising over $50,000.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Assurance Financial competitors and assessment
Company assessmentBroad incumbents
- Caliber Home Loans: Mid-large non-bank mortgage lender with full product suite, retail branches, and servicing operations — broader scale but directly overlapping with Assurance on retail mortgage origination.
- Guild Mortgage Company: Mid-size publicly listed mortgage lender with full product suite and broad retail branch network — broader geographic footprint and public capital position but same independent mortgage banker DNA as Assurance.
- NewRez (formerly New Penn Financial): National non-bank mortgage originator/servicer with retail, wholesale, and consumer direct channels — broader scale and capital base but directly comparable product offering in purchase and refinance mortgages.
- Rocket Mortgage (Rocket Companies): Largest U.S. mortgage originator with a digitally-led direct-to-consumer model — represents the dominant scale competitor in the same product categories (purchase, refinance, FHA/VA) that Assurance serves.
- loanDepot: Large national non-bank lender (formerly public) with retail branches, consumer direct, and partner channels — significantly larger but representative of the competitive set Assurance competes against for purchase and refinance volume.
Direct peers
- Paramount Residential Mortgage Group (PRMG): Private independent mortgage banker with multi-state retail branches providing conventional, FHA, VA, USDA, and non-QM — directly comparable to Assurance in scale, product breadth, and hybrid distribution.
- Academy Mortgage Corporation: Privately held independent mortgage banker with 200+ branches across the U.S. offering purchase and refinance mortgages — directly comparable scale, product mix, and direct-to-consumer channel strategy.
- CMG Financial: Independent mortgage banker offering a full product suite including conventional, FHA, VA, USDA, and non-QM with a multi-state retail branch model — closely mirrors Assurance Financial's positioning and product strategy.
- Cardinal Financial Company: Private independent mortgage banker with full-service retail branch model across multiple states, offering conventional and government-backed loans — comparable to Assurance's in-house underwriting and multi-state branch strategy.
- Fairway Independent Mortgage Corporation: Large private independent mortgage banker with multi-state branch network and hybrid retail/relationship-driven model — directly comparable to Assurance Financial's operating model and product breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Assurance Financial social profiles
Digital presenceAssurance Financial compliance and trust
Trust signalCompliance3 records
Assurance Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assurance Financial leadership team
Management profileNumber of profiles
Assurance Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assurance Financial M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Assurance Financial
What does Assurance Financial do?
Assurance Financial is a privately held mortgage lender that originates and funds residential home loans, including FHA, VA, USDA, Conventional, Jumbo, Construction, Non-QM, Home Equity, and HELOC products, as well as refinance transactions. The company operates through a network of 100+ loan officers across 28 states supported by 20+ branch locations, serving individual homebuyers and homeowners seeking purchase or refinance financing.
Is Assurance Financial a public or private company?
Assurance Financial is a private company. It is classified as unknown and is currently operating.
When was Assurance Financial founded?
Assurance Financial was founded in 2001. It employs 251 to 500 people.
Where is Assurance Financial based?
Assurance Financial is headquartered in Baton Rouge, United States, in the North America region.
How does Assurance Financial make money?
Two revenue lines are on record. Mortgage Origination is the primary driver. The others are loan Servicing.
Who are Assurance Financial's main competitors?
Broad incumbents on record are Caliber Home Loans, Guild Mortgage Company, NewRez (formerly New Penn Financial), Rocket Mortgage (Rocket Companies) and loanDepot. Direct peers are Paramount Residential Mortgage Group (PRMG), Academy Mortgage Corporation, CMG Financial, Cardinal Financial Company and Fairway Independent Mortgage Corporation.
Does Assurance Financial have an API?
No public API is recorded for Assurance Financial.
What industry is Assurance Financial in?
Assurance Financial's product category is Mortgage Lending. Its primary akta.pro industry code is FSALAJAC, Government Mortgage Insurance & Guarantees (FHA/VA/USDA and equivalents), with a secondary code of FSALAKAD, Public Mortgage Insurance & Government Credit Guarantee Programs. Its NAICS code is 522 and its SIC code is 6162.