Homeowners Financial Group
Homeowners Financial Group is a privately held, founder-owned residential mortgage lender founded in 2004, originating conventional, government, jumbo, and refinance loans across 35+ states via 40+ branches and a digital platform (HFG GO), serving individual homebuyers, homebuilders, and real estate agent partners.
- Company typePrivate
- Founded2004
- HeadquartersScottsdale, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Homeowners Financial Group does
Homeowners Financial Group USA, LLC is a privately held, founder-owned residential mortgage lender headquartered in Scottsdale, Arizona, founded in 2004 by Bill Rogers, who remains sole owner and CEO. The company originates and services residential mortgages — including conventional, government (FHA/VA), jumbo, refinance, non-QM, and down payment assistance products — operating 40+ branch locations across approximately 35-38 U.S. states. Its primary customer segment is individual homebuyers (first-time, move-up, and refinance borrowers), with secondary B2B channels via preferred-lender partnerships with homebuilders (e.g., the Dorn Mortgage joint venture with Dorn Homes) and real estate agent referral networks. The Care Fund, a 501(c)(3) nonprofit co-founded in 2013, has provided over $2.1M in mortgage and rent assistance to 800+ families with medically ill children.
The technology stack is built on Ellie Mae's Encompass digital lending platform, overlaid with HFG GO — a proprietary mobile-responsive borrower portal for online applications, document signing, and loan tracking — and supplemented by Pavaso for electronic closings, MBS Highway for borrower-facing market analytics, and Homebot for ongoing client engagement. Loan officers are supported by branch operations and a centralized national processing and logistics function. The firm was an early Arizona adopter of electronic mortgage closings (first eClose in March 2018) and was a 2019 Ellie Mae Digital Mortgage Excellence finalist.
Revenue is generated primarily through transaction-based origination fees and secondary-market gains on funded loans, supplemented by recurring servicing fees on retained portfolios. Distribution combines sales-led licensed loan officers at branch locations with a direct-to-consumer digital channel (HFG GO). Funded loan volume reached $1.51B in 2016 (a 35% year-over-year increase) and $1.44B in 2018; the company ranked #55 on the Scotsman Guide Top Mortgage Lenders list in 2023 and was named to Mortgage Executive Magazine's Top 50 in 2024. Workplace culture is a documented differentiator, with 17 consecutive Best Places to Work awards.
Homeowners Financial Group firmographics
Firmographics- Name
- Homeowners Financial Group
- Legal name
- Homeowners Financial Group USA, LLC
- Website
- https://homeownersfg.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Homeowners Financial Group is a privately held, founder-owned residential mortgage lender founded in 2004, originating conventional, government, jumbo, and refinance loans across 35+ states via 40+ branches and a digital platform (HFG GO), serving individual homebuyers, homebuilders, and real estate agent partners.
- Ownership category
- akta.pro rank
Homeowners Financial Group industry classification
Industry- Product category
- Residential Mortgage Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- First-Time Homebuyer (FTHB) Mortgage Origination (FSALAAAG)
- akta.pro secondary industries
- Cash-Out Refinance Origination (FSALAAAF), New Construction-to-Perm (Single-Family Owner-Occupied) (FSALAHAA), Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)
Keywords
Where Homeowners Financial Group is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices42 records
Markets served
Homeowners Financial Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Mortgage Origination: Origination fees and rate markups from residential mortgage loans including purchase mortgages, refinances, conventional, FHA, VA, and jumbo loans
- Loan Servicing: Ongoing servicing fees from managing residential mortgage portfolios post-closing
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based mortgage rates |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Homeowners Financial Group product offering
Product offeringCore offering
Homeowners Financial Group is a privately held residential mortgage lender that originates and services home purchase and refinance loans through licensed mortgage professionals operating from branch locations across 38 states, supported by the proprietary HFG GO digital platform. The company offers conventional, government-backed (FHA/VA), jumbo, refinance, non-QM, and down payment assistance loan products, plus dedicated builder and eClosing services.
Product overview
Homeowners Financial Group operates as a mortgage lender offering a unified mortgage platform (HFG GO) with multiple loan product categories. The core HFG GO platform provides online applications, payment processing, and loan tracking, while specialized products include Conventional Loans, Government Loans (FHA/VA), Jumbo Loans, Refinance Loans, Down Payment Assistance Programs, Non-QM Loans, Builder Division services, and eClosing capabilities. The company partners with Ellie Mae Encompass for loan origination, Pavaso for electronic closings, and MBS Highway for market intelligence tools.
Differentiator
Problem solved
Functional benefit
Products and services
- HFG GO Online mortgage platform that enables consumers to complete mortgage applications, upload documents, sign disclosures, make payments, and track loan status digitally through a secure, mobile-responsive portal.
- Conventional Loans
Quantifiable outcome
- 3,168 hours of employee volunteer time and $904,604 raised for charity in past year
- +2 more outcomes
Companies that use Homeowners Financial Group
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Homeowners Financial Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Homeowners Financial Group partnerships and signals
Strategic signalScale indicators10 records
Recent moves11 records
Expansion highlights6 records
Homeowners Financial Group competitors and assessment
Company assessmentDirect peers
- Fairway Independent Mortgage: Mid-sized retail mortgage lender with a multi-state branch footprint, broad product menu, and emphasis on purchase financing — very similar scale and go-to-market profile to HFG.
- NewRez (formerly New Penn Financial): Retail and wholesale residential mortgage originator with conventional, government, jumbo, and non-QM products across a multi-state footprint — comparable product breadth to HFG.
- Guaranteed Rate: National retail mortgage lender with branch network and digital POS, offering conventional, government, jumbo, and refinance products — directly comparable retail-channel mortgage model to HFG.
- PrimeLending: National retail mortgage lender serving purchase, refinance, and new construction borrowers across branches in most U.S. states — comparable product set and multi-state retail distribution to HFG.
- Movement Mortgage: Retail-focused mortgage lender with a national branch network and strong purchase-loan orientation, plus a Builder Division offering — a near-direct parallel to HFG's retail-plus-builder strategy.
- loanDepot: Large retail and wholesale residential mortgage lender offering conventional, government, jumbo, and refinance products across the U.S. through branch and digital channels — directly comparable business model to HFG's retail mortgage origination and refinancing focus.
- Caliber Home Loans: Multi-channel residential mortgage lender with retail, wholesale, and correspondent divisions serving similar borrower segments (purchase, refi, FHA, VA, jumbo). Closely comparable scope and customer base to HFG.
- Rocket Mortgage: Largest U.S. retail mortgage originator, offering the full spectrum of purchase and refinance products via a digital-first platform. Comparable to HFG in product breadth but materially larger in scale and digital maturity.
- Academy Mortgage: Privately held retail mortgage lender with a multi-state branch network and broad product menu including builder partnerships — closely comparable mid-sized private competitor to HFG.
Regional players
- Paramount Equity (Paramount Residential Mortgage Group): Mid-sized regional retail mortgage lender with a builder-focused division and multi-state presence — comparable scale and builder-channel overlap, though concentrated in different geographies than HFG.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Homeowners Financial Group social profiles
Digital presenceHomeowners Financial Group compliance and trust
Trust signalCompliance2 records
Homeowners Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Homeowners Financial Group leadership team
Management profileNumber of profiles
Profiles17 records
Homeowners Financial Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Homeowners Financial Group 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 Homeowners Financial Group
What does Homeowners Financial Group do?
Homeowners Financial Group is a privately held residential mortgage lender that originates and services home purchase and refinance loans through licensed mortgage professionals operating from branch locations across 38 states, supported by the proprietary HFG GO digital platform. The company offers conventional, government-backed (FHA/VA), jumbo, refinance, non-QM, and down payment assistance loan products, plus dedicated builder and eClosing services.
Is Homeowners Financial Group a public or private company?
Homeowners Financial Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Homeowners Financial Group founded?
Homeowners Financial Group was founded in 2004. It employs 251 to 500 people.
Where is Homeowners Financial Group based?
Homeowners Financial Group is headquartered in Scottsdale, United States, in the North America region.
How does Homeowners Financial Group make money?
Two revenue lines are on record. Mortgage Origination is the primary driver. The others are loan Servicing.
Who are Homeowners Financial Group's main competitors?
Direct peers on record are Fairway Independent Mortgage, NewRez (formerly New Penn Financial), Guaranteed Rate, PrimeLending, Movement Mortgage, loanDepot, Caliber Home Loans, Rocket Mortgage and Academy Mortgage. Paramount Equity (Paramount Residential Mortgage Group) is listed as a regional player.
Does Homeowners Financial Group have an API?
No public API is recorded for Homeowners Financial Group.
What industry is Homeowners Financial Group in?
Homeowners Financial Group's product category is Residential Mortgage Lending. Its primary akta.pro industry code is FSALAAAG, First-Time Homebuyer (FTHB) Mortgage Origination, with a secondary code of FSALAAAF, Cash-Out Refinance Origination. Its NAICS code is 522310 and its SIC code is 6162.