Alliance Reverse Mortgage
Alliance Reverse Mortgage is a private Santa Rosa, California-based reverse mortgage broker and lender serving California credit unions and their senior homeowner members through HECM and proprietary jumbo reverse mortgage origination services.
- Company typePrivate
- Founded2001
- HeadquartersSanta Rosa, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Alliance Reverse Mortgage does
Alliance Reverse Mortgage is a privately held reverse mortgage loan origination and brokerage company headquartered at 3033 Cleveland Avenue, Suite 150, Santa Rosa, California. Founded in 2001 as a traditional mortgage brokerage, the company originated its first reverse mortgage in 2006 and subsequently restructured to operate as a reverse-mortgage-only organization. Since establishing its inaugural credit union partnership with Redwood Credit Union in 2007, Alliance has positioned itself as "The Trusted Partner" for California credit unions, providing white-label reverse mortgage services through a channel-partner go-to-market model focused exclusively within California.
The company's product portfolio comprises four core reverse mortgage offerings: the Home Equity Conversion Mortgage (HECM), the federally insured flagship product backed by HUD/FHA for homeowners aged 62 and older; HECM Refinance for existing HECM borrowers seeking better terms or additional funds; HECM for Purchase, which finances new primary residence acquisitions; and a Proprietary Reverse Mortgage (Jumbo) for borrowers aged 55 and older with high-value properties exceeding the $1,149,825 federal lending limit. Loan calculations are performed using Reverse Vision, a third-party software platform, and the company is a member of the National Reverse Mortgage Lenders Association (NRMLA). Alliance holds California Bureau of Real Estate broker license 01524732 and NMLS 248216.
Alliance generates revenue through transaction-based fees on originated loans, including origination fees, closing costs, mortgage insurance premiums, and interest income, with most costs financeable into the loan itself. Distribution is conducted primarily through credit union partner referrals supplemented by a content-rich website, a Reverse Vision-powered loan calculator, direct phone outreach (800-842-3601), and active participation in California Credit Union League chapter and network events. End consumers are senior homeowners aged 55 or older seeking to access home equity without monthly mortgage payments, with credit union members representing the primary customer segment.
Alliance Reverse Mortgage firmographics
Firmographics- Name
- Alliance Reverse Mortgage
- Legal name
- Alliance Reverse Mortgage
- Website
- https://alliancereverse.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alliance Reverse Mortgage is a private Santa Rosa, California-based reverse mortgage broker and lender serving California credit unions and their senior homeowner members through HECM and proprietary jumbo reverse mortgage origination services.
- Ownership category
- akta.pro rank
Alliance Reverse Mortgage industry classification
Industry- Product category
- Reverse Mortgage Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Real Estate Credit (522292)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Reverse Mortgage Origination (HECM & Proprietary) (FSALAIAA)
- akta.pro secondary industries
- Reverse Mortgage Brokerage & Lead Generation (FSALAIAB), Reverse Mortgage Servicing & Subservicing (FSALAIAC)
Keywords
Where Alliance Reverse Mortgage is headquartered
LocationHeadquarters
- HQ city
- Santa Rosa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alliance Reverse Mortgage business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Reverse Mortgage Origination: Alliance Reverse Mortgage generates revenue through origination fees, closing costs, mortgage insurance premiums, and interest on reverse mortgage loans. The company operates as both a broker and lender for reverse mortgage products including HECM and proprietary/jumbo reverse mortgages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | HECM (Home Equity Conversion Mortgage) - Standard reverse mortgage product backed by HUD/FHA |
| Transaction based/ take rate | Pay-as-you-go | HECM For Purchase - Finance new home purchase with reverse mortgage |
| Transaction based/ take rate | Pay-as-you-go | HECM Refinance - Refinance existing HECM for better terms |
| Transaction based/ take rate | Pay-as-you-go | Proprietary Reverse Mortgage (Jumbo Loan) - For high-value properties above federal limits |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Alliance Reverse Mortgage product offering
Product offeringCore offering
Alliance Reverse Mortgage originates and brokers reverse mortgage loans for senior homeowners in California, offering HECM products (standard, refinance, and for-purchase) and a proprietary jumbo reverse mortgage for high-value properties. The company sells exclusively through California credit union partnerships, providing credit unions and their senior members with reverse mortgage origination services, consultation, and low-rate/fee loan products.
Product overview
Alliance Reverse Mortgage operates as a reverse mortgage-only lending organization serving California, primarily through credit union partnerships. The product portfolio centers on four core reverse mortgage offerings: the Home Equity Conversion Mortgage (HECM) as the flagship federally-insured product; HECM Refinance for existing HECM borrowers seeking better terms or additional funds; HECM For Purchase for financing new home purchases; and the Proprietary Reverse Mortgage (Jumbo Loan) for high-value properties exceeding federal lending limits. Supporting these products are a Loan Calculator tool for personalized analysis and a Credit Union Partners Program that provides white-label reverse mortgage services to credit unions and their senior members.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Equity Conversion Mortgage (HECM) A federally-insured reverse mortgage backed by HUD and FHA that allows homeowners aged 62 or older to convert a portion of their home equity into cash without monthly mortgage payments. The loan balance grows over time as interest and fees accrue, with the home serving as collateral. Borrowing limit up to $970,800 federally insured; most costs can be financed into the loan.
- HECM Refinance A refinancing option for homeowners with an existing HECM loan that allows them to secure a lower interest rate, add a spouse to the loan, or access additional cash if the home's value has increased since the original loan. Subject to the same HECM cost structure (mortgage insurance premiums, origination fees, closing costs), most of which can be financed into the loan.
- HECM For Purchase A specialized reverse mortgage program enabling homeowners aged 62 or older to finance the purchase of a new primary residence using a reverse mortgage, with no monthly mortgage payments required. Backed by FHA with the same cost structure as a standard HECM.
- Proprietary Reverse Mortgage (Jumbo Loan) A reverse mortgage for homeowners aged 55 or older with high-value properties that allows borrowing beyond the federal HECM limit of $1,149,825. Offered as fixed or adjustable rate options and backed by private lending companies rather than FHA. Typically lower cost than HECM for eligible high-value properties.
- Credit Union Partners Program A partnership program serving California credit unions and their senior members with reverse mortgage solutions. Provides credit unions with outsourced reverse mortgage origination, competitive rates and fees, white-label-style member service, and active community support (CCUL event participation, PAC support, Credit Union for Kids, etc.). First partnership established with Redwood Credit Union in 2007.
Quantifiable outcome
- No monthly mortgage payments for qualified borrowers
- +1 more outcomes
Companies that use Alliance Reverse Mortgage
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Alliance Reverse Mortgage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance Reverse Mortgage partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Redwood Credit UnioncoreFirst credit union partnership established in 2007 with Redwood Credit Union. Brett Martinez (President and CEO) sought a responsible solution for his members' reverse mortgage needs after noticing members were obtaining reverse mortgages without proper pricing or service levels. This partnership created a solution and established Alliance Reverse Mortgage as 'The Trusted Partner' for California credit unions.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
Alliance Reverse Mortgage competitors and assessment
Company assessmentDirect peers
- Open Mortgage: Multi-channel mortgage lender with a dedicated reverse mortgage division (Open Reverse Mortgage), offering HECM and proprietary reverse mortgage products through partner and direct channels.
- American Advisors Group: One of the largest reverse mortgage lenders in the U.S., directly comparable to Alliance Reverse Mortgage as a specialist offering HECM and proprietary reverse mortgage products to seniors through a direct-to-consumer and partner channel model.
- Cherry Creek Mortgage: Regional mortgage lender with a dedicated reverse mortgage division offering HECM products, comparable in scale and specialty-channel positioning to Alliance Reverse Mortgage.
- Finance of America Reverse: Major dedicated reverse mortgage lender offering HECM and proprietary reverse mortgage products, directly competing for the same senior borrower segment and credit union/community bank channel relationships.
- Liberty Reverse Mortgage (now part of Guild Mortgage): Reverse mortgage specialist that was acquired by Guild Mortgage, offering HECM and proprietary products. Directly comparable to Alliance Reverse Mortgage in product focus and channel partner model.
- HighTechLending: Reverse mortgage specialty lender offering HECM and proprietary reverse mortgage products, with similar focus on personalized service and senior homeowners as Alliance Reverse Mortgage.
- Reverse Mortgage Funding: Reverse mortgage specialist lender offering HECM and proprietary (Jumbo) reverse mortgage products, directly comparable in product mix and target-segment focus to Alliance Reverse Mortgage.
- One Reverse Mortgage (Rocket Reverse): Reverse mortgage lender owned by Rocket Mortgage, offering HECM and proprietary reverse mortgage products. Comparable as a major reverse mortgage competitor with broader institutional backing.
Broad incumbents
- Rocket Mortgage: Largest U.S. mortgage lender with a reverse mortgage offering through One Reverse Mortgage. Broader incumbent that competes for the same senior borrower segment and partner channels.
- Mutual of Omaha Mortgage: Broader mortgage lender with a significant reverse mortgage division, offering HECM and proprietary reverse mortgage products. Comparable as a larger, brand-backed incumbent in the senior lending space.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Alliance Reverse Mortgage social profiles
Digital presenceAlliance Reverse Mortgage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Reverse Mortgage leadership team
Management profileNumber of profiles
Alliance Reverse Mortgage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance Reverse Mortgage 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 Alliance Reverse Mortgage
What does Alliance Reverse Mortgage do?
Alliance Reverse Mortgage originates and brokers reverse mortgage loans for senior homeowners in California, offering HECM products (standard, refinance, and for-purchase) and a proprietary jumbo reverse mortgage for high-value properties. The company sells exclusively through California credit union partnerships, providing credit unions and their senior members with reverse mortgage origination services, consultation, and low-rate/fee loan products.
Is Alliance Reverse Mortgage a public or private company?
Alliance Reverse Mortgage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alliance Reverse Mortgage founded?
Alliance Reverse Mortgage was founded in 2001. It employs 11 to 50 people.
Where is Alliance Reverse Mortgage based?
Alliance Reverse Mortgage is headquartered in Santa Rosa, United States, in the North America region.
How does Alliance Reverse Mortgage make money?
One revenue line is on record: reverse Mortgage Origination.
Who are Alliance Reverse Mortgage's main competitors?
Direct peers on record are Open Mortgage, American Advisors Group, Cherry Creek Mortgage, Finance of America Reverse, Liberty Reverse Mortgage (now part of Guild Mortgage), HighTechLending, Reverse Mortgage Funding and One Reverse Mortgage (Rocket Reverse). Broad incumbents are Rocket Mortgage and Mutual of Omaha Mortgage.
Does Alliance Reverse Mortgage have an API?
No public API is recorded for Alliance Reverse Mortgage.
What industry is Alliance Reverse Mortgage in?
Alliance Reverse Mortgage's product category is Reverse Mortgage Lending. Its primary akta.pro industry code is FSALAIAA, Reverse Mortgage Origination (HECM & Proprietary), with a secondary code of FSALAIAB, Reverse Mortgage Brokerage & Lead Generation. Its NAICS code is 522310 and its SIC code is 6163.