RealFi

What RealFi does

Reliant Home Funding, operating under the brand RealFi, is a privately held residential mortgage originator founded in 2000 and headquartered at 445 Broad Hollow Rd, Suite 334, Melville, NY (NMLS #292473). The company originates purchase and refinance mortgage products for homebuyers, current homeowners seeking rate/term or cash-out refinancing, and the real estate agent/broker community that refers clients. Reliant actively lends across five states — New York, New Jersey, Connecticut, Pennsylvania, and Florida — with county-level SEO content marketing supporting localized origination demand.

The company's underlying technology stack centers on a custom-built CRM designed specifically for mortgage loan originators, a cloud-based virtual workspace for remote borrower collaboration, electronic document collection that lets borrowers submit income and asset information directly, and an AI-driven underwriting layer intended to accelerate loan approval decisions. Mobile distribution is supported through the RHF Go app on iOS and Android, and the company is listed as a lender on Zillow Premier Agent and Bankrate for inbound lead generation. The product surface is squarely residential mortgage origination — no commercial lending, servicing, or secondary-market trading products are disclosed.

Reliant generates revenue through origination transaction fees on closed residential mortgages, with independent loan officers, teams, and branches compensated under plans structured to retain more economics for the originator. The go-to-market model is sales-led, combining inside sales via a contact center, field originators, digital lead capture through county-level SEO, and partner referrals from real estate professionals. Ownership is described as family-run with no disclosed parent company, institutional investor, or PE backing, and no funding rounds appear in the source data, indicating a stable privately funded operating model rather than a venture-backed growth trajectory.

Name

RealFi

Legal name

Reliant Home Funding

Website

https://rhfbranch.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Reliant Home Funding is a privately held residential mortgage originator serving homebuyers, homeowners, and real estate professionals across New York, New Jersey, Connecticut, Pennsylvania, and Florida, using a custom CRM, AI-driven underwriting, and electronic document collection to deliver purchase and refinance loans.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

NAICS

Real Estate Credit (522292), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Rate-and-Term Refinance Origination (FSALAAAE)

akta.pro secondary industries

Cash-Out Refinance Origination (FSALAAAF), Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)

Keywords

• Residential mortgage lending
• Mortgage origination services
• Home purchase financing
• Mortgage refinancing
• Mortgage loan origination

Headquarters

HQ city

White Plains

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Mortgage Origination Fees: Revenue generated from originating residential mortgage loans for homebuyers and homeowners. Originators can be independent loan officers, teams, or branches, with compensation plans structured to retain more revenue for the originator.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

RealFi operates Reliant Home Funding as a residential mortgage loan originator, originating purchase and refinance mortgage products (including FHA loans) for individual homebuyers, current homeowners, and referrals from real estate professionals across New York, New Jersey, Connecticut, Pennsylvania, and Florida. The company supports its loan officers with a custom-built CRM, a cloud-based virtual workspace, AI-driven underwriting, and electronic borrower document collection, and it also recruits independent loan officers, teams, and branches to originate under its brand.

Product overview

Reliant Home Funding operates as a residential mortgage origination company offering purchase and refinance mortgage products. The company provides a custom-built CRM system for loan originators, a virtual workspace platform, and AI-driven underwriting technology. Services include electronic document collection and various mortgage products including FHA loans. The company serves homebuyers, homeowners, and real estate professionals across New York, New Jersey, Connecticut, Pennsylvania, and Florida.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgage Purchase Origination End-to-end residential mortgage loan origination for prospective homebuyers purchasing a primary residence, including pre-approval and online application via website and the RHF Go mobile app. Serves individual borrowers in New York, New Jersey, Connecticut, Pennsylvania, and Florida.
• Residential Mortgage Refinance Origination Refinance origination services for existing homeowners, including rate/term refinancing, cash-out refinancing, and home equity options. Designed for current homeowners in NY, NJ, CT, PA, and FL seeking better terms or to access home equity.
• Residential Mortgage Origination (Overall Service) Comprehensive residential mortgage origination offering providing reliable, efficient, and transparent services for homebuyers, homeowners, and the real estate community across NY, NJ, CT, PA, and FL, including FHA loan products.
• Independent Loan Officer / Team / Branch Affiliation Program Affiliation and contracting program for independent mortgage loan officers, teams, and branches who originate under RealFi's brand, using its custom-built CRM, AI-driven underwriting, electronic document collection, and competitive compensation plans.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Caliber Home Loans: Mid-to-large independent mortgage bank with retail, wholesale, and correspondent channels. Comparable to RHF in retail consumer-direct origination and multi-state retail branch network.
• Homepoint: Multi-channel mortgage lender with retail, wholesale, and correspondent operations. Comparable to RHF on multi-channel origination model and technology investments to support independent loan officers.
• Paramount Residential Mortgage Group (PRMG): Independent mortgage bank with multi-channel retail and wholesale operations nationwide. Comparable to RHF in independent-LO-friendly model and broad retail branch network across similar geographies.
• Fairway Independent Mortgage: Independent mortgage bank with strong retail branch presence and originator-focused culture. Comparable to RHF on independent-LO-friendly model, family-influenced culture, and multi-state retail operations.
• NewRez (Rithm Capital): Multi-channel mortgage lender (retail, wholesale, correspondent) serving similar residential purchase and refinance customers. Comparable business model to RHF with proprietary technology investments and multi-state retail footprint.
• loanDepot: Direct-to-consumer mortgage originator with multi-channel retail and partner referral operations across multiple states. Comparable to RHF in retail origination focus and consumer-direct digital strategy, with overlapping geographies in the Northeast and Florida.
• Guild Mortgage: Independent mortgage lender with retail branches across the U.S. and strong purchase/refinance offerings. Comparable to RHF in retail branch-led origination and consumer-direct marketing focus.
• Embrace Home Loans: Mid-sized regional independent mortgage bank with strong Northeast presence and retail branch operations. Comparable to RHF on regional Northeast concentration, retail branch model, and independent mortgage bank positioning.

Broad incumbents

• United Wholesale Mortgage (UWM): Leading wholesale mortgage lender focused on independent mortgage brokers. Comparable to RHF's emphasis on supporting independent originators and offering technology-driven tools, though UWM operates at vastly greater scale via the broker channel.
• Rocket Mortgage: Largest U.S. retail mortgage originator with consumer-direct digital capabilities and a national footprint. Comparable to RHF on retail/consumer-direct origination model and AI-driven technology investments, but operates at materially larger scale and brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Realfifunding
• Facebookfacebook.com/RealFilending
• LinkedInlinkedin.com/company/realfi

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about RealFi