Avenir Mortgage Planners

What Avenir Mortgage Planners does

Avenir Mortgage Planners is a privately held, founder-led mortgage brokerage headquartered in Pleasant Hill, California, operating since 2002 across the San Francisco Bay Area. As a wholesale broker (NMLS 243334, DRE 01417426), the firm shops multiple lender partners on behalf of clients rather than originating loans on its own balance sheet, enabling it to offer a broad product set spanning conventional, FHA, VA, jumbo (up to $3 million), and specialty programs including foreign national, asset-based, limited-income-verification, and interest-only loans. Core product categories include purchase loans, rate/term and cash-out refinance, no-cost refinance (where closing costs are absorbed from broker commission), and debt consolidation mortgages, supported by a 30-day closing guarantee and bilingual staff (English, French, Spanish).

The firm runs a four-person professional team led by Broker/Owner Greg Lartilleux, who acquired the corporation from his employer in 2008 during the mortgage crisis and built the business alongside his sister Emma on principles of expertise and integrity. Revenue mechanics are transaction-based: the firm earns broker commissions from lenders at loan closing, partially offsetting those commissions by absorbing third-party closing costs in no-cost refinance deals. Go-to-market is overwhelmingly referral-driven, with nearly 100% of business sourced from satisfied clients, financial advisors, and real estate agent partners across Bay Area communities including San Francisco, Walnut Creek, Berkeley, Palo Alto, Oakland, Dublin, and Emeryville; the firm cites 600+ five-star reviews across Yelp, Zillow, Google, and LinkedIn and has completed roughly 4,000 loans over 23 years of operation.

There is no proprietary technology platform disclosed; the firm uses standard loan origination and processing systems and does not advertise AI-driven automation, digital point-of-sale, or algorithmic underwriting. The business model is deliberately small, capital-light, and relationship-driven, with no external funding, no subsidiaries, and no M&A activity. Distribution is direct-to-consumer through in-person and phone consultations, online application forms, and email newsletters. The competitive proposition rests on the broker model's lender optionality, the no-cost refinance structure, regulatory licensure, long-tenured talent with complex-file expertise (e.g., qualifying borrowers other brokers declined), and a regionally entrenched referral network.

Name

Avenir Mortgage Planners

Legal name

Avenir Mortgage Planners

Website

https://avenirmp.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Avenir Mortgage Planners is a privately held mortgage brokerage in Pleasant Hill, California, founded in 2002, serving homebuyers and refinancers across the San Francisco Bay Area with purchase, refinance, and specialty loan products sourced through multi-lender broker relationships.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

Keywords

• Mortgage brokerage services
• Residential home loans
• Mortgage refinance programs
• Jumbo loan programs
• FHA and VA loans

Headquarters

HQ city

Pleasant Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Loan Origination Commission: As a mortgage broker, the company earns commissions from lenders when loans close. They use part of their commission to pay closing costs for clients on no-cost refinance deals. This is the primary revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Avenir Mortgage Planners is a residential mortgage brokerage that arranges home purchase and refinance loans for individual borrowers. The firm works with multiple wholesale lenders to source financing, then packages and places loans on behalf of clients. It supports a broad menu of loan programs including conventional, government-backed, jumbo, and niche non-QM products for self-employed, foreign national, and asset-based borrowers.

Product overview

Avenir Mortgage Planners is a mortgage brokerage offering a comprehensive suite of home loan products for purchase and refinance transactions. The company provides "classic" loan products including fixed rate mortgages, adjustable rate mortgages, conventional loans, FHA loans, VA loans, and jumbo loans (up to $3 million). Additionally, they offer "out-of-the-box" specialty products such as no monthly mortgage insurance with 5% down, low credit score programs (as low as 580), loans available 1-day after foreclosure or short sale, foreign national programs, limited income verification, asset-based loans, interest-only options, and 1st/2nd combo loans. Their key differentiator is their broker model that shops multiple lenders to secure the best rates, combined with a no-cost refinance guarantee where they cover all closing costs using their commission.

Differentiator

Problem solved

Functional benefit

Products and services

• Fixed Rate Mortgages Conventional fixed-rate purchase and refinance mortgages with stable interest rates over the loan term, offered to individual homebuyers and refinancers.
• Adjustable Rate Mortgages (ARM) Mortgage products with an initial fixed rate that adjusts after a set period, used by borrowers expecting to move, refinance, or see income growth.
• Conventional Purchase Loans Standard conforming and non-conforming purchase financing for primary residences, second homes, and investment properties.
• FHA Loans Government-insured FHA-backed mortgages for eligible borrowers, typically with lower down payment requirements.
• VA Loans VA-backed mortgages for eligible veterans and service members, offering favorable terms for home purchase or refinance.
• Jumbo Loans Non-conforming mortgages above conforming loan limits, designed for high-cost Bay Area property financing.
• Foreign National Loan Programs Mortgage programs for non-U.S. citizens or non-permanent residents purchasing U.S. property, with underwriting suited to foreign income and asset documentation.
• Asset Based Loans Non-QM mortgages underwritten primarily on liquid assets and reserves rather than traditional income documentation, used by high-net-worth borrowers.
• Combo (1st and 2nd Lien) Loans Structures combining a first mortgage with a simultaneous second lien to avoid private mortgage insurance or finance a larger purchase with reduced down payment.
• Interest-Only Mortgage Options
• Limited Income Verification Loans Non-QM loans that use alternative or limited income documentation for self-employed or variable-income borrowers.
• No Monthly Mortgage Insurance (5% Down) Program Low down payment conventional program that allows borrowers to put down as little as 5% without monthly mortgage insurance.
• Cash-Out Refinance Refinance transaction where the borrower pulls equity out of the home as cash at closing, for any permitted purpose.
• No-Cost Refinance Refinance option that rolls closing costs into the loan or rate so the borrower pays little or no out-of-pocket closing costs.
• Debt Consolidation Mortgage Refinance strategy that consolidates higher-interest debts into the mortgage to lower overall monthly payments or simplify obligations.

Quantifiable outcome

• 30-day closing guarantee for refinances (not 3 months)
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Top Lenders in the IndustrycoreOthersAs a mortgage broker, the company works with approved lenders across the industry to offer a wide array of loan programs. This allows them to shop multiple lenders to find the best rates and programs for each client's unique situation. The broker model enables access to VA loans, FHA loans, conventional loans, jumbo loans, and specialty programs.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• PrimeLending: National retail mortgage lender offering purchase, refinance, and home equity products with a relationship-driven model similar to Avenir's, but operating across many more states.
• loanDepot: National retail and wholesale mortgage originator offering conventional, government, jumbo, and refi products across both consumer-direct (mello) and partner channels — a much larger incumbent in the same broker-adjacent space.
• NewRez: National mortgage lender and servicer offering conventional, government, jumbo, and specialty products across retail and wholesale channels — a comparable product breadth to Avenir's at much larger scale.
• Caliber Home Loans: National mortgage originator and servicer offering a broad purchase/refi product menu including non-QM; comparable to Avenir's specialty positioning but at significantly greater scale.
• Rocket Mortgage: Largest U.S. direct-to-consumer mortgage lender with the full purchase/refi suite plus a wholesale arm (Rocket Pro TPO); competes for the same borrowers as Avenir but with vastly greater marketing, technology, and balance sheet.
• United Wholesale Mortgage (UWM): Largest U.S. wholesale mortgage lender that supplies broker partners — competes indirectly with Avenir by setting wholesale pricing, broker technology (Blink), and increasingly encroaching on retail via its own broker channel.
• Guaranteed Rate: Large national mortgage lender and broker offering a full purchase/refi product set (conventional, FHA, VA, jumbo) through both retail and wholesale channels — broader scale and brand than Avenir but overlapping borrower base.

Emerging players

• Better.com: Digital-first direct mortgage lender offering a streamlined purchase and refinance experience — a tech-led competitor targeting the same convenience-oriented borrowers Avenir serves in the Bay Area.

Direct peers

• RPM Mortgage: California-based retail and wholesale mortgage lender/broker with a comparable multi-lender product menu (conventional, FHA, VA, jumbo) and a regional relationship-driven GTM very similar to Avenir's Bay Area operation.
• Summit Funding: Regional mortgage banker/broker offering purchase and refinance products with a similar relationship-led GTM and product breadth (conventional, government, jumbo, specialty), competing for the same Bay Area borrower.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/avenirmp
• LinkedInlinkedin.com/in/gregloans

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 Avenir Mortgage Planners