AS IS Lending
AS IS Lending is a private, direct-to-consumer mortgage lender and broker offering purchase, refinance, FHA, VA, jumbo, renovation, and reverse mortgages to individual borrowers in California, Nevada, and Texas, operating with a small team under Founder/CEO Sonny Reynolds.
- Company typePrivate
- Founded2015
- HeadquartersLaguna Hills, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What AS IS Lending does
AS IS Lending (legal entity: S&S Financial dba AS IS Lending) is a private, direct-to-consumer mortgage lending company founded in 2015 and headquartered in Laguna Hills, California, with a second office in Little Elm, Texas. The company originates and brokers residential mortgage loans across a broad product menu including purchase mortgages, refinances, fixed-rate and adjustable-rate loans, FHA, VA, jumbo, renovation, and reverse mortgages. It holds NMLS license 1422332 and is licensed in California, Nevada, and Texas, with a VA Lender designation (9080240000) enabling veteran loan origination nationwide. The firm is led by Founder and CEO Sonny Reynolds, who has over 25 years of mortgage banking experience drawn from prior roles at SC Funding and Ditech Financial.
The business runs on a lean operational model with 1-10 employees, using a third-party mortgage origination platform (my-mortgage-online.com) for loan applications and a Squarespace-hosted website as the primary digital surface. The go-to-market motion is inside sales driven by content marketing, organic SEO, and referral channels (BBB, Trustpilot), with leads captured via toll-free phone, email, and an "Apply Now" web application portal. The company positions itself on transparency, no-hype consultative advice, and a "lender for life" family-oriented culture, supported by a blog of authored educational articles on FHA basics, refinancing, and home buying economics.
Revenue is generated through transaction-based origination fees and spreads on closed mortgage loans across the diversified product portfolio. Customer segments span home buyers, refinance candidates, military veterans, less-than-perfect-credit FHA borrowers, and homeowners aged 62+ seeking reverse mortgages. No institutional investors, external capital, or M&A activity are disclosed, and the firm operates as a founder-controlled private entity within a highly competitive residential mortgage market dominated by much larger banks and online lenders.
AS IS Lending firmographics
Firmographics- Name
- AS IS Lending
- Legal name
- S&S Financial dba AS IS Lending
- Website
- https://asislending.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AS IS Lending is a private, direct-to-consumer mortgage lender and broker offering purchase, refinance, FHA, VA, jumbo, renovation, and reverse mortgages to individual borrowers in California, Nevada, and Texas, operating with a small team under Founder/CEO Sonny Reynolds.
- Ownership category
- akta.pro rank
Where AS IS Lending is headquartered
LocationHeadquarters
- HQ city
- Laguna Hills
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
AS IS Lending business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Mortgage Origination & Brokerage: AS IS Lending generates revenue through originating mortgage loans and capturing the spread between origination fees and wholesale funding rates. As a direct lender and broker, they earn income from origination fees, interest rate differentials, and processing fees on closed mortgage loans including purchases, refinances, and specialized products (FHA, VA, jumbo, renovation loans).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | Purchase mortgages - loans used to finance home purchases |
| Transaction based/ take rate | Multi-year contract | Refinance mortgages - replacement loans for existing mortgages |
| Transaction based/ take rate | Multi-year contract | FHA loans - government-backed loans for borrowers with less than perfect credit |
| Transaction based/ take rate | Multi-year contract | VA loans - specialized loans for active military and veterans |
| Transaction based/ take rate | Multi-year contract | Reverse mortgages - for homeowners aged 62+ to convert home equity to cash |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
AS IS Lending product offering
Product offeringCore offering
AS IS Lending is a direct-to-consumer mortgage lender and broker that originates and funds residential home loans. The company offers purchase mortgages, refinances, fixed- and adjustable-rate loans, and government-backed programs including FHA, VA, reverse, jumbo, and renovation loans. Loans are sold to individual consumers via a consultative, inside-sales model supported by digital application portals and educational content.
Product overview
AS IS Lending is a direct-to-consumer mortgage lending company offering a unified platform of mortgage products and educational resources. The core product portfolio consists of nine mortgage products: Purchase, Refinance, Fixed Rate, Adjustable Rate (ARM), VA Loans, FHA Loans, Reverse Mortgages, Jumbo Loans, and Renovation Loans. These products are complemented by a Mortgage Education module providing articles and guides on home buying economics, financing options, and interest rate qualification. The company is led by Founder & CEO Sonny Reynolds and operates from offices in Laguna Hills, CA and Little Elm, TX.
Differentiator
Problem solved
Functional benefit
Products and services
- Purchase Mortgage A mortgage loan used to finance the purchase of a home, second home, or investment property, available to individual home buyers through the company's direct-to-consumer mortgage lending platform.
- Refinance Mortgage A new mortgage loan that replaces an existing mortgage, allowing borrowers to seek a lower rate, shorter term, debt payoff, or cash-out on home equity; offered to existing homeowners.
- Fixed Rate Mortgage A mortgage with an interest rate that remains fixed throughout the entire life of the loan, with consistent monthly payments for the borrower.
- Adjustable Rate Mortgage (ARM) A mortgage with a lower initial monthly payment whose interest rate adjusts periodically, causing monthly payments to increase or decrease over the life of the loan.
- VA Loans Specialized mortgage programs guaranteed by the Veterans Administration exclusively for active military and veterans of the U.S. Armed Forces, originated under VA Lender ID 9080240000.
- FHA Loans Mortgage loans insured by the Federal Housing Administration, designed for borrowers with less than perfect credit and smaller down payments (3.5% down with 580+ credit score).
- Reverse Mortgages A mortgage product enabling clients aged 62 years or older to convert home equity into cash income, with the optional benefit of no monthly payments required throughout the life of the loan.
- Jumbo Loans Mortgages for clients with loan balances greater than $484,350, or above $726,525 in federally designated high-cost markets.
- Renovation Loans A loan that allows homeowners to purchase or refinance a home that needs repairs, with renovation funds withdrawn in phases based on construction or repair progress and completion.
Quantifiable outcome
- Recommendation to refinance 6-year-old 30-year mortgages into 24-year terms to accelerate equity building
- +2 more outcomes
Companies that use AS IS Lending
Customer profileSegments5 records
Ideal customer profiles5 records
AS IS Lending technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AS IS Lending partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
AS IS Lending competitors and assessment
Company assessmentDirect peers
- Guild Mortgage: Retail-focused residential mortgage lender with a broad product mix including FHA, VA, USDA, renovation, and reverse mortgages. Comparable on product breadth and retail-direct go-to-market model.
- Caliber Home Loans: Direct-to-consumer and correspondent mortgage lender offering purchase, refinance, FHA, VA, and renovation products. Comparable on multi-channel residential origination strategy.
- Paramount Residential Mortgage Group (PRMG): Multi-state retail mortgage lender offering a broad suite of agency, government, and non-QM products. Comparable on geographic dispersion and product breadth across retail channels.
- Fairway Independent Mortgage Corporation: Retail mortgage lender with extensive branch network offering purchase, refinance, FHA, VA, USDA, and reverse products. Comparable on family-oriented culture and retail-direct origination.
- Homebridge Financial Services: Retail and wholesale residential mortgage lender offering agency, government, jumbo, and renovation products. Comparable on retail broker model with diverse product suite.
- Academy Mortgage Corporation: Retail mortgage lender with multi-state branch network offering purchase, refinance, FHA, VA, and renovation loans. Comparable on founder-led, multi-state retail model with similar product mix.
- Movement Mortgage: Retail-focused mortgage lender with branch network and broad product offering. Comparable on values-driven, culture-centric retail origination model serving purchase and refinance borrowers.
Broad incumbents
- United Wholesale Mortgage (UWM): Largest wholesale mortgage lender in the U.S., providing broker and correspondent channels. Comparable in that it underwrites and funds residential mortgages for distribution through third-party originators.
- loanDepot: Major retail and wholesale mortgage lender offering purchase, refinance, FHA, VA, and home equity products. Comparable on full-spectrum residential mortgage origination across multiple channels.
- Rocket Mortgage: Largest U.S. retail mortgage lender offering purchase, refinance, FHA, VA, and jumbo loans through a digital-first platform. Comparable on product breadth but operates at vastly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Customer concentration
AS IS Lending social profiles
Digital presenceAS IS Lending compliance and trust
Trust signalCompliance4 records
AS IS Lending financial estimates
Financial estimateRevenue estimate
Valuation estimate
AS IS Lending leadership team
Management profileNumber of profiles
Profiles1 record
AS IS Lending funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AS IS Lending 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 AS IS Lending
What does AS IS Lending do?
AS IS Lending is a direct-to-consumer mortgage lender and broker that originates and funds residential home loans. The company offers purchase mortgages, refinances, fixed- and adjustable-rate loans, and government-backed programs including FHA, VA, reverse, jumbo, and renovation loans. Loans are sold to individual consumers via a consultative, inside-sales model supported by digital application portals and educational content.
Is AS IS Lending a public or private company?
AS IS Lending is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AS IS Lending founded?
AS IS Lending was founded in 2015. It employs 1 to 10 people.
Where is AS IS Lending based?
AS IS Lending is headquartered in Laguna Hills, United States, in the North America region.
How does AS IS Lending make money?
One revenue line is on record: mortgage Origination & Brokerage.
Who are AS IS Lending's main competitors?
Direct peers on record are Guild Mortgage, Caliber Home Loans, Paramount Residential Mortgage Group (PRMG), Fairway Independent Mortgage Corporation, Homebridge Financial Services, Academy Mortgage Corporation and Movement Mortgage. Broad incumbents are United Wholesale Mortgage (UWM), loanDepot and Rocket Mortgage.
Does AS IS Lending have an API?
No public API is recorded for AS IS Lending.