NRM Financial

What NRM Financial does

NRM Financial is a privately held, California-based mortgage lender operating from a single office in Woodland Hills, Los Angeles. Founded in 2004 and employing 11–50 staff, the company originates residential mortgages for individual consumers across the greater Los Angeles area, including Woodland Hills, Van Nuys, Hollywood, Canoga Park, and Northridge. Its product portfolio spans government-backed programs (FHA, VA, USDA loans), conventional and jumbo loans, reverse mortgages for seniors, refinancing and cash-out products, and specialty instruments (Hybrid ARMs, Balloon, Graduated Payment, Interest-Only, HARP 2.0). The company holds an NMLS license (#327515) and operates under a direct-to-consumer go-to-market motion, relying on its website, phone-based inside sales, online pre-qualification tools, and educational blog content for customer acquisition.

The technology stack is built on a third-party platform — LenderHomePage.com provides website hosting, design templates, online applications, and calculators — supplemented by an LQB Consumer Portal for borrower application management and an LQB Loan Officer View for internal pipeline processing. Revenue is generated transactionally through mortgage origination fees, points, and interest spread on originated and held/sold loans; rates and fees are quote-based rather than publicly disclosed and vary by borrower creditworthiness. Customer segmentation is hybrid: geographically anchored to California residents but pursued across multiple personas including first-time homebuyers, veterans, seniors (62+), and debt consolidation seekers.

The business operates without disclosed institutional capital, parent company, or acquisition history. Ownership is opaque beyond an apparent association with Amir Nassirzadeh based on the company logo URL. There are no patents, awards, regulatory actions beyond standard licensure, or disclosed leadership team. The firm competes in a hyper-local segment of the California mortgage market, leveraging product breadth and personal service rather than proprietary technology or scale advantages.

Name

NRM Financial

Legal name

NRM Financial

Website

https://nrmfinancial.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

NRM Financial is a privately held California mortgage lender based in Woodland Hills, originating FHA, VA, USDA, conventional, reverse, and refinance loans for individual consumers across the greater Los Angeles area via its website and phone-based sales team.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Government Wholesale Lending (FHA/VA/USDA) (FSALACAE)

Keywords

• Mortgage lending
• FHA loans
• Reverse mortgages
• Home refinancing
• Debt consolidation

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Origination Fees: The company generates revenue through origination fees charged for processing mortgage loans. This includes origination fees, points, and other loan-related charges typical in the mortgage industry.
2. Interest Income: Revenue is generated from the interest spread on mortgages originated and held or sold. The company offers various loan products including FHA loans, conventional loans, VA loans, and reverse mortgages.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

NRM Financial is a California-based mortgage lending company that originates and services a wide range of home loan products including FHA, VA, USDA, conventional, jumbo, and reverse mortgages, along with debt consolidation and cash-out refinancing. The company serves individual consumers in the Los Angeles area (Woodland Hills, Van Nuys, Hollywood, Canoga Park, Northridge) through direct-to-consumer channels including its website, phone-based sales, and online application platforms.

Product overview

NRM Financial is a mortgage lending company offering a comprehensive suite of home loan products primarily in California. The core product portfolio centers on government-backed mortgage programs including FHA Loans (for first-time and low-to-moderate income buyers), VA Loans (for military veterans), and USDA Loans (for rural/suburban borrowers), alongside conventional products such as Fixed Rate Mortgages, Adjustable Rate Mortgages (ARMs), Interest Only Mortgages, and specialized offerings like Reverse Mortgages for seniors and HARP 2.0 Refinance for underwater homeowners. The company also provides Hybrid ARMs (3/1, 5/1, 7/1, 10/1), Balloon Mortgages, Graduated Payment Mortgages, Jumbo Loans for high-value properties, Debt Consolidation, and Cash Out Refinancing. Supporting infrastructure includes online Mortgage Calculators, LQB Consumer Portal for application management, LQB Loan Officer View for loan processing, Pre-Qualification services, Credit Education Resources, and Foreclosure Prevention guidance. The company operates in the Los Angeles area serving communities including Woodland Hills, Van Nuys, Hollywood, Canoga Park, and Northridge.

Differentiator

Problem solved

Functional benefit

Products and services

• FHA Loans Federal Housing Administration insured loans designed for low-to-moderate income borrowers with lower down payments (as little as 3.5%), flexible credit requirements, and government backing to help first-time homebuyers qualify.
• VA Loans Veterans Affairs guaranteed home loans for military veterans offering 100% financing, no down payment, no PMI, competitive interest rates, and reduced closing costs.
• USDA Loans Low-interest mortgages with zero down payments for low-income Americans in designated rural and suburban areas who don't qualify for traditional mortgages.
• Jumbo Loans Non-conforming conventional mortgages for properties exceeding the FHFA conforming loan limit ($548,250 in most counties), carrying higher risk for lenders and typically available with fixed or adjustable rates.
• Reverse Mortgages Home equity conversion loans allowing senior homeowners (62+) to convert existing equity into cash while retaining home ownership, with no required principal/interest payments as long as they live in the home.
• Fixed Rate Mortgages Traditional mortgage loans with monthly principal and interest payments that remain constant throughout the loan term, available in 10 to 30-year terms that can be paid off early without penalty.
• Adjustable Rate Mortgages (ARM) Loans with interest rates that vary during the loan term, featuring an initial fixed period followed by adjustments based on market conditions and various index rates.
• Interest Only Mortgages Mortgages allowing monthly payments covering only interest for a set period, after which payments increase to include principal repayment over the remaining loan term.
• Graduated Payment Mortgages Loans with payments that increase each year for a predetermined period (5-10 years) before becoming fixed, designed to help borrowers qualify when interest rates are high.
• Balloon Mortgages Short-term fixed-rate loans with small periodic payments and one large principal payment due at term end, with options to refinance or pay off the balance.
• HARP 2.0 Refinance Home Affordable Refinance Program for underwater homeowners (owing more than home value) who are current on payments and have loans backed by Fannie Mae or Freddie Mac.
• Hybrid ARMs Fixed-period ARMs (3/1, 5/1, 7/1, 10/1) combining fixed-rate stability for initial years with adjustable rates thereafter, offering lower initial rates than standard 30-year fixed mortgages.
• Home Purchase Loans General home purchase financing helping buyers afford homes in Woodland Hills, Van Nuys, Hollywood, Canoga Park, Northridge, and throughout California.
• Home Refinance Loans Refinancing services to help homeowners potentially lower interest rates, reduce monthly payments, change loan terms, or access equity in their homes.
• Debt Consolidation Refinancing service helping homeowners consolidate high-interest debt into their mortgage, simplifying payments and potentially reducing overall interest costs.
• Cash Out Refinancing Mortgage refinancing option allowing homeowners to borrow more than their current loan balance and receive the difference in cash, accessing accumulated home equity.

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• loanDepot: One of the largest direct-to-consumer mortgage lenders in the US, headquartered in California. Comparable business model to NRM with broad product mix including FHA, VA, conventional, and refinance offerings, though at vastly larger scale.
• Better.com: Digital-first mortgage lender offering streamlined D2C home loans and refinancing. Comparable in D2C channel strategy and product breadth, though operating at much larger scale with proprietary technology.
• NewRez (formerly New Penn Financial): Retail and wholesale mortgage lender offering FHA, VA, conventional, and refinance products. Comparable in origination focus and government-backed loan emphasis.
• Caliber Home Loans: Retail mortgage originator offering FHA, VA, conventional, and specialized loan programs with significant government-loan exposure. Comparable product mix and retail channel focus.
• Paramount Residential Mortgage Group (PRMG): Retail mortgage lender offering FHA, VA, USDA, conventional, and reverse mortgage products with a regional branch model. Highly comparable in product breadth, government-loan focus, and multi-segment borrower targeting.
• Guild Mortgage: California-headquartered retail mortgage lender with broad government-backed loan programs (FHA, VA, USDA) and a regional branch model. Directly comparable in geographic focus and product mix, though larger and more geographically diversified than NRM.
• Carrington Mortgage Services: Retail and wholesale mortgage lender with strong FHA/VA program offerings and focus on first-time and low-to-moderate income borrowers. Comparable target customer segments and government-loan specialization.

Broad incumbents

• United Wholesale Mortgage: Largest US wholesale mortgage lender providing FHA, VA, and conventional loans through a broker channel. Comparable product range but operates in the wholesale intermediary segment rather than direct retail like NRM.
• Rocket Mortgage (Rocket Companies): Largest US mortgage lender and the dominant D2C digital mortgage brand. Operates broadly in the same mortgage origination space with overlapping products, but at massive scale with proprietary technology and a national marketing footprint.
• PennyMac Loan Services: Large-scale mortgage originator and servicer offering government-backed and conventional loans. Comparable product breadth, but PennyMac combines origination with a major servicing portfolio providing recurring revenue NRM lacks.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/nrm-financial-services

Revenue estimate

Valuation estimate

Number of profiles

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 NRM Financial