Southend Financial
Southend Financial, LLC is a privately held mortgage broker operating across 13 US states, comparing wholesale lender programs to match residential borrowers with home purchase, refinance, FHA, VA, USDA, jumbo, and DSCR loans via a team of 10 loan officers.
- Company typePrivate
- Founded-
- HeadquartersCharlotte, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Southend Financial does
Southend Financial, LLC is a privately held mortgage brokerage (NMLS #2184938) headquartered in Rutherfordton, North Carolina, operating under a multi-state license covering 13 jurisdictions across the Southeast, Mid-Atlantic, and Texas. The company does not lend directly; instead, it acts as an intermediary that compares wholesale programs across its lender network to match borrowers with appropriate loan structures. Its core offering consists of home purchase loans and refinance products spanning conventional, FHA, VA, USDA, jumbo, 30-year fixed, 15-year fixed, ARM, 203(k) renovation, cash-out refinance, and DSCR (investment property) loans, supported by a website-based pre-qualification application, a mortgage calculator, and a client portal for application management.
The business operates on a transaction-fee revenue model, earning broker commissions from wholesale lenders when loans close. The go-to-market motion is sales-led and direct-to-consumer, combining organic search-driven website leads with phone-based inside sales and in-person consultations from a team of approximately 10 mortgage professionals, each with distinct specializations (purchase, refinance, VA, FHA, first-time buyer, and investor properties). Southend Financial claims a sub-30-minute average response time and a 4.9-star client rating, positioning its value proposition around multi-lender comparison, clear communication, and coordinated process management through underwriting and closing. Ownership is concentrated in founders Jon Hoffis (Broker/Owner) and Ricky Peters Jr (Manager/Owner), with no disclosed institutional investment, parent company, or acquisition history. The technology stack is built on standard industry tooling rather than proprietary systems, and no AI/ML, API, or integration capabilities are present in the available source material.
Southend Financial firmographics
Firmographics- Name
- Southend Financial
- Legal name
- Southend Financial, LLC
- Website
- https://southendfinancial.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Southend Financial, LLC is a privately held mortgage broker operating across 13 US states, comparing wholesale lender programs to match residential borrowers with home purchase, refinance, FHA, VA, USDA, jumbo, and DSCR loans via a team of 10 loan officers.
- Ownership category
- akta.pro rank
Southend Financial industry classification
Industry- 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
- Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)
- akta.pro secondary industries
- Commercial Mortgage Brokerage (FSAEAEAB), Debt & Structured Finance / Mortgage Brokerage (BPAJABAK)
Keywords
Where Southend Financial is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Southend Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Mortgage Broker Commissions: As a mortgage broker, Southend Financial earns commissions from multiple lenders when loans close. The broker acts as intermediary comparing wholesale programs and investor guidelines across their lender network to match borrowers with appropriate financing options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing varies by loan program and borrower profile |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Southend Financial product offering
Product offeringCore offering
Southend Financial is a mortgage broker that accesses multiple wholesale lenders and investor guidelines to match residential borrowers with home purchase and refinance loan programs. The core offering includes home purchase loans, refinance (rate-and-term, cash-out, FHA streamline, VA IRRRL), and specialized programs such as 30-Year Fixed, 15-Year Fixed, ARM, FHA, VA, USDA, Jumbo, 203(k) Renovation, and DSCR investment-property loans. Broker commissions are earned from wholesale lenders when loans close.
Product overview
Southend Financial is a mortgage broker (NMLS #2184938) offering a unified mortgage brokerage service that accesses multiple wholesale lenders to find the best fit for borrowers. The core offering consists of home purchase loans, refinance options, and specialized loan programs including 30-Year Fixed, 15-Year Fixed, ARM, FHA, VA, USDA, Jumbo, 203(k) Renovation, Cash-Out Refinance, and DSCR (investment property) loans. These products are supported by digital tools including a Mortgage Calculator for payment estimation and break-even analysis, and a Client Portal (CRM) for application management. The broker differentiates by shopping multiple lender programs to match borrowers with optimal loan structures, rather than offering a single bank's products.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Purchase Loans
Quantifiable outcome
- Under 30 minutes average response time
- +1 more outcomes
Companies that use Southend Financial
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles6 records
Southend Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Southend Financial partnerships and signals
Strategic signalScale indicators4 records
Recent moves3 records
Expansion highlights4 records
Southend Financial competitors and assessment
Company assessmentEmerging players
- Angel Oak Mortgage Solutions: Non-QM and specialty mortgage lender focused on self-employed borrowers, investors, and non-conforming profiles — directly comparable to Southend's DSCR and non-traditional investor offerings.
Direct peers
- Guild Mortgage: National retail mortgage lender with strong government loan (FHA/VA/USDA) and renovation (203k) product mix, comparable to Southend's specialty program orientation, especially for first-time and veteran borrowers.
- Better.com: Digital-first mortgage lender competing on speed and simplicity through a fully online application experience. Comparable product menu (purchase, refi, HELOC) but with no broker channel or human-led inside sales.
- loanDepot: National retail mortgage lender and broker operating direct-to-consumer purchase and refinance with multiple loan programs. Closest comparable in product menu and channel mix to Southend, though at substantially larger scale.
- Cardinal Financial: Mid-sized retail mortgage lender focused on purchase and refinance with strong wholesale and retail broker channels. Comparable in license breadth and government/jumbo loan program mix.
- NewRez (shellpoint Mortgage Servicing): Top-15 US mortgage lender with retail and wholesale broker channels offering conventional, government, and specialty programs. Comparable multi-channel broker/retail origination model.
- CrossCountry Mortgage: Multi-state retail mortgage lender offering purchase, refinance, FHA, VA, USDA, and specialty programs through branch-based loan officers. Comparable in license breadth and reliance on named-loan-officer relationship model.
- Fairway Independent Mortgage: Large independent mortgage lender with retail branch and broker channel operations offering conventional, government, and specialty loan programs across most US states. Closely comparable in multi-channel retail broker model.
Others
- United Wholesale Mortgage (UWM): Largest US wholesale mortgage lender whose broker channel is a key supplier to independent brokers like Southend. Adjacent ecosystem participant rather than a direct competitor; relevant for understanding wholesale channel dynamics.
Broad incumbents
- Rocket Mortgage: Largest US mortgage originator with a primarily direct-to-consumer digital model plus retail branches. Competes for the same purchase/refi borrowers Southend serves but at vastly greater scale and with proprietary technology.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Southend Financial social profiles
Digital presenceSouthend Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Southend Financial leadership team
Management profileNumber of profiles
Profiles10 records
Southend Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Southend Financial 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 Southend Financial
What does Southend Financial do?
Southend Financial is a mortgage broker that accesses multiple wholesale lenders and investor guidelines to match residential borrowers with home purchase and refinance loan programs. The core offering includes home purchase loans, refinance (rate-and-term, cash-out, FHA streamline, VA IRRRL), and specialized programs such as 30-Year Fixed, 15-Year Fixed, ARM, FHA, VA, USDA, Jumbo, 203(k) Renovation, and DSCR investment-property loans. Broker commissions are earned from wholesale lenders when loans close.
Is Southend Financial a public or private company?
Southend Financial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Southend Financial founded?
Southend Financial was founded in -1. It employs 11 to 50 people.
Where is Southend Financial based?
Southend Financial is headquartered in Charlotte, United States, in the North America region.
How does Southend Financial make money?
One revenue line is on record: mortgage Broker Commissions.
Who are Southend Financial's main competitors?
Angel Oak Mortgage Solutions is listed as an emerging player. Direct peers are Guild Mortgage, Better.com, loanDepot, Cardinal Financial, NewRez (shellpoint Mortgage Servicing), CrossCountry Mortgage and Fairway Independent Mortgage. United Wholesale Mortgage (UWM) is listed as an others. Rocket Mortgage is listed as a broad incumbent.
Does Southend Financial have an API?
No public API is recorded for Southend Financial.
What industry is Southend Financial in?
Southend Financial's product category is Mortgage Brokerage. Its primary akta.pro industry code is FSALABAA, Retail Residential Mortgage Brokers (Purchase & Refinance), with a secondary code of FSAEAEAB, Commercial Mortgage Brokerage. Its NAICS code is 522310 and its SIC code is 6163.